THEORIES, CONCEPTS AND VARIABLES

Research that is not theoretically informed, not

grounded in the existing body of knowledge, or of the
‘shotgun’ variety that fails to raise and investigate
conceptually grounded questions, is likely to generate
findings of a narrow and un generalisable value.
(Yiannakis 1992, p.8)
Outline
Variables
Theoretical framework
Concepts (Model)
 The concept of variables
• Quantitative research is concerned with the
measurement of social phenomena.
In Social Science context:
Phenomena might comprise attitudes,
awareness, beliefs, satisfaction, opinion and
human.
 characteristics such as Gender, Age marital
status.
Other examples of variables
Types of behavior, satisfaction level, level of
motivation and absenteeism.
For example: a person’s television viewing is
a variable. It varies in terms of how much
time the person spends watching television.
Or How many days a week is television
viewed or how many hours a day on average.
 What is variable?
VARIABLES: Anything that can take on differing or varying
values.

Variable − any construct that can take on different values.

An INDEPENDENT variable influences a DEPENDENT

variable.

(IND VAR)  (DEP VAR)

Social class affects attitudes.

 Types of variables
1. Categorical Variables: Any variable that has a number
of distinct values or classification value.
Example1: Gender (Male and female)
 Example 2: Job Level (Clerical, Supervisor and
manager)
2. Discrete variable- Any variable that has a number of
distinct exact values.
Example: Number of Employees in the finance
department.
3. Continuous variable- any variable that can assume any
value within a specific range.

Example: Age, Monthly Salary, heart rate, height ,

weight.
4. Dependent Variable (criterion variable)
The dependent variable is the variable of primary
interest to the researcher.
The researchers goal is to understand and describe the
dependent variable, or to explain its variability or
predict it.
It’s the main variable that lends itself as viable factor
for investigation.
A variable that is to be predicted or explained.
Example: Exam Scores; Income level, attitude level,
satisfaction level.
5. Independent Variable(Predictor)
IV is a variable that is expected to influence the
dependent variable.
Also known as the predictor variable.
Example: Gender, Education level, No. of years of
working experience.
6. Moderating variable
Is the variable that has a strong contingent effect
on the independent and dependent variable
relationships.
The presence of the third variable (the
moderating) modifies the original relationship
between the independent and dependent
variables.
Example of Moderating variable
MODERATING variable:

Social class (IV) affects attitudes(DV)

past experience (MOD VAR)

May also be a MODERATING variable:

Social class affects attitudes

past experience (MOD VAR)

7. Mediating variable
A mediator variable (intervening variable) is a
variable that describes how, rather than when, effects
will occur by accounting for the relationship between
the independent and dependent variables.
Example:
Social class  education  attitudes
(IND VAR) (INT VAR) (DEP VAR)

NO direct link between social class and attitudes.

The Theoretical Framework

A theoretical framework is Similar to the

frame of the house.
Just as the foundation supports a house,
a theoretical framework provides a
rationale for predictions about the
relationships among variables of a
research study
 Theory
A theory is a set of interrelated constructs,
definitions, and propositions that present a
systematic view of phenomena by specifying relations
among variables, with the purpose of explaining and
predicting the phenomena.
Constructs are concepts adapted for a scientific
purpose
Through research, scientists can develop, modify, or
evaluate theories.
 Theory
Theories are generated by using inductive
processes

A deductive approach is used to evaluate and modify

existing theory by testing predictions about
relationships between observed phenomena
5 features in any theoretical framework
1. The variables considered relevant to the study
should be clearly identified and labeled in the
discussion.
2. The discussion should state how two or More
variables are related to one another.
3. If the direction of the relationships can be theorized
on the basis of literature; then there should be an
indication of whether the relationships are positive
or negative.
4. There should be a clear explanation of why we would
expect these relationships to exist. The arguments
could be drawn from the previous research findings.
5. A schematic diagram of the theoretical framework
should be given (Model) so that the reader can see
and easily comprehend the theorized relationships.
CONSIDERING YOUR APPROACH

Think about:

1 – your discipline
2 – the field
3 – the theory, e.g.

Discipline Field Theory

Sociology Socialisation into sport Donnelly and
Young’s (1988)
model of group
socialisation
Think about how theories may be applied:

Discipline Field Theory Application

Psychology Crowd effects Zajonc’s (1965) Crowd effect on
on performance theory of hockey matches
social facilitation
Conceptual framework (Model)
Conceptual framework represents your beliefs and
thoughts on how certain phenomena (or variables or
concepts) are related to each other.
Giving explanation on why you believe that these
variables are associated to each other (a theory).
So; You Need to develop Model (Concept) which had
theoretical explanation of why these variables are
related.
The need for a Conceptual framework
The process of building a Conceptual framework
includes:
1. Introducing definitions of the concepts or variables
in your model.
2. Developing a conceptual model that provides a
descriptive representation of your theory.
3. Coming up with a theory that provides an
explanation for relationships between the variables
in your Model.

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Conceptual Framework
 Basic steps:
 Identify and label the variables correctly
 State the relationships among the variables:
formulate hypotheses
 Explain how or why you expect these
relationships with citation ( use your articles to
discuss why and how your variables relate each
other).

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Example

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Moderators
Moderating variable
Moderator is qualitative
(e.g., gender, race, class) Entrepreneurial Firm performance
or quantitative (e.g., orientation

level of reward) variable

that affects the direction
and/or strength of Environmental
dynamism
relation between
independent and
dependent variable.

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Mediating Variable
 Mediating variable
 surfaces between the time the independent variables
start operating to influence the dependent variable and
the time their impact is felt on it.

Entrepreneurial Firm
orientation Performance Shareholders
satisfaction

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 Hypothesis
 A proposition that is empirically testable. It is an
empirical statement concerned with the relationship
among variables.

 Good hypothesis:
 Must be adequate for its purpose
 Must be testable
 Must be better than its rivals

©2014, Ali Yassin Sheikh, PhD 28

Exercise
Give the hypotheses for the following framework:

Customer
Service quality
switching

Switching cost

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Exercise
Give the hypotheses, objectives and RQ for the following framework:

Customer satisfaction Customer

Service quality
switching

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Argumentation
 The expected relationships / hypotheses are an
integration of:
 Explanatory research
 Common sense and logical reasoning
 Backed with existing theory

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