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Chapter 3. Thinking Like a Researcher. 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. - PowerPoint PPT Presentation
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McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
THINKING LIKE A RESEARCHER
Chapter 3
3-2
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.
3-3
Research Thought Leaders
“Thought leaders, academics, business authors from the increasingly merging worlds of psychology, philosophy, economics, trends, semiotics are powerful forces, that have the ability to capture the imagination and attention at the highest level of business. Research needs to define itself more broadly, embrace the most exciting thinkers into our fold. We need to infuse our thinking with that of related fields.”
Edward Appleton, senior European consumer insights manager,
Avery Dennison
3-4
Language of Research
Variables
ModelsModels
TheoryTheory
Terms usedin researchTerms usedin research
Constructs
Operationaldefinitions
Operationaldefinitions
Propositions/Hypotheses
Propositions/Hypotheses
Conceptualschemes
ConceptualschemesConceptsConcepts
3-5
Language of Research
Clear conceptualizationof concepts
Shared understandingof concepts
Success of
Research
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Operational Definitions
Freshman Sophomore Junior Senior
< 30 credit hours 30-50 credit hours 60-89 credit hours > 90 credit hours
How can we define the variable “class level of students”?
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A Variable: Property Being Studied
VariableVariable
EventEvent ActAct
CharacteristicCharacteristic TraitTrait
AttributeAttribute
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Types of Variables
DichotomousDichotomousMale/Female
Employed/ UnemployedMale/Female
Employed/ Unemployed
DiscreteDiscreteEthnic backgroundEducational level
Religious affiliation
Ethnic backgroundEducational level
Religious affiliation
ContinuousContinuousIncome
TemperatureAge
IncomeTemperature
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
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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 family-supporting 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).
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Propositions and Hypotheses
Brand Manager Jones (case) has a higher-than-average achievement motivation (variable).
Brand managers in Company Z (cases) have a higher-than-average achievement motivation (variable).
Generalization
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Descriptive 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 Formats
Correlational Young women (under 35) purchase fewer units of our product than
women who are older than 35.
The number of suits sold varies directly with the level of the business cycle.
Causal 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 store’s private brand products.
3-20
The Role of Hypotheses
Guide the direction of the studyGuide the direction of the study
Identify relevant factsIdentify relevant facts
Suggest most appropriate research design
Suggest most appropriate research design
Provide framework for organizing resulting conclusions
Provide framework for organizing resulting conclusions
3-25
The Scientific Method
Direct observationDirect observation
Clearly defined variablesClearly defined variables
Clearly defined methodsClearly defined methods
Empirically testableEmpirically testable
Elimination of alternativesElimination of alternatives
Statistical justificationStatistical justification
Self-correcting processSelf-correcting process
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Researchers
• Encounter problems• State problems• Propose hypotheses• Deduce outcomes• Formulate rival hypotheses• Devise and conduct empirical tests
• Draw conclusions
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Deductive Reasoning
Inner-city household interviewing is especially
difficult and expensive
Inner-city household interviewing is especially
difficult and expensive
This survey involves substantial inner-city
household interviewing
This survey involves substantial inner-city
household interviewing
The interviewing in this survey will be especially difficult and expensive
The interviewing in this survey will be especially difficult and expensive
3-31
Inductive Reasoning
Why didn’t 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
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Key Terms
ArgumentCaseConceptConceptual schemeConstructDeductionEmpiricismExpositionHypothesis
Correlational Descriptive Explanatory Relational
Hypothetical construct
InductionModelOperational definitionPropositionSound reasoningTheoryVariable
Control Confounding (CFV) Dependent (DV) Extraneous (EV) Independent (IV) Intervening (IVV) Moderating (MV)
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
ADDITIONAL DISCUSSION OPPORTUNITIES
Chapter 3
3-37
Snapshot: Politicized Definitions
The National Academies advises on scientific issues.
Created voluntary guidelines for embryonic stem cell research.
Comprehensive definition of terms accepted by every researcher.
Volatile political issue = no nationwide guidelines
Politicians fill the void with own definitions to exploit personal agenda.
3-38
Snapshot: Radio Chips vs. Retinal Scans
Prevent cattle-born disease with database of cattle
Prevent cattle-born disease with database of cattle
Track cattle from birth to slaughterTrack cattle from birth to slaughter
Theory 1: RFID tag with tracking data in ear-mounted tag
Theory 1: RFID tag with tracking data in ear-mounted tag
Theory 2: retinal scan with tracking data in hand held reader
Theory 2: retinal scan with tracking data in hand held reader
3-39
Snapshot: Gut Hunches
“People usually experience true intuition when they are under severe time pressureor in a situation of information overload or acute danger, where conscious analysis of the situation may be difficult or impossible.”
3-40
Pull Quote: Research Thought Leaders
“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
3-41
PulsePoint: Research Revelations
55 The percent of executives who admitted that their companies do not have an official policy for social networks.
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Formulating a Hypothesis
Wal-Mart recently decided not to share its unit sales information with IRI, a large syndicated research distributor. After studying the data, Wal-Mart didn’t think it was getting enough value from competitor information in the syndicate. What hypothesis might have driven its research?
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
THINKING LIKE A RESEARCHER
Chapter 3