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Lecture Business research methods (11/e): Chapter 3 - Donald R. Cooper, Pamela S. Schindler

Chapter 3 - Thinking like a researcher. After studying this chapter you will be able to 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. | 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. 3- 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 3- PulsePoint: Research Revelations 55 The percent of executives who admitted that their companies do not have an official policy for social networks. 3- See the text Instructors Manual (downloadable | 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. 3- 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 3- PulsePoint: Research Revelations 55 The percent of executives who admitted that their companies do not have an official policy for social networks. 3- See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. Language of Research Variables Models Terms used in research Constructs Operational definitions Propositions/ Hypotheses Conceptual schemes Concepts 3- Several terms are used by researchers to converse about applied and theoretical business problems. A concept is a bundle of meanings or characteristics associated with certain concrete, unambiguous events, objects, conditions, or situations. The importance of conceptualization is discussed in the following slide. A construct is a definition specifically invented to represent an abstract phenomena for a given research project. Exhibit 3-1, a depiction of job redesign constructs, is provided in Slide 2-13. A conceptual scheme is the interrelationship between concepts and constructs. An operational definition defines a variable in terms of specific measurement and testing criteria. An example of an operational definition is provided in Slide 2-14. A .