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Deciding on a suitable sample size: The confidence level The margin of error The analysis
types Required sample size
That means that they have to send the survey to a minimum of 1463 customers Sampling Types:
Random Sampling or Probability Sampling o Simple Random Sampling = each item is equal to
be selected o Cluster Sampling = randomly selected from each cluster o Stratified Sampling =
selected from homogeneous groups o Systematic Sampling = selected at a uniform interval
Judgment Sampling or Non-Probability Sampling
o Quota o Purposive o Snowball o Self-Selection o Convenience o Used for: descriptive studies
(identify and describe the variability in different phenomena), explanatory studies (examine and
explain relationships between variables)
Biased Sampling: choose those with strong feelings to one side Designing a Questionnaire:
Step 1: Review the literature carefully Step 2: Define the variables (independent/dependent
variables) Step 3: Specify the questions Step 4: Assess validity and reliability o Validity:
Internal validity (Do the conclusions we draw about a demonstrated experimental relationship
truly imply cause?) o Validity: External validity (Does an observed causal relationship
generalize to the population?)
Questionnaire Methods:
o Self-Administered: delivery and collection (online or postal) o Interviewer-Administered:
structured interview (telephone)
Research Design
Observation
Complete Participant: researchers identity is unknown to any of the
participants Participant as Observer: researcher makes clear that he is doing a research, but he
fully participates in-group activities. Observer as Participant: researcher makes clear that he is
doing a research, and only participates in-group activities superficially.
Complete Observer: researchers identity is unknown to all, without any
participation in the activities. Naturalistic Observation: researcher makes no effort to manipulate
variables or control activities. e.g. Jean Piaget Stimulation: researcher creates a situation and
asks subjects to act out certain roles=simulate Reactivity, curiosity, disguise Interviews
Structural Interview:
o Interviewer-administered questionnaires o Record on standardized scale o Aim at collecting
quantifiable data
Summary Research Methods For Business Students Aenne Stckmann
Semi-Structural Interview
o Vary in interviews, non-standardized o Audio-record data o Aim at collecting qualitative data
Unstructured Interview
o In-depth interviews, non-directive o No predetermined list of questions o Informant interview
(interviewees perceptions guide the interview) o Talk freely about events, behaviors, and beliefs
in relation to the topic area
Advantages of Audio Taping
o Allows interviewer to concentrate on questioning and listening o Allows questions formulated
at an interview to be accurately recorded for use in later interviews where appropriate o Can re-
listen to the interview o Accurate and unbiased record provided o Allows direct quotes to be used
o Permanent record for others to use
Disadvantages of Audio Taping
o May adversely affect the relationship between interviewee and interviewer o May inhibit some
interviewee responses and reduce reliability o Possibility of a technical problem o Time required
to transcribed the audio-recording
Reliability: Quantitative Study
o Instrument A, week one Instrument A, week 2 o Can be reliable but not valid o If unreliable,
must not be valid
Reliability: Qualitative Study
o Researcher A, Researcher B o Reveal similar information Reliability needs to be taking into
account
o The interviewer bias may influences the way the interviewees respond to the questions being
asked. o The interviewee bias may be caused by perceptions about the interviewer, or may be
sensitive to certain themes. They may also choose not to reveal and discuss an aspect of the topic
that you wish to explore, providing you a partial picture. o Bias may also result from the nature
of the individuals or organizational participants, for example, a reduction in willingness.
Requirements for Success
o The interviewee must possess the information. o The interviewee must understand the role in
the interview as the provider of accurate information. o The interviewee must perceive adequate
motivation to cooperate.
Techniques of Probing
Summary Research Methods For Business Students Aenne Stckmann
o A brief assertion of understanding and interest. o An expectant pause. o Repeating the question
o Repeating the participants reply. o A neutral question or comment. o Question clarification.
Questionnaire o Descriptive Study: identify and describe the variability in different
phenomena o Explanatory Study: examine and explain relationships between variables
Design Questionnaire
o Step 1: review the literature carefully o Step 2: define variables (dependent, extraneous,
independent) o Step 3: Specify the questions o Step 4: Assess validity and reliability
Questionnaire Reliability o Test re-test
o Internal consistency: cronbachs alpha o Alternative form
Validity
o Internal Validity: Do the conclusions we draw about a demonstrated experimental relationship
truly imply cause? o External Validity: Does an observed causal relationship generalize to the
population?