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.