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ResearchResearch


Outline• Domains of research• Substantive domain• Conceptual domain• Methodological domain

– Correlational research– Experimental research– Internal vs. external validity


The three domains of research(Brinberg and McGrath)

Conceptualdomain

Substantivedomain

Methodo-logical domain


The substantive and conceptual domains

• Substantive domain: – the real-world problem that is the focus of the

research;

• Conceptual domain: – the theoretical representation of the real-world

problem;– usually stated as propositions or hypotheses

expressing relationships between theoretical constructs;


Expertise, source attractiveness, message quality and attitude change


The methodological domain• the approach taken to investigate the real-world

problem;• theoretical constructs are tied to manipulated or

measured observed variables via correspondence rules;

• the validity of theoretical propositions is inferred from associations between observed variables;

• two types of research:– correlational research– experimental research


Expertise, source attractiveness, message quality and attitude change


Types of research• correlational research: the variables of interest

are measured and the existence and possibly strength of the relationship between them is assessed by various methods (e.g., by computing a correlation);

• experimental research: preferred research strategy for testing causal hypotheses because of two features:– experimental control of extraneous variables– experimental manipulation of the variable(s) of

interest


Experimental effects• main effect:

a main effect is the effect of an independent variable on the dependent variable when the effect of other independent variables is ignored (i.e., averaged over);

• interaction effect:an interaction effect is present if the effect of an independent variable on the dependent variable depends on the level of (an)other independent variable(s);


Interpreting the results of experiments

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no argumentsno argumentspresentedpresented

argumentsargumentspresentedpresented

attractiveattractivesourcesource

persuasionpersuasion

expertexpertsourcesource





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Internal vs. external validity• internal validity: question of whether there is a

relationship between the observed and/or manipulated variables and whether there is a causal relationship between the variables in the form in which they were manipulated and/or measured;

• external validity: question of whether generaliza-tions can be drawn about higher-order constructs from research operations and whether observed relationships can be generalized to and across populations of persons, settings, and times;

consumer behavior consumer behavior research consumer behavior research

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