Thinking Like a Researcher Group 3 Member: 蔡蔡蔡 603530011 蔡蔡蔡 603530020
Thinking Like a Researcher
Group 3Member: 蔡孟慈 603530011 李旻璋 603530020
Learning Objectives
1. The terminology used by professional researchers employing scientific thinking.
2. What you need to formulate a solid research hypothesis.
3. The need for sound reasoning to enhance business research results.
Language of Research
Concepts
• A concept is a generally accepted collection of meanings or characteristics associated with certain events, objects, conditions, situations, and behaviors.
• EX:
Sources of Concepts
• Concepts that are in frequent and general use have been developed over time through shared language usage.
• To adopt new meanings for words.
Importance to Research
• The success of research hinges on:1. How clearly we conceptualize.2. How well others understand the concepts we use.
• EX: Asking for an estimate of a family’s total income– Time period, such as weekly, monthly, or annually.– Before or after income taxes.– ……
Constructs
• A construct is an image or abstract idea specifically invented for a given research and/or theory-building purpose.
• EX:Table →
Personality →
Exhibit 3-1
Definitions
• If words have different meaning to the parties involved, then the parties are not communicating well. Definitions are one way to reduce this danger.
Definitions
• Operational Definition- A definition stated in terms of specific criteria for testing or
measurement. - Must refer to empirical standards.
Freshman Fewer than 30 hours’ credit Sophomore 30 to 59 hours’ credit Junior 60 to 89 hours’ credit Senior 90 or more hours’ credit
Variables
• In practice, the term variable is used as a synonym for construct, or the property being studied.
• Dichotomous - have only two value
• Discrete • Continuous Variable
- may take on values within a given range or an infinite set
Independent and Dependent Variables
• Independent Variable (IV) is manipulated by the researcher, and the manipulation causes an effect on the dependent variable.
• Dependent Variable (DV) is measured, predicted, or otherwise
monitored and is expected to be affected by manipulation of an independent variable.
Independent and Dependent Variables: Synonyms
Independent Variable Dependent VariablePredictor CriterionPresumed cause Presumed effectStimulus ResponsePredicted from… Predicted to…Antecedent ConsequenceManipulated Measured outcome
Moderating or Interaction Variables
• A simple one-to-one relationship needs to be conditioned or revised to take other variables into account.
Extraneous Variables
• An almost infinite number of extraneous variables (EVs) exists that might conceivably affect a given relationship.
• Control variables(CVs) in our investigation to ensure that our results are not biased.
• Extraneous variables can also be confounding variables(CFVs) to our hypothesized IV–DV relationship, similar to moderating variables.
Extraneous Variables
Intervening Variables
• An intervening variable(IVV) conceptual mechanism through which the IV and MV might affect the DV.
• Can be defined as a factor that theoretically affects the DV but cannot be observed or has not been measured.
Intervening Variables
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
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?
2-21
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 cycle.
Explanatory• 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.
Explanatory• 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.
The Role of Hypotheses
Guide the direction of the studyGuide the direction of the study
Identify relevant factsIdentify relevant facts
Suggest most appropriate research designSuggest most appropriate research design
Provide framework for organizing resulting conclusionsProvide framework for organizing resulting conclusions
What is a Strong Hypothesis?
Adequate for its purpose
Testable
Better than rivals
A Strong Hypothesis Is
A Strong Hypothesis Is
Exhibit 2-6 Theory of the Product Life Cycle
Exhibit 2-7 A Distribution Network Model
Exhibit 2-8 The Role of Reasoning
Scientific method
Direct observation of phenomenaDirect observation of phenomena
Clearly defined variable, method, and proceduresClearly defined variable, method, and procedures
Empirically testable hypothesesEmpirically testable hypotheses
The ability to rule out rival hypothesesThe ability to rule out rival hypotheses
Statistical rather than linguistic justification of conclusionsStatistical rather than linguistic justification of conclusions
The self-correcting processThe self-correcting process
Researchers•Encounter problems•State the problem•Propose a hypotheses•Deduces outcomes or consequences of the a hypotheses•Formulates several rival hypotheses•Design and processing verifiable test hypotheses•Write conclusions•Feed information back into the original problem, modifying it according to the strength of evidence
Sound Reasoning
ExpositionExposition Argument
InductionDeduction
Types of Discourse
Why Didn’t Sales Increase?
Tracy’s Performance
References
• Cooper and Schindler, Business Research Methods, McGraw-Hill, 2014.