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MARKETING RESEARCH
Dr. Irfan Butt
Lahore School of EconomicsWinter 2014
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Language of Research
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Concept
an idea of what something is or how itworks
(Merriam-Webster)
an idea of something formed by mentally combining all its
characteristics or particulars
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Examples of Concepts
Love
Freedom
Happiness
Sadness
AngerHope
FinanceGNP
Asset
Inflation
Organizational TheoryLeadershipProductivityMorale
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Using Concepts in Research
We design hypotheses usingconcepts
We measure concepts to testhypotheses
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A Ladder of Abstraction forConcepts
Banana
Fruit
Vegetation
Easy to define andmeasure
Difficult to defineand measure
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Construct
Constructs are built by combining the simpler,more concrete concepts , especially when theidea or image we intend to convey is not
subject to direct observation
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Constructs Composed of Concepts in a JobRedesign
Job title:Technical writers
Description:Write product manuals
TASK: Redesign theJob
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Constructs Composed of Concepts in a JobRedesign
1. Presentation Quality
2. Language Skill3. Job Interest
To Redesign the Job, we need toknow what skills and capabilities are
needed?
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Constructs Composed of Concepts in a JobRedesign
Keyboardingspeed
Formataccuracy
Manuscripterrors
SpellingSyntax
Vocabulary
Presentation QualityConstruct
Language SkillConstruct
Job InterestConstruct
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Definition is Prerequisite forConstruct
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Definition
a statement of the meaning of a word or wordgroup or a sign or symbol
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Operational Definition
Definition stated in terms of specific criteria fortesting or measurement
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Operational Definition - Measurement
A definition stated in terms of specificcriteria for testing or measurement
We must be able to gather , count ,measure , or in some way gather theinformation through our senses.
Operational definitions may varydepending on your purpose and the wayyou choose to measure them
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Operational Definition - Example
Freshman 1 st yearSophomore 2 nd yearJunior 3 rd year
Senior 4 th year
Freshman credit hours: Less than 30
Sophomore credit hours: 30 to 59Junior credit hours: 60 to 89Senior credit hours: 90 or more
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Operational Definition
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Operational Definition - AbstractConcept
Emotional IntelligenceConsumer SocializationConsumer EthnocentrismHappinessSuccess
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Variable
Something that can change
any characteristic or trait that can vary fromone 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.
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Independent and Dependent Variables
Independent variables is presumed toaffect or influence dependent variable
Dependent variable depends on otherfactors (independent variables)
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Other Terminology Used forIndependent and Dependent
Variables
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Proposition
Statements concerned with therelationship among various concepts.
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Proposition Example
Happy customer have higherlifetime value for a company thanunhappy customersWhat are the concepts?
Happiness
Lifetime Value Are these concepts measurable?
Perhaps
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Hypothesis Example 1
Market share of Haleeb UHT Milkis 20% in Lahore
What is the concept?Market Share
Is it measureable?Yes
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Hypothesis Example 2
The sales of Lipton Tea varies byseason of the year
What is the concept?Sales
Is it measureable?Yes
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Hypothesis Example 3
Childhood obesity is tied to theamount of sugary drinks consumeddaily.What are the concepts:
Obesity
Sugary drink consumption Are these concepts measurable?
Yes
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Conceptual/Theoretical Framework
A conceptual model of how one theorizesor makes logical sense of the relationships among several factors
(variables/constructs) that have beenidentified as important to the problem. A network of relationships among thevariables considered important to thestudy of any given problem situation.
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Develop testablehypotheses
What is the Next Step after Framework?
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Measurement
process of obtaining a numerical description of the extent to which persons,organizations, or things possess specifiedcharacteristics.