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BRM Chapter 03
BRM Chapter 03
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Understand . . .
The terminology used by professional
researchers employing scientific thinking.
What you need to formulate a solid
research hypothesis.
The need for sound reasoning to enhance
research results.
3-2
Research Thought Leaders
3-3
Language of Research
Conceptual
Concepts Constructs
schemes
Operational
Models
definitions
Terms used
in research
Theory Variables
Propositions/
Hypotheses
3-4
Language of Research
Clear conceptualization
of concepts
Success
of
Research Shared understanding
of concepts
3-5
Job
Redesign
Constructs
and
Concepts
3-6
Operational Definitions
3-7
A Variable: Property Being Studied
Event Act
Variable
Characteristic Trait
Attribute
3-8
Types of Variables
Male/Female
Dichotomous Employed/ Unemployed
Ethnic background
Discrete Educational level
Religious affiliation
Income
Temperature
Continuous Age
3-9
Independent and Dependent Variable
Synonyms
Independent Dependent
Variable (IV) Variable (DV)
Predictor Criterion
Presumed cause Presumed effect
Stimulus Response
Predicted from… Predicted to….
Antecedent Consequence
Manipulated Measured outcome
3-10
Relationships Among Variable Types
3-11
Relationships Among Variable Types
3-12
Relationships Among Variable Types
3-13
Moderating Variables (MV)
3-14
Extraneous Variables (EV)
3-15
Intervening Variables (IVV)
3-16
Propositions and Hypotheses
Generalization
Brand managers in Company Z (cases) have a
higher-than-average achievement motivation
(variable).
3-17
Descriptive Hypothesis Formats
Descriptive
Research
Hypothesis
Question
In Detroit, our
What is the market
potato chip market
share for our potato
share stands at
chips in Detroit?
13.7%.
Are American cities
American cities are
experiencing budget
experiencing budget
difficulties?
difficulties.
3-18
Relational Hypotheses Formats
Correlational Causal
Young women (under An increase in family
35) purchase fewer units income leads to an
of our product than increase in the
women who are older percentage of income
than 35. saved.
Loyalty to a grocery
The number of suits sold store increases the
varies directly with the probability of
level of the business purchasing that store’s
cycle. private brand
products.
3-19
The Role of Hypotheses
3-20
Characteristics of
Strong Hypotheses
Adequate
A
Strong Testable
Hypothesis
Better
than rivals
3-21
Theory within Research
3-22
The Role of Reasoning
3-23
A Model within Research
3-24
The Scientific Method
Direct observation
Empirically testable
Elimination of alternatives
Statistical justification
Self-correcting process
3-25
Researchers
• Encounter problems
• State problems
• Propose hypotheses
• Deduce outcomes
• Formulate rival
hypotheses
• Devise and conduct
empirical tests
• Draw conclusions
3-26
Why is
curiosity
important?
3-27
Sound Reasoning
Types of Discourse
Exposition Argument
Deduction Induction
3-28
Deductive Reasoning
Inner-city household
interviewing is especially
difficult and expensive
Apply deductive
reasoning to this
image.
3-30
Inductive Reasoning
3-31
Why Didn’t Sales Increase?
3-32
Tracy’s Performance
3-33
Key Terms
Argument Induction
Case Model
Concept Operational definition
Conceptual scheme Proposition
Construct Sound reasoning
Deduction Theory
Empiricism Variable
Exposition Control
Hypothesis Confounding (CFV)
Correlational Dependent (DV)
Descriptive Extraneous (EV)
Explanatory Independent (IV)
Relational Intervening (IVV)
Hypothetical construct Moderating (MV)
3-34
Chapter 3
ADDITIONAL DISCUSSION OPPORTUNITIES
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
PicProfile: Shopping & Mobile Phones
3-36
Snapshot: Politicized Definitions
3-38
Snapshot: Gut Hunches
“People usually
experience true intuition
when they are under
severe time pressure
or in a situation of
information overload or
acute danger, where
conscious analysis of the
situation may be difficult
or impossible.”
3-39
Pull Quote: Research Thought Leaders
Judit Nagy
vice president, consumer insights
MySpace/Fox Interactive Media
3-40
PulsePoint: Research Revelations
3-41
Formulating a Hypothesis
3-42
Chapter 3
THINKING LIKE A RESEARCHER
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
26 Photo by Pegy Greb, USDA-ARS
27 Tetra Images/Getty Images
29 ©George Hammerstein/Corbis
30 Erik Isakson/Blend Images/age fotostock
37 ©Brand X Pictures/PumnchStock
38 Jeff Vanuga, USDA-NRCS
39 Ingram Publishing
3-44