This document discusses key concepts in marketing research including concepts, constructs, variables, hypotheses, and conceptual frameworks. It defines concepts as ideas that can be combined to form constructs, which are more abstract ideas that cannot be directly observed. Variables are characteristics that can change or vary, and can be independent or dependent. Hypotheses are proposed relationships between measurable concepts that can be empirically tested. A conceptual framework brings together related variables and hypothesized relationships to logically explain a problem based on previous research. The next step after developing a conceptual framework is to operationalize the concepts through measurement.
This document discusses key concepts in marketing research including concepts, constructs, variables, hypotheses, and conceptual frameworks. It defines concepts as ideas that can be combined to form constructs, which are more abstract ideas that cannot be directly observed. Variables are characteristics that can change or vary, and can be independent or dependent. Hypotheses are proposed relationships between measurable concepts that can be empirically tested. A conceptual framework brings together related variables and hypothesized relationships to logically explain a problem based on previous research. The next step after developing a conceptual framework is to operationalize the concepts through measurement.
This document discusses key concepts in marketing research including concepts, constructs, variables, hypotheses, and conceptual frameworks. It defines concepts as ideas that can be combined to form constructs, which are more abstract ideas that cannot be directly observed. Variables are characteristics that can change or vary, and can be independent or dependent. Hypotheses are proposed relationships between measurable concepts that can be empirically tested. A conceptual framework brings together related variables and hypothesized relationships to logically explain a problem based on previous research. The next step after developing a conceptual framework is to operationalize the concepts through measurement.
Language of Research Concept an idea of what something is or how it works (Merriam-Webster) an idea of something formed by mentally combining all its characteristics or particulars Examples of Concepts Love Freedom Happiness Sadness Anger Hope
Finance GNP Asset Inflation
Organizational Theory Leadership Productivity Morale
Using Concepts in Research We design hypotheses using concepts We measure concepts to test hypotheses
A Ladder of Abstraction for Concepts Banana Fruit Vegetation Easy to define and measure Difficult to define and measure Construct Constructs are built by combining the simpler, more concrete concepts, especially when the idea or image we intend to convey is not subject to direct observation Constructs Composed of Concepts in a Job Redesign Job title: Technical writers Description: Write product manuals
TASK: Redesign the Job Constructs Composed of Concepts in a Job Redesign
1. Presentation Quality 2. Language Skill 3. Job Interest
To Redesign the Job, we need to know what skills and capabilities are needed? Constructs Composed of Concepts in a Job Redesign Keyboarding speed Format accuracy Manuscript errors Spelling Syntax Vocabulary Presentation Quality Construct Language Skill Construct Job Interest Construct Definition is Prerequisite for Construct Definition a statement of the meaning of a word or word group or a sign or symbol Operational Definition Definition stated in terms of specific criteria for testing or measurement
Operational Definition - Measurement A definition stated in terms of specific criteria for testing or measurement We must be able to gather, count, measure, or in some way gather the information through our senses. Operational definitions may vary depending on your purpose and the way you choose to measure them
Operational Definition - Example Freshman 1 st year Sophomore 2 nd year Junior 3 rd year Senior 4 th year
Freshman credit hours: Less than 30 Sophomore credit hours: 30 to 59 Junior credit hours: 60 to 89 Senior credit hours: 90 or more
Variable Something that can change any characteristic or trait that can vary from one person to another [race, gender, academic major] or for one person over time [age, political beliefs]. The term variable is used as a synonym for construct, or the property being studied.
Independent and Dependent Variables Independent variables is presumed to affect or influence dependent variable Dependent variable depends on other factors (independent variables) Other Terminology Used for Independent and Dependent Variables Proposition Statements concerned with the relationship among various concepts.
Proposition Example Happy customer have higher lifetime value for a company than unhappy customers What are the concepts? Happiness Lifetime Value Are these concepts measurable? Perhaps
Hypothesis A proposition that is empirically testable
Hypothesis Example 1 Market share of Haleeb UHT Milk is 20% in Lahore What is the concept? Market Share Is it measureable? Yes
Hypothesis Example 2 The sales of Lipton Tea varies by season of the year What is the concept? Sales Is it measureable? Yes
Hypothesis Example 3 Childhood obesity is tied to the amount of sugary drinks consumed daily. What are the concepts: Obesity Sugary drink consumption Are these concepts measurable? Yes
Conceptual/Theoretical Framework A conceptual model of how one theorizes or makes logical sense of the relationships among several factors (variables/constructs) that have been identified as important to the problem. A network of relationships among the variables considered important to the study of any given problem situation. Flows logically from previous research in the area How do we Develop a Framework? Develop testable hypotheses What is the Next Step after Framework? Measurement process of obtaining a numerical description of the extent to which persons, organizations, or things possess specified characteristics.
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