Descriptive Research methods - PowerPoint Presentation

Slide1

Descriptive Research methods

Dr. Surej P JohnSlide2

Main Topics

C

onceptual Framework

Hypothesis development

Descriptive research methods

Survey

ObservationSlide3

The Theoretical/Conceptual Framework

The primary purpose of the conceptual framework is to lead to

hypotheses

that are subject to testing.

The

conceptual framework may be viewed as an analysis of the research problem using a theory.

In

a conceptual framework development, the theories are identified and then used in a conceptual analysis of the specific research problem.Slide4

Need for a conceptual framework

It is not necessary to include a conceptual framework in every research

The Theoretical framework discusses the interrelationships among the variables that are deemed to be integral to the dynamics of the situation being investigated.

Developing

such a conceptual framework helps us postulate or

hypothesize

and test certain relationships and thus to improve our understanding of the dynamics of the situation. Slide5

Conceptual Framework -ExampleSlide6

Type of

variables in a conceptual framework:

The

dependent

variable

(also known as the

criterion

variable)

The independent variable (also known as the predictor variable)

The moderating

variables

The

mediating variables.Slide7

The Dependent variable (DV)

The dependent variable is the variable of primary interest to the researcher.

The

researcher’s goal is to understand and describe the dependent

variable

, or to explain its variability, or predict it.

Through

the analysis of the dependent variable, it is possible to find answers or solutions to the problem.Slide8

The Independent Variable ( IV)

An independent variable is the one that influences the dependent variable in either a positive or negative way.

With

each unit of increase in the independent variable, there is an increase or decrease in the dependent variable also. (the variance in the dependent variable is accounted for by the independent variable.Slide9

The Moderating variable

The moderating variable is one that has a strong contingent effect on the independent-dependent variable relationship.

That

is, the presence of a third variable (the moderating variable) modifies the original relationship between the independent and the dependent variables

.Slide10

Moderating Variable….Slide11

Mediating variable

A mediating variable is also known as intervening variable.

In

statistics, a mediating variable refers to the variable that explains how, rather than when an effect will occur by accounting for the relationship between the independent and dependent variables.Slide12

Mediating Variable..Slide13

Hypotheses and hypotheses testing

Hypotheses result from the reasoning done in the conceptual framework.

Hypotheses

are

tentative assertions that are subject to testing.

Hypotheses can take the form of a simple proposition of an expected outcome, or can assert the existence of a relationship

Hypotheses need to be

testable

and

refutable

.Slide14

How many hypotheses can be developed?Slide15

Hypotheses development

H1:

There is a relationship between cost of the studies and college choice decision

H2:

There is a relationship between Location and college choice decision

H3:

There is a relationship between High School personnel and college choice decision

H4:

There is a relationship between Peers and friends and college choice decision

H5:

There is a relationship between Programs offered and college choice decision

H6:

There is a relationship between Campus visit and college choice decision.Slide16

DESCRIPTIVE RESEARCH:

SURVEY

AND OBSERVATIONSlide17

Descriptive research

Descriptive research

, is used to describe characteristics of a 

population

 or phenomenon being studied.

It

does not answer questions about how/when/why the characteristics occurred. Rather it addresses the "what" question (What are the characteristics of the population or situation being studied

?)

Survey & Observation are the most common descriptive research methods.Slide18

Survey Methods

The survey method of obtaining information is based on questioning respondents.

Perhaps the biggest issue researchers face is how to motivate respondents to candidly answer their questions.

Questions regarding behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics all lend themselves to survey research.Slide19

Advantages of Survey Methods

Ease

: Questionnaires are relatively easy to administer.

Reliability

: Using fixed-response (multiple-choice) questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses.

Simplicity

: It also simplifies coding, analysis, and interpretation of data.Slide20

Disadvantages of Survey Methods

Respondents may be unable or unwilling to provide the desired information.

Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings.

Properly wording questions is not easy.Slide21

Electronic

Classification

of Survey Methods

Figure 7.4 Classification of Survey Methods

Survey Methods

Telephone

Personal

Traditional

Telephone

Computer-Assisted

Telephone Interviewing

Mall Intercept

In-Home

E-Mail

Internet

Computer-Assisted Personal Interviewing

Mail

Mail Panel

Mail/Fax

InterviewSlide22

Personal In-Home Interviews

Respondents are interviewed face-to-face in their homes.

The interviewer's task is to contact the respondents, ask the questions, and record the responses.

In recent years, the use of personal in-home interviews has declined.Slide23

Mall-Intercept Personal Interviews

Respondents are intercepted in shopping in malls.

The process involves stopping the shoppers, screening them for appropriateness, and either administering the survey on the spot or inviting them to a research facility located in the mall to complete the interview. Slide24

Computer-Assisted Personal Interviewing (CAPI)

The respondent sits in front of a computer terminal and answers a questionnaire on the screen by using the keyboard or a mouse.

Help screens and courteous error messages are provided.

The colorful screens and on- and off-screen stimuli add to the respondent's interest and involvement in the task. Slide25

This method has been classified as a personal interview technique since an interviewer is usually present to serve as a host and to guide the respondent as needed.

This approach is used in shopping malls, preceded by the intercept and screening process described earlier.

Computer-Assisted Personal Interviewing (CAPI)Slide26

Self-Administered Surveys

This

is a data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer. Slide27

Advantages:

Low cost per survey

Respondent

control

No interviewer-respondent bias

Anonymity in responses

Disadvantages

Minimum flexibility

High non response

rate

Slow data collection

Self-Administered SurveysSlide28

Mail

Surveys

A typical mail interview package consists of the outgoing envelope, cover letter, questionnaire, postage-paid return envelope, and possibly an incentive.

Those individuals motivated to do so complete and return the questionnaire through the mail.

There is no verbal interaction between the researcher and the respondent. Slide29

Mail Panels

Mail panels consist of a large and nationally representative sample of individuals who have agreed to participate in periodic survey research.

Incentives in the form of cash or gifts are often offered to the individuals who agree to participate. Slide30

Once the individuals have been admitted to the panel, detailed demographic and lifestyle data are collected on each household.

The researcher uses this information to select targeted mailing lists within the panel based on client needs.

Mail PanelsSlide31

Email Surveys

If the addresses are known, the survey can simply be mailed electronically to respondents included in the sample.

Respondents key in their answers and send an e-mail reply. Slide32

Internet Surveys

An Internet survey is a questionnaire posted on a Web site that is self administered by the respondent.

The questions are displayed on the screen and the respondents provide answers by clicking an icon, keying in an answer, or highlighting a phrase.

Web survey systems are available for constructing and posting Internet surveys. Slide33

As

compared to email surveys, Internet surveys offer more flexibility, greater interactivity, personalization, automatic skip patterns and visual appeal.

Several Web sites, such as

WebSurveyor

,

surveymonkey

, Google form

etc.

allow users to design surveys online without downloading the software.

Internet SurveysSlide34
Slide35
Slide36

Observation based researchesSlide37

A Classification of Observation Methods

Observation Methods

Personal Observation

Mechanical Observation

Trace Analysis

Content Analysis

Audit

Classifying

Observation

MethodsSlide38

Observation Methods

Personal Observation

A researcher observes actual behavior as it occurs.

The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place.

For example, a researcher might record traffic counts and observe traffic flows in a department store.