According to Reynolds (1971), the purpose of science is to provide typologies, explanations, predictions, and a sense of understanding. Furthermore, Reynolds (1971) indicates that abstractness, intersubjectivity, and empirical relevance are the desirable characteristics of scientific knowledge. In this context, Neuman focuses on empirical relevance and states that the goal of the researcher is to establish unambiguous links between abstract ideas and empirical data.  

Both quantitative and qualitative (fixed or flexible) designs use conceptualization and operationalization in measurement. Since there is substantial amount of pre-specification in quantitative design, the measurement process is a straightforward process sequence:

Conceptualization

Operationalization

Applying the operational definition or measuring to collect data

The social relationships in knowledge management systems continuance in organizations: A case study in China article followed the process above. In this article, conceptualization was the refinement of the construct (knowledge system continuance) by social capital and change management theories. Furthermore, operationalization was the link between the conceptual definition of knowledge system continuance and social relationships (trust, shared norms, tie strength).

However, in qualitative research, conceptualization and operationalization are different. On one hand, a researcher can not refine abstract ideas into theoretical definitions (conceptualization) early in the research process. Hence conceptualization is determined by the data. On the other hand, operationalization describes how a researcher developed working ideas while making observations and collecting data.

Reliability and validity are important issues to consider when evaluating the trustworthiness of a study. According to Neuman (2003), reliability means dependability or consistency (p.178). The articles that we have read so far used the survey method to collect data. In a survey, if questions are ambiguous, respondents will have difficulty to understand the questions and the whole exercise may end up a waste of time. In this context, pretests and pilot studies can be used to ensure that survey questions mean the same thing to all respondents. However, the two articles we read did not mention a pre-test or a pilot study. Therefore, they are susceptible to reliability.

Finally, I am a little confused about semantic scale. Based on my understanding, semantic differential scales are used to asses the subjective meaning of a concept to a respondent. In the knowledge management systems continuance in organizations: A case study in China article, the concepts social relationships (trust) and perceived usefulness seem subjective to me. Furthermore, semantic scale is also appropriate for marketing research. However, an empirical study of the preferences of student internet users in Malaysia for online products and services article preferred likert scale to semantic differential scale.