Dear MBA students,

ESLSCA 44D

As agreed please find attached the Final Term Exam, you should:
1. Answer ALL questions, Part1 & Part2
2. Use your text book, extra text book, the internet, and other references.
3. DON'T discuss or share, by any means of communication, with any other class students (even for those who are
Otherwise will be counted as 'Plagiarism'
4. It is NOT ACCEPTED to just copy and paste from any source, your interpretation and write-up is a MUST to g
5. Reply with your file .xls, of your answer to ME ONLY, to ashraf@ashrafelsafty.com .
6. MUST include your first name and family name WITHIN the file name (ex.: DrAshrafElsafty-E-RM-44D-Fina
7. Use BLUE color for your text answers, or just fill in the shaded blocks.
8. Email directly to ME ONLY no later than agreed deadline day and time 23rd March 2015, 10:00 pm, oth
9. Please give every single question the needed high care, as grades are NOT equally distributed among que

As I mentioned before for the mid-term and during our classes, we are studying to learn, and we are now leveragin
So please focus on your time and answers to learn while filling the exam.

I hope I did met your expectations, and now you as a researcher, you will be responsible for what you have learne
what you already gained for the welfare of the country and your people.

Hope you gained the ultimate scientific benefit from the course and me as well.
May Allah bless you all.

Kind Regards,

Dr. Ashraf Elsafty

Adjunct Professor, Strategist
Strategic Management & Research Methods.
ESLSCA, MIU, Riti/MsM cairo outreach.
44D
 Dr. Ashraf Elsafty
Research Methods
ESLSCA 44D ###
Final Exam
Part ONE
Q
Answer ONLY usin
DON'T DELETE OR HID

1 Which of the following is most suitable when there is little to no A

insight in a certain problem or when there is no information available
on how similar problems or research issues have been solved in the
past?

A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Experimental research.

2 What cannot be seen as purpose of a causal study? C

A. Understanding the dependent variable.

B. Predicting the dependent variable.
C. Making sure that all relevant variables are included in the
study.
D. Explaining variance in the dependent variable.

3 If a bank manager wants to analyze the relationship between interest A

rates and bank deposit patterns of clients, a ‘field study’ is the most
suitable method of investigation.

A. true
B. false

4 A marketing manager aims to investigate the relationship between B

customer satisfaction and store loyalty among British consumers. For
this purpose, data will have to be collected from British stores and
the ‘unit of analysis’ is the country.
A. true
B. false
5 The Chief Financial Officer (CFO) of a multinational corporation wants A
to know the profits made during the past 5 years by each of the
subsidiaries in England, Germany, France, and Spain. It is possible
that there are many regional offices of these subsidiaries in each of
these countries. The profits of the various regional centers for each
country have to be aggregated and the profits for each country for
the past 5 years provided to the CFO. Hence, the ‘unit of analysis’ is
the country.

A. true
B. false

6 Studies, when data on the dependent variable are gathered at two or B

more points in time to answer the research question, are called:

a. Cross-sectional studies.
b. Longitudinal studies.
c. Exploratory studies.
d. Case studies.

7 Experimental designs invariably are longitudinal studies since data A

are collected both before and after a manipulation.

A. true
B. false

8 Which of the following studies is a causal study? The researcher tries B

to find out:

a. What percentage of the population thinks commercials are

annoying compared to 10 years ago.
b. Why unemployment in Europe is higher than in Asia.
c. If smoking is related to cancer.
d. All the above answers are correct.
9 A bank manager wants to determine the cause-and-effect relationship B
between interest rate and the inducements it offers to clients to save
and deposit money in the bank. What is the appropriate study
setting?

a. A field study.
b. A field experiment.
c. A lab experiment.
d. None of the above.

10 The goal of a ­_____________ study, hence, is to offer to the researcher a B

profile of the phenomena of interest from an individual,
organizational, industry-oriented, or other perspective.

a. Exploratory.
b. Descriptive.
c. Causal.
d. Experimental.

11 ____________ studies are also necessary when some facts are known, A
but more information is needed for developing a viable theoretical
framework.
a. Exploratory.
b. Descriptive.
c. Causal.
d. Experimental.

12 Whether a study is a causal or a correlational one depends on the A

type of research questions asked and how the problem is defined.

A. true
B. false
13 The extent of interference by the researcher with the normal flow of A
work at the workplace has a direct bearing on whether the study
undertaken is causal or correlational.

A. true
B. false

14 A causal study is conducted in the natural environment of the B

organization with minimum interference by the researcher with the
normal flow of work.
A. true
B. false

15 In studies conducted to establish cause-and-effect relationships, the A

researcher tries to manipulate certain variables so as to study the
effects of such manipulation on the dependent variable of interest.

A. true
B. false

16 Correlational studies are invariably conducted in contrived settings, B

whereas most rigorous causal studies are done in non-contrived lab
settings.

A. true
B. false

17 The unit of analysis refers to the level of aggregation of the data A

collected during the subsequent data analysis stage.

A. true
B. false

18 Our research question determines the unit of analysis. A

A. true
B. false
19 A study can be done in which data are gathered just once, perhaps A
over a period of days or weeks or months, in order to answer a
research question. Such studies are called:
a. Cross-sectional studies.
b. Longitudinal studies.
c. Exploratory studies.
d. Case studies.

20 A marketing manager is interested in tracing the pattern of sales of a B

particular product in four different regions of the country on a
quarterly basis for the next 2 years. This is an example of a:
a. Cross-sectional study.
b. Longitudinal study.
c. Exploratory study.
d. Case study.

21 Knowledge of research design details also helps managers to study A

and intelligently comment on research proposals.

A. true
B. false

22 Methodological rigor increases as we move progressively from an A

exploratory study to a hypothesis-testing study, and with this, the
costs of research also increase.

A. true
B. false

23 Measurement is the assignment of numbers or other symbols to A

characteristics of objects according to a pre-specified set of rules.

A. true
B. false
24 Objects include: A

a. Persons, strategic business units, and companies.

b. Countries, cars, and arousal seeking tendency.
c. Elephants, kitchen appliances, and shopping enjoyment.
d. Restaurants, shampoo, and service quality.

25 Examples of characteristics of objects are: C

a. Length, weight, and country.

b. Arousal seeking tendency, strategic business unit, and shopping
enjoyment.
c. Service quality, conditioning effects, and taste.
d. Restaurants, shampoo, and service quality.

26 Attributes of objects that can be physically measured by some A

calibrated instruments pose no measurement problems.
A. true
B. false

27 Reduction of abstract concepts to render them measurable in a A

tangible way is called operationalizing the concepts.

A. true
B. false

28 Operationalizing is done by looking at the behavioral dimensions, A

facets, or properties denoted by the concept. These are then
translated into observable and measurable elements so as to develop
an index of measurement of the concept.

A. true
B. false
29 Operationalizing a concept involves a series of steps. A

1. Come up with a definition of the construct.

2. Develop a response format.
3. Assess the validity and reliability of the measurement scale.
4. Develop an instrument (one or more items or questions) that
actually measures the concept that one wants to measure.
What is the correct order?
a.   1-4-2-3.
b.   4-2-1-3.
c.   4-2-3-1.
d.  3-1-4-2.

30 Operationalizing a concept consists of delineating the reasons, B

antecedents, consequences, or correlates of the concept.

A. true
B. false

31 You cannot measure objects; you measure _____________ of objects. D

a. Elements.
b. Dimensions.
c. Antecedents.
d. Attributes.

32 Operationalizing is: C

a. Designing questionnaires.
b. Translating a problem definition into a research question.
 c. Making an abstract concept measurable.
d. Defining difficult concepts in the research proposal.

33 A variable or construct must always be directly observable. B

A. true
B. false

34 Operationalizing a variable precedes defining a variable. B

A. true
B. false

35 The construct ‘hunger’ is a typical example of a construct that must be A

operationalized because it is an abstract and subjective concept.

A. true
B. false

36 What is the type of scale of the variable ‘age’ if it is measured in the D

following way?
“What is your age? ____ years.”
a. Nominal.
b. Ordinal.
c. Interval.
d. Ratio.

37 What is the measurement level of income, measured in the following B

way: “What is your annual gross income?”
< €15.000
€20.000 - €30.000
€30.000 - €45.000
> € 45.000
a. Nominal.
b. Ordinal.
c. Interval.
d. Ratio.

38 “As the calibration or fine-tuning of a scale increases in sophistication, D

so does the power of the scale”. What is therefore the most powerful
scale?
a. A nominal scale.
b. An ordinal scale.
 c. An interval scale.
d. A ratio scale.

39 The difference between an ordinal and a ratio scale is that a ratio B

scale has an arbitrary zero point.
A. true
B. false

40 Army rank (such as lieutenant, captain, major, colonel, general, etc.) is B

ordinal in nature.

A. true
B. false

41 Temperature is usually measured on a ratio scale. A

A. true
B. false

42 A lady stands on a pair of scales three times in a row. The first time B
she weighs 69 kilo, the second time 69 kilo, and the third time 69 kilo.
Her real weight is 51 kilo. What is the matter with the scales?

a. The pair of scales is not reliable and not valid.

b. The pair of scales is reliable but is not valid.
c. The pair of scales is not reliable but is valid.
d. The pair of scales is reliable and valid.

43 The following scale is a: “Ugly __ __ ­__ __ __ Beautiful” B

a. A likert-scale.
b. A semantic differential scale.
c. A numerical scale.
d. An itemized rating scale.

44 Which of the following is not a source of primary data? C

a. A focus group.
b. A panel.
c. Company records.
d. A video conference.
45 Whereas panels meet for a one-time group session, focus groups meet B
more than once.

A. true
B. false

46 The Delphi Technique is a forecasting method that uses a cautiously A

selected panel of experts in a systematic, interactive manner.

A. true
B. false

47 The advantage of seeking secondary data sources is savings in time A

and costs of acquiring information.

A. true
B. false

48 Unstructured interviews are so labeled because the interviewer does A

not enter the interview setting with a planned sequence of questions
to be asked of the respondent.

A. true
B. false

49 Structured interviews are those conducted when it is known at the A

outset what information is needed.

A. true
B. false
50 When conducting interviews, it is unethical that the researcher makes B
written notes as the interviews are taking place, or as soon as the
interview is terminated.

A. true
B. false

51 The principles of wording refers to which of the following factors? D

a. The appropriateness of the content of the questions

b. How questions are worded and the level of sophistication of the
language used.
c. The type and form of questions asked.
d. All of the above.

52 The way questions are sequenced could also introduce certain biases, A
frequently referred to as the ordering effects.

A. true
B. false

53 Instead of phrasing all questions positively, it is advisable to include A

some negatively worded questions as well, so the tendency in
respondents to mechanically circle the points toward one end of the
scale is minimized.

A. true
B. false

54 “Do you think there is a good market for the product and that it will C
sell well?”

This question is:

a. Leading.
b. Loaded.
c. Double-barreled.
d. Ambiguous.
55 “Don’t you think that in these days of escalating costs of living, A
employees should be given good pay raises?”

a. Leading.
b. Loaded.
c. Double-barreled.
d. Ambiguous.

56 The sequence of questions in the questionnaire should be such that A

the respondent is led from questions of a general nature to those that
are more specific.

A. true
B. false

57 The sequence of questions in the questionnaire should be such that A

the respondent is led from questions that are relatively easy to
answer to those that are progressively more difficult.

A. true
B. false

58 The sequence of questions in the questionnaire should be such that A

you end with questions that respondents refuse to answer.
A. true
B. false
59 The biggest disadvantage of secondary data is: A

a. That they are not meeting the specific needs of the particular
situation or setting.
b. That it is generally more expensive to collect secondary data than
primary data.
c. That they are generally qualitative in nature.
d. That they cannot be used for forecasting purposes.

60 Probability sampling designs are used when the representativeness of A

the sample is of importance in the interests of wider generalizability.

A. true
B. false

61 Convenience sampling and quota sampling are examples of B

probability sampling.
A. true
B. false

62 A researcher who investigates the relationship between the loyalty A

program of a specific supermarket and the loyalty towards this
supermarket, collects his data by questioning consumers who leave
the specific supermarket on several daily periods. The sampling
method used by this researcher is called:

a. Convenience sampling.
b. Simple random sampling.
c. Stratified sampling.
d. Quota sampling.
63 When the properties of the population are not over-represented or A
under-represented in the sample, we will have a representative
sample.

A. true
B. false

64 From a statistical perspective, probability sampling is preferred over A

non-probability sampling.

A. true
B. false

65 The results of probability sampling are less generalizable than the B

results of non-probability sampling.

A. true
B. false

66 The sampling frame is a (physical) representation of all the elements A

in the population from which the sample is drawn.
A. true
B. false

67 The payroll of an organization would serve as the sampling frame if A

its members are to be studied.

A. true
B. false

68 The type of probability and non-probability sampling designs that is D

chosen depends on:

a. The extent of generalizability desired.

b. The demands of time and other resources.
c. The purpose of the study.
d. All of the above.
69 A sample size of 40 is large enough. B

A. true
B. false

70 As a sampling technique, qualitative research generally uses non- A

probability sampling as it does not aim to draw statistical inference.

A. true
B. false

Thanks
Dr Ashraf Elsafty
 0

er ONLY using A or B or C or D or E
DELETE OR HIDE ANY OF THE ROWS or COLUMNS

Exploratory research is when we have problems

that are not define before .
It happens when before we have enough
information to make conceptual model , or define
the need to have explanatory relationship.

Causal study is used when we need to determine if

one or more variables have a cause and effect
relationship between each others , not to make sure
that all relevant values are exist

The bank manager bank analyze deposit in different

type of accounts , and do a correlation study to them
that will result the way to change the interest rates
without affecting the running operations

Data collection will be done based on costumers ,

and unite of analyses will be the store loyalty for
costumers of the stores
major entity for the topic we have is counted as the
unite of analyses , here we have the "The County" is
our unite of analyses where the major entity is
included in the study

In Longitudinal time horizon correlation study ,

where have repeated observations of the same
variables over long periods of time , It is
observational stud often used in social science , and
to study trends over time , while cross sectional is a
one step or one shot study

Data collection for two points in time in an

Experimental study , where we have longitudinal
time horizon , in case multiple measurements of
data

Causal Study is when we have cause and effect

relationship between variables , and t determine
how a variable (Dependent) will be affected by
another variable (Independent), here we are
analyzing what is the factors that causes
unemployment in Europe to higher than in Asia.
as per Field experiment definition , we have interest
rate changes , in a normal working environment ,
the bank manager may conduct a study on few
branches and have branches location , class of
customers , deposits amounts , are variables , and
changing interest rates , and see the effect of this
variables along with their variables

Descriptive study we have change information

collected with no change in environment , we can
have personals overtime or one-time group
interaction , interaction may involve interviews and
surveys to collect the needed information .

For the cases when we have Descriptive study with

limited or no interaction with individuals , it will
include observational studies and collection for
secondary data

in Exploratory we need to gather more info about

the variables , and need to know if new variables
will be included in the theoretical framework or not

Type of study is depend on the nature of the

problem we have , (The problem definition) , if we
need to know the cause and effect between certain
variables , then we are in a casual study , if we need
to know determine the variables we have , then we
are in Correlational study , type of question asked
are also driven from the type of study we have
Correlational study may be done with the normal
flow of work and minimal intervention by the
researcher.

While cause and effect study research will try to

manipulate one or more variables

Researcher may need to manipulate one or more

variables in causal studies so researcher
intervention is maximized

in Causal studies , we need to see the effect of

variables on each other to be able to identify the
relationship between them , and how change in one
variable affects the other variables

No need to change environmental working setting in

causal studies , so it is a none-contrived setting w

while we have where causal studies done in

contrived lab settings.

the data collection , should be designed to serve the

problem definition , and answer should be relevant
to the questions the research is done for .
Also by definition Book page 136 , The unit of
analysis refers to the level of aggregation of the data
collection during the subsequent data analysis
stage.

the problem definition , as will as the research

question are essential factors to determine the unite
of study , as we will know if the study is related to
individuals , organizations , industry
Cross sectional or one shot study , as data is
collected at the same time ,

Longitudinal as we have data collection from

different regions and spread over two years time
period

Knowledge of research design details help the

manager evaluate the need for the research , and the
correlation for the research with the problem
definition

in exploratory study , we are analyzing new problem

, that was not done before or no available data or
Research for it , while Hypothetical studies goes on
testing the significance of relationships.
Moving along should increase the firmness and
rigor for our research , but everything come with its
cost , the higher the rigor , the higher the cost we
have

we cant measure any thing by its self , but we

measure it by set of attributes , symbols and
numbers , Example : the elephant example , we
measurer the elephant by the weight , existing of
elephant nose , etc…
( Persons, strategic business units, and companies)
are objects that can be measured , through their
attributes

( Service quality, conditioning effects, and taste.) by

definition are all Characteristics of some other
objects

Physical objects like length or weight has

worldwide agreed measurement criteria

Operationalizing is a method used to translate the

characters of a subjective abstract to a scale based
on pre definition for the object and elements that we
will measure

Operationalizing is done by looking at the

behavioral dimensions, facets, or properties
denoted by the concept. These are then translated
into observable and measurable elements so
as to develop an index of measurement of the
concept
Steps for Operationalizing
1- Definition of the construct.
2- Develop set of Questions that measure the
concept
3-Develp responses benchmarks
4-Validate Measurement scale
Book Page 147
The first step is to come up with a definition of the
construct that you want to
measure. Then, it is necessary to think about the
content of the measure; that is, an instrument
(one or more items or questions) that actually
measures the concept that one wants to measure
has to be developed. Subsequently, a response
format (for instance a seven-point rating scale
with end-points anchored by "strongly disagree"
and "strongly agree") is needed, and finally,
the validity and reliability of the measurement scale
has to be assessed.

no , the concept of Operationalization is how to

transfer observation of characteristics to a
measurable items

attributes are the things we measure for an object ,

like the number of employees or work force
(attribute) , in a firm (object)

by definition , Operationalizing is making the

subjective measurable ,by defining an objective
attributes for it
no , sometime we observe variable through its
attributes

no , as we have to define the variables that serve our

problem definition first

as "hunger" is subjective issue that cant be directly

measure , we need to operationalize it , by first
define hunger , then defining set of measurable
elements results from hunger , then decide how we
will measure this elements

We have an origin or Zero Point

since we have an order or a sort for the data set , it is

Ordinal scale

ratio scale is the most powerful scale , due to the

zero point that is enables a lot more statistical
measure and more capability for analyzing options
the Zero point is the main different between Ordinal
and Ratio scales

here we have a degree of difference between army

ranks , while Ordinal Scale don't show the degree of
difference

as temperature scale has a zero point on the scale

called absolute zero

The Pair of scales is reliable since we have the same

results (69 Kilo) for the same experiment in the
three times ,
But as the result its self it not true , or not match the
reality , the scales are not valid

"Ugly __ __ __ __ __ Beautiful” are two bipolar

objective , so by definition we have a semantic
differential scale.

Company records are existing generic data , so it is

secondary data , Primary data sources may include -
but not limited to - Focus groups , panels , video
conference
It is the opposite , focus groups meet once , while
panels , same/different people meet more then once

in The Delphi Technique , we have experts answer

sets of questionnaires in two or more rounds , they
are anonymous to each other , the aim of this
iterative process is to reach a consolation about the
issue in discussion

Secondary sources of data constitute all available

sources where existing information can be
extracted. This could be published or unpublished
information in the Library, the internet, etc.
They are useful to offer the basis for our study and
fast to get , almost with no cost , but may be
irrelevant to our study , and may be generic and
don’t serve our exact needs

Because its main aim is to bring more information

that are relevant to our variables , so it is better to
be prepared by the set of questions that we will ask
before the interview to be structured interview. ,
and avoid the up structured interview where we go
with the flow and let each question and its answer
drive it to next question

in structured interviews we ask a set of pre

determined questions , sometimes researcher need
to take notes that may add new information , or
sometimes researcher need to clarify in more
details the questions to be sure they will satisfy his
needs
taking notes can be done in both Structured and un
Structured interviews , as from the answers
researcher may add new information in other areas
that may be he ignore before , notes may highlight
some issues that need more focus or more data
effort in the data collection

Principles of wording is Type , Form , level of

sophistication , Language used , sequence , content ,
and appropriateness for a question

Bias due to ordering questions in a particular way

(known as ordering effects) can be
eliminated since meaningful random start patterns
can be incorporated into the questioning
process
~~~ book page 215

Book Page 220 - Instead of phrasing all questions

positively, it is advisable to include some negatively
worded , questions as well, so the tendency in
respondents to mechanically circle the points
toward one end of the scale is minimized.
Or we can simply say this is to avoid and detect the
respondents who are actually read the questions ,
and who are not and just put any answers

since we have two questions here (good market &

sells well) ,, we will get 2 different responses ,
Double-barreled question
in this question , answer is included in the question ,
which is count as biased question , as the
respondent may be forced for an answer that may
conflict his intended one

Funneling technique: The questioning technique

that consists of initially asking general , and broad
questions, and gradually narrowing the focus
thereafter to more specific themes
This funnel approach is to gain the trust from the
respondents , and be sure they will go to the end of
the questions , while if I start with specific questions
, I may lose the interest of the respondent to
continue to the end, also to avoid making the
respondent confused by complex specific question
at the beginning, i began with generic once

Funneling technique: The questioning technique

that consists of initially asking general , and broad
questions, and gradually narrowing the focus
thereafter to more specific themes
This funnel approach is to gain the trust from the
respondents , and be sure they will go to the end of
the questions , while if I start with relatively
difficult. questions , I may lose the interest of the
respondent to continue to the end, also to avoid
making the respondent confused by hard specific
question at the beginning , i began with easy once
Secondary data: Data that have already been
gathered by researchers, data published in
statistical and other journals, and information
available from any published or unpublished
source available either within or outside the
organization, all of which might be useful to
the researcher , although secondary data saves time
and cost when they are available and they are easy
access , but some time they do not serve exactly the
need for the research

By Definition Probability sampling, the elements in

the population have some known, .non-zero chance
or probability of being selected as sample subject,
so if the representativeness of the sample is critical
for the study we use probability sampling because
the elements of population will have a known
probability of selection from the population and
accordingly choosing a representative sample is
much possible

Both Convenience sampling & Quota sampling are

non probability sampling

As its name implies, convenience sampling refers to

the collection of information from members of the
population who are conveniently available to
provide it here in the example we have the
Convenience sampling is done as we are asking
persons who are known, available and know the
required data related to the research.
By Book Definition page 286 - When the properties
of the population are not overrepresented or
underrepresented in
the sample, we have a representative sample, so its
correctly equivalent for the population without
being under or over estimated.

This is due to high generalizability. Statistical

analytics probability sampling is more preferable
then non-probability

No , this statement is not correct , we have the Non

probability sampling considered as none
representative at which a critical concern so that
generalizability of non probability sampling is
repressive and with more generalizability.

Sampling frame is used when we need to cover all

elements within the population.

since pay roll will include all employees , and

Sampling frame should contain representation of all
the elements in the population , so pay slip will be a
good sampling frame example

" extent of generalizability desired" . "The demands

of time and other resources" and " The purpose of
the study." ALL are key points in choosing the
sampling design , for both (probability and non-
probability).
number 40 do not indicate any thing , we need to
know the problem definition , the type or research ,
the overall population , and to apply the proper
mathematical methods to calculate proper sampling
size

In non probability sampling, the elements do

not have a known or predetermined chance of being
selected as subjects (Book Page 287).
Usually it is used in the qualitative researches and
the basis of selection is according to the since in this
subject.
44D
 Dr. Ashraf Elsafty
Research Methods
ESLSCA 44D
Final Exam
Part TWO
Q
Part 1:
1 Develop a conceptual model for
the scenario below, with needed
discussion and graph:
Incidence of smoking in movies
has started to increase again, after
having declined for several
decades. According to the National
Cancer Institute smoking is seen in
at least three out of four
contemporary box-office hits.
What’s more, identifiable cigarette
brands appeared in about one-
third of all movies in 2008.
Exposure to smoking in movies is
an important predictor of
adolescent smoking initiation:
smoking in movies has been
shown to affect adolescents’
intentions to start smoking. In
turn, the intentions to start
smoking are determined by a
more positive attitude toward
smoking after seeing a film
character smoke. Recent research
has revealed that the relationship
between seeing a film character
smoke and the attitude toward
smoking is stronger when a
person’s identification with a film
character increases. These
findings are consistent with social
learning theory, which predicts
that attitudes and behaviors are
modeled by observing the
behaviors of others.
2 What are the basic research
design issues? Describe them in
detail.(4-5 paragraphs)

3 “An exploratory study is just as

useful as a predictive study”.
Discuss this statement. (2-3
Paragraphs)
4 Discuss the inter-relationships
among: non-contrived setting,
purpose of the study, type of
investigation, researcher
interference, and time horizon
of the study.

5 Why is the unit of analysis an

integral part of the research
design? (1-2 paragraphs)
6 Why is the ratio scale the most
powerful of the four scales? (1
paragraph, use example)

7 Below are three scenarios. For

each, indicate how the
researcher should proceed with
the following, giving reasons
covering:
The purpose of the study
The type of investigation
The extent of researcher
interference
The study setting
The time horizon for the
study
The unit of analysis.
Scenario A: Ms. Joyce Lynn, the
owner of a small business (a
woman’s dress boutique), has
invited a consultant to tell her how
she is different from similar small
businesses within a 60-mile radius,
in regard to her usage of the most
modern computer technology, sales
volume, profit margin, and staff
training.
 Scenario B: Mr. Paul Hodge, the
owner of several restaurants is
concerned about the wide
differences in the profit margins of
the various restaurants. He would
like to try some incentive plans for
increasing the efficiency levels of
those restaurants that are lagging
behind. But, before he introduces
this, he would like to be sure that
the idea will work. He asks a
researcher to help him on this issue.

Scenario C: A manager is intrigued

why some people seem to derive joy
from work and get energized by it,
while others find it troublesome
and frustrating.

From your text book: 5th digital

edition
8 Exercise 4.6

Variable
Dependent variable
Independent variable
Moderating variable

9 Exercise 4.7
Situation 1
 Situation 2

Situation 3

10 Exercise 4.8
Variable
Dependent variable
Independent variable
Intervening variable
Moderating variable

11 Compare between Cluster and

stratified Sampling design,
stating why both is probability
sampling, with clear example of
your own.
12 Operationalize the subjective
concept 'Shopping Enjoyment',
and use the needed
measurement scales.
13 Write a full research
proposal/research project,
using the book studied
examples and guided by the
sample thesis provided,
regarding a
problem/opportunity about
“Egypt’s needed development”,
from a business and
management perspective, it is of
your selection to set the whole
story to guide your proposal or
to define the context to support
developing a clear research
proposal. (Should cover all
topics studied within research
methods; mention the item on
the left and your answer on the
right, and within 2 or 3 pages
length only).

Introduction
Objectives of the Study
RESEARCH QUESTIONS
RESEARCH METHODOLOGY
LITERATURE REVIEW

Theoretical Framework

Independent variable

Dependent variable
Moderating Variable

Hypothesis Development

Sampling
Conclusion
#VALUE!

Answer

The Conceptual model we have relation between our Dependent variable here will be the Adolescent initiat
in movies and Cigarette Brands both act as Independent Variable.
With a Moderating Variable of Identification for famous movies characters persons Identification with Film
and behaviors are the direct variables we have .
In the basic research is a subset or function for the purpose of the study, type of study , the setting th
conducted , how the researcher will control the study , how many time data will be collected , and un
Purpose of the study (Exploratory, Descriptive, Hypothesis-Testing)
Type of study (Causal or Correlational)
Setting of study (Noncontrived or Contrived)
Control Level for study (Small field studies, up to large experimental designs)
Time Horizon (longitudinal or one shot)
Unit of study (level for data aggregation, and it depend on if the research question focus on individu
As an example , If we see the correlational studies, using field setting will limit the researcher ability
usually researcher will tend to use longitudinal time horizon.
We need to know also the constrains the researcher have , as cost and time are two of the main cons
researcher, and so will affect or limits the design choices .

Exploratory Studies is used to develop and innovate in new areas, or when we have a scenario wher
information about a situation, or there are no available researches before.
Most of the current theory existing now started one day as an exploratory study or through explorat
The researchers to be able to understand new phenomena’s, develops new areas of knowledge, and
exploratory studies they have to use Exploratory Studies, Current exploratory studies and research
future predictive studies.

So we can confidently say that both studies are useful and mandatory to generate knowledge but eac
them will serve us today, the other will serve us tomorrow.
Both are used to understanding business phenomena.
Contrived settings means If the research will done in artificial or none real environment , while Non
mainly Field Studies or Field Experiments, where we have a normal flow of work or events during th
The Researcher uses the Field Study to be able to understand and describe a phenomena, or Hypoth
Field Studies are considered as correlational study only while it is not recommended to use Field Stu
not to use it when we have cause and effect relationships.
Researcher interference during the Field Studies is minimal.
Time Horizon can be both longitudinal or one shot.

While the Field Experiments, used mainly for Causal type of studies.
Field Experiments are considers as longitudinal due to the need for the experiments.
Researcher interference during the Field experiments is way higher then Field studies, since we hav
variables that may need to be customized and may be manipulated.

The Unit of Analysis used to determines the sample size, it is the unit of analysis that refers to the le
data collected during the subsequent data analysis stage, it is considered as one of the main importa
the correct answer for a research question or hypothecs

It can be individual, groups, organizations, industry, etc... , it is mandatory to decide the unite of ana
research design step, since data collection and sample size are determined by the unite of analyses
The decisions in the research design relating to sampling also depend on the unit of analysis
For example if I am studying the trust issues in multinational organization , the unites of analyses m
employees and managers in each branch , number of branch I will conduct the study , number or reg
the analyses , so unite of analyses have a high effect on other decisions (sampling size , data collectio
time to conduct the study , cost constrains ) .
From the four types of scales we have (Nominal, Ordinal, Interval and Ratio), the Ratio scale is the m
not indicating the magnitude only, but it shows the proportion of the differences, the degree of confi
obtained from the amount of information on the variables can be obtained in greater details when w
a ratio scale than the other two scales.
Interval scale indicates only the distance between any two points on the scale is the same , but shifti
points will causes similar addition/subtraction for the two points but the final scale will mention th
ratio scale, we have True Zero Origin, that indicates the proportion of the differences, so ratio scale
disadvantage of the arbitrary origin point of the interval scale, in that it has an absolute (in contrast
point.

For example, a person with salary 20K per month expected to be with double the productivity and c
with salary of 10K, any multiplication for this data with same number will maintain the ratio and th
Because of this fixed ratio 2:1 , and using statistical analyses (mean, standard deviation, mean squar
variable coefficient can be easily calculated , so we will be able to measure the proportion of the diff
ratio scale .

Purpose of the study: Descriptive Study (describing how he compares with the other business).
Type of investigation: Correlation investigation as she interested in delineating the important varia
market share she have
The extent of researcher interference: Minimal Interference as the researcher role is collecting som
business
Study setting: Non-Contrived Field Study
Time horizon for the study: Cross-Sectional One-Shot study
Unit of analysis: Organization as problem statement here are focus on organization level
Purpose of the study: Hypothesis-Testing Study, as Mr. Paul Hodge aims to study the impact of intro
different lagging restaurants
Type of investigation: Causal , as researcher Manipulate and Modify incentive plans and see the effe
margins of these restaurants before and after the manipulate
The extent of researcher interference: Moderate interfaces with the natural flow of events , with pro
researcher to Manipulate variables
Study setting: Non-contrived Field Experiment using few restaurants
Time Horizon for the study: Longitudinal since data will be collected on more than aspects (Cost, sal
different scenarios before and after the manipulation
Unit of analysis: Organizations (here is represented by the restaurant that researcher will conduct t

Purpose of the study: Exploratory study, as the manager needs to explore different variables affectin
Type of investigation: Correlational as the study need to identify the variables associated with joy an
The extent of researcher interference: Minimal Interference on a natural environment with few of e
conduct study
Study setting: Non-contrived field study setting at normal environment the employees are working i
Time horizon for the study: Cross sectional (one-shot)
Unit of analysis: Individuals since problem we have is focused on individuals

Intensity of e-business Adoption

Sales Performance
Market Uncertainty

Situation 1 : Motivation as Dependent Variable, in case we have (Salary increases or promotion) bot
Variable , that affects directly the motivation level Dependent Variable

Situation 2: Researcher believes that employee’s performance level is positively associated with tak
And strengthen by motivation, Training courses is independent variable; employee’s performance l
the motivation is Moderating

Situation 3: Researcher believes that employee’s participation in decision making (independent var
loyalty for the employees (Dependent Variable) , in this situation Motivation level can be our media
motivation level can have temporary effect on Participation in Decision making
Situation 3: Researcher believes that employee’s participation in decision making (independent var
loyalty for the employees (Dependent Variable) , in this situation Motivation level can be our media
motivation level can have temporary effect on Participation in Decision making

Number of Problems for in the organization

Failure to Follow Accounting Principles
Timely corrective actions
Experience in Bookkeeping
Cluster sampling is a probability sampling design since each cluster has a predefined chance of being select
samples offer ease of data collection within a relatively short time frame. However, being homogenous, the
advantage of efficiency in sampling, Cluster samples are samples gathered in groups or chunks of elements
aggregates of elements in the population.
We can say it in other words; it is the horizontal division of the population to similar heterogeneous groups
the same group are homogenous.
Stratified sampling, is a vertical division of clusters to a specific groups different from each other , in case o
unpresented in the sample we would consider the sample as unsatisfactory, In each group the population is
being the main feature of each group. We have no overlap between groups.
Different between both methods
In Stratified sampling we have Strata (groups of stratified) look different from each other, but its individual
, Clusters look the same as each other, but their members are as different as the population as a whole.
In stratified sampling, the sub-samples are taken proportionate to the size of the sample so that the overall
population.
But in cluster sampling, the sub-samples taken from each cluster are all the same size.

Stratified Sampling is higher in cost when compare to cluster sampling, Cluster Sampling do not provide the
when we compare stratified method

Example , Cluster sampling could be as if we divide an organization into divisions or business unites , we h
each cluster (business unite) as they have same targets, same values, and we have heterogeneous between
have its own setting and WOWs (ways of workings).
While within each business unites we can use Stratified sampling based on our problem definition, like for
groups (males/females, married/single, Manager/Employee, Smoker/nonsmoker ) , and we can have sub-s
(divide the married strata to be with kids/without kids).
MAKE SURE TO ANSWER THIS QUESTION FULLY.
 Cigarette Brands
appearance in Movies
(Independent Variable) Attitude of adolescent The intentions
to smoking for Smoking
(Dependent Variable (Dependent Variable
Smoking scene In Films
((Independent Variable)

Identification for famous movies

ssss characters (Moderating Variable)
 Smoking
Cigarettescene
Brands
In Films Attitude
Identification for famousofmovies
adolescent
((Independent
appearance in Variable)
Movies characters (Moderating Variable)
to smoking (Dependent
(Independent
Failure to FollowVariable) Variable
Timely corrective actions Number of problems in the
Accounting Principles (Intervening variable) organization
(Independent Variable) (Dependent variable)

Experience in
Bookkeeping
(Moderating Variable)
Number of problems in the
organization
Dependent variable)
EXERCISE 4.6
A manager finds that the intensity of e-Business adoption is positively
associated with sales performance. What's more, when market uncertainty
(the rate of change in the composition of customers and their preferences) is
high, this positive effect is strengthened.

EXERCISE 4.7
Make up three different situations in which motivation to work would be
an independent variable, a mediating variable, and a moderating variable.

EXERCISE 4.8
Failure to follow accounting principles causes immense confusion, which in
turn creates a number of problems for the organization. Those with vast
experience in bookkeeping, however, are able to avert the problems by
taking timely corrective action. List and label the variables in this situation,
explain the relationships among the variables, and illustrate these by
means of diagrams.
Variable Type Dependent Independent
Situation 1 Productivity level Motivation Level
Situation 2 Motivation Level Salary Increases
Situation 2 Motivation Level Promotion
Situation 4 Employee’s Loyalty Participation in Decision making
Mediating

Motivation Level