Page 33 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes

Did u know? Reliability implies that we must obtain similar result again when measured.

Example: Linear measurements using a foot ruler, velocity of light and sound in a given
media will be the same, when measured repeatedly.

2.7.3 Distinction between Scientific and Unscientific Methods

There are three differences between scientific and unscientific methods:
1. Rationality and objectivity
2. Accuracy of measurement
3. Maintaining continuity in investigation

Rationality and Objectivity

The conclusions should be based on facts. Our mindsets should not influence the decision-
making.

Example: When the Howthorne studies began, it was thought that "employee satisfaction
has improved productivity". Later research proved otherwise. In fact, subsequent research
justified that productivity and employee satisfaction are not directly related.
Similarly, in marketing research, the researcher should not proceed with pre-conceived notions.
He must keep an open mind and be objective. Sometimes, researchers approach the respondents,
who are easy to reach, and with whom they are comfortable even though they may not represent
the true sample. In this case, the objectivity is sacrificed.

Accuracy

Accuracy is possible through the use of scientific instruments. For, the measuring instrument is
valid and reliable. In marketing research, a questionnaire is used to measure these aspects such
as attitude, preference etc. but this instrument is crude.

Example: Habits such as smoking are measured using a scale like:
a. Often
b. Sometimes
c. More often than not
d. Rarely
e. Regularly

There are two aspects in the above questionnaire which may lead to inaccuracy:
1. 'Respondents' perception of what is asked
2. What is the correct answer among the alternative

It is difficult to judge whether the respondent is answering correctly. Due to all these factors,
accuracy is often sacrificed.

28 LOVELY PROFESSIONAL UNIVERSITY