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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.