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    A231 - RM PP Slide - Chap 8 (Cont)

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    Hazelin Hazman
    The document discusses response techniques and developing questionnaires for business research. It covers rating scales like Likert scales and ranking scales like paired comparisons. It outlines steps to develop a questionnaire like determining content, response format, question wording, sequence. It also discusses ensuring the goodness of measures through reliability which ensures consistent measurement, and validity which ensures a test measures what it intends to measure.

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    A231 - RM PP Slide - Chap 8 (Cont)

    Uploaded by

    Hazelin Hazman
    9 views26 pages
    The document discusses response techniques and developing questionnaires for business research. It covers rating scales like Likert scales and ranking scales like paired comparisons. It outlines steps to develop a questionnaire like determining content, response format, question wording, sequence. It also discusses ensuring the goodness of measures through reliability which ensures consistent measurement, and validity which ensures a test measures what it intends to measure.

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    A231_RM PP Slide_Chap 8 (Cont)

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    The document discusses response techniques and developing questionnaires for business research. It covers rating scales like Likert scales and ranking scales like paired comparisons. It outlines steps to develop a questionnaire like determining content, response format, question wording, sequence. It also discusses ensuring the goodness of measures through reliability which ensures consistent measurement, and validity which ensures a test measures what it intends to measure.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    9 views26 pages

    A231 - RM PP Slide - Chap 8 (Cont)

    Uploaded by

    Hazelin Hazman
    The document discusses response techniques and developing questionnaires for business research. It covers rating scales like Likert scales and ranking scales like paired comparisons. It outlines steps to develop a questionnaire like determining content, response format, question wording, sequence. It also discusses ensuring the goodness of measures through reliability which ensures consistent measurement, and validity which ensures a test measures what it intends to measure.

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    You are on page 1of 26

    OL14-WEEK 7

    Chapter 8
    Continue:
    Response technique: rating and ranking scales
    Steps in developing questionnaire
    Goodness of measures: Reliability and Validity

    Business Research Methods |


    Response Technique
    • Dichotomous scale
    • Multiple-choice scale
    (1) Rating Scales • Likert scale
     the respondent is required to • Semantic differential scale
    • Numerical scale
    choose his preference value • Stapel scale
    toward a statement or item. • Constant sum scale
    • Graphic rating scale

    (2) Ranking Scales


    • Paired comparison scale
     the respondent is required • Forced ranking scale
    to compare two or more
    • Comparative scale
    objects directly.

    Business Research Methods |


    B) RATING SCALES
    Dichotomous Scale
    Have you ever purchased online?
    Yes No

    Multiple-choice Scale
    Which of the following products would you purchase online?
    Air-ticket
    Insurance
    Groceries
    Fashion products
    Cosmetics
    Business Research Methods |
    Likert Scale

    Online shopping is fun.


    Strongly Disagree Disagree Neutral Agree Strongly Agree
    1 2 3 4 5

    Semantic Differential Scale

    Business Research Methods |


    Numerical Scale
    Using the scale below, state how frequently you purchase following product online.
    Very Frequently 5 4 3 2 1 Infrequently

    Air-ticket ___
    Groceries ___
    Fashion products ___

    Stapel Scale
    State how satisfied you are with the following online company.
    +3 +3 +3
    +2 +2 +2
    +1 +1 +1
    Amazon eBay Alibaba.com
    -1 -1 -1
    -2 -2 -2
    -3 -3 -3

    Business Research Methods |


    Constant Sum Scale
    Security
    In choosing an online shopping
    Privacy
    company, indicate the importance of
    Price
    the following five factors and allocate
    Promotion
    scores for each, to a total of 100.
    Return Policy
    Total 100

    Graphic Rating Scale

    Express your feeling when you receive a parcel from an online shopping company. (Mark ‘X’ at bottom of the graphic.)

      
    |___|___|___|___|___|___|___|___|___|___|

    Business Research Methods |


    B) RANKING SCALES

    Paired Comparison Scale


    Please select one of the following pairs in terms of quality mobile phones.

    ___ Samsung ____ Motorola

    Comparative Scale
    Compared to your previous mobile phone brand’s performance, how do you feel about the current brand?

    Very Poor About the Same Excellence

    1 2 3 4 5

    Business Research Methods |


    Forced Ranking Scale

    Rank the following mobile phone brands in your order of preference. Assign 1 to the most preferred choice and 5 to the
    least preferred.
    ___ Samsung
    ___ Apple
    ___ LG
    ___ Sony Ericsson
    ___ Motorola

    Business Research Methods |


    Steps in developing Questionnaire
    • Definition
    A questionnaire is a pre-formulated, written set of questions to which the respondent
    records his answers

    • Steps
    1. Determine the content of the questionnaire
    2. Determine the form of response
    3. Determine the wording of the questions
    4. Determine the question sequence
    5. Write cover letter

    Business Research Methods |


    1. Questionnaire content
    • Framework
    Need information for all constructs in framework

    • Measurement: Operationalizing
    – Objective construct:
    • 1 element/items
    => 1 question
    – Subjective construct:
    • multiple elements/items
    => multiple questions

    Business Research Methods |


    2. Response format
    • Closed vs. Open-ended questions
    – Closed questions
    • Helps respondents to make quick decisions
    • Helps researchers to code
    – Open-ended question
    • First: unbiased point of view
    • Final: additional insights
    • Complementary to closed question: for interpretation purpose

    • Cfr. Measurement: Response scales

    Business Research Methods |


    3. Question wording
    • Avoid double-barreled questions
    – Ex. I like to swim and playing football in past time.

    • Avoid ambiguous questions and words


    – Ex. What do you think about parking?

    • Avoid hyperbole/scientific - use of ordinary words


    – Ex. It was the tastiest pie in the entire universe.
    – Ex. Hibiscus rosa-sinensis is my favorite flower.

    Business Research Methods |


    3. Question wording

    • Avoid leading or biasing questions


    – Ex. Don’t you think that UUM is the best university in Malaysia?

    • Social desirability
    – Ex. Everyday I brush my teeth before I go to sleep.

    • Avoid recall depended questions


    – Ex. How many books have you read last year?

    Business Research Methods |


    3. Question wording
    • Use positive and negative statements
    – Ex. UUM delivers high quality service.
    UUM has poor customer operational support

    • Avoid double negatives


    – Ex. I didn't steal nothing.

    • Limit the length of the questions


    Rules of thumb:
    – < 20 words
    – < one full line in print

    Business Research Methods |


    4. Question sequence

    Personal and sensitive data at the end


    Business Research Methods |
    5. Cover letter
    • The cover letter is the introductory page of the questionnaire

    • It includes:
    – Identification of the researcher
    – Motivation for respondents to fill it in
    – Confidentiality
    – Thanking of the respondent

    Business Research Methods |


    Goodness of Measures
    • Ensure that the instruments we use in our research do indeed measure the variables
    they are supposed to, and that they measure them accurately.

    • In operationally defining perceptual and attitudinal variables, we have not


    overlooked some important dimensions and elements or included some irrelevant
    ones. The scales developed can often be imperfect, and errors are prone to occur in
    the measurement of attitudinal variables.

    • The use of better instruments will ensure more accuracy in results, which in turn will
    enhance the scientific quality of the research.

    Business Research Methods |


    Goodness of Measures

    Business Research Methods |


    Validity
    • A test of how well an instrument that is developed measures the
    particular concept it is intended to measure.

    Business Research Methods |


    Validity of Variables
    a) Content validity refers to the agreement among the professionals that
    the items are designed accurately and adequately measure the
    variable.

    b) Construct validity refers to the degree to which the items have been
    operationalised consistent with underlying theory.

    c) Criterion validity refers to the degree to which the measurement is


    adequate to differentiate individuals on an attribute.

    Business Research Methods |


    Reliability
    • A test of how consistently a measuring instrument measures whatever concept it is
    measuring.

    • Indicates extent to which it is without bias and hence ensures consistent


    measurement across time (stability) and across the various items in the instrument
    (internal consistency).

    Business Research Methods |


    Stability
    • Ability of a measure to remain the same over time, despite uncontrollable testing
    conditions or the state of the respondents themselves.

    – Test–Retest Reliability: The reliability coefficient obtained with a repetition of the


    same measure on a second occasion.

    – Parallel-Form Reliability: Responses on two comparable sets of measures tapping


    the same construct are highly correlated.

    Business Research Methods |


    Internal Consistency
    • Indicative of the homogeneity of the items in the measure that tap the construct.

    – Inter-item Consistency Reliability: This is a test of the consistency of respondents’


    answers to all the items in a measure. The most popular test of inter-item
    consistency reliability is the Cronbach’s coefficient alpha.

    – Split-Half Reliability: Split-half reliability reflects the correlations between two


    halves of an instrument.

    Business Research Methods |


    Reliability, Validity and Evidence

    Type What is Measured Evidence of Goodness


     Correlation (0.30 < r)
     Cronbach’s alpha (0.70 < α)
    Reliability Item consistency
     Confirmatory factor analysis (Composite
    Reliability > 0.70)
     Review past literature
    Content validity Items developed are adequate
     Expert opinion
     Exploratory factor analysis (Loading above 0.50)
    Construct validity Items developed are relevant  Confirmatory factor analysis (Average Variance
    Extracted > 0.50)
    An instrument developed can either be
    Criterion validity  Correlation (0.50 < r < 0.70)
    predictive or concurrent

    Business Research Methods |


    Reliability and Validity

    Reliable but Valid but Not reliable Reliable and


    not valid not reliable and not valid valid

    Business Research Methods |


    Exercise 1 (during class)

    “A valid instrument is always reliable, but a reliable instrument is


    not always valid”. Comment on this statement.

    Business Research Methods | 26

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