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Thinking Like A Researcher: Mcgraw-Hill/Irwin

Thinking Like a Researcher

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130 views

Thinking Like A Researcher: Mcgraw-Hill/Irwin

Thinking Like a Researcher

Uploaded by

dgnorasmeh.adnin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 34

Chapter 3

Thinking Like a
Researcher

McGraw-Hill/Irwin

Copyright 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Learning Objectives
Understand . . .
The terminology used by professional
researchers employing scientific thinking.
What you need to formulate a solid research
hypothesis.
The need for sound reasoning to enhance
research results.

3-2

Research and Attitudes


Brand communities play a pivotal role for a
brand connecting with its consumers, and as
one of our Never Ending Friending focus group
respondent notes: I want brands to be my
friends, which means that consumers would
like to have common ideas, conversations and
benefits delivered to them on their own terms.
Judit Nagy
vice president, consumer insights
MySpace/Fox Interactive Media
3-3

PulsePoint:
Research Revelations

55

The percent of executives who


admitted that their companies do not
have an official policy for social
networks.

3-4

Language of Research

Concepts

Constructs

Models

Terms used
in research
Theory

Conceptual
schemes
Operational
definitions

Variables
Propositions/
Hypotheses
3-5

Language of Research

Success
of
Research

Clear conceptualization
of concepts

Shared understanding
of concepts

3-6

Job Redesign
Constructs and Concepts

3-7

Operational Definitions
How can we define the variable
class level of students?

Freshman
Sophomore
Junior
Senior

< 30 credit hours


30-50 credit hours
60-89 credit hours
> 90 credit hours

3-8

A Variable Is the Property


Being Studied

Act

Event

Variable
Characteristic

Trait

Attribute

3-9

Types of Variables

Dichotomous

Male/Female
Employed/ Unemployed

Discrete

Ethnic background
Educational level
Religious affiliation

Continuous

Income
Temperature
Age

3-10

Independent and Dependent


Variable Synonyms
Independent
Variable (IV)
Predictor
Presumed cause
Stimulus
Predicted from
Antecedent
Manipulated

Dependent Variable
(DV)
Criterion
Presumed effect
Response
Predicted to.
Consequence
Measured outcome
3-11

Relationships Among Variable


Types

3-12

Relationships Among Variable


Types

3-13

Relationships Among Variable


Types

3-14

Moderating Variables (MV)


The introduction of a four-day week (IV) will lead
to higher productivity (DV), especially among
younger workers (MV)
The switch to commission from a salary
compensation system (IV) will lead to increased
sales (DV) per worker, especially more
experienced workers (MV).
The loss of mining jobs (IV) leads to acceptance
of higher-risk behaviors to earn a familysupporting income (DV) particularly among
those with a limited education (MV).
3-15

Extraneous Variables (EV)


With new customers (EV-control), a switch to
commission from a salary compensation system
(IV) will lead to increased sales productivity (DV)
per worker, especially among younger workers
(MV).
Among residents with less than a high school
education (EV-control), the loss of jobs (IV) leads
to high-risk behaviors (DV), especially due to the
proximity of the firing range (MV).
3-16

Intervening Variables (IVV)


The switch to a commission compensation
system (IV) will lead to higher sales (DV) by
increasing overall compensation (IVV).

A promotion campaign (IV) will increase savings


activity (DV), especially when free prizes are
offered (MV), but chiefly among smaller savers
(EV-control). The results come from enhancing
the motivation to save (IVV).

3-17

Propositions and Hypotheses


Brand Manager Jones (case) has a
higher-than-average achievement
motivation (variable).
Generalization

Brand managers in Company Z (cases)


have a higher-than-average
achievement motivation (variable).
3-18

Hypothesis Formats
Descriptive
Hypothesis
In Detroit, our potato
chip market share
stands at 13.7%.
American cities are
experiencing budget
difficulties.

Research Question
What is the market
share for our potato
chips in Detroit?
Are American cities
experiencing budget
difficulties?

3-19

Relational Hypotheses
Correlational

Causal

Young women (under 35)


purchase fewer units of
our product than women
who are older than 35.

An increase in family
income leads to an
increase in the
percentage of income
saved.
Loyalty to a grocery store
increases the probability
of purchasing that stores
private brand products.

The number of suits sold


varies directly with the
level of the business
cycle.

3-20

The Role of Hypotheses

Guide the direction of the study

Identify relevant facts

Suggest most appropriate research


design
Provide framework for organizing
resulting conclusions
3-21

Characteristics of
Strong Hypotheses
Adequate
A
Strong
Hypothesis
Is

Testable

Better
than rivals
3-22

Theory within Research

3-23

The Role of Reasoning

3-24

A Model within Research

3-25

The Scientific Method


Direct observation
Clearly defined variables
Clearly defined methods

Empirically testable
Elimination of alternatives
Statistical justification
Self-correcting process
3-26

Researchers
Encounter problems
State problems
Propose hypotheses
Deduce outcomes
Formulate rival
hypotheses
Devise and conduct
empirical tests
Draw conclusions
3-27

Curiosity Is the
Ally of a Researcher
Synovates campaign
associates important
discoveries in research
to a common trait of
entrepreneurs: curiosity.
As one of the worlds
largest research
organizations, it claims
curiosity is what makes
us tick.
3-28

Sound Reasoning

Types of Discourse

Exposition

Deduction

Argument

Induction

3-29

Deductive Reasoning
Inner-city household
interviewing is especially
difficult and expensive
This survey involves
substantial inner-city
household interviewing
The interviewing in this
survey will be especially
difficult and expensive
3-30

Inductive Reasoning
Why didnt sales increase during our
promotional event?
Regional retailers did not have sufficient stock
to fill customer requests during the
promotional period
A strike by employees prevented stock from
arriving in time for promotion to be effective
A hurricane closed retail outlets in the region
for 10 days during the promotion
3-31

Why Didnt Sales Increase?

3-32

Tracys Performance

3-33

Key Terms

Argument
Case
Concept
Conceptual scheme
Construct
Deduction
Empiricism
Exposition
Hypothesis
Correlational
Descriptive
Explanatory
Relational
Hypothetical construct

Induction
Model
Operational definition
Proposition
Sound reasoning
Theory
Variable
Control
Confounding (CFV)
Dependent (DV)
Extraneous (EV)
Independent (IV)
Intervening (IVV)
Moderating (MV)
3-34

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