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Mar3344 H3

The document outlines the process of problem definition and the development of a theoretical framework in marketing research. It discusses the importance of identifying variables such as dependent, independent, moderating, and intervening variables, and how they interact to influence research outcomes. Additionally, it emphasizes the formulation of research objectives, questions, and hypotheses to guide empirical testing and analysis.

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15 views23 pages

Mar3344 H3

The document outlines the process of problem definition and the development of a theoretical framework in marketing research. It discusses the importance of identifying variables such as dependent, independent, moderating, and intervening variables, and how they interact to influence research outcomes. Additionally, it emphasizes the formulation of research objectives, questions, and hypotheses to guide empirical testing and analysis.

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MAR3344: Marketing Research

Year III - Semester II


2020

B. Sc. Marketing Management (Special) Degree


Department of Marketing Management
MAR3344: Marketing Research

Topic 2 – II:
Development of an Approach to the
Problem
The Problem Definition
Process

-Problem definition
-Approach to the problem
Approach to
the problem
Theoretical Framework (TF)
• Theoretical Framework is a conceptual model of how one
theorizes or makes logical sense of the relationships among
the several factors that have been identified as important to
the problem .
• The TF discusses the interrelationships among the variables
that are deemed to be integral to the dynamics of the
situation being investigated.
• Developing such a conceptual framework helps to postulate
or hypothesize and certain relationships and thus to
improve our understanding of the dynamics of the situation
Objective/Theoretical Framework (TF) cnt.
• Research, in general, should be based on objective evidence and
supported by theory.
• Theory: A conceptual scheme based on foundational
statements or axioms that are assumed to be true.
• Objective evidence: Unbiased evidence that is supported by
empirical findings

• Past research on theory development and testing can provide


important guidelines on determining dependent variable and
independent variable.
Objective/Theoretical Framework (TF) cnt.

Variables

• Anything that can take on differing or varying values.

• The values can differ at various times for the same object or person,
or at the same time for different objects or persons.

• In causal research, the terms dependent variable and independent


variable are frequently encountered
Dependent variable (DV)
a criterion or a variable that is to be predicted or explained.
Through the analysis of DV (finding what variables influence
it), it is possible to find answers or solutions to the problem.
For this purpose, the researcher will be interested in
quantifying and measuring the DV and the variables that

influence this variable.


Independent Variable (IV)
a variable that is expected to influence the dependent
variable negatively or positively. When the independent
variable is present, the dependent variable is also present.
Ex: Research indicates that managerial values govern the
power distance between superior and subordinates

Managerial values Power distance

Independent Variable Dependent Variable


Moderating Variable (MV)
One that has strong contingent effect on the independent variable –
dependent variable relationship .
That is, the presence of a third variable modifies the original
relationship between the IV and DV
Ex. Diversity of the workforce contributes more to organizational
effectiveness. This synergy can be exploited , however, only if
managers know how to encourage and coordinate the talents of the
various groups to make things work.
Moderating Variable (MV)
Ex. Diversity of the workforce contributes more to organizational
effectiveness. This synergy can be exploited , however, only if managers
know how to encourage and coordinate the talents of the various groups to
make things work.

Work Force Organizational


Diversity (IV) Effectiveness (DV)

Managerial
Expertise
(MV)
Intervening variable (INTV)
One that surfaces between the time the independent variables
start operating to influence the dependent variable and the
time their impact is felt on it.
There is thus a temporal quality or time dimension to the INTV.
The INTV surfaces as a function of the independent variables
operating in any situation , and helps to conceptualize and
explain the influence of the independent variables on the
dependent variable.

e.g. Work force diversity influences the organizational


effectiveness. Creative synergy surfaces as a function of the
diversity in the work force.
Intervening variable (INTV)
e.g. Work force diversity influences the organizational
effectiveness. Creative synergy surfaces as a function of the
diversity in the work force.

t1 t2 t3

Organizational
Work Force Diversity Creative
synergy Effectiveness
(IV) (INTV) (DV)
The IV helps to explain the variance in the dependent variable, the
INTV surfaces at t2 as a function of the IV, which also helps to
conceptualize the relationship between the IV and DV; and the MV
has a contingent effect on the relationship between the two
variables.

t1 t2 t3

Work Force Creative Organizational


synergy
Diversity Effectiveness

Managerial
Expertise
• While the IV explains the variance in the DV, the INTV does not add
to the variance already explained by the IV, whereas, the MV has an
interaction effect with the IV in explaining the variance. That is,
unless MV is present , the theorized relationship between the other
two variables considered will not hold

• Identification of all relevant variables are necessary to define the


managerial problems. Variables that are superfluous (not directly
relevant to the problem) should not be included
• The theoretical framework elaborates the
relationship among the variables, explains the
theory underline these relations, and describes
the nature and direction of the relationship.
Research Objectives
The purpose of the research in measurable terms; the
definition of what the research should accomplish.
Each research objective will mention a variable or variables to
be measured or analyzed.
The specific objectives influence decisions about the research
design because they indicate the types of information needed.

Example
• To identify students level of awareness using unaided recall
Research questions
• A research question is the researchers’ translation
of the research problem into a specific inquiry.

• The answer to the research question should be a


criterion that can be used as a standard for
selecting alternatives. The goal of defining the
problem is to state the research questions clearly
and to develop well- formulated hypotheses.
Hypotheses
• Proposition – Statement about observable
phenomena that may be judged as true or false
• Hypotheses – A proposition that is formulated for
empirical testing
– Descriptive hypotheses – A statement about the existence, size, form, or
distribution of a variable
– Relational hypotheses - Statement about the relationship between two
variables with respect to some case : Correlational and explanatory
(causal)
• Correlational hypotheses – State that the variables occur
together in some specified manner without implying that one causes
the other.

• Causal hypotheses – a statement that describes a relationship


between two variables in which one variable leads to a specified effect
on the other variable.
Hypothesis
• Should be
– precise
– simple
– based on theory, and exploratory research
– testable
• Not always appropriate
– information objectives can be more appropriate
• Example:
The national airline of Sri Lanka has confronted a problem: “
whether customers want more varied and up-to-date food.” The
following research questions and hypotheses may be posed.
RQ1 How important is food for airline customers?
H1: Food is an important factor for airline travelers.
H2: Travelers value branded food.
H3: Travelers prefer larger food portions, but with consistent
quality.
H4: Travelers prefer exotic food.

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