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8/3/2019 Assistants CAIRO PPP
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Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, CairoUniversity
AHMED I. GHONEIM
BUILDING YOUR MODEL
and
GENERATING YOUR HYPOTHESES
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To Begin With
“… The most difficult thing in
science, ……, is to shake off
accepted views, to observe withone’s own eyes, and think with
one’s own brain…”
George Sarton, The civilization of the Renaissance Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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Goals of Science
Analytical Goals
Focus
Understanding Prediction
Interaction
Outcomes
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
3
X
X
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EMPIRICISM
EMPIRICISM as one of the old
schools of philosophy of
science What is EMPIRICISM ?
EMPIRICISM and theory
building & hypotheses testing !
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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Theory Building Approache(s)
•T H E O R Y
• Theory (tentative)
• Propositions
• Empirical indicators • Research hypotheses
• Research method(s)
• Observable results
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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The Role of Theory in Applied
Research
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Models
An analytical model is a set of variablesand their interrelationships designed to
represent, in whole or in part, some
real system or process.
Models : verbal , Graphical or Mathematical
In verbal models, the variables and
their relationships are stated in prose
form. Such models may be mere
restatements of the main tenets of a
theory.
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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Models (cont.)
Graphical models are visual. They areused to isolate variables and to
suggest directions of relationships but
are not designed to provide numerical
results.
Example:
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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Awareness
Understanding: Evaluation
Preference
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Models (cont.)
•
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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Propositions
What is a proposition?Why?
Difference between:
propositions & laws of interaction
Difference between:
propositions & Hypotheses
Saturday, May05, 2012
Ahmed Ghoneim, Prof. of Marketing, Cairo
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