人大商业研究方法第8版Chapter02.ppt

Chapter 2 Thinking Like A Researcher Learning Objectives Understand the need for sound reasoning to enhance business research results the terminology used by professional researchers employing scientific thinking what you need to formulate a solid research hypothesis The Scientific Method Researchers Encounter problems State problems Propose hypotheses Deduce outcomes Formulate rival hypotheses Devise and conduct empirical tests Draw conclusions Synovate Curiosity is necessary to be a good business researcher Sound Reasoning Deductive Reasoning Inductive Reasoning Why didn’t sales increase during our promotional event? Regional retailers did not have sufficient stock to fill customer requests during the promotional period A strike by employees prevented stock from arriving in time for promotion to be effective A hurricane closed retail outlets in the region for 10 days during the promotion Exhibit 2-1 Why Didn’t Sales Increase? Exhibit 2-2 Tracy’s Performance Language of Research Language of Research Exhibit 2-3 Job Redesign Constructs and Concepts Operational Definitions Freshman Sophomore Junior Senior 30 credit hours 30-50 credit hours 60-89 credit hours 90 credit hours What Is A Variable? Types of Variables Exhibit 2-4 Independent and Dependent Variables Independent Variable (IV) Presumed cause Stimulus Predicted from… Antecedent Manipulated Predictor Dependent Variable (DV) Presumed effect Response Predicted to…. Consequence Measured outcome Criterion Moderating Variables (MV) The switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV). The loss of mining jobs (IV) leads to acceptance of higher-risk behaviors to earn a family-supporting income (DV) – particularly among those with a limited education (MV). Extraneous Variables (EV) With new customers (EV-control), a switch to commission from a salary compensation system (IV) will lead to increased sales p