1. BAEB601
RESEARCH METHODOLOGY
CHAPTER 5
Research Design, Theoretical
Framework, Measurement Scale
PREPARED BY:
Nur Suhaili Ramli
School of Marketing and
Entrepreneurship (SoME)
FACULTY OF BUSINESS AND MANAGEMENT

2. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Research Design
TOPIC
 - A framework or blueprint for conducting the marketing
research project that specifies the procedures necessary
to obtain the information needed to structure and/or solve
the business research problem.
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3. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Research Design
TOPIC
• Design process begins by
defining the business research
problem.
• Followed by the Approach: a
conceptual framework, research
questions, hypotheses, and the
information needed.
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4. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Research Design
TOPIC
• A good research design is important and necessary to
ensure:
• That the information collected will be relevant and
useful to management
• That all of the necessary information will be
obtained
• That the business research project will be
conducted effectively and efficiently.
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5. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Theoretical Framework
TOPIC
• Theoretical framework is the foundation
on which the entire research project is
based. It is a logically developed,
described, and elaborated network of
association among variables deemed
relevant to the problem situation and
identified through such as interview,
observation, and survey.
• It is the important step in the research
process.
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6. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Component of Theoretical Framework
TOPIC
• The variables considered relevant to the study
should be clearly identified and labeled in the
discussions.
• The study should state how two or more
variables are related to one another. Is there any
relationship?
• Should be clear explanation between
independent variables and dependent variables.
• A schematic diagram of the theoretical framework
should be given so that the reader can see and
easily comprehend the therized relationship.
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7. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Schematic diagram for theoretical framework
TOPIC
Communication among
cockpit members
Communication
between ground control
and cockpit Air safety
violation
Decentralization
Training of cockpit crew
Independent variable Dependent variable
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8. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
MEASUREMENT OF VARIABLES
TOPIC
Measurement of variables in the theoretical framework is an
integral part of research and an important aspect of
research design.
There are 4 types of scales:
Nominal
Ordinal
Interval
Ratio
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9. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Nominal Scale
TOPIC
 Allows researchers to assign subjects to certain categories or group.
 E.g with respect the variable of gender, respondents can be grouped
into two categories – male and female.
 These two groups can be assigned code numbers 1 & 2.
 E.g If had interviewed 200 people, and assign code number 1 to all
male respondent and number 2 to all female respondents, the computer
analysis of the data at the end of the survey may show the percentages
of each group.
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10. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Ordinal Scale
TOPIC
 An ordinal scale not only categorizes the variables in such a way as to
denote differences among the various categories.
 It rank-orders the categories in some meaningful way.
 Usually it will be ranked from best to worst; from first to last; and
numbered 1,2 and so on.
 E.g Please rank accordingly, 1 most tasty – 5 less tasty
 Taste of food in fast food outlet
Burger _____
Nugget _____
Hotdog _____
Float _____
Fries _____
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11. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Interval Scale
TOPIC
 Interval scale allows us to perform certain arithmetical operations on the
data collected from the respondents.
 Allows only to qualitatively distinguish group by categorizing them into
mutually exclusive and collectively exhaustive sets.
 E.g
Strongly Strongly
Disagree Disagree Normal Agree Agree
1 2 3 4 5
The following opportunities offered by the job are very important:
a) Interacting with others 1 2 3 4 5
b) Serving others 1 2 3 4 5
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12. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Ratio Scale
TOPIC
 The ratio scale measure the magnitude of differences between points on the
scale.
 It is also taps the proportions in the differences.
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13. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Scaling Techniques Frequently Used
TOPIC
Dichotomous scale
Category scale
Likert scale
Numerical scales
Semantic Differential scale
Itemized rating scale
Fixed or constant sum rating scale
Stapel scale
Graphic rating scale
Consensus scale
.
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14. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Assignment
TOPIC
 Perform a group of 4.
 Find the following scalling techniques that frequently used in research.
 Dichotomous scale
 Category scale
 Likert scale
 Numerical scales
 Semantic Differential scale
 Itemized rating scale
 Fixed or constant sum rating scale
 Stapel scale
 Graphic rating scale
 Consensus scale
 Submission date: 12 august 2011
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15. CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALE
Project Guideline Chapter 3
TOPIC
 Introduction. Briefly discuss about your framework.
 Research Methodology. Methodology that you have decided for your research.
*E.g refer example discuss in class. Please elaborate each of point in your
methodology.
 Theoretical framework. Please downsize to your own topic. *E.g Dependent
variable and independent variables. Elaborate each of your points in
framework.
 Design 30 questionnaires. The 30 questionnaires must relate to your
Research Questions in Chapter 1. Please refer back your chapter 1. “E.g
1. What are the factors that contribute to social problem among
teenagers in Kuala Lumpur?  10 questions relate to this.
2. Why are some people decided to jump into business?  10 questions
relate to this.
3. How can environment influence this problem?  10 questions relate
to this.
 Elaborate and identify your sample/ group, area/location.
 Data collection/Gathered. State why you choose that method?
 Conclusion/summary
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