Comprehensive Written Exams - Issues of Reliability and Validity of Data - Assignment Example

Comprehensive Written Exams - Issues of Reliability and Validity of Data Table of Contents Introduction 2 United States of America 3 Issues of Reliability and Validity of Data 4 Economic Factors 5 United Kingdom 5 Issues of Reliability and Validity of Data 6 Economic Factors 7 Australia 8 Issues of Reliability and Validity of Data 8 Economic Factors 9 India 10 Issues of Reliability and Validity of Data 10 Economic Factors 11 Poland 12 Issues of Reliability and Validity of Data 13 Economic Factors 13 Synthesis 14 Collection of the Economic Data 15 Conclusion 16 References 17 Bibliography 20 Introduction Countries vary in their cultures, values, consumption pattern as well as demand of products among many other things. For the analysis of each country, different models need to be formulated for the data collection as consumption pattern and demand is different in each of the countries. Data collection techniques are basically systematic in nature. It allows one to follow a system of conducting the research and the information gathered can be analyzed by using different models of research. A research is valid if the sources generated for data collection are reliable and are done in a systematic way. One can take both types of data, primary as well as secondary, for the consumers’ demand in these countries. Both the types of data are necessary for finding out the consumer demand in a country. Primary data will provide the information which has not been collected before as it is collected as per the need of the research. Usually the process is expensive and time consuming. The secondary data provides information which has been collected by certain other orgaisations or professionals. So, it minimizes the cost as well as time. It uses the mediums like surveys, focus group, observations and experiments. To understand the consumer behavior through the analysis of secondary data, tools like purchase panels, database marketing, and neuroscience needs to be used. Qualitative as well as quantitative data are very important for analysis and ensuring the validity and reliability of the consumer behavior data. Quantitative data are more reliable and valid than the qualitative data. The method for establishing the validity and reliability of qualitative data takes the form of expert interview, participant feedback, regression analysis, and statistical analysis. The contents, structure, criterion and consequential effect provide the required validity (Golafshani, 2003). The countries from where data on consumer behavior needs to be collected, in order to meet the requirements of the paper, are USA, UK, Australia, India and Poland. Each of the nations has different markets with different consumption and demand pattern. United States of America The superpower, USA has a capitalist economy. Consumer behavior is a scientific approach and qualitative techniques can be used by applying ‘Individual - Depth – Interview’ model. Face - to – face interview is possible with more details as it is also related to consumer behavior. It can be conducted through phone and web combination, as it is a direct conversation with the respondent. Quantitative techniques can be used in the form of ‘Structured Questionnaires Model’. It is specific and quantified form. Both can be used for finding the consumer behavior pattern in USA market. While collecting the data it should be considered that if too many open-ended questions are used, it might make the analysis complicated. Also, inappropriate statistical tests should be avoided. Issues of Reliability and Validity of Data Reliability Reliability is an essential pre-requisite for validity. Inter –observer reliability should be maintained in order to access the degree to which different observers agree when measuring the same phenomenon simultaneously. Test-retest reliability should be introduced. If variables are unchanged, the test made from the samples should be again tested for close agreement among the tests. Validity The external validity can be checked if the research result can be applied to the real world and it forms a generalization concept. The internal validity can be verified if the observed effects in the research are the results of the experimental condition or treatment, rather than that of intervention. Economic Factors The economic factors that would contribute to analyze the consumer demand in the market of USA are Gross Domestic Product (GDP), Monthly Wholesale Trade, Personal Income and Outlays and monthly sales for retail and food services. The information of GDP and Personal Income and Outlays can be availed from Bureau of Economic Analysis (BEA). The information of Monthly Wholesales Trade and monthly sales for retail and food services can be availed from Census Bureau of USA. These are the economic indicators of USA market and the sources are also reliable and valid (U.S. Department of Commerce, n.d.). United Kingdom The economy of United Kingdom is one of the most globalized economies in the world. It meets the standard practices of the global economy. It is quite difficult to analyze the consumer behavior of the people of United Kingdom. Among the qualitative techniques, one can use the Focus Group Discussions (FGD) in order to analyze the consumer behavior. Here, a group of 6-12 persons are guided by the facilitator during which the group members talk freely and spontaneously about their consumption patterns, taste and preferences. As it is global in nature, different views will be formed and a certain outcome will be generated with acceptance to all the members of the group. Each FGD will result in a broader discussion and result in a better solution. Among quantitative techniques, one can use the models of statistics. This technique includes the application of the descriptive statistics by using the multivariable statistical analysis. The data can be collected from the government officials and the census of the government for the reliability and validity assurance of the data. It will provide one with the data in percentage the consumption pattern and the buying behavior of the consumers of the country (University of the West England, n.d.). Issues of Reliability and Validity of Data Validity Internal validity can be measured if the cause precedes the effect. The size of the effect varies with the size of the casual factor. External validity occurs within the population validity. It concerns generalization from the taster to the population from which it is drawn. Restrictions to population validity may arise if one desires to simplify it, if it is not the same population from which the model is taken. Reliability In the qualitative technique, the model used should be cross questioned for finding out the difference in opinion among the respondents. It should match the previous opinion. In the quantitative technique, the model used should be re-tested for finding out the previous test and the re-test, if any miss match is there or not. If found so, it should find out the factor for the cause. Economic Factors The economic factors that would contribute to analyze the consumer demand in UK are the GDP data of the country. Since UK economy is the fifth largest in the world and second largest in Europe it is expected to have a more justifiable data regarding the UK GDP provided by the UK Government. Secondly, an important indicator for the economic factor would be the real estate market of the country. The other important economic factor would be the tax system of the country. These three factors are the main indicators for the economy from which we can find out the consumer spending power and consumption pattern in United Kingdom (National Statistics, n.d.). Australia Australia is the third largest economy in the world. It has a stable economic structure. The nation comprises of diversified multicultural people. It becomes difficult for the research work to find out the consumer demand in such a situation. Different outcomes are possible in such a state. For Australia, in qualitative technique one can use the technique of observations to gain insight into potentially effective product, promotion, price, and distribution decision. On the other hand, in quantitative technique, one can use the multivariable statistical analysis. Since, it will provide the data of different regions having diversified culture it can be filtered and a constant cheek is possible. It will give a quantified variable of different regions and the similar data can be merged for the better analysis. Issues of Reliability and Validity of Data Reliability can be measured if the observation made is of similar nature over the period of time. If mismatches are found in the observations, it is need to find out the cause of disagreement in the pattern. Statistical data again needs to be pre-tested for coming to the point of matching. If much difference is observed, the variable is needed to be tracked to control. Validity is possible if the research work is done without the presence of the bias in the process. Since it is of consumer behavior, many a times, the researcher tends to favor the brand and it must be avoided. Economic Factors Australia’s trading with the world, as it has huge transaction in two ways of trade; acts as an indicator of the economy helps one to find the consumption pattern. Australia’s e-readiness, as information and communication technology is the key driver of Australia’s strong economic growth and innovation, is an important factor to be taken into consideration. Australia has a sophisticated financial service sector and a transparent market. From these, it can be said that the money flow in the market in Australia is ample. It is one of the important factors. The other factor need to be taken into consideration is the foreign investment, since Australia is the fifth largest net recipient of Foreign Direct Investment (FDI). It helps in growth of economy as it can increase the fund flow with increase in the consumption level. India India is a mixed economy and also allows Foreign Direct Investment (FDI). It comprises of huge population belonging to different culture and region having different consumption behaviors. To conduct the collection of data for consumer in India, one needs to apply both the techniques. Within the qualitative technique, it is advisable to use the observational and quasi-observational model. Observational techniques engage direct scrutiny of phenomena (in our case, consumers' behavior) in their natural settings. Quasi-observational uses surveillance cameras within the stores and it is in employed in a large scale. It costs less than the observational model. Considering the quantitative technique, one should use the multivariate data collection model. It gives enthusiast, the control over few variables and same can be changed as per the specific requirement of the collection of data. Issues of Reliability and Validity of Data The data of observational and quasi-observational models can be relied since they are flexible. The marketer is capable to modify his approach as and when needed. In quantitative technique, the data is statically computed and one relies more on it compared to the observation one. The data collected both ways have different variables which are measured and has evidence so it can be proved by disclosure of the variables which where under control and which were out of control. Economic Factors The prime economic factors for the growth of India are its market size, income distribution and socio-economic classification. India has huge population along with large market size. Due to the huge market size, foreign investors are interested in this economy and many traders trade in this economy. Data can be collected from this source by using the market forces and their movements. Income is unequally distributed and different level of income group shows different level of consumption pattern. As the different regions have different culture and their consumption pattern is also differs from regions to regions and depicts economic changes at various levels, it is not easy to get data in this country. Each segment needs to be taken into thought for collection of the data. It would be costlier as the market size is large (Cornell University, 2002). Poland Poland has pursued a policy of economic liberalization since 1990 and today, it stands out as a huge accomplishment among the conversion economies. The GDP of Poland has grown because of increasing pattern in private consumption level. This made the European fund to flow in the market, boosting the economy. There is huge opportunity in this market, to grow. Since the growth of the economy was due to the growth in the consumption pattern, a careful study in data collection needs to be rendered. One can use both the two techniques i.e. qualitative as well as quantitative. Among the qualitative techniques in Poland, one can use the Focused Group Model where it is a non-structured and natural manner of collection of data in small groups (Biswas, 2009). In the quantitative technique’s case, one can use the experimental model which is of time series analysis. As the consumption level in Poland has shown the increasing trend in consumption pattern, it would be better to use time series analysis to get the data that will be analyzed to find out the consumer demand in Poland. Issues of Reliability and Validity of Data The focus group model is only reliable if the variable used in the data collection is not changed within the different groups. It needs to be same in all the groups. No personal influence while data collecting should be there. The time series analysis as it is a statically developed one, can be relied up to. The focus group may provide different output in all the different groups, but it needs to group the similar pattern of behaviors and variables need not to be changed, only then it will give a valid data. The time series over the time it shows the trend line of the consumption pattern and we can some how predict the future demand. Repeat test need to be done for matching in the test for its validity. Economic Factors The purchasing power parity can be used for finding out the purchasing power of the people of Poland. It indicates that the power that each individual has is that of consumption. It will add beneficial information in giving the data for consumer demand in the country. The GDP growth shows the production capacity of Poland and the demand generated for the consumption of such production increase. Increase in the GDP indicates the growth of production as well as consumption level. Import - export level of Poland shows the level of demand of goods and services from other countries and what goods and services they export. From these, one can find out the consumption level of domestic goods as well as foreign goods. It also reflects the picture of the country if it is fully dependent on export or import. The inflation rate existing in the market shows the consumer price level, from which we can identify the consumer demand. The more demand in the market with limited supply may increase the inflation. From such figures, we can analyze that the demand and the supply of products and services prevailing in the economy. Data collection from this source is possible with the help of the government organizations (PMR, n.d.). The qualitative and quantitative, both the techniques are important in the field of research and in data collection. Both have validity and reliability in the field of collection. An individual may use either qualitative or quantitative or mixed method for collecting the data (IDRC, n.d.). Synthesis Since all the countries chosen i.e. USA, UK, Australia, India and Poland are part and parcel of the global economy and have the same feature of FDI encouragement in nature, both the techniques would be appropriate in collecting the data. To increase the validity and reliability of data it is appropriate to use both the techniques (mixed method) which will ultimately meet the objective of the study in collecting the data for the consumer demand in these countries. The mixed method confirms the investigation of the qualitative data and statistical data. The mixed method helps in building a study based on the strength of both qualitative and quantitative research methods. It also helps in providing a complete picture of the research or the data collection. As consumer behavior is complex in nature and perception of individual is differs widely, it is not always appropriate to rely upon any one kind of technique, so one should engage both for a true and clear picture. While using the mixed model, it is important to select which technique is to be given more emphasis. Depending upon the country, weight should be provided as different countries show different consumption demands for different goods and services (Bazeley, 2002). Collection of the Economic Data The stated economic factors for different countries as given can be collected from the governmental sources of those particular countries. The government publishes all these information on-line as well as they are present in the government offices of all the countries. The economic factors of USA can be collected from the Census and Bureau of Economic Analysis (BEA) of USA. The government of USA has also made it available on-line by publishing the monthly and quarterly information (Kozlow, 2000). The information regarding the data of United Kingdom can be availed from the UK Office of National Statistics. It provides information regarding the economy in statistical form which is easy for analyzing the economic factors responsible for the economic condition of UK. Australia’s information can be accessed through the Australian Government’s Department of Foreign Affairs and Trade. It gives the data about the economic condition of the country and the resent developments and affairs of the economy. And more over, it is available from the Department of Finance and Administration too. The information regarding India can be collected from the National Informatics Centre, Department of Information Technology. Along with these, the information is also available in Census Report of India regarding the consumption level and income level. Polish information can be managed through Poland’s market and market review analysis. The data regarding PPP (purchasing power parity) and GDP are published by the Poland’s Government and are perfectly accessible. Conclusion The sets of data can be collected without any hassle if some basic steps are followed in the collection techniques. Firstly, the country of which the data s to be collected is indentified. After that listing, the task that needs to be carried out, who should be involved and how many members are required for the data collection needs to be identified and also the required time is taken into consideration. While collecting the data, one needs to consider two primary things, one being the logistics that is responsible for collecting the data, the allowable time and the permissible sources for obtaining the data. Second factor is that of the quality of the data as all data cannot be considered. The data needs to be filtered and this should be done by an individual or a team who will be responsible for the filtering process. Along with this a sequence should be maintained for data collection. Sequencing is important in this matter as it is related to the analysis of the consumer demand of country. Next, a manual should be developed for giving instructions on data collection, quality of data and the time entitled to it. After this, the data needs to be analyzed as per the models and techniques suggested. The data analysis needs to be made in a generalized form for better understanding of the consumer demand of different countries and the variables responsible for such differing demands. References Biswas, S. & Et. Al, (2009). Republic of Poland. SCRIBD. Retrieved Online on July 15, 2010 from http://www.scribd.com/doc/17930054/International-Business-Why-to-invest-in-Poland-Report Bazeley.P., (2002). Issues in Mixing Qualitative and Quantitative Approaches to Research. Research Support Pty. Limited. Retrieved Online on July 15, 2010 from http://www.researchsupport.com.au/MMIssues.pdf Cornell University., (2002). The Indian Economy Conference. Cornell University College of Arts and Sciences. Retrieved Online on July 15, 2010 from http://www.arts.cornell.edu/econ/indiaconf/iec.htm Golafshani, N., (2003). Understanding Reliability and Validity in Qualitative Research. NOVA Southeastern University. Retrieved Online on July 15, 2010 from http://www.nova.edu/ssss/QR/QR8-4/golafshani.pdF IDRC., (No Date). Overview of data collection techniques. The International Development Research Centre. Retrieved Online on July 15, 2010 from http://www.idrc.ca/en/ev-56606-201-1-DO_TOPIC.html Kozlow, R., (2000). International Accounts Data Needs: Plans, Progress, and Priorities. BEA Advisory Committee. Retrieved Online on July 15, 2010 from http://www.bea.gov/papers/pdf/prior-ia.pdf Moskal, M, B., (No Date). Useful Concepts in Qualitative and Quantitative Research. Southeastern University and College for Engineering Education. Retrieved Online on July 15, 2010 from http://www.succeed.ufl.edu/icee/workshops/moskalworkshopfl.pdf PMR, (No Date). Business Portal on Economy Investment and Politics in Poland. Polish Market. Retrieved Online on July 15, 2010 from http://www.polishmarket.com/ UK National Statistics, (No Date). Latest Indicators. Office for National Statistics. Retrieved Online on July 15, 2010 from http://www.statistics.gov.uk/instantfigures.asp University of the West England., (No Date). Data Analysis. Validity and Reliability. Retrieved Online on July 15, 2010 from http://hsc.uwe.ac.uk/dataanalysis/quantIssuesValid.asp U.S. Department of Commerce, (No Date). Economic Indicators. Government Economics and Statistics Administration. Retrieved Online on July 15, 2010 from http://www.economicindicators.gov/ Bibliography Boedo, M. J. H. & University of Wisconsin-Madison., (2006). Former Communist Countries and their transition to Capitalism. University of Virginia. Retrieved Online on July 15, 2010 from http://www.virginia.edu/economics/RePEc/vir/virpap/papers/virpap372.pdf Franses. H. P., (2001). Quantitative Models in Marketing Research. Cambridge University Press. Hoyer, D, W., (2008). Consumer Behavior. Cengage Learning. Moskal, M. B., (No Date). Useful Concepts in Qualitative and Quantitative Research. Southeastern University and College for Engineering Education. Retrieved Online on July 15, 2010 from http://www.succeed.ufl.edu/icee/workshops/moskalworkshopfl.pdf Sridhar, S. M., (No Date). Research Methodology. Data Collection Method and Techniques. Retrieved Online on July 15, 2010 from http://www.scribd.com/doc/2184942/Research-Methodology-Part-7-Data-Collection-Methods-and-Techniques Valero, A. C., (1997). Application of Qualitative and Quantitative Techniques of Management in Administrative/Academic Decision-Making. Institute of Higher Education in Virginia. Online on July 15, 2010 from http://scholar.lib.vt.edu/theses/available/etd65916251972550/unrestricted/etd.pdf Read More