MODULE - 4

BUSINESS RESEARCH METHODS

• Module 4: Analysis and
Presentation:
• Application of Unvariate, Bivariate and
Multivariate methods of Statistical
Analysis
• -Methods of Business Research Report
Writing
• –Language
• - Referencing
• -Bibliography.
APPLICATION OF UNVARIATE, BIVARIATE
AND MULTIVARIATE METHODS OF
STATISTICAL ANALYSIS

TYPES OF
DATA
ANALYSIS

DESCRIPTIVE ANALYSIS INFERENTIAL ANALYSIS

UNIVARIATE PARAMETRIC

BIVARIATE

MULTIVARIATE NON-
PARAMETRIC
DISCRIPTIVE ANALYSIS: Refers to the study of
distribution patterns and characteristics ( size,
efficiency) of different variables.
It studies the relationship pattern among the variables.
UNIVARIATE ANALYSIS: Refers to the study of single
variable. ( Central tendency, measures of dispersion,
measures of skewness) (however these measure can
sometimes be used for bivariate /multivariate
analysis also)
BIVARIATE ANALYSIS: Study of two variables. In the
case of simple correlation, simple regression. (In
bivariate analysis, we have one independent and one
dependent variable)
MULTIVARIATE ANALYSIS: Study of more than two
variables. ( multiple correlation and multiple
regression), Here we have more than two independent
and more than one dependent variable.
INFERENTIAL ANALYSIS:
Refers to inferential statistics in which the researcher
performs various types of test of significance used to
check the validity of a hypothesis .
In inferential analysis, the validity of conclusion is
determined.
1. PARAMETRIC TESTS: Refer to the test in which
we make assumptions about the parameters of the
population from which the sample is derived.
2. NON-PARAMETRIC TESTS: Refer to the tests
in which we do not make assumptions about the
parameters of the population from which the sample
is derived.
 UNIVARIATE
This is the simplest form of quantitative statistical
analysis
It invloves frequency distribution (example Height, age)
and involves reporting measures of central tendency (
average)
Example:
Number of students with a particular weight/ height.
Average age of students preferring to shop online
Age range Number of cases Percent
under 18 10 5
18–29 50 25
29–45 40 20
45–65 40 20
over 65 60 30
Valid cases: 200
Missing cases: 0
 In addition to frequency distribution,
Univariate analysis commonly involves
reporting measures of central tendency (
location)
 This helps to describe the way in which
quantitative data tend to cluster around
some value
 Basically Univariate analysis measures
central tendency as an average of a set of
measurements.
 Averag = (arithmetic mean, mode,
median)
 BIVARIATE
Refers to the study of two variables.
Examples include measures of central tendency,
measures of dispersion and measures of skewness.
It may also be used for multivariate analysis.
Measures of dispersion refers to measures used to study
the dispersed value near the mean value.
Measure of skewness refers to a measure that is used to
study the shape of the curve drawn by plotting the
data of frequency distribution on a graph. (positive
skewness or negative skewness)
Positive skewness: Mean(X)> Median (M)>Mode(Z)
Negative skewness: Mean(X)< Median (M)<Mode(Z)
BIVARIATE

RANGE

MEASURES
OF
DISPERSION

MEAN STANDARD
DEVIATION DEVIATION
MEASURES OF SKEWNESS

M M
E E
M M
M D M D
E E I O
O I
D A
A A A D
N N N E
E N

POSITIVE SKEWNESS
NEGATIVE SKEWNESS

Positive skewness: Mean(X)> Median (M)>Mode(Z)

Negative skewness: Mean(X)< Median (M)<Mode(Z)
MULTIVARIATE ANALYSIS
In practice, the situations that business
managers or researchers face usually require
them to study more than two variables.
Multivariate analysis deals with the analysis of
research problems that involve more than two
variables.
Advent of advanced computing resources and
availability of statistical software packages has
made the application of multivariate techniques
easier.
Multivariate techniqu3s can be categorized into
two groups, namely; (a) dependency techniques
and (b) interdependency techniques.
 CHARACTERISTICS OF MULTIVARIATE
TECHNIQUES
Multivariate analysis helps the researcher in
evaluating the relationships between
multiple variables simultaneously.
Example:
Sales level of a company’s product is not
influenced only by demand but also by other
variables such as pricing , distribution,
product features, promotion and competitors
strategies.
MULTIVARIATE ANALYSIS

DEPENDENCY
TECHNIQUES
MULTIVARIATE
ANALYSIS
INTERDEPENDENCY
TECHNIQUES
CLASSIFICATION OF
MULTIVARIATE
TECHNIQUES
 MULTIVARIATE
TECHNIQUES

Are some of the variables

dependent on other
variables?

YES NO

Dependency methods Inter-dependency

methods

How many Is data

dependent metric?
variables?

ONE SEVERAL YES NO

Factor Non Metric

Is data Is data Analysis Multidimensional
metric metric Scaling

Cluster
Analysis

YES NO YES NO Metric

Multidimensional
MANOVA Canonical Scaling
Multiple Correlation
Regression Discriminate
Analysis
Analysis
 What is it?
 Multivariate Data Analysis = all
statistical methods that simultaneously
analyze multiple measurements on each
individual or object under investigation.
 Ex: medical field- examination of blood pressure
and cholesterol tests

 Why use it?

 Measurement

 Explanation & Prediction

 Hypothesis Testing
SUMMARY
Bivariate regression analysis – Measures the
association between an independent variable and
the dependent variable.
In most real life situations , a dependent variable is
not influenced by a single variable but more than
one variable.
Multiple regression analysis is used for two key
purpose:
(a) To identify relationships between variables
(b) To predict outcomes ( find impact on the
dependent variable)
(Example: How is sales volume related to the pricing
and advertising expenditure?.
To identify the strength of the relationship between
the variables.
 STRUCTURE OR FORMAT OF A
RESEARCH REPORT
 APA FORMAT
RESEARCH REPORT 1. Prefatory
- Dissertation information
- Short- term research paper 2. Introduction
A typical research format 3. Methodology
prepared according to the
American Psychological
4. Findings
Association’s Publication
Manual (1983) commonly called
5.Conclusion &
the APA Publication Manual or Recommendatio
APA style.
The APA Manual divides the
ns
format of writing a research
report into eight parts.
6. Appendices
7. Bibliography
 APA FORMAT OF WRITING A RESEARCH
REPORT
1. Prefatory information (TITLE PAGES)
a) Letter of Transmittal
b) TitlePage
c) Authorization Statement
d) Executive Summary
e) Table of contents
2. INTRODUCTION
a) Problem Statement
b) Research Objectives
c) Background
3. METHODOLOGY
a) Sampling Design
b) Research Design
c) Data Collection
d) Data Analysis
e) Limitations
4. FINDINGS
5. CONCLUSIONS AND RECOMMENDATIONS
6. APPENDICES
7. BIBLIOGRAPHY
 APA FORMAT OF WRITING A RESEARCH
REPORT CONTD……..

4) ……..RESULTS
a) Table and Figures
b) Statistical Presentation
5)……..DISCUSSION
a) Hypothesis related discussion
b) Practical and Theoretical Implications
c) Conclusions
7. REFERENCES
8. APPENDIX
1. TITLE PAGE
a) Title: Title should be concise and clearly indicate the
purpose of the study. ( best length is between 12-15
words)
b) Author’s Name and Affiliation
c) Running Head- is an abbreviated or short title printed
at the top of the pages of an article /report.
d) Acknowledgements ( if any)

EXAMPLE:

KNOWLEDGE MANAGEMENT (Running Head)

Practices In The Service Sector With Special Reference To
Information Technology Industries In India (Title)
PUSHPA ( Name of the author)
VIDYA VIKAS PG CENTRE, (Affiliation)
UNIVERSITY OF MYSORE, MYSORE.
Financial Assistance from UGC, under XII Plan. (Acknowledgement)
2. ABSTRACT
 The abstract is written on a separate
sheet of paper.
 It describes the study in about 150-250
words.
 It is the summary of the study which
includes the problem under the study,
method, characteristics of the subject,
research design, results ( including
statistical significance levels) and
conclusions as well as implications.
 References must not be cited in the
abstract.
3. INTRODUCTON ( NO HEADING USED)
a) Statement of the Problem
b) Background /Review of Literature
c) Purpose and Rationale / Hypothesis

1. The researcher must give a clear and definitive statement of the

problem and must develop it logically .
2. Must indicate the need for the present research and why the
problem is important in terms of theory and /or practice.
3. The second important component of introduction is the review of
previous literature.
4. Need to connect logically the previous body of literature with the
present study.
5. Third and final component is formulating a clean rationale of
the hypothesis to be proposed.
6. Every hypothesis must be clearly stated – how it would be
scientifically tested.
7. Different variables and terms should be properly defined and
investigated.
4. METHOD
a) Subjects
b) Apparatus ( if any)
c) Design( if a complex design has been incorporated)
d) Procedure

The main purpose of this section is to inform the reader how the
research was conducted.
(i) SUBJECT: The population should be clearly specified,
method of drawing samples to be stated along with the
specified style ( APA, MLA )
(ii) APPARATUS: If the study has been conducted using
relevant apparatuses, their names and model numbers
should also be mentioned (ex: SPSS 20.0 version)
(iii) DESIGN: Type of research design. Technique of exercising
experimental control should also be spelled out.
(iv) PROCEDURE: Describes actual steps carried out in
conducting the study.
 5. RESULTS
a) Tables and figures
b) Statistical Presentation

This section provides sufficient information about how

conclusion was reached.
Presentation of data relevant to test the hypothesis.
All relevant data are presented including those that do not
support the hypothesis.
Tables and figures are employed for supplementing textual
material.
A table consists of several number that summarize the
major findings of the experiment.
Figures could be graphs, photographs, chart .
Results of the statistical analysis carried should be provided
and the level of significance for these presented but the
results should not be interpreted and discussed in
this section.
 6. DISCUSSION
a) Support or non-support of Hypothesis
b) Practical and Theoretical implications
c) Conclusions
This section interprets the results of the study and
relates the results to other studies.
Formulation of new hypothesis, modification of
hypothesis to make them consistent with the results
obtained.
A brief speculation about why they occurred is
sufficient.
A brief discussion of the limitations of the present study
and proposals for future research.
Reflecting whether the original problem is better
resolved as a result of the investigation.
7. REFERENCES
References comprise all documents including journals,
books, technical reports, computer programs and
unpublished works mentioned in the text of the report.
References are arranged in alphabetical order by the last
name of the author(s) and the year of publication in
parenthesis ( in case of unpublished citation, only the
reference is cited. )
Bibliography- is different from Reference. It contains
everything that is included in the reference section plus
other publichations where useful but were not cited in
the text or manuscript. Bibliography is not generally
included in research reports , only references are
usually included.
SPECIFIC GUIDELINES FOR WRITING
REFERENCES
1. Reference book with single author:
Siegel, S (1956) Nonparametric Statistics for the
Behavioural Sciences, New York: McGraw-Hill. Pp.
342. ISBN No: xxxxxxxxxxx
2. Reference book with multiple authors:

Guilford, JP & Fruchter, B (1978) Fundamental

Statistics in Psychology and Education, New York:
McGraw-Hill. PP.237. ISBN No: xxxxxxxxxx
3. Reference of corporate or association:

American Psychological Association (1983) Publication

Manual (3rd ed.) Washington.
 SPECIFIC GUIDELINES FOR WRITING
REFERENCES
4. Reference of journal article:
Edwards, AL & Kenny, KC (1946). A comparison of
Thurstone and Likert Techniques of Attitude Scale
Construction, Journal of Applied Psychology, 30,72-76.
5. References of thesis or dissertation
(unpublished):
Raslana, R(2011) Construction and Standardization of a
Verbal Intelligence Scale. Unpublished Doctoral
Dissertation, University of Mysore, Mysore.
6. Reference of chapter in an edited book:
Atkinson, RC & Shiffrin, RM (1967) Human Memory: A
proposed system and its control processes. In The
Psychology of Learning and Motivation, ed. KW Spence
and JT Spence, vol. 2, pp 89-195. New York: Academic
Press.
8. APPENDIX
 In the appendix, materials such as
questionnaire, tests, detailed
statistical treatments, computer
program etc are included.
 Each appendix, appears as a new
page with the label ‘Appendix’ along
with the identifying letter, centered.
 REPORT WRITING
A research report TYPES OF REPORTS
is a formal
statement of the
research process 1. Technical Report
and its results . 1. Popular Report
It narrates the
2. Interim Report
problem studies,
methods used 3. Oral Presentation
for studying it
and the findings
and conclusions
of the study.
TYPES OF REPORTS
 Technical Report : The technical report is essentially
technical in nature and scope and couched in technical
language. It follows a specified pattern and consists of
several prefatory sections with appropriate headings and
paragraphs.
 01.Popular Report : The popular report is one which gives
emphasis on simplicity and attractiveness. The simplicity
means clear writing, minimization of technical, particularly
mathematical, details and liberal use of charts and
diagrams. Attractive means attractive layout along with
large print, many subheadings, etc
 02.Interim Report : The interim report contains a
narration of what has been done so far and what were its
outcome. It presents a summary of the findings of that part
of analysis which has been completed
 03.Oral Presentation
STYLE OF WRITING
1.Language should be simple
2. Precision
3.Clear and accurate presentation
4. Logical sequence
5.Proper drafting
PREPARING A RESEARCH
PROPOSAL
 A research proposal is a detailed
plan of the research to be conducted.
 It is the blueprint or basis for
evaluation of the submitted project.
 Generally research proposal consists
of 9 steps which are generally
followed.
 STEPS IN PREPARATION OF
RESEARCH PROPOSAL
1. Problem
2. Definition, assumptions, limitation or
delimitations.
3. Review of related literature
4. Hypothesis
5. Methods
6. Time schedule
7. Expected results
8. References
9. Appendix