Ch02_Think Like a Researcher

8/9/2019 Ch02_Think Like a Researcher

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Business Research

Methods

Chapter 02

Think Like a Researcher


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Research and

Scientifc

Method


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Practice sound reasoning:

Finding correct premises

Testing the connection between facts &

assumptions Making claims based on adequate evidence

In the reasoning process, induction,

deduction, observation, and hpothesistesting can be combined in a sstematicwa!


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Essentials o scientifcmethods

"irect observation of phenomena

#learl de$ned variables, methods,and procedures

%mpiricall testable hpotheses

The abilit to rule out rival hpotheses

tatistical rather than linguistic'usti$cation of conclusion

The self(correcting process


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Sound Reasoning or UseulAnswers

Two tpes of arguments are of greatimportance to research:

"eduction

Induction


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Deduction

)ll emploees at *ank+ne can betrusted premise -.

ara is an emploee of *ank+nepremise /.

ara can be trusted conclusion.


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Induction

In Induction, ou draw a conclusion from oneor more particular facts or pieces of evidence!

The nature of induction is that the conclusion

is only a hypothesis! %!g! uppose I have taken 2 mar!les at

randomfrom a large bag of marbles! All othem arewhite! That0s m observation

form the hpothesis"all the mar!les in the!ag were white!

Further sampling would be required to test thehpothesis!


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#om!ining Induction $Deduction

-! 1ou promote a product but sales don2t increase fact-.

/! )sk question: 34h didn2t sales increase56induction.

7! 1ou infer a conclusion hpothesis.: the promotionwas poorl e8ecuted hpothesis.

9! 1ou know from e8perienced that ineectivepromotion will not increase sales deduction -.

;! 4e deduce that a well(e8ecuted promotion will resultin increased sales deduction /.


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%he

&anguage o

Research


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4hen dealing with questions, weneed to agree on de$nitions!


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#oncepts

) concept is a generall acceptedcollection of meanings orcharacteristics associated with certain

events, ob'ects, conditions, situations,and behaviors!

%!g! a table= %nglish >uenc

ources of concepts: *orrow from other languages

)dopt new meaning for words 'argonorterminology


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#oncepts" Importance toresearch (cont)

The success of research hinges on:

?ow clearl we conceptuali@e

?ow well others understand theconcepts we use


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#onstructs

%a!le"an ob'ective concept

ersonality: an abstract concept

)bstract concepts A constructs

) constructis an image or abstractidea speci$call invented for a given

research andBor theor(buildingpurpose!

%!g!


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#onstructs (cont)

ome construct composes ofnumerous concepts, man of whichare quite abstract!

Cesearchers refer to such entities ashypothetical constructsbecausethe can be inferred onl from the

data= thus, the are presumed toe8ist but must await further testing tosee what the actuall consist of!


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+uestion , (p- ./)

De8t are sometermscommonlfound in a

managementsetting! )rethe conceptsor constructs5Eive two

dierentoperationalde$nitions foreach:

a. First(linesupervisor

b. %mploee morale

c. )ssembl lined. +verdue account

e. ine management

f. eadership

g. Gnion democrac

h. %thical standards


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Defnitions

If words have dierent meanings tothe parties misunderstanding using de$nition to overcome!

Two tpes of de$nitions:

"ictionar de$nitions

+perational de$nitions


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0aria!les

"ichotomous variables: two values

%!g! Eender

#ategorical variables: %!g! Income level: high= medium= low

#ontinuous variables:

sales= turnover, return on investment


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Independent $ Dependent0aria!les" Synonyms

Independent1aria!les (I0)

Predictor

Presumed cause

timulus

Predicted from

)ntecedent manipulated

Dependent1aria!les (D0)

#riterion

Presumed eect

Cesponse

Predicted to

#onsequence Measured outcome

IV DV


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Moderating 0aria!les

It is normall hpothesi@ed that IH 3causes6 "H tooccur!

) moderating variable MH. is a second IH that isincluded because it is believed to have a signi$cant

contributor or contingent eect on the originallstated IH("H relationship!

%!g! The switch to commission from a salarcompensation sstem IH. will lead to increasedsales productivit "H. per worker, especiall

among ounger workers MH.IV DV

MV


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Etraneous 0aria!les

)lmost all e8traneous variables %H. that mightconceivabl aect a given relationship can besafel ignored!

ome e8traneous variables can be considered as

possible confounding variables to ourhpothesi@ed IH("H relationship introducecontrol 1aria!le-

%!g! )mong residents with less than a high school%H(control., the loss of high(income mining 'obs

IH. leads to acceptance of higher(risk behaviorsto earn a famil(supporting income(race(cardriving or nocturnal scavenging "H. especialldue to the pro8imit of the $ring range MH.


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Inter1ening 0aria!les

The Intervening Hariable IHH. can be de$ned as 3thatfactor which theoreticall aects the observedphenomenon but cannot be seen, measured, ormanipulated= its eect must be inferred from theeects of the independent and moderator variables on

the observed phenomenon! %!g! the switch to a commission compensation sstem

IH. will lead to higher sales productivit "H. bincreasing overall compensation IHH.

IV IVV

MV

DV


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+uestion . (p- ./)


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ropositions and3ypotheses

roposition: a statement aboutobservable phenomenon concepts. thatma be 'udged as true or false!

%!g! there is a relationship between marketingbudget and sales

4hen a propositionis formulated forempirical testing, we call it a hypothesis!

%!g! If marketing budget increases then saleswill increase


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Descripti1e 3ypotheses

"escriptive hpotheses state thee8istence, si@e, form, or distribution ofsome variable!

Cesearchers often use a research questionrather than a descriptive hpothesis!

%!g! descriptive hpothesis researchquestion

In "etroit, our potato chip market share standsat -7!J percent!

4hat is the market share for our potato chipsin "etroit5


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Relational 3ypotheses

Celational hpotheses describe a relationshipbetween two variables!

E.g. there is a relationship between countriesof origin and perceived quality of cars

%8planator causal. hpotheses: there is animplication that the e8istence of or a changein one variable causes a change in othervariables!

E.g. Loyalty to a particular grocery store (IV)increases the probability of purchasing theprivate brands (DV) sponsored by that store.


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%he Role o 3ypothesis

) strong hpothesis should ful$ll 7conditions:

)dequate for its purpose

Testable

*etter than its rivals


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%heory

Theor is a set of sstematicallinterrelated concepts, de$nitions, andpropositions that are advanced to

e8plain and predict phenomena facts.! Theories tend to be comple8, abstract,

and involve multiple variables!

?potheses tend to be more simple,

limited(variable statement involvingconcrete instance!


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Model

Model K theor

Theor2s role is e8planation!

Model2s role is representation!

7 tpes of models in businessresearch:

"escriptive

Predictive

Dormative


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End


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Induction

I loaned m friend L; lastDovember and he failed to pa meback! Premise. I loaned him another

L; 'ust before #hristmas, which hehasn0t paid back Premise., and etanother L/; in Nanuar, which is still

unpaid! Premise. I suppose it0s timeto face facts: ?e0s never going to pame back! #onclusion.


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Deduction

) A *= * A # then ) A #

%verda I go to work!This 'ourne from m home to m

oOce takes me one hour premise.!I have to report at eight o0 clock inthe morning premise.!

o, if I leave m house at seven o0clock in the morning, I will reachoOce in time conclusion.!


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#onceptuali4e

%!g! Cecruitment: a good emploee

4hat is meant b a good emploee5

nowledge

kills

)bilities

%8periences


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Understand the concept

4e develop concepts that other will clearlunderstand!

%!g! we ask participants for an estimate oftheir famil2s total income! Total incomeseems to be a simple, unambiguousconcept but people ma get confused:Time period: weekl, monthl, annuall5 *efore or after income ta85

For salar and wages onl or also for dividends,interest, and capital gains! Income in kind, such as free rent, emploee

discounts, food stamps!


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#onstruct

#onstruct 3Presentation Qualit6 fortechnical writers consists of 7 concepts: Manuscript errors

Format accurac eboarding speed!

resentation +ualityis not directlobservable!

4e can create this construct as a labelfor the 7 concepts!


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5perational defnition(cont)

%!g! if ou want to measure a construct3consumer sociali@ation6! 1ou canintuitivel understand what this

means! *ut to measure it, ou need todevelop questions on skills, knowledge,and attitudes or we ma use a scale

which was developed and validated.! This scale then operationall de$nes

the construct!


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Descripti1e model

Frequentl usedfor morecomple8

sstems!

)llowsvisuali@ation of

numerousvariables &relationships!


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redicti1e Model

Forecasts future events!


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6ormati1e Model

#ontrols, informs us about whatactions should be taken!

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Ch02_Think Like a Researcher