Welcome to Data Mining and

Modeling
Professor: Andy Ohemeng Asare,
Ph.D., PMP
Agenda
● Welcome Students
● Introduce the topic for the week
● Group work
● End of class
Research Methods for Data
Mining

Professor: Andy Asare, Ph.D., PMP

LEARNING OBJECTIVES

● Describe research methods in data mining

● Understand the importance of research methodology
● Identify the different types of research
● Understand the steps involved in the research process
● Understand the importance of ethics in research
● Develop research questionnaire for primary data collection
● Identify platforms for secondary data mining
Describe research methodology

Research methodology is the structure or framework used by researchers to conduct a

research.
The framework is a systematic and logical approach to investigating a research question or
problem.

Research methodology includes the theoretical perspective that guides the research, data
collection and analysis techniques.
The importance of research methodology

• It provides a clear and unbiased research objectives and how the research will be
conducted.
• It helps to ensure the validity of the research by evaluating the data collected and testing
the research hypotheses.
• It helps to prove the reliability of the research
• It helps to identify any research ethical concerns and ways to address.
• Your research methodology helps a researcher to improve the generalizability of the
research findings
The Type of Research Methodology

There main research methodology are quantitative, qualitative, and mixed methods.

Quantitative Research Methodology

Quantitative research methodology uses numerical data and statistical methods to
investigate a research question or problem by testing hypotheses and drawing conclusions
about a population using a sample of data.
The Type of Research Methodology

Steps involve in quantitative research methods includes

1. Formulating a research question

2. Conducting a literature and theoretical review
3. Designing the study: The researcher designs the study, including the sample size and
sampling method, data collection instruments, and data analysis plan.
4. Collecting data: The researcher collects data from the sample using methods such as
surveys, experiments, or observational studies.
5. Analyzing data
6. Interpreting results
7. Reporting results
The Type of Research Methodology

Describe the types of Quantitative Research Methods

Experimental Research Uses a controlled environment to test a defined hypothesis. The

researcher manipulates one or more independent variables and measures the effect on
one or more dependent variables.
Quasi-experimental research Although this is like experiment research, researchers are not
unable to randomly assign participants to the experimental and control groups.

Example You want examine the effect of pay increase in employees' productivity.
You will need to put certain workers in the treatment group and certain workers in the
control group.
Treatment group You pay more to the workers.
Control group You don’t pay any extra to the workers and things remain the same.
The Type of Research Methodology
Describe the types of Quantitative Research Methods

Survey research This includes the use of a research questionnaire to collect data from the
study sample population. The data can be collected online or in-person

Correlational research This research approach is used to examine the relationship between
two or more variables. This research approach does not establish the cause and effect of
variables.
Longitudinal research The goal of this research approach is to examine changes in
individual behaviour, attitudes, and beliefs within a period of one year.
Case Study This approach is used to gain an in-depth understanding of groups and
organizations.
The Type of Research Methodology

Describe the types of Data Analysis in Qualitative research

Qualitative research uses non-numerical data, such as interview transcripts, field notes,
and audio recordings, to investigate and gain deeper understanding of social phenomena,
and the perception of individuals or groups.
The Type of Research Methodology

Steps involve in qualitative research methods includes

1. Formulating a research question

2. Conducting a literature and theoretical review
3. Designing the study: The researcher designs the study, including the sample size and
sampling method, data collection instruments, and data analysis plan.
4. Collecting data: The researcher collects data from the sample using methods such as
surveys, experiments, or observational studies.
5. Analyzing data
6. Interpreting results
7. Reporting results
The Type of Research Methodology

Describe the types of Qualitative Research Methods

Interviews: Involves gathering information from participant or groups about their

experiences, perspectives, and beliefs through in-depth, semi-structured or unstructured
conversations
Observations: Observing and recording the actions, behaviors, and interactions of
individuals or groups in a natural setting. Observations can be structured or unstructured.
Focus groups: Involves gathering information from a selected group or participants about
their experiences, perspectives, and beliefs. This method is mostly useful for exploring
group dynamics and shared experiences.
Ethnography: This is whereby researchers conduct a research in the participant's natural
setting, through observation and participating in the daily activities of the group or
community.
The Type of Research Methodology

Describe the types of Qualitative Research Methods

Case Study: This type of study is an in-depth investigation used to explore complex issues
and to generate new insights and understanding of one or more participants, group, or
organization.
Action Research: This is whereby researchers work collaboratively with a group or
community to identify issues, develop and implement solutions.
Phenomenology: This research method study the subjective experiences and perceptions
of individuals.
Narrative Analysis: This research method involves analyzing the stories and narratives told
by individuals or groups. It basically explores how people make sense of their experiences
and how they communicate them.
Research Design for Data Mining

Designing the study

The research design, including the sample size and sampling method, data collection
instruments, and data analysis plan.
Research Sampling Methods

Designing the study- Sampling methods

Simple random sampling Selecting a sample from a larger population whereby every
member of the population has an equal chance of being selected.
Purposive sampling is sampling method in which the researcher deliberately selects a
sample based on specific criteria.
With purposive random sampling you first identify a specific population or subgroup of
interest and then make a random selection from that group or population.
Stratified random sampling you divide the population into subgroups (strata) based on
characteristics, and then select a random sample from each stratum.
Research Sampling Methods

Designing the study- Sampling methods

Cluster sampling In this approach the population of the study is divided into groups and a
random sample of group is selected, then all members of the group are selected for the
final study
Multi-stage sampling This approach applies several phases of sampling in other to make a
final selection for the study.
Proportional sampling In this approach the sample size is selected based on the proportion
of the research population
Quota sampling is based on predefined quotas for certain characteristics of the study
population.
Snowball sampling In this approach initial participants are selected and then they refer the
researcher to other potential participants.
Research Sampling Methods

The population of the study

The study population is described as the complete groups of specific populations or

elements significant to research.

The population sample is the selected group of participants from the population to
represent the larger group. The sample is used to collect data and make inferences about
the population.
The sampling Procedure outlines the set of procedures and criteria that a researcher
follows in order to select a sample from a population.
Research Sampling Methods

The population of the study

Sample size selection determines the number of participants for your study based on the
study population, research questions and the preferred level of precision.

In order to calculate the required sample size, the formula given is n>50+8m where m=
the number of variables in the study. For example, a study has eleven main variables the
calculation will be 50+(8x11) which gives a minimum of 138 participants required.

The size of the population A large population requires a larger population sample size
The level of significance A smaller population sample size is required for higher levels of
significance.
Research Ethical Consideration
Informed consent
Protection of vulnerable populations
Privacy and confidentiality
Minimizing harm
Deception
Conflict of interest
Data quality and integrity
Research misconduct
Research Objectives and questions

Objective
Examine consumers behavioral factors in the use of electric cars.
Research Questions
What behavioral factors influence consumers use of electric cars ?
Hypothesis

Research Hypotheses : A research hypothesis defines the prediction about the relationship
between variables that a researcher aims to test through their study.

Alternative Hypothesis Ha: The accepted theory that an analyst is attempting to prove.

Null Hypothesis Ho: The accepted theory that the analyst is trying to disprove.
Hypothesis Formulation

Formulate your hypotheses based on theories and previous experience

Theory: Ease of use, Performance Expectancy, Social Influence, Facilitating condition and Use
of Electric cars
Alternative Hypothesis Ha:

Ha1: Ease of Use will have a positive and statistically significant effect on the use of EC
Ha2: Performance Expectancy will have a positive and statistically significant effect on the use of EC
Ha3: Social Influence will have a positive and statistically significant effect on the use of EC
Ha4: Facilitating Conditions will have a positive and statistically significant effect on the use of EC
Hypothesis Formulation
Research Hypotheses

Null Hypothesis H0:

Ho1: Ease of Use will have no positive and statistically significant effect on the use of EC
Ho2: Performance Expectancy will have no positive and statistically significant effect on
the use of EC
Ho3: Social Influence will have no positive and statistically significant effect on the use of
EC
Ho4: Facilitating Conditions will have no positive and statistically significant effect on the
use of EC
Business Problem

Independent and Dependent Variable (X and Y)

Develop research questions – Quantitative Analysis

5 Likert scale questionnaire- Quantitative

Perceived Usefulness
Do you think electric cars are useful than compared to traditional cars?
1. Not at all useful 2. Slightly useful 3. Somewhat useful 4. Very useful 5. Extremely
useful
Do you believe that electric cars can improve your daily commute compared to
traditional cars?
1. Not at all 2. Slightly 3.Somewhat 4.Very much 5.Extremely
Develop research questions – Qualitative Analysis
Interview questions- Qualitative
Perceived Usefulness
1. Describe your current mode of transportation
2. Have considered buying or driving an electric car?
3. What do you think about an electric cars compared to traditional gasoline cars?
Platforms for Secondary Data Collection
List of government websites for secondary data for research
U.S. Census Bureau (www.census.gov)
The World Bank (www.worldbank.org)
The Organization for Economic Co-operation and Development (www.oecd.org)
The Bureau of Labor Statistics (www.bls.gov)
The United Nations (www.un.org)
The Federal Reserve Economic Data (FRED) (fred.stlouisfed.org)
Data.gov (www.data.gov)
The Inter-University Consortium for Political and Social Research (ICPSR) (www.icpsr.umich.edu)
The National Center for Education Statistics (nces.ed.gov)
Eurostat (ec.europa.eu/eurostat)
Platforms for Secondary Data Collection
list of websites for secondary data for consumer research
Nielsen (www.nielsen.com)
The Kantar Group (www.kantar.com)
The NPD Group (www.npd.com)
GfK (www.gfk.com)
Ipsos (www.ipsos.com)
comScore (www.comscore.com)
SurveyMonkey Audience (www.surveymonkey.com/audience)
YouGov (www.yougov.com)
Mintel (www.mintel.com)
Euromonitor International (www.euromonitor.com)
Activities
In your groups discuss the following areas (Andy would be coming round)
1. What are your research instruments
2. The type of data needed for your research (Qualitative, quantitative, secondary or primary data)
and give reasons as to why the selected data type
3. The type of data needed for your research (secondary or primary data) and give reasons as to why
the selected data type
4. Describe the type of research method
5. Define your research population
Define your sample population
6. Define your sample size
7. Describe ethical consideration for your research
8. Develop research questions
Questions