Beruflich Dokumente
Kultur Dokumente
Chapter 2
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
Curiosity is necessary to be a good
business researcher
2-5
Sound Reasoning
Types of Discourse
Exposition
Deduction
Argument
Induction
2-6
2-7
2-8
Deductive Reasoning
Inner-city household interviewing is especially
difficult and expensive
2-9
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
2-10
Deduction
2-11
2-12
Language of Research
Concepts
Constructs
Models
Terms used
in research
Theory
Conceptual
schemes
Operational
definitions
Variables
Propositions/
Hypotheses
2-13
2-14
2-15
2-16
Language of Research
Success
of
Research
Clear conceptualization
of concepts
Shared understanding
of concepts
2-17
Operational Definitions
How can we define the variable class level of students?
Freshman
Sophomore
Junior
Senior
2-18
What Is A Variable?
Act
Event
Variable
Characteristic
Trait
2-19
Types of Variables
Dichotomous
Male/Female
Employed/ Unemployed
Discrete
Ethnic background
Educational level
Religious affiliation
Continuous
Income
Temperature
Age
2-20
2-21
Dependent Variable
(DV)
Criterion
Presumed effect
Response
Predicted to.
Consequence
Measured outcome
2-22
2-23
2-24
2-25
2-26
2-27
2-28
2-29
Propositions and
Hypotheses
Brand Manager Jones (case) has a
higher-than-average achievement
motivation (variable).
Generalization
2-30
2-31
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?
2-32
2-33
2-34
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.
2-35
2-36
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.
2-37
2-38
Characteristics of Strong
Hypotheses
Adequate
A
Strong
Hypothesis
Is
Testable
Better
than rivals
2-39
Exhibit 2-8
The Role of Reasoning