Chapter 2

Scientific Investigation

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 Hallmarks of Scientific Research:

▪ Hallmarks of scientific research:

– Purposiveness
– Rigor
– Testability
– Replicability
– Precision and Confidence (closeness of the findings to “reality”
based on a sample - probability that our estimations are correct)
– Objectivity (drawn conclusion must be based on results)
– Generalizability
– Parsimony (simplicity in explaining the phenomenon/problem)
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 Hypothetico-Deductive Research

▪ The Seven-Step Process in the Hypothetico-Deductive

Method
– Identify a broad problem area
– Define the problem statement
– Develop hypotheses
– Determine measures
– Data collection
– Data analysis
– Interpretation of data
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 Deduction and Induction
▪ Deductive reasoning: application of a general theory to a
specific case.
– Hypothesis testing

▪ Inductive reasoning: a process where we observe specific

phenomena and on this basis arrive at general conclusions.
– Counting white swans

▪ Both inductive and deductive processes are often used in

research.

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 Example
▪ A manager may notice that frequent price promotions of a product
have a negative effect on product sales. Based on this observation,
the manager may wonder why price promotions have a negative –
instead of a positive – effect on sales. Interviews with customers
indicate that frequent price promotions have a negative effect on
sales because frequent price promotions negatively affect the
reputation or image of the product.
▪ Based on these interviews, the manager develops a new theory
about why price promotions have a negative effect on sales –
because frequent price promotions have a negative effect on the
reputation of the product! Accordingly, the manager hypothesizes
that frequent price promotions negatively affect the reputation of
the product and hence product sales. The man- ager may verify this
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hypothesis by means of deduction.
 Activity 1

▪ (Alternative) Approaches to Research

▪ At the end of 2nd Chapter of Sekaran Book

▪ Go through the philosophies, make notes, will

have discussion after 20 minutes

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 Alternative approaches to research

▪ Positivism

▪ Constructionism

▪ Critical Realism

▪ Pragmatism
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 Positivism

▪ There is an objective truth

▪ Scientific research is seen as the way to get at the truth

▪ World operates by laws of cause and effect

▪ Use deductive reasoning

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 Constructionism
▪ Criticize the positivists belief that there is an objective truth

▪ Hold the opposite view, world is mentally constructed

▪ Aim to understand the rules people use to make sense of the

world

▪ Emphasize how people construct knowledge

▪ Qualitative – interviews
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 Critical Realism
▪ Intermediary viewpoint of positivism and constructionism

▪ Combination of the belief in an external reality (objective

truth) with the rejection of the claim that this external reality
can be objectively measured

▪ Critical of our ability to understand the world with certainty

▪ Critical realist believes that the goal of research is to

progress toward uncovering the truth
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 Pragmatism
▪ Both objective and subjective meanings can produce useful
knowledge

▪ Different perspectives, ideas, and theories help us to gain an

understanding of the world

▪ View the current truth as tentative which changes over time

▪ Research results should always be viewed as provisional

truths
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