MARKETING RESEARCH

Dr. Irfan Butt

Lahore School of Economics
Winter 2014

Language of Research
Concept
an idea of what something is or how it
works
(Merriam-Webster)
an idea of something formed by mentally
combining all its
characteristics or particulars
Examples of Concepts
Love
Freedom
Happiness
Sadness
Anger
Hope


Finance
GNP
Asset
Inflation

Organizational Theory
Leadership
Productivity
Morale

Using Concepts in Research
We design hypotheses using
concepts
We measure concepts to test
hypotheses

A Ladder of Abstraction for
Concepts
Banana
Fruit
Vegetation
Easy to define and
measure
Difficult to define
and measure
Construct
Constructs are built by combining the simpler,
more concrete concepts, especially when the
idea or image we intend to convey is not
subject to direct observation
Constructs Composed of Concepts in a Job
Redesign
Job title:
Technical writers
Description:
Write product manuals



TASK: Redesign the
Job
Constructs Composed of Concepts in a Job
Redesign


1. Presentation Quality
2. Language Skill
3. Job Interest


To Redesign the Job, we need to
know what skills and capabilities are
needed?
Constructs Composed of Concepts in a Job
Redesign
Keyboarding
speed
Format
accuracy
Manuscript
errors
Spelling
Syntax
Vocabulary
Presentation Quality
Construct
Language Skill
Construct
Job Interest
Construct
Definition is Prerequisite for
Construct
Definition
a statement of the meaning of a word or word
group or a sign or symbol
Operational Definition
Definition stated in terms of specific criteria for
testing or measurement

Operational Definition - Measurement
A definition stated in terms of specific
criteria for testing or measurement
We must be able to gather, count,
measure, or in some way gather the
information through our senses.
Operational definitions may vary
depending on your purpose and the way
you choose to measure them


Operational Definition - Example
Freshman 1
st
year
Sophomore 2
nd
year
Junior 3
rd
year
Senior 4
th
year

Freshman credit hours: Less than 30
Sophomore credit hours: 30 to 59
Junior credit hours: 60 to 89
Senior credit hours: 90 or more

Operational Definition
Operational Definition - Abstract
Concept
Emotional Intelligence
Consumer Socialization
Consumer Ethnocentrism
Happiness
Success


Variable
Something that can change
any characteristic or trait that can vary from
one 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.

Independent and Dependent Variables
Independent variables is presumed to
affect or influence dependent variable
Dependent variable depends on other
factors (independent variables)
Other Terminology Used for
Independent and Dependent
Variables
Proposition
Statements concerned with the
relationship among various concepts.


Proposition Example
Happy customer have higher
lifetime value for a company than
unhappy customers
What are the concepts?
Happiness
Lifetime Value
Are these concepts measurable?
Perhaps




Hypothesis
A proposition that is empirically
testable

Hypothesis Example 1
Market share of Haleeb UHT Milk
is 20% in Lahore
What is the concept?
Market Share
Is it measureable?
Yes



Hypothesis Example 2
The sales of Lipton Tea varies by
season of the year
What is the concept?
Sales
Is it measureable?
Yes



Hypothesis Example 3
Childhood obesity is tied to the
amount of sugary drinks consumed
daily.
What are the concepts:
Obesity
Sugary drink consumption
Are these concepts measurable?
Yes



Conceptual/Theoretical Framework
A conceptual model of how one theorizes
or makes logical sense of the relationships
among several factors
(variables/constructs) that have been
identified as important to the problem.
A network of relationships among the
variables considered important to the
study of any given problem situation.
Flows logically from previous
research in the area
How do we Develop a
Framework?
Develop testable
hypotheses
What is the Next Step after Framework?
Measurement
process of obtaining a numerical
description of the extent to which persons,
organizations, or things possess specified
characteristics.