McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

THINKING LIKE A RESEARCHER

Chapter 3

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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.

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Research Thought Leaders

“Thought leaders, academics, business authors from the increasingly merging worlds of psychology, philosophy, economics, trends, semiotics are powerful forces, that have the ability to capture the imagination and attention at the highest level of business. Research needs to define itself more broadly, embrace the most exciting thinkers into our fold. We need to infuse our thinking with that of related fields.”

Edward Appleton, senior European consumer insights manager,

Avery Dennison

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Language of Research

Variables

ModelsModels

TheoryTheory

Terms usedin researchTerms usedin research

Constructs

Operationaldefinitions

Operationaldefinitions

Propositions/Hypotheses

Propositions/Hypotheses

Conceptualschemes

ConceptualschemesConceptsConcepts

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Language of Research

Clear conceptualizationof concepts

Shared understandingof concepts

Success of

Research

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Job Redesign Constructs and Concepts

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Operational Definitions

Freshman Sophomore Junior Senior

< 30 credit hours 30-50 credit hours 60-89 credit hours > 90 credit hours

How can we define the variable “class level of students”?

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A Variable: Property Being Studied

VariableVariable

EventEvent ActAct

CharacteristicCharacteristic TraitTrait

AttributeAttribute

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Types of Variables

DichotomousDichotomousMale/Female

Employed/ UnemployedMale/Female

Employed/ Unemployed

DiscreteDiscreteEthnic backgroundEducational level

Religious affiliation

Ethnic backgroundEducational level

Religious affiliation

ContinuousContinuousIncome

TemperatureAge

IncomeTemperature

Age

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Independent and Dependent Variable Synonyms

Independent Variable (IV) Predictor Presumed cause Stimulus Predicted from… Antecedent Manipulated

Dependent Variable (DV) Criterion Presumed effect Response Predicted to…. Consequence Measured outcome

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Relationships Among Variable Types

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Relationships Among Variable Types

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Relationships Among Variable Types

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Moderating Variables (MV)

The introduction of a four-day week (IV) will lead to higher productivity (DV), especially among younger workers (MV)

The switch to commission from a salary compensation system (IV) will lead to increased sales (DV) per worker, especially more experienced 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).

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Extraneous Variables (EV)

With new customers (EV-control), a switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV).

Among residents with less than a high school education (EV-control), the loss of jobs (IV) leads to high-risk behaviors (DV), especially due to the proximity of the firing range (MV).

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Intervening Variables (IVV)

• The switch to a commission compensation system (IV) will lead to higher sales (DV) by increasing overall compensation (IVV).

• A promotion campaign (IV) will increase savings activity (DV), especially when free prizes are offered (MV), but chiefly among smaller savers (EV-control). The results come from enhancing the motivation to save (IVV).

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Propositions and Hypotheses

Brand Manager Jones (case) has a higher-than-average achievement motivation (variable).

Brand managers in Company Z (cases) have a higher-than-average achievement motivation (variable).

Generalization

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Descriptive Hypothesis Formats

Descriptive Hypothesis 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?

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Relational Hypotheses Formats

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 store’s private brand products.

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The Role of Hypotheses

Guide the direction of the studyGuide the direction of the study

Identify relevant factsIdentify relevant facts

Suggest most appropriate research design

Suggest most appropriate research design

Provide framework for organizing resulting conclusions

Provide framework for organizing resulting conclusions

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Characteristics of Strong Hypotheses

A Strong

Hypothesis

Adequate

Testable

Better than rivals

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Theory within Research

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The Role of Reasoning

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A Model within Research

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The Scientific Method

Direct observationDirect observation

Clearly defined variablesClearly defined variables

Clearly defined methodsClearly defined methods

Empirically testableEmpirically testable

Elimination of alternativesElimination of alternatives

Statistical justificationStatistical justification

Self-correcting processSelf-correcting process

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Researchers

• Encounter problems• State problems• Propose hypotheses• Deduce outcomes• Formulate rival hypotheses• Devise and conduct empirical tests

• Draw conclusions

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Why is curiosity important?

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Sound Reasoning

Exposition Argument

InductionDeduction

Types of Discourse

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Deductive Reasoning

Inner-city household interviewing is especially

difficult and expensive

Inner-city household interviewing is especially

difficult and expensive

This survey involves substantial inner-city

household interviewing

This survey involves substantial inner-city

household interviewing

The interviewing in this survey will be especially difficult and expensive

The interviewing in this survey will be especially difficult and expensive

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Deductive Reasoning

Apply deductive reasoning to this image.

What will happen next?

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Inductive Reasoning

Why didn’t 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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Why Didn’t Sales Increase?

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Tracy’s Performance

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Key Terms

ArgumentCaseConceptConceptual schemeConstructDeductionEmpiricismExpositionHypothesis

Correlational Descriptive Explanatory Relational

Hypothetical construct

InductionModelOperational definitionPropositionSound reasoningTheoryVariable

Control Confounding (CFV) Dependent (DV) Extraneous (EV) Independent (IV) Intervening (IVV) Moderating (MV)

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

ADDITIONAL DISCUSSION OPPORTUNITIES

Chapter 3

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PicProfile: Shopping & Mobile Phones

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Snapshot: Politicized Definitions

The National Academies advises on scientific issues.

Created voluntary guidelines for embryonic stem cell research.

Comprehensive definition of terms accepted by every researcher.

Volatile political issue = no nationwide guidelines

Politicians fill the void with own definitions to exploit personal agenda.

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Snapshot: Radio Chips vs. Retinal Scans

Prevent cattle-born disease with database of cattle

Prevent cattle-born disease with database of cattle

Track cattle from birth to slaughterTrack cattle from birth to slaughter

Theory 1: RFID tag with tracking data in ear-mounted tag

Theory 1: RFID tag with tracking data in ear-mounted tag

Theory 2: retinal scan with tracking data in hand held reader

Theory 2: retinal scan with tracking data in hand held reader

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Snapshot: Gut Hunches

“People usually experience true intuition when they are under severe time pressureor in a situation of information overload or acute danger, where conscious analysis of the situation may be difficult or impossible.”

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Pull Quote: Research Thought Leaders

“Brand communities play a pivotal role for a brand connecting with its consumers, and as one of our Never Ending Friending focus group respondent notes: “I want brands to be my friends,” which means that consumers would like to have common ideas, conversations and benefits delivered to them on their own terms.”

Judit Nagy vice president, consumer insights

MySpace/Fox Interactive Media

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PulsePoint: Research Revelations

55 The percent of executives who admitted that their companies do not have an official policy for social networks.

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Formulating a Hypothesis

Wal-Mart recently decided not to share its unit sales information with IRI, a large syndicated research distributor. After studying the data, Wal-Mart didn’t think it was getting enough value from competitor information in the syndicate. What hypothesis might have driven its research?

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

THINKING LIKE A RESEARCHER

Chapter 3

3-44

Photo Attributions

Slide Source26 Photo by Pegy Greb, USDA-ARS27 Tetra Images/Getty Images29 ©George Hammerstein/Corbis30 Erik Isakson/Blend Images/age fotostock37 ©Brand X Pictures/PumnchStock38 Jeff Vanuga, USDA-NRCS39 Ingram Publishing