Quantitative_Research

Challenges of validity and reliability in research Before recognizing the challenges associated with research it is important to define the characteristics of its validity and reliability. For the research to be considered valid the measurement process should have provided an answer to the research question formulated. In addition to validity, the research must also be reliable. The reliability of research addresses whether repeated measurements would provide consistent results under the same circumstances, over time (Handley, n.d., p. 1). Research Question The design of Team B research question was to determine how to improve the level of service to its cell phone customers regarding specifically the level of satisfaction with their products, repair, and service. According to Cooper and Schindler the research question is “…a fact-oriented, information gathering question” (Cooper & Schindler, 2006, p. 63). Team B’s challenge was to ask a research question specific enough that the data gathered was sufficient to answer it effectively. Although measurements gathered provide the team with basic information regarding customer satisfaction levels, perhaps the initial research question was too broad to gather conclusively detailed information to increase customer satisfaction. However, fine-tuning the research question may provide definitive answers separating Team B from its competing carriers. Data Team B was also faced with challenges in regard to the collection of data. Because of the vast number of cell phone users it would have been an impossible task to conduct a survey of the entire population. The sample population of 146 people was representative of various regions of North America. Conducting the survey using a larger sample size the results may have changed however, it would be unlikely that a dramatic statistical difference would be found. Their survey of a sample population of cell phone users was formatted to gather enough information enabling a conclusion to be drawn regarding customer satisfaction levels. The survey method and measurements gathered information that was useful and could easily be repeated at a later time resulting in a reliable instrument. However, if the Team wished to receive more accurate results they may consider alterations to a few of the questions presented. For example, question five asked the respondent to rate whether his or her carrier offered plans within her or his budget. The question is certainly relative to the research question however, they should consider a follow-up nominal question regarding household income to determine if income levels determine plan satisfaction. Analysis The statistical analysis of the data uses calculations designed to accept or reject a stated hypothesis. Team B used this analysis to determine what specific conclusions could be drawn from the data. Any repetition of this statistical analysis will result in no difference in the information therefore; it is reliable and valid to the research question. Steps needed to minimize challenges Although Verizon presented a survey that was both valid and reliable, they face challenges that may be adverted with corrective measures. One of the challenges the team faced was with the question presentation. Pre-testing the survey would have allowed the team a chance to reword or eliminate confusing or misleading questions. They also would have the opportunity to add any questions that may help to pinpoint areas of particular concern. This will also assist in keeping the respondent engaged and remain focused on providing accurate information. Another step Team B could have taken to reduce measurement challenges was to conduct the survey using both telephone and a web-based method to reach a larger and more diverse population. A larger audience may have provided the team with more accurate information regarding Verizon’s service compared to its competitors. Cooper, D.R. and Schindler, P.S. (2006). Business research methods (9th ed.). Boston: McGraw-Hill/Irwin. Handley, C. (n.d.) Validity and Reliability in Research. NATCO. Retrieved February 26, 2011 from http://www.natco1.org/research/files/Validity-ReliabilityResearchArticle_000.pdf