Chapter 3

Thinking Like a
Researcher

McGraw-Hill/Irwin

Copyright 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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.

Research and Attitudes

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

PulsePoint:
Research Revelations

55

The percent of executives who

admitted that their companies do not
have an official policy for social
networks.

Language of Research

Concepts
Concepts

Models
Models

Constructs

Terms used
in research

Conceptual
Conceptual
schemes
schemes
Operational
Operational
definitions
definitions

Variables
Propositions/
Propositions/
Hypotheses
Hypotheses

Language of Research

Success
of
Research

Clear conceptualization
of concepts

Shared understanding
of concepts

Job Redesign
Constructs and Concepts

Operational Definitions
How can we define the variable
class level of students?

Freshman
Sophomore
Junior
Senior

< 30 credit hours

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

A Variable Is the Property

Being Studied

Event

Act

Variable
Variable
Characteristic

Trait
Attribute

Types of Variables

Dichotomous
Dichotomous

Male/Female
Male/Female
Employed/
Employed/Unemployed
Unemployed

Discrete
Discrete

Ethnic
Ethnicbackground
background
Educational
Educationallevel
level
Religious
Religiousaffiliation
affiliation

Continuous
Continuous

Income
Income
Temperature
Temperature
Age
Age

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

Relationships Among Variable

Types

Relationships Among Variable

Types

Relationships Among Variable

Types

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 familysupporting income (DV) particularly among
those with a limited education (MV).

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).

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).

Propositions and Hypotheses

Brand Manager Jones (case) has a higherthan-average achievement motivation
(variable).
Generalization

Brand managers in Company Z (cases) have

a higher-than-average achievement
motivation (variable).

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?

Relational Hypotheses
Correlational

Causal

Young women (under 35)

purchase fewer units of
our product than women
who are older than 35.

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.

The number of suits sold

varies directly with the
level of the business
cycle.

The Role of Hypotheses

Guide
Guide the
the direction
direction of
of the
the study
study

Identify
Identify relevant
relevant facts
facts
Suggest
Suggest most
most appropriate
appropriate research
research
design
design
Provide
Provide framework
framework for
for organizing
organizing
resulting
resulting conclusions
conclusions

Characteristics of
Strong Hypotheses
Adequate
Adequate
AA
Strong
Strong
Hypothesis
Hypothesis
Is
Is

Testable
Testable
Better
Better
than
than rivals
rivals

Theory within Research

The Role of Reasoning

A Model within Research

The Scientific Method

Direct
Direct observation
observation
Clearly
Clearly defined
defined variables
variables
Clearly
Clearly defined
defined methods
methods
Empirically
Empirically testable
testable
Elimination
Elimination of
of alternatives
alternatives
Statistical
Statistical justification
justification
Self-correcting
Self-correcting process
process

Researchers
Encounter problems
State problems
Propose hypotheses
Deduce outcomes
Formulate rival
hypotheses
Devise and conduct
empirical tests
Draw conclusions

Curiosity Is the
Ally of a Researcher
Synovates campaign
associates important
discoveries in research
to a common trait of
entrepreneurs: curiosity.
As one of the worlds
largest research
organizations, it claims
curiosity is what makes
us tick.

Sound Reasoning
Types of Discourse

Exposition

Deduction

Argument

Induction

Deductive Reasoning
Inner-city
Inner-city household
household
interviewing
interviewing is
is especially
especially
difficult
difficult and
and expensive
expensive
This
This survey
survey involves
involves
substantial
substantial inner-city
inner-city
household
household interviewing
interviewing
The
The interviewing
interviewing in
in this
this
survey
survey will
will be
be especially
especially
difficult
difficult and
and expensive
expensive

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

Why Didnt Sales Increase?

Tracys Performance

Key Terms

Argument
Case
Concept
Conceptual scheme
Construct
Deduction
Empiricism
Exposition
Hypothesis
Correlational
Descriptive
Explanatory
Relational
Hypothetical construct

Induction
Model
Operational definition
Proposition
Sound reasoning
Theory
Variable
Control
Confounding (CFV)
Dependent (DV)
Extraneous (EV)
Independent (IV)
Intervening (IVV)
Moderating (MV)