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Tuesday, 16th October 2012 General Lecture by Prof. Felix. T. Mavondo Personal Reflections on Research Methods-Department of Marketing (Monash University)

Mission Of University

Knowledge Business

Academic Value*

Manufacturing Research

Wholesaling Libraries

Retailing Teaching

*Academic Value (Why research is very important) consists of: 1. Objectivity Education is very democratic. The students have rights to say Why 2. Reason 3. Evidence research management does not fulfill what you want, but it must to be true.

4. Civility not every people have the same needs 5. Truth

6. Openes

Kinds Of Research

Applied 1

Scholarly

Not generally publishable (Basic)

Applied 1 Applies existing knowledge Problem solving Consulting Not generally publishable (basic) Knowledge of a class of marketing phenomena Perhaps applicable in future Applied 2 Knowledge of a class of marketing phenomena Can be applied immediately Fundamentals

Applied 2

There is nothing as practical as a good theory (Weick, 1988) Theory is built from careful observation of phenomena to allow future predictions to be made. Theory gives some relationships among variables and is most effective when it states causal relationships.

It is even better if it specifies the condition under which the relationships hold (Why I should be here?; Where am i?). This implies setting boundaries or limiting conditions. This suggest through Literature review is necessary to establish what is known and what still is not known. Always Remember Applied research is conducted to find solutions to managerial problems, gain insights into problems or validate prior observations and its very expensive. Why Research methods Social science academic do not have the benefit of real measures like hours, meters, liters, rupiahs, etc. Their measures must be verified, questioned and adequately supported for any results to make sense. Research methods must be adequately discussed for other researchers to be able to replicate the study. Every study is very unique (except replication) but the research method is standard. Issues that are increasingly important Common method variance (because people dont want to look stupid and want to look nice). Choice between formative and reflective measures. Measure equivalence in qualitatively different samples. Use of one Vs many questions for scales (especially if you ask question to two potential different groups). Addressing moderation. Mediation and its careful interpretation (when we see two things look same, but in fact its potentially different). Use of longitudinal data.

Measuring congruence or fit (because sometimes its very bad, or the opposite). Item parceling (Where generally you can reduce the question by make it in one point as sub question). General use of SEM (tool of statistic) Conclusion Research methods focuses on How the research was undertaken. Gives confidence to other as What is being reported. Allows others interested to replicate the study. Demonstrates that we did all we could to arrive at the truth. Questions And Answers Prof. Dr. Yuyun Wirasasmita, M.Sc 1. How is the research atmosphere in Australia? We are very welcome to the students. Student can ask the lecturer about anything and the lecture can help student anytime. 2. Is there any collaboration research between lecturer and Students? Yes, it is but its not often because theoretically, its great but practically it can be damage.
3. How

is

the

research

differences

between

Unpad

and

your

University? Economy in Econometric -> same point of view Marketing the empirical model) 4. How to apply statement: University is very democratic? We try to build Student Learning Centre to make student feel comfortable in lesson learning. -> we have different point of view (inside

Arif Dharmawan

What do you think of Mixture methods in research (Qualitative and Quantitave), will the conclusion be different? Use Qualitative method first to answer phenomena and complete it with Quantitative method to calculate the data, the conclusion will be more accurate than just using one of those methods. Mrs. Lita Nowadays in hospital we can find social entrepreneurship, is it good? It lies in your assumptions, the principle is to be trustable is easier than to be distrustable. Student of Doctoral Degree Unpad How is the phenomenon in consumer behavior in Australia? Is there any changing in Australias consumer behavior? In Australia the consumer consider a lot of factors before making decision to buy some products. The other Participants 1. What is the function of Replicate Research? It is very important. Econometric field usually do the replicate research. 2. How to make respondents willing to answer all of the questions? Make benefit for the respondents (perhaps by giving them some gifts or snacks) 3. Should I have to be disappointed if the hypothesis is rejected? No, you should not have to be disappointed. In fact, you should consider that for example, there might be some error of measurement in your research. 4. How is the condition of Longitude research, recently? Nowadays the longitude research has a lot of advancing.