Research Methodology

Research Methodology
Unit I
Introduction to Research Methods : Definition of research, role and objectives of
research, applications and types of research, research process and steps in it. Collecting
and reviewing the literature, conceptualization and Formulation of a research problem,
Identifying variables, constructing hypothesis, Synopsis.
Unit II
(a) Research Design: Selecting and defining a research problem, need for research
design, features of a good research design, different research designs (exploratory,
descriptive experimental and diagnostic research).
(b) Design of Sample Survey: Census V/s Sample enumerations, objectives and
principles of sampling, Types of sampling, Sampling and Non-sampling errors.
Designing Questionnaires and interview. Determination of the sample size.
Unit III
Measurement of Scaling Concepts: Scales of measurements, nominal, ordinal, internal
and ratio scales, Errors in measurements. Validity and Reliability in measurement, Scale
Construction Techniques.
Unit IV
Data Collection & Analysis: Primary & secondary data, Validity and Reliability of data
collection procedures, data preparation, exploratory data analysis, parametric and non-
parametric tests, correlation and regression analysis, ANOVA, Multivariate Techniques.
Unit V
Report Writing: Discussions, Conclusion, referencing and various formats for reference
writing, Bibliography, Thesis Writing, Thesis writing, Formats of publications in research
journals including subject classification, Impact factor, Citation index.
Unit VI
Computer Applications: Data Communication and networks, LAN, WAN,GAN,
Internet, Website, Webpage, E-mail, Search Engines, Scientific search engines. PDF and
Latex files.
MS WORD : Test formatting, Math Type, MS Equation editor, INFLIBNET, e-journals,
e-library, Scopus, Central blatt Math, Mathematical reviews.
Recommended Books:
1. Krishna Swamy K.N., Siva Kumar A.I., Mathirajan M., “Management Research
Methodology (2006), Pearson Education, New Delhi.
2. Kothari C.R., “Research Methodology, Methods and Techniques, Second edition,
(2008), New Age International Publication.
3. Ranjit Kumar : Research Methodology, A step by step guide for beginners,
Pearson Education, Sixth Edition 2009.
4. Mark Saunders, Philip Lewis, Adrain Thornhiu:Research Methods for Business
Students, Pearson Education.
5. Ram Ahuja, “Research Methods”, (2001), Rawat Publications, New Delhi.
6. Cooper D., Schindler P., Business research methods”, (2003) Tata Mc-Graw Hill,
New Delhi.
Unit I
Introduction to Research Methods
Unit I (Syllabus)
Introduction to Research Methods : Definition of research, role and objectives of
research, applications and types of research, research process and steps in it. Collecting
and reviewing the literature, conceptualization and Formulation of a research problem,
Identifying variables, constructing hypothesis, Synopsis.
1.1 Introduction
Research is a scientific investigation. Investigation means a search for new facts and
ideas in any branch of knowledge. Thus, we can say that research is a search for
knowledge. Research may be considered as a movement, a movement from the unknown
to the known. It is actually a voyage of discovery.
Research is carried out for two purposes; one is the discovery of new facts and the
second, verification of the old ones. The object of every business organization, of course,
is the discovery of new facts, new relationship, and new laws governing the business
phenomena. But constant verification of the old concepts is also needed especially in
dynamic business environment.
Common sense knowledge, based on the accumulated experiences, prejudices and

beliefs of the people is often contradictory and inconsistent. On the other hand, scientific
observations are based on verifiable evidence or systematic body of proof that can be
cited. For example, some common sense statements are: man is more intelligent than
woman; married men remain happier than single people; rural people are more
hardworking than urban people etc. Contrary to this, the scientific research or scientific
inquiry finds that woman is as intelligent as man; there is no association in happiness and
marriage; hard work is not related to environment alone. Thus, a statement based on
common sense is just a guess or prejudice or mistaken interpretation, though at times it
may be true, wise and a useful bit of knowledge. But it is not based on any scientific
evidence. A scientific statement is based on accumulated systematic knowledge through
research.
1.2 Meaning and Definition of Research
In order to plan and carry out research, it is necessary to know what we mean by
research-in general, as well as in the specialized fields of business management.
“Research is an Organized and Systematic way of Finding answers to Questions.”
Systematic because there is a definite set of procedures and steps which you will follow.
There are certain things in the research process that are always done in order to get the
most accurate results.
Organized in that there is a structure or method in going about doing research. It is a
planned procedure, not a spontaneous one. It is focused and limited to a specific scope.
Finding answers is the end of all research. Whether it is the answer to a hypothesis or
even a simple question, research is successful when we find answers. Sometimes the
answer is no, but it is still an answer.
Questions are central to research. If there is no question, then the answer is of no use.
Research is focused on relevant, useful, and important questions. Without a question,
research has no focus, drive, or purpose.
The word research is derived from the Latin word meaning to know. It is a
systematic and a replicable process, which identifies and defines problems, within
specified boundaries. It employs well-designed method to collect the data and analyses
the results. It disseminates the findings to contribute to generalizeable knowledge.
Definitions: Various social and behavioural scientists have defined the word research in
different ways. Some of the most popular definitions are:
1. “Endeavour to discover facts by scientific study, course of critical investigation”,

by Pocket Oxford Dictionary.
2. “Systematic investigation to establish facts or collect information on the subject”,
by Collins Concise Dictionary.
3. “Research is systematized effort to gain new knowledge”, by Redman and
Mory.
4. “Research is the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids
in construction of theory or in the practice of an art”, by Encyclopedia of Social
Sciences.
Thus, we can say that research is a systematic and objective attempt to study a
business problem for the purpose of deriving general principles. In other words, research
is a systematic, controlled, empirical and critical investigation of hypothetical
propositions about the presumed relations among phenomena.
1.3 Characteristics of Research
A well-organized research must possess certain characteristics features, which are as

follows:
1. Solution Oriented: The problem of research must be clearly defined and stated.
The motive of research must be mentioned in the beginning of research work. The
research should provide a solution of a business problem.
2. Logical: In a research we find out facts about a phenomenon and draw
conclusions about it. The inferences and generalizations thus made must be
logical. For example, all illiterate people in the village live longer than the
educated people in the cities leads to the conclusions that illiteracy is the cause of
longevity. This is an example of illogical research conclusion.
3. Objective: Observing true picture of a phenomenon without being affected by
observers own opinion is termed as ‘objective’. Objectivity means knowing
reality. The criterion of objectivity is that all researchers should arrive at the same
conclusion about the phenomenon on which they are pursuing research.
4. Impartiality: A dishonest research may select data items of individuals to draw
conclusions to his favour. This brings bias into research, which affects the
objective of the study. Therefore a true research must be impartial and unbiased.
5. Accuracy: A research worker needs to gain some expertise in the study he is
undertaking. This expertise results in achieving the accuracy in the solution
drawn. The accuracy of conclusions is a sensitive issue as it may affect the whole
decision-making.
6. Systematic: In a research there should be well-defined steps. Each step should be
sequentially linked with another, so that, the whole research work is an organized
structure.
7. Verifiability: the results of a research are subjective to verifications. For building
a sound basis for decision making one verifies the research results by replicating
the study.
8. Empirical: A research is an empirical process and involves data collection. The
results are based on observed experience or empirical evidence. Research rejects
assumptions and dogma as methods of established knowledge. It accepts only
what is verified by empirical observations.
Characteristics of Research
1. Solution Oriented
2. Logical
3. Objective
4. Impartiality
5. Accuracy
6. Systematic
7. Verifiability
8. Empirical
1.4 Role and Significance of Research
A research study plays a very vital role in studying, understanding and solving a
business problem. Research is a process of obtaining dependable solutions through
systematic and scientific investigations. In the modern business environment where
operational problems are of complex nature, research provides a solution oriented
carefully designed procedures.
Research helps us to discover the functional relationships among various

phenomena that exist in a business or a government organization. Decision-making under
uncertainty is a fact in every sphere of a business. Research provides us inferences and
generalizations that help in forecasting the future happenings in the organization. All
private or government organizations form their policies on the basis of researches
conducted.
1.5 Objectives of Research
The main goal of research is to improve the quality and level of living in the society.
The purpose of a research study is to find out the hidden facts about a business
phenomenon. The obvious function of research is to add new knowledge to the existing
store. It serves the government and the business organizations in forming their future
policies. The objectives of a research study are listed below:
1. Understanding a business problem: The first and foremost objective of any study is
to understand, analyze and explore a business problem. Once complete familiarity with
the phenomenon is achieved, it is easier to decompose the complex problem into smaller
once.
2. Identifying the cause and effect relationship: Individuals form groups, and groups
form organizations. They are interdependent. It is very important for a researcher to
identify the functional relationships among various components of an organization. A
scientific investigation is necessary in studying the cause and effect relationship of
variables involved in a business phenomenon.
3. To innovate new ideas: One of the objectives of a researcher is to bring constant

improvement in the techniques of his trade. Apart from verifying and testifying the
existing assumptions, one of the functions of a research is to add new knowledge to the
state of the art. Research invokes the innovation of new concepts, theories and idea in a
business study. Apart from this, research also removes and discards worthless theories
that are prevalent in the society.
4. To improve the quality: The whole exercise of any activity is done for the
improvement of quality of a product, machinery, or life of human beings. For a business
organization it is atmost important to improve the quality of its products. This can be
achieved by a systematic and critical investigation i.e. research.
Objectives of Research
1. Understanding a business problem

2. Identifying the cause and effect relationship
3. To innovate new ideas
4. To improve the Quality
1.6 Types of Research
Research is a multidimensional activity. It comes in various forms and is

used in all social, behavioral, educational, economical and management sciences.
According to the approach and method involved in a research, one can classify the
following types of research.
1. Descriptive v/s Analytical research
Descriptive research basically describes what is. It mainly involves

collection, recording, describing and analyzing the facts related to the study. It tries to
find the existing status, trend and state of affairs in a phenomenon. Descriptive research
involves surveys, but they are not merely data collection as they also involve
measurement, classification, analysis, comparison and interpretation. In this type of
research the variable under study are uncontrollable. One can only observe and report
what is happening in a situation.
Analytical research, on the other hand deals with what will be. In this type of
research, the variables involved are carefully and scientifically controlled and
manipulated. Analytical research is also known as experimental research and is a very
sophisticated technique. This kind of research is based on four important characteristics
namely; control, manipulation, observation and replication.
2. Applied v/s Fundamental research
Applied research is action oriented or solution oriented. The main goal of an

applied research is to obtain an immediate, specific and practical solution of a problem
that a business organization is facing right now. It gives here and now solutions in actual
problem situations. It involves scientific investigations but the methods are not so
rigorous as in fundamental research. It finds solutions to be applied in local environment
and they may not be universally acceptable. Applied research does not promise to add
new knowledge to the discipline.
Fundamental research is carried out to scientifically enhance the organized body of

knowledge of a discipline. Also know as basic research, it is concerned with formulation
of theory and generalizations of principles. To evaluate and expand a formulated theory it
may use empirical data. Basic research involves systematic, highly sophisticated
scientific techniques. Fundamental research may not suggest the solutions of immediate
problems, it rather draws long term conclusions.
3. Quantitative v/s Qualitative research
Quantitative research is based on quantitative variables, which can be measured in

appropriate units. These involve objects and individuals that vary in size, quantity,
amount, scale or degree. For example, prices of commodity can be measured in rupees,
weight of a product is measured in kilograms and the mileage of vehicle is measured in
kilometers per liter.
Qualitative research, on the other hand, is based on qualitative variables, which

vary in quality of type. These variables cannot be measured on a scale or in any units.
Social scientists use qualitative research for studying human behaviour. In market
research surveys qualitative research is carried out to investigate the likes and dislikes of
customers. It helps in understanding the current pattern of demand of a company’s
products.
4. Conceptual v/s Empirical research
Conceptual research involves the development of new theories, abstract ideas, and
generalized principles. Philosophers, intellectuals and thinkers carry out this kind of
research. On the basis of their conceptual knowledge they build theoretical models.
Conceptual research is an intellectual process to develop and verify knowledge.
Empirical research is based on observation and experimentation. The information

collected in the form of facts develops the conclusions and theories about a phenomenon.
The models, so developed, can again be verified by a replication of data collection. To
test a given hypothesis empirical research is most popular and powerful tool in the
modern world.
5. Other types of research:
Any research study is derivation of one or the other of above four types of
research. One can further classify a research on the basis of its purpose, time taken and
the discipline of knowledge it relates to. For example, Historical research is the study of
past events, historical documents, remains and relics. Clinical research is employed to
study the effects of a new drug. Market research is performed to forecast the potential
demand of a product. One- time research is carried out on a small scale in short period
with a specific purpose. Educational research is directed towards the study and
development of educational system. Social research is concerned with the social
problems of the society. Field research is done by going out in the field or market, where
as Laboratory research is carried out with in four walls of a laboratory.
Types of Research
1. Descriptive v/s Analytical research
2. Applied v/s Fundamental research
3. Quantitative v/s Quantitative research
4. Conceptual v/s Empirical research
5. Other types of research
1.7 Research Process
Research is a search for knowledge. It helps in taking appropriate decisions.

Research involves asking a question and then trying to find an answer to it. Research is
essentially a systematic, scientific and structured inquiry seeking facts through objective
methods. Therefore a research must have a clearly defined step-by-step process. A
knowledge of the research process is essential both for those who conduct the research
and for those who wish to be benefited by the conclusions drawn from the research. A
meaningful knowledge should have a definite purpose and direction.
In developing a research process, one would like to list the sequence of step-by-
step activities. In a research process these steps are interdependent and may overlap
each other. They may not follow a strict sequence and the researcher has to be vigilant of
their order continuously through out the research process. However, one can broadly
enlist the main steps involved in a research process as a procedural guideline to the
researcher. These steps are:
1. Problem formulation
2. Literature survey
3. Development of hypothesis
4. Research design
5. Choice of sample design
6. Data collection
7. Analysis and interpretation of data
8. Hypothesis testing
9. Interpretation of results
10. Report writing
The above procedure can be depicted in a diagrammatic form as shown in the flowchart
in figure 1.1. A brief description of the above steps is given below.
1. Problem formulation
Formulation of a problem is the first and foremost step in a research process. It is

not always easy to identify and define a problem in an ever-changing business
environment. A researcher not only discovers and defines a problem area but also a
specific problem within that area concerning his interest in business. The problem should
be clearly and precisely stated. The statement of the problem must be complete.
The problems in a business may sometimes be obvious and one can pinpoint
them. Many a problems is not so apparent and needs explorations. Thus, first of all one
has to identify a problem specifically and thoroughly, and then it has to be expressed in
scientific terms so that statistical analysis can be performed on that problem.
After the formulation and identification of a problem, the next important step is
the review of literature survey. An exhaustive and critical review of professional
literature familiarizes the researcher with the current state of knowledge. It helps in
understanding of the problems and hypothesis that others have studied. It clarifies the
concepts, theories, major variables involved, operational definitions and research
methods used in the past. This contributes to the cumulative nature of scientific
knowledge.
Every year thousands of articles, books and monographs are published in any
field of study. Therefore, it is important to sort out the relevant literature connected with
the field of one’s interest. It is best to begin any search for literature with one of the
guides to published literature. These guides are increasingly computerized and include
bibliographies, indexes and abstracts.
With the advent of Internet the modern life has changed drastically. One can find
an ocean of information within the four walls of one’s study room through Internet. Some
of the popular search engines like google, yahoo and rediff are becoming more popular in
searching for literature on any topic.
3. Development of hypothesis
Once a problem is defined and a review of literature is made, the next step is to
define clearly the hypothesis in a research problem. A hypothesis is a tentative
assumption in a research problem, which has to be tested empirically with the help of
observed data. When formulating a hypothesis, a researcher does not know whether it
will be rejected or accepted. A hypothesis is constructed and tested; if it is rejected,
another one is formulated; if it is accepted, it is incorporated in the scientific body of
knowledge.
One should arrive at a clear and specific working hypothesis for which research
methods already exist. A good hypothesis states a research problem in concise and
precise terms so that the researcher is focused on the problem at hand.
4. Research design
A research design is a well-defined plan of action. It is a planned sequence of

the entire research process. It is a blue print of research activity. In a big business
scenario designing a research study is very complex. Therefore, a research design may
change during the operation of a project. A good research design must use minimum of
resources like time, money and manpower. A research design must be able to translate
the general scientific model into a practical research operation. A scientifically developed
research design possess the characteristics like (i) objectivity (ii) Reliability ( iii)
Validity (iv) Generalization .
In any investigation the group of all items, objects or individuals under study
is called ‘population’ or ‘universe’. For all purpose of determining population
characteristics, instead of enumerating entire population, some items of the population,
called a sample, are observed. Then the sample characteristics are utilized to
approximately determine or estimate the population. For example, on examining the
sample of particular product, we arrive at a decision of purchasing or rejecting that
product. There will be surely some error in such an approximation and is inherent and
unavoidable in any and every sampling scheme. But samples results in considerable gains
in terms of time, money, accuracy and efforts.
Drawing a sample of some predetermined size from an entire population is not
a child’s play. These have to be a systematic plan to choose the sample items. This plan
or a technique of drawing a sample is known as sample design or sample plan or
sampling technique. Researchers have suggested various sample designs. One research
situation may be different from another, therefore, simple random sample, though most
popular, may not be suitable in each case. Depending on the requirement of a situation
one can choose one of the following sample designs:
1. Purposive or Judgment Sampling
2. Simple Random Sampling
3. Stratified Random Sampling
4. Systematic Sampling
5. Cluster Sampling
6. Area Sampling
7. Multi-stage Sampling
8. Multi-phase Sampling
6. Data collection:
Once a sample design is formulated, the next step in a research process is the
collection of relevant data. There can be two sources of data (i) Internal data, that refers
to the happenings and functions of a business organization. For example, the sale-
purchases details of a company. (ii) External data, which is related to outside sources and
external agencies. There are two types of data (a) Primary data (b) Secondary data.
Primary data are those observations, which are collected by an investigator for the first
time, Secondary data are already available in the records and have been collected by
some other researcher for the purpose of studying a similar problem.
Methods of collecting primary data are:
(i) by direct observation and experimentations
(ii) by direct personal interview
(iii) by direct interviews through phone, sms and email.
(iv) by indirect personal interview
(v) by mailed / emailed Questionnaire
(vi) by schedules through enumerators
Methods of collecting secondary data:
(i) International organizations like WHO, UNO etc.

(ii) Government publications like economic survey, CSO, NSSO.
(iii) Journal and Newspapers
(iv) Research articles
(v) Reports of business organization and financial institutions.
A method and source of data collection is chosen by an investigator taking into

account the objectives and requirements of the inquiry. The adopted method should incur
minimum cost and time should have a reasonable level of accuracy and unbiasedness.
7. Analysis and interpretation of data
After the collection of data, what we have is a huge chunk of observations and
numerical values. The data at the beginning are in raw form. For the purpose of applying
further statistical techniques, one has to put the raw data in a useful form by
classification, tabulation and categorization of data. If one has to feed the data in a
computer, the data should bear the same form as required by the software used. This kind
of processing of data involves one or more of the following activities:
(i) coding (ii) labeling (iii)editing (iv) tabulation (v) classification.
8. Hypothesis testing
After analyzing and processing of data, it is time now to test the hypothesis
that were formed in step 3 of the research process. A hypothesis is skeptically formulated
regarding the relationship between phenomena and variables involved in a study. Then by
empirical investigation the hypothesis is tested for possible acceptance or rejection. In
other words, the researcher decides on the basis of the observed facts that he has
collected, whether or not an assumption is valid. A hypothesis is tested by making use of
a predefined decision rules established in statistical methods. Some of the popular
statistical tests are, Z- test, Chi- square test, t- test and F- test.
In a situation where no hypothesis is formulated in a study, the observations
are made on the data directly and conclusions are drawn to formulate new generalizations
and assumptions for future purposes.
9. Interpretations of results
After the data collection and testing of hypothesis one has to reach to the
conclusions of the research study. These conclusions are the most vital outcomes of the
study and have to be dealt with very carefully. On the basis of findings of the research
work done we draw inferences about the phenomenon under study. This is a useful
activity as without any outcome a research study is fruitless. The results obtained from
the analysis of data are to be interpreted skillfully. A wrong interpretation my lead to
wrong decisions. Interpretation may also lead to generalizations of the phenomena
understudy. It may also help in developing new theories and can suggest new research
problems to be explored in future.
10. Report writing
Last but not the least is the step of reporting the facts and findings of the research
study. A report is a summary of the whole research process. The layout of a report must
be attractive. The words used in the text must be easily comprehensive to a reader. Even a
non- technical person understands a good report. In the beginning of the report one
should give the title, time period of work, acknowledgement and preface. In the main text
an introduction to the problem, summary of findings, results and inferences, and then the
recommendations of the researcher are given. The report should conclude with
appendices, bibliography and a subject or / and author indexes.
1.8 Significance of Research
In any scientific inquiry research has been the most powerful tool for knowledge
seeking people. Research is a kind of power with which one can foresee the implications
of a particular phenomenon. Research is all pervading and is used in every discipline of
study. Some of the applications of research are listed below.
1. In psychology, research is done to study psychological, cultural and motivational
factors of different types of persons.
2. In sociology, research studies are performed to analyze changing relationships
among age and sex groups, emerging class patterns, social mobility and social
values etc.
3. In economics, planned development of a country and an organization is achieved
through research. It helps us in deciding the wages, salaries of all employees,
profit and risk involved in a business activity, and the effects of government
policies on the economic structure.
4. In geography, research is used to study environmental control, climatic
complexities, geographical appraisal of a country’s foreign policy, geographical
patterns of changes in agricultural wastelands.
5. In education, research helps in the improvement of teaching methods, inter-
relationship of teachers and students, expenditure share of primary, technical and
higher education.
6. In medical science, clinical trials are performed to study the effects of medicine.
No medicine or medical treatment is accepted by medical associations without
completing a thorough research process on the medicine or treatment.
7. In the field of business management, marketing research is the backbone of
marketing a product. Before launching a new product, market surveys are
conducted to identify the needs and satisfaction level of customers. It helps not
only in solving existing problems but also in identifying new opportunities. In
every manufacturing industry there is a research and development section, which
is involved in improving the quality of products. Research is carried out in
production units to decide the amount, time and potential customers of its
products. Research methods are applied in statistical quality control and
maintaining the optimum inventory level. For a human resource manager it is
important to have the knowledge of its employee’s, salary structure, and
satisfaction level, cost of living performance appraisal. The HR department
achieves the objective through research studies
8. The government cannot function without having clear and true picture of what is
happening in its state with its subjects. Every government department has a
research officer with separate section on research. The collection of data is done
round the year in every department and the government policies, budget,
development programs take shape on the basis of these research surveys.
Significance of Research
1. In psychology
2. In sociology
3. In economics
4. In geography
5. In education
6. In medical science
7. In business management
8. In government functioning
1.9 Problems Encountered by Researchers
Research plays a vital role in the development of a country or business

organization. The developed countries are developed because they have strong research
support system. In India the state of research was not very good before independence.
The government realized the importance of research in framing the policies for the
development of the country later on. In the modern times the business organizations have
realized the importance of research in last three to four decades only. India being a
developing country is striving hard to achieve higher levels of research. But , Researches
in India face several problems are listed below.
1. Lack of skilled researchers:

Research is a scientific and systematic investigation into a problem. In India there
is scarcity of competent researchers due to the lack of scientific training in research
methodology.
2. Lack of code of conduct

The researcher in India does not have a well-defined code of conduct. They do not
have ethical or moral guidelines for becoming good researcher. Therefore, they often face
non-co-operation in team members. There is a clean need of proper distribution of work,
assignment of responsibility and answerability and a well-defined code of conduct for
researchers in India.
3. Insufficient interaction
There is a wide gap between university research departments, other research
institutions, and the policy-making bodies. This leads to the confusion for research
workers what data are to be collected and analysis to be performed. The policy maker
should provide a well-defined problem and a guideline of the data to be collected, to the
researchers. There should be regular meetings of the decision makers and the field
researchers.
4. Overlapping research studies:
Due to the lack of proper information and inter-departmental interaction many

times there is a duplication of research studies. Some time two or more research studies
overlap one another leading to confusion and misleading results.
5. Lack of confidence
In India we lack confidence in research organizations and its people. Business

organizations are reluctant to provide information about their companies for it may be
misused. In the surveys of individuals common public is shy or secretive in providing
personal information. Therefore, research organizations in India will have to win the
confidence that the data obtained from companies and individuals will be kept strictly
confidential and will not be misused.
6. Lack of funds and facilities:

In a developing country like India research is kept at a last priority where as
for fast and organized development research should be first priority. Researcher in India
face the difficulties of lack of funds, secretarial assistance, trained staff and
computational facilities. Efforts should be made to provide and meet the requirements of
research studies by the government agencies as well as business enterprises.
7. Lack of literature:
The management of published data is quite poor in libraries and other official
sources. The researcher has to spend unnecessarily a lot of time in tracing books, journals
and reports relevant to his study. Even the supply of government publications is not
timely and regular. Through Internet has given some relief to researchers and a lot of
research material is available on Internet. But authenticity of data on Internet is doubtful.
Problems Encountered by Researchers

1. Lack of skilled researchers
2. Lack of code of conduct
3. Insufficient interaction
4. Overlapping research studies
5. Lack of confidence
6. Lack of funds and facilities
7. Lack of literature
Figure 1.1
The Research Process Flowchart
Problem
Formulation
Literature
Survey
Development
of Hypothesis
Choice of
Sampling
design
Data
Collection
Formulation
Interpretation
of Results
Report Writing
Unit I
Introduction to Research Methods
Exercises
Write short notes on the following:
1. Meaning of research
2. Role of research in business
3. Objectives of research
4. Types of research
6. Interpretation of results
7. Report writing
Short answer type questions
1. Define scientific method of investigation and distinguish it from non-scientific

method of investigation.
2. Enlist various characteristics of research.
3. Distinguish between
(a) Descriptive and analytical research
(b) Applied and fundamental research
(c) Conceptual and empirical research
(d) Quantitative and qualitative research
4. Describe briefly the research process and its stages.
Long answer type questions
1. What is the meaning of research? Explain its significance in business

organizations.
2. Give various definitions of research explaining its meaning and scope.
3. “Many a time management is not convinced about the utility of research and
regards it as an unnecessary activity over which no funds should be spent”.
Comment on this statement explaining the objectives of research.
4. Describe in detail various types of research.
5. Describe the steps involved in research process with suitable examples.
6. “Creative management, whether in public administration or private industry,
depends on methods of inquiry that maintain objectivity, clarity, accuracy and
consistency”. Discuss this statement and examine the significance of research.
Unit II (a)
Research Design
Unit II (a) (Syllabus)
(a) Research Design: Selecting and defining a research problem, need for
research design, features of a good research design, different research
designs (exploratory, descriptive experimental and diagnostic research).
2.1 Meaning of Research Problem
Research is a scientific, systematic and purposeful search, for new

knowledge or for re-interpretation of existing knowledge. It is a journey, which
starts with a problem and ends with a solution. Identifying a research problem is
the first and foremost step in a research process. The statement of research
problem is the axis around which the whole research revolves, because it explains
in brief the aims and objectives of the research.
A research problem is a specific statement in the general area of

investigation. It is a precise identification of a problem situation in a certain
context involving what, why, who, where and when of the problem area.
Who– means the person or business organization that is facing a problem.

Why– means that there is a purpose, goal aim or objective to solve this problem.
How– means the options of actions one can take to solve the problem.
When– means the time frame in which the problem is to be solved.
Where–means the environment in which the problem exists.
What– means the optimum action that is to be taken in solving the problem to
attain the best results.
2.2 Selecting a Research Problem
The old saying goes, “Necessity is the mother of invention”. A research

study is another form of invention. Thus, if there is some necessity or a difficulty
a business organization is facing, it forms a research problem that is to be
investigated in order to fulfill that necessity or remove that difficulty. However,
simple it may look, but selecting a research problem is a big problem in itself.
Specially, when there is no apparent problem in an organization or when a
students wants to select a research problem for the purpose of a dissertation or
thesis for a degree or a diploma it becomes utmost important that the research
problem must be very carefully chosen. Some of the guidelines that researcher
must follow in selecting a research problem are listed below.
1. Sources of problems: First of all one should look at the sources from which one
can select a research problem. Those may be readily available problem that has
been identified by a person or an organization. If that is not the case, one can
make use of the experience of experts of that field. The survey of related literature
may also help in selection of a research problem.
2. Potential to be a research problem: One must ensure that the problem one has
undertaken has potential to be called as a research problem. One should avoid
trivial or meaningless problem. A research problem must provide solution to an
existing problem or contribute to the body of knowledge.
3. Select non-controversial issues: Unless the problem is specifically related to

issues such as religion, dogmas, beliefs, sexual preferences etc; one should try to
avoid taking up controversial subjects.
4. Researcher’s interest and competency: In selection of research problem a

researcher should choose a topic of his own field of study in which he has
independent mastery in both the subject and method. The problem should sustain
his interest, stimulate his imagination and should be within the range of his
competencies.
5. Resources available: To conduct a research study various resources are needed.

A researcher must ensure the following points about the inputs of the problem:
(a) Time: The study must be completed in the allotted time frame.
(b) Funds: The amount of funds available from the sponsoring agencies must
be known in advance and the study must be completed within given
budget.
(c) Size of research: The size of the investigation must be manageable and
should not be too large to handle. It should also not be too small to appear
as a trivial problem.
(d) Co-operation of others: A researcher must ensure the necessary co-
operation of colleagues and operational help of administrative authorities
is available to the problem he is selecting.
(e) Literature and Material: Related literature is readily available to compare
and support the research findings.
(f) Obtainable data: The selection of a problem should be such that the
information or data needed for it is either readily available or obtainable.
In short a researcher must select a research problem of his area of interest

and should ensure the availability of all the comments needed to conduct the
study. The consultation and guidance of experts, who have experience in that
area, is a must. A researcher must seek help of such supervisors and guides in
selecting a research problem.
Selecting a Research Problem
1. Sources of problems
2. Potential to be a research problem
3. Select non-controversial issues
4. Researcher’s interest and competency
5. Resources available
(a) Time
(b) Funds
(c) Size of research
(d) Co-operation of others
(e) Literature and Material
(f) Obtainable data
2.3 Defining a Research Problem
Research is a disciplined approach to inquiry. It is a tool for testing as well

as generating theories. Every research plan is unique in itself and has its unique
research problems. An old saying is, “ a problem well defined is a problem half
solved”.
By defining a research problem we mean a systematic way of asking and

answering research questions. Meaningful, productive and useful research
depends on the development of appropriate research questions, the identification
of appropriate constructs and confidence we can have in our findings. There are
two main steps in defining a research problem:
1. Formulation of the problem
2. Establishment of research objectives
Formulation of a problem is the most important step in a research process.

A clear statement of the problem is a key to good research. A firm may spend
hundreds or thousands of rupees cunducting research, but if it has not correctly
identified the problem, this money is wasted. A clearly formulated research
problem must answer all questions of the type Who, Why, How, When, Where,
and What, regarding a research study.
With the problem or opportunity defined, the next step is to set objectives
for research operations. Clear objectives can lead to clear results. Research
objectives, related to and determined by the problem formulation, are set so that
when achieved they provide the necessary information to solve the problem. A
good way of setting research objectives is to ask, “What information is needed in
order to solve the problem?" Your objective might be to explore the nature of a
problem so you may further define it, or perhaps it is to determine how many
people will buy your product packaged in a certain way and offered at a certain
price. Your objective might even be to test possible cause and effect relationships.
For example, if you lower your price, how much will it increase your sales
volume? And what impact will it have on your profit?
The problem description, the research question, sub questions and the
research objectives are part of an overall definition of a research problem.
2.4 Meaning of Research Design
A research design is a controlling plan for a research study in which the

methods and procedures for collecting and analyzing the information to be
collected is specified. It is a framework or plan for study that guides the collection
and analysis of data.
The word ‘design’ means to work out the structure of form’, as by making
a sketch or plan. Thus, ‘Research Design’ is planning a strategy or drawing a blue
print of conducting research. It is a guideline for collecting and utilizing data so
that desired information can be obtained with sufficient precision and hypothesis
can be tested properly. A research is designed for the purpose of producing results
that may be applied to real world situations. It not only enables a researcher to
anticipate potential problems that can occur during the actual operation of the
research, but also to limit boundaries of research study.
Definitions of Research Design
Some of the popular definitions of research design are:
1. “Research design is the planned sequence of the entire process involved in

conducting a research study.” By Miller.
2. “Research design is a catalogue of the various phases and facts relating to
the formulation of a research effort. It is an arrangement of the essential
conditions for collection and analysis of data in a form that aims to
combine relevance to research purpose with economy in the procedure”.
By Selltiz and others.
3. “A research designates the logical manner in which individuals or other
units are compared and analyzed, it is the basis of making interpretations
from the data”. By Anonymous.
4. “Also known as a market research briefing, this is a basic plan which
guides the data collection and analysis phased of the research project. It
acts a frame work which details the type of information to be collected, the
data sources and the data collection procedure”. By Market Intelligence
Group, India
In short, research design is a plan of what data to gather, from whom, how
and when to collect the data, and how to analyze the data obtained.
2.5 Need for Research Design
Research is a scientific investigation of a problem for which we need a

systematic planning of research. For a successful research we need a research
design because it includes (i) the formulation of a strategy to resolve a particular
question (ii) the collection and recording of information and evidence (iii) the
processing and analysis of these data and their interpretation and (iv) the
publication of results.
A research design states structure and process of conducting a research
process. Thus, it shows a path to researcher without which he may be lost or
confused as to what next step he has to take. More so, it also takes care of budget
and time frame of the research study. All this planning can only make a research
study a success story.
2.6 Features of a Good Research Design
It is a challenge to translate general scientific model into a practical research

operation. Therefore, designing a research study is not a simple task. There is
nothing like completely correct design or completely incorrect design. A design
may work very well for one research problem and may not work at all for the
other. There are some features, however, a good research design should posses.
They are:
1. Freedom from bias: A good research design should ensure that the method
of data collection and analysis would not cause the data to vary in a
systematic way. That is to say that the data should be free from systematic
errors.
2. Freedom from confounding: In a good research design the variables
involved in the study are separated from each other so that they do not
influence each other.
3. Control of extraneous variables: In a well-designed research study the
variables that are not under scrutiny do not influence the experimental
variables in a systematic way for example things like temperature, time of
day etc.
4. Statistical precision for testing hypothesis: A research design should
ensure that the data are recorded at a level of precision that will yield
statistically meaningful results.
5. With in resources: A design should draw limits of a research study so that
it could be completed within available resources like time, money and
staff.
6. Optimality: The best research design is one, which yields maximum
precision in terms of bias and variance using minimum resources in terms
sample size, time and money.
7. Objectivity: If operated by more than one researcher a good research
design obtains same results. Thus, a good research design should be free
from the subjectivity of its performer.
8. Flexibility: It is often observed that one has to deviate from the basic
research design during the operation of the research study due to real
world problems. A good research design is one, which not only has the
potential to predict such practical problems, but also is flexible enough to
incorporate changes in it whenever needed.
Features of a Good Research Design

1. Freedom from bias
2. Freedom from confounding
3. Control of extraneous variables
4. Statistical precision for testing hypothesis
5. With in resources
6. Optimality
7. Objectivity
8. Flexibility
2.7 Different Research Designs
After the formulation and definition of research problem, the next step is to
choose an appropriate research design. Every research study is unique in itself,
but there are certain things common in these studies. On the basis of these
commonalities one can categorize the research studies by research methods and
procedures used to collect and analyze data. Accordingly a research design is
chosen. There are three basic types of research designs:
1. Exploratory
2. Descriptive or diagnostic research design
3. Causal or Hypothesis testing or Experimental research design
1. Exploratory
Exploratory research is defined as collecting information in an
unstructured and informal way. For example, a restaurant owner may regularly
visit other competing restaurants in order to gather information about menu
selection, prices and service quality.
In exploratory type of research, the investigation may be conducted
because a problem has not been clearly defined. It helps in determining the best
research design, data collection method and selection of subjects. Usually
exploratory research is qualitative in nature. Some times exploratory research may
even conclude that a perceived problem does not actually exist.
Generally an exploratory research design helps in finding out the
feasibility of the research problem, getting familiar with various components of
the study, generating new ideas, and formulating the hypothesis. Exploratory
research designs are of different forms depending on the nature and objectives of
the study. The following three forms are most popular:
(a) Literature Survey: In any research, review of literature is an essential part.
The literature survey is carried out at a preliminary stage of the research. Through
the review, one understands the work that has already been done and what more
can be explored in one’s chosen field. The theories and techniques used in the
existing literature can be used in the present analysis or these can be modified to
give better results.
The literature are the documentary sources of information which are
contained in the published and unpublished documents, reports, statistics,
manuscripts, letters, diaries, and so on. It is important for scientific workers to
scrutinize these sources very closely. Since not all documents can be consulted, it
is best to start a selective process early. The theory and techniques of the literature
must serve useful purpose in the present study. And, their meaning should not
have altered with changing circumstances with the passage of time.
(b) Expert Survey: Expert Survey or experience survey means consulting the
experienced researchers who are experts in the field of study. One should not be
shy in taking advice and guidance of such people. They should be given sometime
with the problem before asking them questions about the study, so that they can
give their opinion after a good thought on the problem.
(c) Example Survey: In case of a new type of studies sometimes neither much
literature nor expert advice is available. In such situations it is advisable to go
through some case studies performed in the past. This refers to ‘insight
stimulating examples’. Single cases or a group of cases, as may be relevant to the
research study are selected and studied in order to collect data for main study.
Descriptive research refers to a set of methods and procedures that describe

the study variables. Descriptive studies portray these variables by answering who,
what, why and how questions. These types of research studies may describe such
things as consumer’s attitudes, intentions, behaviors or the number of competitors
and their strategies.
Descriptive research is also known as statistical research or diagnostic
research. It describes data and characteristics about the population or phenomenon
being studied. The description is used for frequencies, averages and other
statistical calculations.
The process of conducting descriptive research can be linked to that of passing
an idea through an hourglass. The research starts with a consideration of the larger
issues of interest, and these are then narrowed into a specific questions
(hypothesis) that can only be evaluated with some degree of control. The
components of the hypothesis are operationalized into observable units and
behaviors to ensure that the independent and dependent variables can be observed
and measured. Research is then conducted to observe the relationships of interest,
in the context of the specified research environment. Observations are made, and
data are collected to reflect behaviors, changes and other indicators of interest.
The data are filtered and analyzed in order to generate conclusions that may
support or refute the hypothesis, and then everything is considered in the context
of the bigger picture, which usually includes reference and association to the
board issues that started the process.
Although data description is factual, accurate and systematic, the research
cannot describe what caused a situation. Thus, descriptive research cannot be used
to create causal relationship where one variable affects another.
Causal research designs are used in hypothesis testing research or

experimental research studies. This type of research design is conducted by
controlling various factors to determine which factors are causing the problem. It
isolates causes and effects. By changing one factor, say price you can monitor its
effects on a key consequence such as sales. Although experimental research can
give a high level of understanding of the variables under study, the designs often
require experiments that are complex and expensive. Some of the popular
experimental designs are: (a) Completely randomized design (b) Randomized
block design (c) Latin square design (d) Factorial design.
Different Research Designs
1. Exploratory
(a) Literature Survey
(b) Expert Survey
(c) Example Survey
(a) Completely randomized design
(b) Randomized block design
(c) Latin square design
(d) Factorial designs
Unit II (a)
Research Design
Exercises
1. Meaning of research problem

2. Problem of defining a research problem
3. Formulation of a research problem
4. Potential to be a research problem
5. Need for research design
6. Flexibility in a research design
7. Expert survey
8. Example survey
1. How do you define a research problem? Give an example to illustrate your

answer.
2. Explain the necessity of defining a research problem.
3. Discuss various issues involved in selecting a research problem.
4. Elaborate important features of a good research design.
5. Explain exploratory research design with example.
6. “Descriptive research design answers who, what, why and how questions”.
Discuss.
1. What is a research problem? Define the main issues, which should receive
the attention of the researcher in formulating the research problem. Give
suitable examples to elucidate your points.
2. Give various definitions of research design explaining its meaning.
3. What is a research design? Explain the major types of research designs.
4. “Research design is the planned sequence of the entire process involved in
conducting a research study”. Discuss.
Unit II (b)
Design of Sample Survey

Unit II (b) (Syllabus)
Design of Sample Survey: Census V/s Sample enumerations, objectives and
principles of sampling, Types of sampling, Sampling and Non-sampling errors.
Designing Questionnaires and interview. Determination of the sample size.
2b.1 Introduction
In a research study once the problem is define and a research design is
prepared, the next step is to collect data on items or individuals related to the study.
Collecting information on all the items, objects, individuals or organizations is a huge
task involving a lot of money, time and staff. It is a therefore, sounds reasonable to study
a portion of these items and try to draw conclusions on all of them. This is called
Sampling.
A population is defined as the totality of all possible values

(measurements or counts) of a particular characteristic of interest for a specified group of
objects or persons. This specified group of objects is also called a ‘universe’.
A population is called finite if it consists of a finite and fixed number

of individuals or elementary units. A population will be called infinite if this number is
infinite or statistically very large. For example, students in your university in a particular
year constitute a finite population, whereas the number of leaves on a big tree will
constitute an infinite population.
As mentioned above it is not always possible, or very expensive and time

consuming to study the whole population. We therefore, take out a representative portion
of the population, called a sample, and investigate all the items in the sample thoroughly.
It results in saving time, money and staff and leads to more accuracy in observation.
2b.2 Census v/s Sample Enumeration
Census survey
If we study each and every unit of a population, it is known as a population

survey or census survey. In a census investigation, intensive information is obtained from
each and every item; thus, many facets of the problem are brought to light. This type of
inquiry is suitable where scope of enquiry is limited, the population contains units having
different characteristics, intensive study of each unit is required, the greatest accuracy is
expected and the resources of the investigator are sufficient.
Though, the data collected through census method are more true and reliable,
it is appropriate only when units of the population are of diverse characteristics or when
population is not too large. Census method of investigation is costly and much time
consuming. It needs a big organization to handle the investigation. Moreover, it is
sometimes impossible to make the census survey when the investigation involves
destruction of items, like testing of blood in human body. It is therefore, statisticians
suggest, studying only a part of the population and calling it sample survey.
Sample survey
In our daily life we adopt the sampling techniques almost every moment of our
existence. We go to the market and examine a sample of wheat to form an idea about the
quality and then decide whether the quality of the whole lot is acceptable or not. We
examine a few beads of rice from the bowl on the stove, to check if the rice is cooked or
not. We meet a person for a short while, and form opinion about his character and
personality. The sampling procedure is based on the assumption that a part of the
aggregate represents well the whole population. Sampling is the selection of a part of the
population for the purpose of drawing conclusions about the entire universe.
In a sample survey only a selected group of individuals from a population is

surveyed and studied. A sample consists of a small collection from larger aggregates
about which we seek information. The results obtained from the study of the sample are
applicable to the whole universe from which the sample is taken. For example, in order to
know the per capita income of a city we study a few households of different income
groups of the city. To know the quality of crackers, we burn a few of them out of the lot.
Thus, the basic difference between sample and census enquiry is, that where
as in a sample enquiry, only a part of the population is observed and there from
conclusions for the whole population are drawn. The basic aim of sampling is to obtain
maximum information about the phenomena under study, with the least use of resources
like money, time and manpower.
Advantages of sampling over census
It is difficult in most of the cases to take up census enumeration for lack of time
money, trained personnel and other constraints. Some of the advantages of sample survey
over complete census are as follows:
1. Less Time: There is considerable saving in time and labour since we study only a
portion of the population in a sample survey. The sampling results can be
obtained more rapidly and the data can be analyzed much faster since relatively
fewer data have to be collected and processed.
2. Less Cost: Sampling certainly results in reducing the cost of survey in terms of
money and man- hours. Although the amount of expenses involved in collecting
information is generally greater per unit in a sample than in a complete
enumeration, the total cost of sample survey is expected to be much smaller than
that of a complete census. Since in most of the cases funds are limited in research
study, sampling helps in reducing the costs of data collection.
3. Greater Accuracy: The results of a sample survey are usually much more accurate
and therefore, more reliable than those obtained from a compete census. The
errors due to factors such as training of field workers, measuring and recording
observations, location of units, bias due to interviewers, incompleteness due to
non-response etc. will certainly be larger and therefore more serious in a census
than in sample survey.
4. Greater Scope: Sample survey has usually greater scope than census survey.
Some inquires may require highly trained personnel or specialized equipment for
collection of data, thus making a census practically impossible, or even
inconceivable. In a sample survey we may have greater coverage both in respect
of the information collected and in respect of the geographical, demographic or
other boundaries taken into account.
5. Census is impossible: There are many situations in which complete population
survey is impossible and one has to resort to sample survey only. Some of such
situations are: (a) if the population is infinite or too large to be observed. (b) if the
population is hypothetical like the population of all throws that may be made with
a coin. (c) if the nature of experimentation is destructive to observe the desired
information, like observing the life-length of electricity bulb, or sound of crackers
etc.
6. Administrative Convenience: The organization and administration of sample
surveys are easy as one can choose the units of the sample in such a way that their
investigations are administratively convenient. For example, if we wish to choose
five districts of Uttar Pradesh, we choose two near by districts from western U.P.
and three adjacent districts from eastern U.P., instead of choosing five randomly
from all over the U.P.
Remark
If the information is required about each and every unit of the universe, there is no
way but to conduct census survey. Moreover, if time and money are not important factors
or the population is not too large, a complete census may be better than a sample survey.
Advantages of sampling over census

1. Less time
2. Less cost
3. Greater accuracy
4. Greater scope
5. Census is impossible
6. Administrative convenience
Limitations of sampling
The sample survey has its own limitations, as only a part of the population is
studied in sampling. Sampling is not always preferred to a census survey. Sometimes, the
sample must be so large in order to achieve the required accuracy, that one might as well
do the census survey. At other times complete accuracy is desired and a census must be
done. Sample survey has the following limitations:
(a) Sample survey is not suitable if higher order accuracy is required.

(b) If the items of the sample are not selected without any bias, the conclusions may
not be correct.
(c) The investigator’s personal bias regarding the choice of units and drawing of
sample may lead to false conclusions.
(d) Sample investigation method is not suitable if the information is required about
each individual of the population.
(e) Sample survey is a specialized technique and every body cannot use it. Its use
requires specialized knowledge and trained personnel.
2b.3 Objectives of Sample Survey
Before choosing an appropriate sample design, we must clearly enlist the objectives
of the survey and those of the research study. Without this, it is easy in a complex survey
to forget the objectives when engrossed in the details of planning and execution of the
survey.
It is the objectives of the survey (or research study) that guides the researcher in
deciding the important factors like definition of population, sample size, type of data to
be collected, degree of precision required, methods of measurement, sampling technique
and the organization of field work.
2b.4 Principles of Sampling
Sampling is a method of drawing inferences about the population by studying only a

part of it. Scientific and systematic methods are needed to develop sample design. The
techniques of sampling are based on following principles:
1. Principle of Statistical Regularity: The principle basically states that,

“Other things being equal, as the sample size increases, the results of
sample survey tend to be more reliable and accurate”. This principle
stresses the desirability and importance of selecting the sample at random
so that each and every unit in the population has an equal chance of being
selected in the sample.
2. Principle of Validity: By validity of a sample design we mean that the
sample should be so selected that the results can be interpreted objectively
in terms of probability. The samples obtained by the technique of
probability sampling satisfy these principles.
3. Principle of Optimization: Efficiency of a sample design is measured by
the inverse of the sampling variance of the estimator. Cost is measured by
expenditure incurred in terms of money and man-hours. The principle of
optimization consists in achieving a given level of efficiency at minimum
cost and obtaining maximum possible efficiency with given level of cost.
Principles of Sampling
2b.5 Sampling and 1. Principle of Statistical
Non- Sampling Errors Regularity
2. Principle of Validity
3. Principle
In the collection, of and
processing Optimization
analysis of data, some errors and biases occur. These
errors are of two types (i) Sampling errors ( ii ) Non- sampling errors.
Sampling errors
These errors have their origin in sampling and arise due to the fact that only a
part of the population is enumerated. These errors do not occur in a complete population
survey. Sampling errors can be due to one of following reasons.
(a) Defective sample design: This kind of error arises due to a faulty selection of
sampling technique. Using simple random sampling where stratified sampling is required
can bring a lot of errors in the research findings. Similarly, biases creep in when a
researcher adopts purposive or judgment sampling in which he deliberately selects a
representative sample to obtain certain results of his choice. It is therefore necessary to
consult an expert statistician in choosing a proper sample design.
(b) Substitution of units: Researchers sometimes substitute one convenient unit of the
population when difficulties arise in observing another. This will necessarily lead to some
error since the characteristics possessed by substituted unit will usually be different from
those possessed by the unit originally selected.
(c) Faulty demarcation of sampling units: In area surveys like agricultural experiments in
the field or crop cutting surveys etc., the demarcation of sampling units is at the
discretion of the investigator. In such survey, while dealing with border line cases steps
should be taken to minimize the investigator’s bias. This kind of error decreases if we
take larger sampling units.
(d) Improper choice of estimates: If an improper choice of the statistic for estimating the
population characteristics is made a constant error creeps in the results of the survey.
Exact statistical estimates, in consultation with experts should be used in drawing
inferences about the population.
Remark
In most of the situations, sampling errors decrease with an increases in the sample
size. In fact, it can be proved statistically that in usually sampling error is inversely
proportional to the square root of the sample size. This relationship is depicted in figure
3.1.
Sampling errors
1. Defective sample design
2. Substitution of units
3. Faulty demarcation of sampling units
4. Improper choice of estimates
Non –sampling errors
Sampling errors occur because we infer about the population on the basis of a
sample. There are errors which can arise in collecting, processing and analyzing the data
irrespective of whether a sample survey is conducted or a complete census is done. These
errors, known as non-sampling errors are, thus present both in sample surveys and census
enumerations. These errors can occur at any stage of planning or execution of a sample or
a census survey. Major sources of non-sampling errors are listed below.
(a) Faulty definitions of objectives: In the beginning of a survey, its objectives should be
clearly stated. If the specifications about the data to be collected are inadequate and
inconsistent with respect to the objectives of the survey, it will obviously result in errors.
(b) Response- bias: These errors are due to supply of improper or incorrect formulation
by the respondent. The respondent may provide wrong information due to (i)
misunderstanding of a question (ii) his prestige or status (iii) his self –interest (iv) failure
of his memory (v) beliefs and prejudices of the respondent.
(c) Non- response bias: In all the surveys researchers face the problem of non- response.
Non- response bias occurs of full information is not collected on all the units in the
sample. If a respondent is not traceable or does not respond, even after many reminders,
or he is not able to give information on all the questions, then there arise errors due to
non-response. In such cases some portion of sampling units is excluded from the sample
and this brings in bias in the results of the surveys.
(d) Errors due to interviewers: For a scientific investigation, trained and experienced
personnel are required to carry out a survey. An ill trained interviewer may ask a question
in such a way that the response of the respondent may be affected. He may also record
the answers incorrectly. Some times beliefs and prejudices of the interviewer also
influence the results of the survey.
(e) Errors in measurement and publication: The observations made in an experiment may
be erroneous if the measuring tool is defective. A careless recording on the part of
investigator also causes this kind of error. In the processing of data errors may incur
during compilation, editing and coding. Printing and publication errors are also found in
the survey reports.
Remarks
It is obvious that non- sampling errors are larger in a census enumeration than in
sample survey. Non- Sampling errors increase with an increase in the number of units in
a survey. This has been illustrated in Figure 3.1. As a matter of fact, the amount of non-
sampling errors in a census enumeration is more that the sum of sampling & non-
sampling errors in a sample survey, therefore, a sample survey is preferred to census
enumeration.
Non –Sampling Errors
1. Faulty definitions of objectives
2. Response- bias
3. Non- response bias
4. Errors due to interviewers
5. Errors in measurement and publication
Figure 3.1
1000
Sampling & Non-sampling
900
800
700
600
Errors
500
400
300
200
100
0
0 10 20 30 40
Sample Size
2b.6 Types of Sampling

There are a number of ways of drawing a sample from a population
depending on the nature of data and type of enquiry. These sampling techniques can
broadly be classified into two headings:
(a) Purposive sampling

(b) Random sampling
(a) Purposive Sampling

This type of Sampling is used with a definite purpose in view. In this sampling
method the investigator uses his discretion in the matter of selecting the items that are
to be included in the sample. In this kind of selection, the sample entirely depends
upon the judgment of the investigator and no formula or principle is followed. A
wiser investigator will include those units in the sample, which he thinks are most
representative of the population characteristic under study. For example, to calculate
the per capita income of a city a wise investigator will choose only a few rich
families, more of middle class people and mostly poor people by his own judgment,
to make the sample true representative of the population of the city. This can also be
misused if he selects a sample consisting of only rich people in order to show a high
per capita income. This is the biggest limitation of this sampling method.
This sampling technique is also known as Subjective sampling or
Judgment sampling or Non-probability sampling. In general, this method is not
recommended due to element of subjectiveness on the part of investigator.
However, if the researcher is an expert and experienced in the art of sampling, he
can carefully aply this technique and then, purposive sampling would provide
reliable results.
(b) Random Sampling

In order to eliminate the possibility of human prejudice interfering in the selection
of a representative sample, the method of random selection has been devised. A
random sampling is that in which every item of the population has an equal chance of
being selected in the sample. The selection is entirely objective. There are various
ways in which a random sample may be drawn. The following are commonly used:
1. Simple random sampling

2. Stratified random sampling
3. Systematic sampling
4. Cluster sampling
5. Area sampling
6. Sub- sampling or Multistage sampling
7. Double sampling & Multiphase sampling

Simple random sampling is a method of sample selection in which every item of
the population has an equal and independent opportunity of being selected in the sample.
The selection does not have any personal bias of the investigator. Random selection
should not be confused with haphazard selection. There is nothing haphazard about such
selection. When we speak of a simple random sample, we use the word random
interchangeably with probability not with haphazardness. Random sampling has
sometimes been referred to as representative or proportional sampling. If the sample is
chosen at random and if the number of cases in it is sufficiently large, it will represent all
the groups in the population in approximately correct proportion. Simple random
sampling may be with or without replacement, according as a unit selected is replaced or
not replaced back into the population before next draw.
There are two methods of selecting a simple random sample:
(i) Lottery method
(ii) Table of random numbers
(i) Lottery method: Under this method all the items of the universe are represented on
cards and a blindfold selection is made of these cards. The selection of n (sample size)
cards may be made in n draws, one by one. The one by one selection may be with or
without replacement. In order to get accurate results, it is necessary that the cards should
be similar in size, shape, and thickness, and in all other respects. It is one of the most
reliable methods of drawing a random sample. This will, however, not be practicable if
the parent population is large.
(ii) Tables of random numbers: In the recent past, use of random number tables has been
frequent for drawing of a simple random sample. A table of random digits is simply a
table of digits, which have been generated by a random process. These numbers have
been put to all possible tests and have been found to be truly random. With the help of
these numbers, the work of selecting random samples has become very simple. What one
has to do is to take any table of random numbers and start using the table from any
position either horizontally or vertically. But once having started, not a single number
should be left out and the order should also not be disturbed.

If the population is heterogeneous in nature, that is widely apart in terms of
characteristics under study, a simple random sample will not be a true representative of
the population. In such cases, the entire heterogeneous population is divided into a
number of homogeneous groups called strata or sub-populations. Each such stratum or
sub-population is homogeneous with in itself. These sub-populations are non-overlapping
and together they comprise the whole of the population. Then units are sampled at
random from each of these strata. Generally, the number of units selected from each
stratum is proportional to the number of units in that stratum in the population. The
sample, which is the set of all the sampling units drawn from each stratum, is called a
stratified random sample and the technique of drawing this sample is termed as stratified
random sampling.
For example, suppose a college has 10,000 students out of which 5000 are in Arts
faculty, 3000 in Commerce and rest 2000 are in Science. If a random sample of size 1000
students is to be drawn for the purpose of calculating their average percentage marks, it is
advisable to use stratified random sampling. In this case, a sample to be chosen from Arts
faculty will have its size = (5000 / 10000) x 1000 = 500. Similarly, the sub- samples of
sizes 300 and 200 will be drawn from Commerce and Science faculties, respectively.
Systematic sampling is sometimes known as mixed sampling. It has the feature of
randomness in it along with a fixed procedure of selection of units. This is a convenient
method when complete list of sampling units is assumed to be readily available or can be
prepared. Such a list is known as a sampling frame. This sampling scheme consists of
selecting only the first unit at random and the rest are then automatically selected
according to some predetermined pattern.
Let us suppose that the population size is N and a sample of size n is to

be drawn. Then, we calculate the sampling interval k = N / n. Now, a unit from 1 to k is
selected. Then, every kth unit in the sampling frame is selected thereafter. For example, in
a class of 100 students with roll numbers 1 to 100, suppose a sample of size 10 is to be
drawn. In this case k = N / n = 10. First we choose a student from roll numbers 1 to 10.
Suppose it comes out be 7. Then, after 7 every 10th student will be selected in the sample.
The sample will then, consist of students with roll numbers 7,17,27,37,47,57,67,77,87,97.
4. Cluster sampling
In a random sampling scheme, the population consists of distinct and identifiable
units called sampling units. The smallest unit into which the population can be divided is
called an element of the population. A group of such elements is known as a cluster.
When the sampling unit is a cluster the procedure is called cluster sampling.
It is frequently used in large scale studies, as it is comparatively a less expensive
and convenient sample design. In this sample design a large population is divided into
smaller groups called clusters. These clusters are non-overlapping and exhaustive. Then
out of all clusters a few are chosen by simple random sampling and all the units
(elements) in a chosen cluster are observed.
Clusters are usually formed of neighbouring elements and therefore tend to have
similar characteristics. As a simple rule, the number of elements in a cluster should be
small and the number of clusters should be large. The number of clusters and their
formation depends on the research objectives and the resources available for research.
5. Area sampling
If the population or universe is represented by a geographical area and its
segments are made to form clusters, the cluster sampling is called Area sampling. For
example, to study some characteristics nationwide, India can be divided into small
geographical regions, called clusters. These sub areas may be states, cities, districts,
blocks or villages depending on the research objective.
In cluster sampling, the whole population is divided into N clusters and then n
clusters are chosen randomly. Then, all the elements in the selected cluster are
enumerated. Instead of enumerating all the element in a cluster if we survey only a
sample of units in each selected cluster it is known as sub-sampling or two stage
sampling. In such sample design, since clusters are formed at first stage, they are known
as first stage units or primary sampling units and the elements within a cluster are called
second stage units.
This procedure can be generalized to three or more stages and will be known as
multistage sampling. For example, in a marketing survey districts can be used as first
stage units, colonies can be called second stage units, and then household can be termed
as the third stage units.
7. Double sampling & Multi-phase sampling

There are situations in which it is useful to collect information on some auxiliary
variable apart from observing the study variable. For example, if we are interested to
know the performance of MBA students in research methodology course, the marks
obtained in that paper will be the study variable. A related variable will be the
background of the student in graduation classes like arts, science, and commerce.
Therefore proportion of students belonging to arts, science, commerce and others will be
observed in the first phase and depending on these proportions the second and main phase
of the survey will be conducted i.e. obtaining their marks in research methodology paper.
It is relatively cheaper and faster to collect data on the auxiliary variable.
Therefore if such data are not readily available one conducts a large-scale fast survey to
obtain information on auxiliary variable in the first phase of the sample design. Then,
after this the data on study variable are collected by doing the main survey in the second
phase. In the first phase of the survey only a part of the resources are used and most of
the part of resources are spent on the main survey. This kind of sample design is known
as double sampling or two-phase sampling. When the survey is conducted in three or
more phases, it is known as multi-phase sampling.
Types of Sampling
1. Purposive sampling
5. Cluster sampling
6. Area sampling
8. Double sampling & Multi-phase sampling
2b.7 Designing Questionnaires and Interviews
Primary data are collected for the first time through census or sample survey. The
methods of collecting primary data in a research investigation are:
(a) Direct personal interview
(b) Mailed Questionnaire
(a) Direct personal interview

Under the direct personal interview method, the interviewer interviews the
respondents personally. That is the investigator establishes personal contact with the
respondents (or informants) and conducts on the spot enquiry. He makes direct contacts
with the respondents and puts simple and direct questions to them.
The success of this method depends upon the character and efficiency of the
interviewer. The interviewer should be polite and tactful. He must identify himself with
the people and must be conversant with local conditions such as customs, languages etc.
Advantages
This method possesses certain advantages:
1. By this method original data are collected.
2. Correct and required information is gathered.
3. As one person collects the data, there is uniformity in collection of data.
4. Due to personal presence of the interviewer, there is flexibility in the enquiry, and
necessary adjustment can easily be done.
5. Personal approach helps overcome reluctance to respond.
6. It permits probing to explore questions in depth.
7. Promptness is assured.
Disadvantages
But there are certain disadvantages also of this method. They are:
1. Such a method has limited value. Such method can be used in very few cases
because most statistical enquiries cover a wider field than any single investigator
could possibly examine personally within a reasonably time.
2. This method is very costly and requires more time.
3. Personal bias may vitiate the results.
4. If the field of enquiry is too short, the results may not throw light on the
characteristics of the universe.
(b) Mailed questionnaire
Under this method, a questionnaire is prepared. The questionnaire contains a set

of questions on the problem under investigation. These questionnaires are addressed to
individual informants and sent by post or email. They are requested to answer the
questions and post back to the investigator. If necessary, they are also given an assurance
that the answers will be kept confidential.
Advantages
This method is useful in following cases:
1. When the area of investigation is large.
2. When the information cannot be obtained directly from the informants.
3. This method is generally used by the Government or committees and
commissions appointed by the Government. They collect information about
different problems by collecting information from the persons concerned.
Disadvantages
The major disadvantages of this method are:
1. Limitations: This method can be used only when the informants are educated. If
the informants are illiterate, they cannot understand and reply the questionnaire.
2. Non- response/incompleteness: A number of questionnaires may not be returned
in case of mailed questionnaire method. In such cases non-response becomes a
serious problem. There may be long delay in receiving questionnaire. The
returned questionnaire may not be carefully filled in or they may be incomplete.
3. Dependence of questionnaire: The success of this method largely depends on the
proper drafting of the questionnaire.
4. Lack of accuracy and reliability: There is no direct contact between the
investigator and the respondent. Therefore, one is not sure about the accuracy and
reliability of the data.
5. Inelastic: This method is inelastic, because on receipt of inadequate or incomplete
answers it is difficult to ask supplementary or complementary questions.
6. Lack of cross-examination: The answers given by informants cannot be cross-
examined.
7. No removal of doubts of the informants: There is no chance to remove the doubts
in the minds of informants.
Requirements of a good questionnaire
In both the methods described above, it is needed to design a questionnaire to

record the responses of the respondents. A questionnaire is a systematic list of questions
to be answered by a respondent. No survey can achieve success without a well-designed
questionnaire. Unfortunately, questionnaire design has no theoretical base to guide the
marketing researcher in developing a flawless questionnaire. A researcher has to be
guided by a lengthy list of do's and don'ts born out of the experience of other researchers
in the past and present. Hence, questionnaire design is more of an art than a science.
Questionnaire is a structured set of questions usually sent by mail or e-mail or

sometimes interviewers fill it also for the respondents. Proper precautions are necessary
in designing a questionnaire. A questionnaire should be so framed as to meet the
objectives of the study. The main aspects of a questionnaire design are the contents,
structure, format, length and sequence of question. Though there are no set rules of
designing a questionnaire, yet following are main points one should take care in a
questionnaire design.
1. Covering letter: The aim of covering a letter is to introduce the objectives of

research study, to give instructions for answering the questions. It assures a
respondent the anonymity and confidentiality of the information provided by him.
If mailed by post it should be accompanied by a self-addressed, stamped
envelope.
2. Lay out: The lay out of the questionnaire should be attractive. The use of bold,
italic and underline should be done to highlight important things in questions.
Proper space should be provided between questions if the respondent needs to
write an answer of a question. Paper and printing quality affects a lot the
appearance of a questionnaire.
3. Number of questions: The size of questionnaire is an important aspect for a
respondent. If the number of questions in a questionnaire is too large there will be
poor response. A lengthy questionnaire is avoided to be filled due to lack of time
and boredom.
4. Size of a question: Long and complicated questions should be avoided as they are
not understood by respondents. A question should be such that a respondent reads
it quickly, understands it’s meaning and gives an answer to it easily.
5. Sequence of questions: A haphazard arrangement of questions in a questionnaire
may confuse a respondent. The flow of order of questions should be natural and
logical. It is illogical to ask a woman if she is married, after asking her the number
of children she has.
6. Clarity in a question: A question should not be ambiguous or abstract. It should
clearly pass the objective of the researcher to the respondent. It should not involve
any mathematical calculations to answer a question. A question like, “what are the
qualities of an ideal manager”, without giving choices, is too abstract a question.
Such questions should be avoided.
7. Avoid personal questions: A respondent is always reluctant in answering personal
questions relating to income, marriage, sex, love affairs, smoking and drinking
habits. Unless it is essential in a research study, such questions should not be
placed directly in a questionnaire.
Requirements of a good questionnaire
1. Covering letter
2. Lay out
3. Number of questions
4. Size of a question
5. Sequence of questions
6. Clarity in a question
7. Avoid personal questions:
Unit II (b)
Design of Sample Survey
Exercises
1. Difference between population and sample

2. Census survey
3. Situations where sampling is a must
4. Limitations of sampling
5. Objectives of sample survey
6. Principle of statistical regularity
7. Judgment sampling
8. Sub-sampling
9. Double sampling
1. Point out the importance of sampling in solving business problems. Also, state the
principles on which the sampling methods rest.
2. Discuss the advantages of sample survey over complete enumeration.
3. Compare and contrast the purposive and random sampling methods. Highlight the
situation where each of these can be used.
4. What are the major sources of non-sampling errors in a survey?
5. How should a researcher handle “don’t know” response?
6. How to make a sample, a true representative of a population?
7. Discuss the methods of drawing a simple random sample.
8. Explain the situation and the method for drawing a stratified random sample with
an example.
9. Describe systematic sampling with an example.
10. Distinguish between cluster sampling and area sampling.
11. Distinguish between multi-stage sampling and multi-phase sampling.
12. Distinguish between direct personal interview and mailed questionnaire methods.
1. Explain the meaning of sampling and non-sampling errors. What are the various
sources of these errors? Elaborate in detail.
2. Describe various types of random sampling citing their strengths and weaknesses,
and explain how to select a sample using each method.
3. Write a critical note on sampling theory and explain various designs of sample
survey used in business research.
Unit III
Measurement of Scaling Concepts
3.1 Measurement in Research
Measurement is a device or a process by which we measure things, objects or properties.

It is a procedure of assigning numerals, numbers or scores to the observations we make on some
phenomenon. In case of physical phenomena we use an instrument of measurement like,
thermometer is used to measure temperature in degrees, tape is used to measure height or length
in inches, weight is measured by a weighing machine in pounds etc. In this kind of measurement
of quantitative variables there are two important things one is the measuring instrument and the
other is unit of measurement.
Apart from measurement of quantitative variables, we come across situations in which

we need to measure qualitative variables or attributes. For example, in a population, the number
of males and females, literate and illiterate people, married and unmarried people etc. Such
properties as these can be categorized easily and can be assigned numbers like one and zero,
respectively. These are other qualitative facts, which cannot be directly measured. They involve
more complex factors like intelligence, liking and taste, discipline, morality etc. These
characteristics cannot be directly measured on a numerical scale. Techniques are needed to be
developed to convert these qualitative variables into some quantifiable objects so that they can be
assigned some numbers or scores. For example, to measure intelligence of a group of MBA
students we may conduct a test consisting of 100 questions and the number of correct answers
given by a person may be called his score, or popularly known as intelligence quotient (IQ).
Similarly, scales have been devised to measure other attributes like emotions, weakness, racism,
preferences of some products etc.
For a tea producer, it is important to judge the taste of his customers for the growth of his
business. The attributes of tea like colour, aroma and strongness are needed to be measured for
producing the most popular tea. Such abstract characteristics are difficult to be qualified. This is
where the measurement and scaling techniques come to our rescue. These techniques help us
express such qualitative characteristics in quantitative forms i.e. in terms of numbers or scores.
From the point of view of set theory, mathematically we can say that measurement
procedure is a mapping from a domain to a range. Here, the domain consists of various levels of
a property and the range contains number or score to which these various levels are related.
The quantification of abstract attributes leads to objective measurement in exact

magnitude to study a research problem. Further statistical analysis is possible with these
numerical data. Mathematical or more precisely algebraic operations like addition, subtraction,
multiplication etc. are used on these numbers to draw further inferences.
3.2 Scales of Measurement
There are many measurement scales that are used in research studies. We categorize these
scales according to their mathematical and statistical properties. Four types of scales are most
commonly used (i) nominal scale (ii) ordinal scale (iii) interval scale (iv) ratio scale. Now we
discuss them one-by one in detail.
1. Nominal scale: This, the crudest of measurement scales, classifies individuals,

companies, products, brands or other entities into categories where no order is implied. Indeed it
is often referred to as a categorical scale. It is at the lowest measurement level. It is a system of
classification and does not place the entity along a continuum. It involves a simple count of the
frequency of the cases assigned to the various categories, and if desired numbers can be
nominally assigned to label each category. A physical example of a nominal scale is the terms
we use for colours. The underlying spectrum is ordered but the names are nominal. In research
activities a YES/NO scale is nominal. It has no order and there is no distance between YES and
NO. Even if numbers like one and zero are assigned to YES or NO respectively, they have no
arithmetic properties and act only as labels. The only measure of average, which can be used, is the mode
because this is simply a set of frequency counts. The statistical tools, which can be used with
nominal scales, are in the non-parametric group. The most likely ones would be mode and cross
tabulation with chi-square. There are also highly sophisticated modeling techniques available for
nominal data.
Properties of nominal scale:

 The numbers serve only as labels or tags for identifying and classifying objects.
 When used for identification, there is a strict one-to-one correspondence between the
numbers and the objects.
 The numbers do not reflect the amount of the characteristic possessed by the objects.
 The only permissible operation on the numbers in a nominal scale is counting.
 Only a limited number of statistics, which are based on frequency counts, are permissible
like percentages and mode.
2. Ordinal scale: An ordinal scale is next up the list in terms of power of measurement.
The simplest ordinal scale is a ranking. When a market researcher asks you to rank 5 types of
beer from most flavourful to least flavourful, he/she is asking you to create an ordinal scale of
preference. There is no objective distance between any two points on your subjective scale. For
you the top beer may be far superior to the second preferred beer but, to another respondent with
the same top and second beer, the distance may be subjectively smaller. An ordinal scale only
lets you interpret gross order and not the relative positional distances. Ordinal scales involve the
ranking of individuals, attitudes or items along the continuum of the characteristic being scaled.
From such scales the researcher knows the order of preference but nothing about how much
more one brand is preferred to another that is there is no information about the interval between
any two brands. All of the information a nominal scale would have given is available from an
ordinal scale. Ordinal data would use non-parametric statistics. These would include Median and
mode, rank order correlation, non-parametric analysis of variance. In addition, positional
statistics such as the quartile and percentile can be determined.
Properties of ordinal scale:
 A ranking scale in which numbers are assigned to objects to indicate the relative extent to
which the objects possess some characteristics.
 Can determine whether an object has more or less of a characteristic than some other
object, but not how much more or less.
 Any series of numbers can be assigned that preserves the ordered relationships between
the objects.
 In addition to the counting operation allowable for nominal scale data, ordinal scales
permit the use of statistics based on positional values, e.g., percentile, quartile and
median.
3. Interval scale: It is only with an interval scaled data that researchers can justify the use
of the arithmetic mean as the measure of average. The interval or cardinal scale has equal units
of measurement, thus making it possible to interpret not only the order of scale scores but also
the distance between them. However, it must be recognized that the zero point on an interval
scale is arbitrary and is not a true zero. This of course has implications for the type of data
manipulation and analysis we can carry out on data collected in this form. It is possible to add or
subtract a constant to all of the scale values without affecting the form of the scale but one
cannot multiply or divide the values. It can be said that two respondents with scale positions 1
and 2 are as far apart as two respondents with scale positions 4 and 5, but not that a person with
score 10 feels twice as strongly as one with score 5. Temperature is interval scaled, being
measured either in Centigrade or Fahrenheit. We cannot speak of 50°F being twice as hot as
25°F since the corresponding temperatures on the centigrade scale, 10°C and -3.9°C, are not in
the ratio 2:1.
Interval scale data would use parametric statistical techniques like, mean and standard
deviation, Correlation & Regression, Analysis of variance, Factor analysis, Plus a whole range of
advanced multivariate and modeling techniques.
Properties of interval scale:
 Numerically equal distances on the scale represent equal values in the characteristic being
measured.
 It permits comparison of the differences between objects.
 The location of the zero point is not fixed. Both the zero point and the units of
measurement are arbitrary.
 Any positive linear transformation of the form y = a + bx will preserve the properties of
the scale.
 It is meaningful to take ratios of scale values.
 Statistical techniques that may be used include all of those that can be applied to nominal
and ordinal data, and in addition the arithmetic mean, standard deviation, and other
statistics commonly used in marketing research.
4. Ratio scale: The highest level of measurement is a ratio scale. This has the properties of
an interval scale together with a fixed origin or zero point. Examples of variables, which are ratio
scaled, include weights, lengths and times. Ratio scales permit the researcher to compare both
differences in scores and the relative magnitude of scores. For instance the difference between 5
and 10 minutes is the same as that between 10 and 15 minutes, and 10 minutes is twice as long as
5 minutes.
The best way to contrast interval and ratio scales is to look at temperature. The
Centigrade scale has a zero point but it is an arbitrary one. The Fahrenheit scale has its
equivalent point at –32o. (Physicists would probably argue that absolute zero is the zero point for
temperature but this is a theoretical concept.). So, even though temperature looks as if it would
be a ratio scale it is an interval scale. Currently, we cannot talk about no temperature - and this
would be needed if it were a ratio scale.
Apart from all the statistical tools used for all the three scales defined above, virtually all
statistical operations can be performed on ratio scales.
Properties of ratio scale:
 Possesses all the properties of the nominal, ordinal, and interval scales.
 It has an absolute zero point.
 It is meaningful to compute ratios of scale values.
 Only proportionate transformations of the form y = bx, where b is a positive constant, are
allowed.
 All statistical techniques can be applied to ratio data.
Measurement Scales
1. Nominal scale
2. Ordinal scale
3. Interval scale
4. Ratio scale
3.3 Errors in Measurement
Measurement is a procedure of assigning numerals or scores to properties and attributes. In a

research study an ideal research would like to have precise and exact measurement without any
errors. But in practice it is found that sometimes there is a difference in scores that have been
measured and the true scores. This difference is known as measurement error. These errors occur
due to imperfection in the measuring procedure.
The measurement errors can occur due to faults at various stages of research study like in the
construction of hypothesis, making of questionnaire, choosing a research or sample design, in
data collection, data coding and analysis. These errors can be classified into two types (i) random
errors (ii) systematic errors.
(i) Random errors are due to assignable causes and therefore are uncontrollable. These errors
don’t have a pattern and can occur in any measurement. They occur due to honest mistakes
or inaccuracies though the interviewer or the respondent is trying to do a sincere job. In some
cases the true value or score of a property is over estimated resulting in positive random
error, and in some cases it is under estimated resulting in negative random error. Thus, in a
large sample these errors tend to cancel each other and therefore they have little or no effect
on the over all sample survey.
(ii) Systematic errors unlike random errors, have a pattern in their occurrence. Mostly, they are
constant in all the measurements. These errors occur due to assignable causes, therefore by
critical examination of the measurement procedure these errors can be corrected if not
removed completely. A constant error, for example, may occur due to faulty measuring
instruments.
The goal of a researcher is to collect error free data. In reality it remains a dream as the
saying goes, “To err is human”, and the research study is conducted by humans. Some of the
sources of measurement are as follows:
1. Respondent: It is most common in sample surveys that the respondents are reluctant to provide
personal information to interviewer. In some cases they give false information due to factors like
ignorance, status or by not understanding the question correctly. A respondent due to temporary
factors like tiredness, boredom or anxiety can also give inaccurate answers.
2. Interviewer: An interviewer has to be trained personnel in the art of asking questions. An

untrained interviewer may affect the response of a respondent by his behavior of style of asking
questions. Sometimes, an interviewer also known as measurer may misunderstand the answers.
He may also commit an error at time of coding or tabulating the responses.
3. Non-response: Non-response from people is a major problem faced by researchers specially in

social surveys. People don’t take interest or don’t bother to take time out for filling the
questionnaire and therefore, about one third of the mailed questionnaires are never received
back. To fill this gap sometimes a researcher may fill these questionnaires himself or get them
filled by his group of friends. This is a major cause of error in the results of the study. A good
researcher, therefore, always starts with a higher number of questionnaires as sample size.
4. Faulty instrument: In a quantitative survey a constant error is sometimes found due to faulty
instrument like a broken ruler (or inch tape). Likewise such errors can also occur due to a faulty
instrument i.e. a faulty questionnaire in a qualitative or social survey. The examples of a faulty
questionnaire are use of difficult words, lack of enough response choices, inadequate space for
writing answers, illegible or incorrect printing etc.
5. Choice of sample design: Measurement errors can also occur due to a poor choice of sampling
technique. The choice of simple random sampling or even a cluster sampling when it is needed
to use stratified sampling will result in large differences in measurements. A poor choice of
sample design is also a faulty measurement instrument.
The aim of an honest researcher will thus, be to remove the systematic errors due to
above listed sources and try to minimize the random errors. If not carefully taken care of, the
measurement errors may change completely the result of a research study.
Errors in Measurement
1. Respondent
2. Interviewer
3. Non-response
4. Faulty instrument
3.4 Validity and Reliability in Measurement (Testing of Measurement Scales)
In order to be useful in a research study, it is important for a measurement scale to be

accurate. Researchers have developed some criteria to develop sound and error free
measurements. For a clear understanding of the accuracy of a measurement look at the following
true score model.
Xo = XT + XS + XR
Where,
Xo= the observed score or measurement
XT = the true score of the attribute
XS = systematic error
XR = random error
The above addition model presents the observed score as the sum of the true value of the
characteristics and the two errors. An ideal measurement must have both the systematic error and
random error to be zero, i.e. XS = 0, XR = 0, so that the observed score represents true score
completely i.e. Xo= XT. But such a measurement in reality remains a dream in most of the
research situations. Based on the above model the criteria of testing a good measurement are
Reliability & Validity.
1. Reliability: Reliability can be defined as the extent to which measurements are free from
random error, XR. If XR = 0, the measurement is perfectly reliable. A reliable measurement
is consistent and is free from random fluctuations.
Reliability is a property, which gives same results when repeated measurements are made
under constant conditions. For example, with a reliable instrument a respondent would give
same answer to a question, even if he is asked by two or three interviewers or at two
different occasions.
In developing good measurements we use three methods to assess the reliability of a
measurement. They are (i) Test-retest method (ii) Alternative form method (iii) Split-half
method
(i) Test- retest method: Since reliability by definition means consistency, it is proper to
assess reliability by repeating the measurement. In this method, respondents are asked
identical set of questions (or scale items) at two different time points (or by two
different interviewers) and the degree of similarity between the two measurements is
determined. Thus, this technique applies the same scale items to same population
twice and the results so obtained are compared. Note that the time between the two
repetitions must not be too long otherwise it will affect this method.
(ii) Alternative form method: In this method two equivalent forms of the scale are
constructed and are applied on the same population at two different times, with a
different form being used each time. The degree of similarity in the two results will
determine the reliability of the measurement scale.
(iii) Split- half method: In this method the total scale items are divided in two equal
halves, for example even and odd numbered items, and the two sets of scales are
administered separately. Then, a correlation coefficient between the two groups is
obtained. A high positive correlation indicates that the measurement is reliable.
2. Validity: The validity of a scale may be defined as the extent to which differences in
observed scale scores reflect true differences among objects on the characteristics being
measured rather than systematic or random error. Perfect validity requires that their be no
measurement error i.e. Xo = XT, XR =0, and XS = 0.
A measurement is said to be valid if it measures correctly what it is supposed to

measure. To determine the validity of an instrument, its results should be compared with
other relevant evidences available for the characteristic. Four types of validity may be
defined (i) Face validity (ii) Content validity (iii) Criterion validity (iv) Construct
validity.
(i) Face validity: The easiest validation procedure is face validity. A researcher can assess
face validity of a measurement by carefully examining and determining whether the
measurement arrives at the concept adequately.
For example, if an investigator is interested in measuring the castism in the

people, he should check the statements given in his questionnaire to what extent they
relate to castism.
(ii) Content validity: Content validity refers to the adequacy and relevance of the contents
involved in a measurement. The contents of the measurement should provide
adequate coverage of items that accurately reflect what is supposed to be measured.
Content validity also incorporates the concept of face validity.
For example in an intelligence test the investigator should check if the questions
in the test really judge intelligence of a person. If most of the questions in the test
relate to arithmetic calculations, it is only testing mathematical ability, if most
questions area on general knowledge based on memory; it is a memory test rather
than intelligence test.
An investigator should consult a panel of senior and experience researchers if his

measurement truly measures the concept understudy.
(iii) Criterion Validity: The type of validity is based on multiple measurement of the same
concept. In this method, measurements are taken on the instrument under study along
with on an independent external measure. The correlation coefficient is calculated
between these two sets of scores on the same population. This correlation coefficient
is called validity coefficient and gives criterion validity of a measurement.
For example, in an intelligence test, the scores of the test may be compared with
the university results of the students and correlation may be found between the two.
This will give us an idea of the validity of our test.
Criterion validity is also known as predictive validity, concurrent validity or

pragmatic validity.
(iv) Construct Validity: This type of validity is defined as the extent to which a measure
matches in its results with the theoretical logic about the concepts. It is the most
complex and abstract type of validity. It basically involves the correlation between
the measuring instrument and a general theoretical framework of the concepts under
study.
For example, to study the use of shampoo among various economic classes we
make a theoretical preposition that higher the economic class, greater would be the
use of shampoo. If the measuring instrument shows a high degree of agreement, in its
observations, to this preposition, it is said to possess construct validity.
Relationship between reliability and validity
Reliability and validity being similar in form should not be confused with each other, as
they are not same. Reliability tests consistency and uniformity in a measurement whereas,
validity depends on the correctness of a measurement. Reliability is achieved by removing
random errors whereas validity is achieved by removing both random and systematic errors.
Following four points clarify the relationship between reliability and validity.
 A perfect validity implies perfect reliability. In this case Xo = XT, XR =0 and XS =0.
 If a measurement is unreliable, it cannot be perfectly valid, since at a minimum X o = XT +
XR. Furthermore, systematic error may also be present, i.e., XS ≠ 0. Thus, unreliability
implies invalidity.
 If a measurement has perfect reliability i.e., XR =0, it may or may not have perfect
validity, because systematic errors may still be present (Xo = XT + XS).
 Thus, reliability is a necessary but not sufficient condition for validity.
Testing of Measurements
1. Reliability
(a) Test-retest method
(b) Alternative form method
(c) Split-half method
2. Validity
(a) Face validity
(b) Content validity
(c) Criterion validity
(d) Construct validity
3.5 Scale Construction Techniques (Techniques of Developing Measurement Tools)
A measurement tool is a device by which we measure things, objects and properties. In

the study of qualitative phenomena, objective measurement tools are needed to be developed,
which are reliable and valid. A number of scales have been developed and used by various social
scientists. These scales can broadly be classified as comparative scales and non-comparative
scales.
1. Comparative scales
Comparative scales are those measurement tools, which give a direct comparison of
stimulus objects. The data obtained from comparative scales are interpreted in relative terms and
have only ordinal or rank order properties. Using these scales small differences between stimulus
objects can be detected. It is easily understood and can be applied as it involves fewer theoretical
assumptions. It has same known reference points for all respondents. Comparative scales are
powerful measuring tools because they tend to reduce halo or carryover effects from one
judgment to another. Here, we discuss four types of comparative scales:
(a) Method of paired comparison: Paired comparison scaling is the most widely used
comparative scaling technique. In this scheme, a respondent is presented with two objects and is
used to choose one of them according to some well-defined criterion. If there are more than two
objects, say n brands of products, then the number of paired comparisons required is
n(n  1)
N
2
The data obtained by this technique are ordinal in nature. Under the assumption of
transitivity, it is possible to convert paired comparison data to rank order.
Example: Let us consider five brands of bathing soap and a consumer is asked to indicate his
preference of a brand given two brands at a time. Thus, n=10 and there will be N=5(5-1)/2=10
pairs of soap brands. The responses of a consumer are given in the following table.
Table of Paired comparisons
A B C D E
A - 0 0 1 0
B 1 - 0 1 0
C 1 1 - 1 1
D 0 0 0 - 0
E 1 1 0 1 -
Total no. of 3 2 0 4 1
times preferred
In the above table, a 1 in a particular box means that the brand in that column is preferred
to the brand in the corresponding row. A 0 means that the row brand is preferred to the column
brand. The number of times the brand was preferred is obtained by summing the 1’s in each
column. This may lead to giving a rank order to various brands. For example, from the above
table it can be seen that brand D is preferred most, then brand A, and so on, and the brand C is
not preferred at all.
The above paired comparison scale can be used for a number of consumers and their
preferences may be summed up to rank various brands.
(b) Method of rank order: Another method of comparative scaling is rank order. In this
method, respondents are presented with several objects simultaneously and asked to order or
rank them according to some criterion. For example, a respondent may be asked to rank five soap
brands from 1 to 5. No two brands should receive the rank number.
In rank order scaling only (n-1) scaling decisions are needed to be made for n brands. On
the other hand, in paired comparison n(n-1)/2 preferences are made. Thus, this method is easier
and faster. Rank order scaling also results in ordinal data.
(c) Method of constant sum scaling: In this method, a respondent is allocated a constant sum of
units, such as 100 points to attributes of a product to reflect their importance. If an attribute is
unimportant, the respondent assigns it zero points. If an attribute is twice as important as some
other attributes, it receives twice as many points. The sum of all the points is 100. Hence, the
name constant sum scaling.
Example: Let us consider six attributes of bathing soap and allocate 100 points among the
attributes so that the allocation of a respondent reflects the relative importance he attaches to
each attribute. The more points an attribute receives, the more important the attribute is. The
following table shows responses of four respondents for six attributes of bathing soaps.
Table of constant sum scaling
Attribute Respondent I Respondent II Respondent III Respondent IV

Price 50 15 10 40
Fragrance 10 12 27 11
Packaging 12 10 15 3
Cleaning 8 23 30 22
power
Lather 4 17 7 12
Shrinkage 16 23 11 12
Sum 100 100 100 100
2. Non–comparative scales
In this scaling technique a respondent evaluates only one object at a time. There is an
absolute evaluation of an item in this case and no comparative preferences are given to an object
relative to another. For this reason non-comparative scales are also known as monadic scales.
Non–comparative scaling techniques consists of continuous and itemized rating scales.
(a) Continuous rating scale: In this scheme, respondents rate the objects by placing a mark
at the appropriate position on a line that runs from one extreme of the criterion variable to the
other. The form of the continuous scale may vary considerably.
Example:
How will you rate this brand of soap?
Form I
Most Preferable----------|--------------------------------Least Preferable
Form II
Most preferable--------------|---------------------------Least Preferable
100 80 60 40 20 0
Form III
Much Neutral Less

Preferable Preferable
Most Preferable--------------|--------------------------------------Least Preferable
100 75 50 25 0
(b) Itemized rating scales: In itemized rating, the respondents are provided with a scale that
has a number of brief description associated with each category. The categories are ordered in
terms of scale position and they represent various shades of opinion or preferences. A respondent
is asked to choose one category that best describes the object being rated. The commonly used
itemized rating scales are the Likert and Thurstone scales.
(i) Likert Scale: This scale was developed by Likert and generally is known as
‘Likert technique’ or ‘ internal consistency scale’. It is most popular and frequently
among the social studies of attitudes.
The Likert scale requires the respondents to indicate a degree of agreement or

disagreement with each of a series of statements about the stimulus objects. The
choice of number of degree may vary from three to seven, but usually taken to five.
For example, a respondent may be asked to express his opinion about the statement, “
India will be an ‘Information Technology Power’ in year 2020”. He may be asked to
choose one of the five options (i) strongly agree (ii) agree (iii) undecided (iv) disagree
(v) strongly disagree.
On such a scale each option has some score points. For example, 1 to 5; 1
being assigned to strongly disagree and 5 to strongly agree. An analysis can be
conducted on an item by item basis, known as ‘profit analysis’. A total score called,
‘summated score’ can also be calculated in this method.
(ii) Thurstone scale: This scale was developed in 1920s in the USA by L.L.
Thurstone. In this scale, a number of statements relevant to the study are given to a
number of judges to order them on a continuum (from 1 to 11) to form the scale.
These statements concerning the attitude to be measured cover favourable,
unfavourable and neutral items. Each statement expresses one and only one
unambiguous idea and is written on a separate piece of paper or a slip.
The judges are asked to place each of the items in one of the eleven piles set from 1 to 11
categories. The pile number 1 indicating the least favourable item, 2 representing
favourable and so on, and 11 indicating the most favourable. An item can be placed in
2nd category by one judge and in 9th category by another.
If there is significant difference between the assignments of categories for a

statement, it is discarded completely. For other items accepted, average scale value
(median) is calculated for each item. The statements or items with high average scale are
then selected finally for the instrument to be administered to respondents. These items are
presented in random order to the respondents.
Techniques of Developing Measurement Tools

1. Comparative scales
(a) Method of paired comparison
(b) Method of rank order
(c) Method of constant sum scaling
2. Non-comparative scales
(a) Continuous rating scale
(b) Itemized rating scales
(i) Likert scale
(ii) Thurstone scale
Unit III
Measurement of Scaling Concepts
Exercises
1. Measurement in business research

2. Nominal scale
3. Ordinal scale
4. Interval scale
5. Ratio scale
6. Additive model for testing the accuracy of measurement scales
7. Comparative scale
8. Likert’s scale
9. Thurstone scale
1. “Measurement is a device of assigning numbers to objects or properties”. Discuss.

2. Describe four levels of measurements popularly used in research with their properties.
3. Distinguish between random and systematic errors.
4. What are various sources of error in measurements?
5. Define reliability of a measuring tool. Discuss various methods to test reliability of a
measurement.
6. Explain the types of validity.
7. “Reliability is a necessary but not sufficient condition for validity”. Discuss this
statement highlighting the relationship between reliability and validity.
1. Describe the meaning and objectives of measurement in business research. Explain the
four types of measurement scales with examples.
2. Describe in detail the techniques of developing measuring tools enlisting the comparative
and non-comparative scales.
3. Explain various indicators of accuracy of measurement scales.

Research Methodology

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Research Methodology

Common sense knowledge, based on the accumulated experiences, prejudices and

1.2 Meaning and Definition of Research

“Research is an Organized and Systematic way of Finding answers to Questions.”

1. “Endeavour to discover facts by scientific study, course of critical investigation”,

1.3 Characteristics of Research

A well-organized research must possess certain characteristics features, which are as

1.4 Role and Significance of Research

Research helps us to discover the functional relationships among various

1.5 Objectives of Research

3. To innovate new ideas: One of the objectives of a researcher is to bring constant

1. Understanding a business problem

Research is a multidimensional activity. It comes in various forms and is

1. Descriptive v/s Analytical research

Descriptive research basically describes what is. It mainly involves

2. Applied v/s Fundamental research

Applied research is action oriented or solution oriented. The main goal of an

Fundamental research is carried out to scientifically enhance the organized body of

3. Quantitative v/s Qualitative research

Quantitative research is based on quantitative variables, which can be measured in

Qualitative research, on the other hand, is based on qualitative variables, which

4. Conceptual v/s Empirical research

Empirical research is based on observation and experimentation. The information

5. Other types of research:

Research is a search for knowledge. It helps in taking appropriate decisions.

Formulation of a problem is the first and foremost step in a research process. It is

A research design is a well-defined plan of action. It is a planned sequence of

(i) International organizations like WHO, UNO etc.

A method and source of data collection is chosen by an investigator taking into

7. Analysis and interpretation of data

10. Report writing

1.8 Significance of Research

1.9 Problems Encountered by Researchers

Research plays a vital role in the development of a country or business

1. Lack of skilled researchers:

2. Lack of code of conduct

4. Overlapping research studies:

Due to the lack of proper information and inter-departmental interaction many

In India we lack confidence in research organizations and its people. Business

6. Lack of funds and facilities:

Problems Encountered by Researchers

Write short notes on the following:

Short answer type questions

1. Define scientific method of investigation and distinguish it from non-scientific

Long answer type questions

1. What is the meaning of research? Explain its significance in business

2.1 Meaning of Research Problem

Research is a scientific, systematic and purposeful search, for new

A research problem is a specific statement in the general area of

Who– means the person or business organization that is facing a problem.

2.2 Selecting a Research Problem

The old saying goes, “Necessity is the mother of invention”. A research

3. Select non-controversial issues: Unless the problem is specifically related to

4. Researcher’s interest and competency: In selection of research problem a

5. Resources available: To conduct a research study various resources are needed.

In short a researcher must select a research problem of his area of interest

Research is a disciplined approach to inquiry. It is a tool for testing as well

By defining a research problem we mean a systematic way of asking and

Formulation of a problem is the most important step in a research process.

2.4 Meaning of Research Design