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(1)

Chapter 3

Chapter 3

Thinking Like a

Thinking Like a

Researcher

(2)

Learning Objectives

Learning Objectives

Understand . . .

The terminology used by professional

researchers employing scientific thinking.

What you need to formulate a solid research

hypothesis.

(3)

Research and Attitudes

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

(4)

PulsePoint:

PulsePoint:

Research Revelations

Research Revelations

55

The percent of executives who

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

(5)

Language of Research

Language of Research

Variables Models

Models

Terms used

in research

(6)

Language of Research

Language of Research

Clear conceptualization of concepts

Shared understanding of concepts

Success

of

(7)

Job Redesign

Job Redesign

Constructs and Concepts

(8)

Operational Definitions

Operational Definitions

Freshman

Sophomore

Junior

Senior

< 30 credit hours

30-50 credit hours

60-89 credit hours

> 90 credit hours

(9)

A Variable Is the Property

A Variable Is the Property

Being Studied

Being Studied

Variable

Variable

Event

Event ActAct

Characteristic

Characteristic TraitTrait

(10)

Types of Variables

Types of Variables

Dichotomous

Dichotomous

Employed/ UnemployedMale/FemaleMale/Female Employed/ Unemployed

Discrete

Discrete

Ethnic backgroundEducational level Religious affiliation Ethnic background

Educational level Religious affiliation

Continuous

Continuous

(11)

Independent and Dependent

Independent and Dependent

Variable Synonyms

Variable Synonyms

Independent

Variable (IV)

Predictor

Presumed cause

Stimulus

Predicted from…

Antecedent

Manipulated

Dependent Variable

(DV)

Criterion

Presumed effect

Response

Predicted to….

Consequence

(12)

Relationships Among Variable

Relationships Among Variable

Types

(13)

Relationships Among Variable

Relationships Among Variable

Types

(14)

Relationships Among Variable

Relationships Among Variable

Types

(15)

Moderating Variables (MV)

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

(16)

Extraneous Variables (EV)

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

(17)

Intervening Variables (IVV)

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

(18)

Propositions and Hypotheses

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

).

(19)

Hypothesis Formats

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

(20)

Relational Hypotheses

Relational Hypotheses

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

Causal

An increase in family

income leads to an

increase in the

percentage of income

saved.

(21)

The Role of Hypotheses

The Role of Hypotheses

Guide the direction of the study Guide the direction of the study

Identify relevant facts Identify relevant facts

Suggest most appropriate research design

Suggest most appropriate research design

Provide framework for organizing resulting conclusions

(22)

Characteristics of

Characteristics of

Strong Hypotheses

Strong Hypotheses

A

Strong

Hypothesis

Is

A

Strong

Hypothesis

Is

Adequate

Adequate

Testable

Testable

Better

(23)

Theory within Research

(24)

The Role of Reasoning

(25)

A Model within Research

(26)

The Scientific Method

The Scientific Method

Direct observation Direct observation

Clearly defined variables Clearly defined variables

Clearly defined methods Clearly defined methods

Empirically testable Empirically testable

Elimination of alternatives Elimination of alternatives

(27)

Researchers

Researchers

Encounter problems

State problems

Propose hypotheses

Deduce outcomes

Formulate rival

hypotheses

Devise and conduct

empirical tests

(28)

Curiosity Is the

Curiosity Is the

Ally of a Researcher

Ally of a Researcher

Synovate’s campaign

associates important

discoveries in research

to a common trait of

entrepreneurs: curiosity.

As one of the world’s

largest research

(29)

Sound Reasoning

Sound Reasoning

Exposition

Argument

Induction

Deduction

(30)

Deductive Reasoning

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

(31)

Inductive Reasoning

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

(32)

Why Didn’t Sales Increase?

(33)

Tracy’s Performance

(34)

Key Terms

Key Terms

Argument

Case

Concept

Conceptual scheme

Construct

Deduction

Empiricism

Exposition

Hypothesis

– Correlational – Descriptive – Explanatory

Induction

Model

Operational definition

Proposition

Sound reasoning

Theory

Variable

– Control

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