Research Methods - Curs 2 En
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Transcript of Research Methods - Curs 2 En
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Module 1. Quantitative Methods Research.
Questionnaire Based Survey
Course 2Concepts, operationalization, and measurement.
Reliability and validity
Valeriu Frunzaru, PhD.
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Primary scales of measurement (Malhotra, 285)
Scale Basic characteristics Examples Permissible
statistics
Nominal Numbers identify and classify
objects
Sex classification,
religion, store types
Percentage, mode,
Chi-square
Ordinal Numbers indicate the relative
positions of the objects but not
the magnitude of differences
between them
Quality rankings,
reference rankings ,
market position,
social class
Percentile, median,
rank-order
correlation
Interval Difference between objects can
be compared; zero point isarbitrary
Temperature
(Celsius), level ofinteligence (IQ),
attitudes (!?)
T-test, ANOVA,
regression, factoranalysis
Ratio Zero point is fixed; ratios of
scale values can be computed
Age, income, market
shares
Geometric mean,
coefficient of
variation
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Exercises
What kind of scales can we use to measure the
variable age?
What kind of scales can we use to measure the
variable income?
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Measures of central tendency
Mean = the value obtained by summing allelements in a set and dividing by the number ofelements
Mode = the value that occurs the most in a(sample) distribution
Median= the value above which half of the valuesfall and below which half of the values fall
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Measures of variability
Range= the difference between the largest and
smallest values of a distribution
Interquartile range (IQ) = the range of a distribution
encompassing the middle 50 percent of theobservation
Variance = the mean squared of all the variation
from the mean
Standard deviation (SD) = the square root of the
variance
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Measures of variability
Range = Xlargest- Xsmallest
IQ = Q3-Q1
Variance =
S.D. =
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Exercises
We have two groups (nA=10. nB=10) that drink
weekly the next quantities of beer.
A: 2, 9, 1, 0, 3, 4, 3, 4, 7, 4
B: 1, 4, 2, 14, 4, 7, 5, 4, 8, 0
What are mean, median, and mode of the twogroups? SDA=3.67 and SDB=4.04. What group
is more homogenous?
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Opertionalization of variables
Operationalization= The construction of actual, concretemeasurement techniques; the creation of operationsthat will result in the desired measurements.
Dimension= concept with an abstract level situatedbetween the concept that we want to measure and theindicators
Indicators= Easily identified features which can bemeasured and are taken as revealing some underlyingaspect
Scales= a type of composite measurement
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Dimensions of social exclusion
(Hayes et al., 2008)
Social exclusion = an individual is socially excluded if he orshe does not participate in key activities in the society inwhich he or she lives
D1. consumption: the capacity to purchase goods andservices;
D2. production: participation in economically or sociallyvaluable activities;
D3. political engagement: involvement in local or nationaldecision-making;
D4. social interaction: integration with family, friends andcommunity.
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Dimension for materialistic values
(Richins and Dawson, 1992)
D1. success
D2. centrality
D3. happiness
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Indicators for materialistic values. Dimension:
success(Richins and Dawson, 1992, 310)
I admire people who own expensive homes, cars, and clothes.
Some of the most important achievements in life include
acquiring material possessions.
I don't place much emphasis on the amount of material objectspeople own as a sign of success.
The things I own say a lot about how well I'm doing in life.
I like to own things that impress people.
I don't pay much attention to the material objects other people
own
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Indicators for materialistic values. Dimension:
centrality(Richins and Dawson, 1992, 310)
I usually buy only the things I need.
I try to keep my life simple, as far as possessions are concerned.
The things I own aren't all that important to me.
I enjoy spending money on things that aren't practical.
Buying things gives me a lot of pleasure.
I like a lot of luxury in my life.
I put less emphasis on material things than most people I know.
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Indicators for materialistic values. Dimension:
happiness(Richins and Dawson, 1992, 310)
I have all the things I really need to enjoy life.
My life would be better if I owned certain things I don't have.
I wouldn't be any happier if I owned nicer things.
I'd be happier if I could afford to buy more things.
It sometimes bothers me quite a bit that I can't afford to buy
all the things I'd like.
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Likert scale. Negro scale
(Likert, 1932, 19)
Items:
9. All negroes belong in one class and should be treated
in about the same way.
12. If the same preparation is required, the negro
teacher should receive the same salary as the white.
13. Practically all American hotels should refuse to
admit negroes.Strongly
approve
(1)
Approve
(2)
Undecided
(3)
Disapprove
(4)
Strongly
disapprove
(5)
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Adaptive Visual Analog Scale (VAS)
(Marsh-Richards et al., 2009, Dusa and Frunzaru, 2010)
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d ff l l
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Sematic differential scale
(Charles E. Osgood)
Semantic differentials scale = a 7-point rating
scale with endpoints associated with bipolar
labels that have semantic meaning
Examples of bipolar adjectives:
- cold and worm
- powerful and week
- organised and unorganised
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Please put an X at a point between the two extremes which
indicates your view about the services received from the
company A (semantic differentials scale)
Staff are polite :: : : : : : : Staff are impolite
Staff know the
products
:: : : : : : : Staff do not know the
products
Staff are
efficient
:: : : : : : : Staff are inefficient
Company is
unreliable
:: : : : : : : Company is reliable
Company is
modern
:: : : : : : : Company is old-
fashioned
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Exercise
Realize the operationalization of the concept
religiosity
M t
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Measurement accuracy
(Malhotra, 2010,318)
X0 = Xt + Xs + Xr
X0 = the observed score of measurement
Xt = the true score of the characteristic
Xs = systematic error
Xr = random error
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Measurement accuracy
(Malhotra, 2010,318)
True score model = a mathematical model that provides a
framework for understanding the accuracy of measurement
Systematic error = affects the measurement in a constant way and
represent stable factors that affect the observed score in the
same way each time the measurement is made
Random error = measurement error that arise from random
changes or differences in respondents or measurement
situation
Systematic error + Random error = Measurement error
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Measurement accuracy
(Malhotra, 2010,318-321)
Reliability = the extent to which a scale produces consistent
results if repeated measurement are made on the
characteristic.
Validity = the extent to which the difference in observed scaled
reflects true differences among objects on the characteristic
being measured, rather than systematic or random errors
Generalizability = the degree to which a study based on a sample
applies to a universe of generalisations.
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Validity and reliability
(Babbie, 2010,214)
Invalid and reliableValid and reliable Valid and
unreliable
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Scale
evaluation
Reliability Validity Generalizability
Test/
retestAlternative
forms
Internal
consistencyContent Criterion Construct
Convergent Discriminant Nomological
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Bibliography
Babbie, Earl. (2010). Practica cercetrii sociale. Iai: Editura Polirom.
Hayes, Alan, Gray, Matthew and Edwards, Ben. (2008). Socialinclusion. Origins, concepts and key themes.(http://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdf, 29.11.2010)
Kent, Ray. (2007). Marketing Research. Approaches, Methods andApplications in Europe. London: Thomson.
Likert, Rensis. (1932).A Technique for the Measurement ofAttitudes. New York: New York University.
Malhotra, Naresh K. [1996](2010). Marketing Research. An Applied
Orientation. New York: Pearson.Richins, L. Marsha, and Dawnson, Scott (1992). A Consumer ValuesOrientation for Materialism and its Measurement: ScaleDevelopment and Validation.Journal of Consumer Research, 19(3): 303-316.
http://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdf