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Chapter 2
Thinking Like A
Researcher
McGraw-Hill/Irwin
2-2
Learning Objectives
Understand
the need for sound reasoning to enhance
business research results
the terminology used by professional
researchers employing scientific thinking
what you need to formulate a solid
research hypothesis
2-3
Elimination of alternatives
Statistical justification
Self-correcting process
2-4
Researchers
Encounter problems
State problems
Propose hypotheses
Deduce outcomes
Formulate rival
hypotheses
Devise and conduct
empirical tests
Draw conclusions
2-5
Synovate
Curiosity is
necessary to be a
good business
researcher
2-6
Language of Research
Concepts
Constructs
Models
Terms used
in research
Theory
Conceptual
schemes
Operational
definitions
Variables
Propositions/
Hypotheses
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2-8
3-8
2-9
Language of Research
Success
of
Research
Clear conceptualization
of concepts
Shared understanding
of concepts
2-10
Definition
To reduce confusion about concepts
among stakeholders of research
Dictionary Definition
Synonym
Circular
Benefit = Advantage
Operational Definition
stated in terms of specific criteria for testing or
measurement
2-11
Operational Definitions
How can we define the variable class level of students?
Freshman
Sophomore
Junior
Senior
2-12
Variable
Synonym for construct or property
being studied
Categorical value is assigned
2-13
What Is A Variable?
Act
Event
Variable
Characteristic
Trait
2-14
Types of Variables
Dichotomous
Male/Female
Employed/ Unemployed
Discrete
Ethnic background
Educational level
Religious affiliation
Continuous
Income
Temperature
Age
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2-16
Dependent Variable
(DV)
Criterion
Presumed effect
Response
Predicted to.
Consequence
Measured outcome
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Moderating / Interation
Variables (MV)
Second IV having a significant contributory
or contingent effect on IV-DV relationship
The switch to commission from a salary
compensation system (IV) will lead to
increased sales productivity (DV) per worker,
especially among younger workers (MV).
The loss of mining jobs (IV) leads to
acceptance of higher-risk behaviors to earn a
family-supporting income (DV) particularly
among those with a limited education (MV).
MV may be taken as IV
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2-21
Proposition and
Hypothesis
A proposition is a statement about observable
phenomena that may be judged as true or false.
A hypothesis is a proposition formulated for
empirical testing.
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Propositions and
Hypotheses
Brand Manager Jones (case) has a
higher-than-average achievement
motivation (variable).
Generalization
2-23
Hypothesis Formats
Descriptive
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?
2-24
Descriptive Hypothesis
A statement about the existence, size, form,
or distribution of a variable.
Researchers often use a research question
rather than a descriptive hypothesis.
Advantages of Descriptive Hypothesis:
Useful for testing statistical significance
Encourages researchers to crystallize thinking
about
likely relationships.
implications of a supported or rejected finding.
2-25
Relational Hypothesis
A statement about the relationship between
two variables with respect to some case.
A correlational hypothesis is a statement
indicating that variables occur together in some
specified manner without implying that one
causes the other.
A causal hypothesis is a statement that
describes a relationship between two variables in
which one variable leads to a specified effect on
the other variable.
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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.
Causal
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 stores
private brand products.
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Characteristics of Strong
Hypotheses
Adequate
A
Strong
Hypothesis
Is
Testable
Better
than rivals
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Exhibit 2-8
The Role of Reasoning
2-33
Sound Reasoning
Types of Discourse
Exposition
Deduction
Argument
Induction
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Reasoning
Exposition consists of statements that describe
without attempting to explain.
Argument allows us to explain, interpret,
defend, challenge, and explore meaning.
2-35
Deduction
Deduction is a form of reasoning in which the
conclusion must necessarily follow from the
premises given.
Deduction is the process by which we test
whether the hypothesis is capable of
explaining the fact
All employees of MCB observe ethics (Premise 1)
Aslam is an employee of MCB (Premise 2)
Aslam observes ethics (Conclusion)
2-36
Deductive Reasoning
Inner-city household
interviewing is especially
difficult and expensive
This survey involves
substantial inner-city
household interviewing
The interviewing in this
survey will be especially
difficult and expensive
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2-37
Induction
Induction is a form of reasoning that draws a
conclusion from one or more particular facts or
pieces of evidence.
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Inductive Reasoning
Why didnt sales increase during our
promotional event?
Regional retailers did not have sufficient stock
to fill customer requests during the
promotional period
A strike by employees prevented stock from
arriving in time for promotion to be effective
A hurricane closed retail outlets in the region
for 10 days during the promotion
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Deduction
2-40
Combining Induction
and Deduction
We promote a product but sales dont
increase (Fact 1)
Why didnt sales increase? (Induction)
Infer conclusion (hypothesis) to answer
the question: Promotion was poorly
executed.
Use this hypothesis to conclude (Deduce)
that sales will not increase during poor
promotion (Deduction 1)
2-41