research applications for marketing(1)

8/12/2019 Research Applications for Marketing(1)

1/51

RESEARCH

APPLICATIONS FORMARKETING

Session 1


2/51

KNOWLEDGE

Knowledgeis a familiarity with someone orsomething, which can include facts.

information, descriptions or skills acquired

through experience or education.

It can refer to the theoretical or practical

understanding of a subject. It can be implicit

(as with practical skill or expertise) orexplicit (as with the theoretical

understanding of a subject); it can be more

or less formal or systematic. [Wikipedia]


3/51

EPISTEMOLOGY

The branch of

philosophy

concerned with the

theory of

knowledge, which

seeks to inform us

how we can know

the world


4/51

EPISTEMOLOGY

Positivism Anti Positivism


5/51

WHAT IS RESEARCH?5

The systemat icinvestigation intoand study of materials, sources, etc,in order to establish facts and reach

new conclusions.An endeavour to discover new orco l late o ld facts etc by the

scientific study of a subject or by acourse of critical investigation.

[Oxford Concise Dictionary]


6/51

WHAT IS RESEARCH?6

Research is what we do when wehave a question or a problem we

want to resolveWe may already think we know the or

the answer is obvious, common

sense evenBut until we have subjected our

problem to rigorous scientific scrutiny,

our 'knowledge' remains little morethan uesswork or at best intuition.


7/51

SCIENCE

Science is a systematic enterprise that

builds and organizes knowledge in the

form of testable explanations and

predictions about the universe.(Wikipedia)

Knowledge or a system of knowledge

covering general truths or the operationof general laws especially as obtained

and tested through scientific method.

(Merriam-Webster dictionary)
http://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Scientific_theoryhttp://en.wikipedia.org/wiki/Predictabilityhttp://en.wikipedia.org/wiki/Predictabilityhttp://en.wikipedia.org/wiki/Scientific_theoryhttp://en.wikipedia.org/wiki/Knowledge


8/51


9/51

Nature of science philosophical assumptions


10/51

SCIENTIFIC RESEARCH

Scientific method: A method or procedure thathas characterized natural science since the17th century, consisting in systematicobservation, measurement, and experiment,

and the formulation, testing, and modificationof hypotheses. (Oxford dictionary)

A body of techniques for investigating

phenomena, acquiring new knowledge, orcorrecting and integrating previous knowledge.

To be termed scientific, a method of inquirymust be based on empirical and measurable

evidence subject to specific principles of
http://en.wikipedia.org/wiki/Scientific_techniquehttp://en.wikipedia.org/wiki/Phenomenonhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Empiricalhttp://en.wikipedia.org/wiki/Measurementhttp://en.wikipedia.org/wiki/Measurementhttp://en.wikipedia.org/wiki/Empiricalhttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Phenomenonhttp://en.wikipedia.org/wiki/Scientific_technique


11/51

WHAT IS RESEARCH?11

1. First priority is to formulate yourquestion

2. Then figure out how you are going toanswer it How have others answered it?

How does your proposal fit in with what

others have done? How will you know when you have

answered it?

3. Then you can present your answer


12/51

12

CLASSICAL SCIENTIFIC

METHOD

Observation of some phenomenon

Maybe systematic, occasional or

accidentalSome idea of an explanation

(hypothesis)

Induction, conjecture, intuition,

guesswork

Usually informed by related work


13/51

Scientific method

Falsification


14/51

Scientific theories are never

fully justifiable or verifiable but

nevertheless testable

The purpose is not to prove atheory but to prove it wrong

If theory survives every attemptof refutation the theory can beprovisionally accepted as true

Every scientific statement is

tentative forever

Falsification


15/51

Knowledge

Reality

Theory

Theory


16/51


17/51

Ways of doing Research

Theory Building

(Inductive Research)

Theory Testing

(Deductive Research)


18/51

Deduction and Induction

Deduction

Induction


19/51

Observe and Describe a Phenomena

Categorize based

upon Attributes of

Phenomena


20/51

Observe and Describe a Phenomena

Categorize based

upon Attributes of

Phenomena

Statements

of

Association


21/51

Observe and Describe & Measure a

Phenomena

Categorize based

upon Attributes of

Phenomena

Statements

of

Association


22/51

Test the Association

Define & Measure

the Phenomena

Statements

of

Association


23/51

Theory Building vs. Theory Testing

Exploratory

Observations

UnstructuredInterviews

Hypothesis Testing

Structured

QuestionnaireField Experiments

Lab Experiments

Extensive

Knowledge

Limited

Knowledge


24/51

Observations

(Reality)

Concepts

Proposition

Theory

Ladder of abstraction


25/51

Theory building

Concepts:A generalized idea abouta class of objects; an abstraction ofreality that is basic unit for theorydevelopment.

Proposition:A statement concernedwith relationship among concepts.

Theory:A coherent set of generalpropositions used to explain theapparent relationships of certainobserved henomena.


26/51

X

X Y

Y

(d)

(b)

(c)

(a)

(b)

Empirical

Relationship

Validity


27/51

Abstract level: Proposition

Empirical level: Hypothesis


28/51

Types of Research

Exploratory

Descriptive

Causal


29/51

Types of Research designs

Other Common Classifications

Basic/Pure Research vs. Applied

ResearchCase study vs. Experimental

Research

Cross-sectional vs. LongitudinalResearch

Qualitative & Quantitative design


30/51

30

Moderating In each relationship there is one Independent

Variable (IV) & one Dependent Variable (DV) Four day work week (IV) will lead to higher productivity

(DV)

Moderating variable is a second independentvariable that has significant effect on theoriginally stated IVDV relationship Four day work week (IV) will lead to higher productivity

(DV), especially among young workers (MV)


31/51

1. Variables

Key Concepts in Research


32/51

Variables

Variable

any observation that can take on

different valuesAttribute

a specific value on a variable


33/51

Examples

Variable Attribute

age


34/51

Examples

Variable Attribute

age 18, 19, 20, etc...


35/51

Examples

Variable Attribute

Gender or sex


36/51

Examples

Variable Attribute

Gender or sex Male, female


37/51

Examples

Variable Attribute

satisfaction


38/51

Variables

Variable

any observation that can take on

different valuesAttribute

a specific value on a variable


39/51

Examples

Variable Attribute

age


40/51

Examples

Variable Attribute

age 18, 19, 20, etc...


41/51

Examples

Variable Attribute

Gender or sex


42/51

Examples

Variable Attribute

Gender or sex Male, female


43/51

Examples

Variable Attribute

satisfaction 1 = very satisfied

2 = satisfied

3= somewhat satisfied

4 = not satisfied

5 = not satisfied at all


44/51

Types of Variables

Independent

Dependent

ModeratingMediating

Extraneous

Uncontrolled (Nuisance) Variables


45/51

Types of Variables

Independent variable (IV)

what you (or nature) manipulates in

some wayDependent variable (DV)

what you presume to be influenced

by the IV


46/51


47/51

ModeratorsComputer

Type

SatisfactionComputerweight

Moderating Variable


48/51

Mediators Price

SatisfactionComputerweight

Mediating variable


49/51

49

Extraneous Infinite number of extraneous variables (EV)

exist that might effect the relationship

Most of such variables have little or no effect on

the given situation and these may be ignored Others may have highly random occurrence as

to have little impact

For productivity example: election of a newmayor, rainy days, bird flu, strike etc

Types of Variables


50/51

Noise variables

S i


51/51

Spurious

Relationship

No. of Fire

Fighters

Size of Fire

Amt of Fire

Damage

Suppressor

Variable

IV

Nuisance

Variable

DV

Strong Weak or

No

research applications for marketing(1)

Documents