Saturday, May 05, 2012 Ahmed Ghoneim, Prof. of Marketing, Cairo University AHMED I. GHONEIM BUILDING YOUR MODEL and GENERATING YOUR HYPOTHESES
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Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, CairoUniversity
AHMED I. GHONEIM
BUILDING YOUR MODEL
and
GENERATING YOUR HYPOTHESES
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To Begin With
“… The most difficult thing in
science, ……, is to shake off
accepted views, to observe withone’s own eyes, and think with
one’s own brain…”
George Sarton, The civilization of the Renaissance Saturday, May05, 2012
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Goals of Science
Analytical Goals
Focus
Understanding Prediction
Interaction
Outcomes
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X
X
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EMPIRICISM
EMPIRICISM as one of the old
schools of philosophy of
science What is EMPIRICISM ?
EMPIRICISM and theory
building & hypotheses testing !
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Theory Building Approache(s)
•T H E O R Y
• Theory (tentative)
• Propositions
• Empirical indicators • Research hypotheses
• Research method(s)
• Observable results
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The Role of Theory in Applied
Research
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Models
An analytical model is a set of variablesand their interrelationships designed to
represent, in whole or in part, some
real system or process.
Models : verbal , Graphical or Mathematical
In verbal models, the variables and
their relationships are stated in prose
form. Such models may be mere
restatements of the main tenets of a
theory.
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Models (cont.)
Graphical models are visual. They areused to isolate variables and to
suggest directions of relationships but
are not designed to provide numerical
results.
Example:
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Awareness
Understanding: Evaluation
Preference
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Models (cont.)
•
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Propositions
What is a proposition?Why?
Difference between:
propositions & laws of interaction
Difference between:
propositions & Hypotheses
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Hypotheses
Hypotheses, Why?What is a hypothesis ?
Hypotheses Formulation
What do we test:
Propositions or Hypotheses ?
Exercises >>>>>>>>>>>>>>>
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