Concepts : A concept is a generally accepted collection of meanings or characteristics associated

with certain events, objects, conditions, situations and behaviors. When we run into situations
where concept is newly advanced idea or uncommon concept, the we borrow from other field.
Marketing has borrowed gravitation from physics (gravitation in marketing means to explain why
people shop where they do).

The success of research hinges on 1) how clearly we conceptualize 2) how well others understand
the concepts we use. The challenge is to develop concepts that oters will clearly understand.

Construct : A construct is an image or abstract idea specifically invented for a given research and/or
theory building purpose. We build constructs by combining simple concepts when image or idea we
intend to convey is not subject to direct observation.

Independent Variables(stimulus) & Dependent Variables(response): The independent variable is

manipulated by the researcher, and the manipulation causes and effect on the dependent variable.
(DV).

Moderating or Interaction Variables: a moderating variable is a second independent variable that is

included because it is belived to have significant contributory or contingent effect on the original IV-
DV relation. Whether a given variable is treated as an independent or moderating variable depends
on the hypothesis under investigation.

Extraneous Variables: A almost infinite number of extraneous variables exist that might conceivable
affect a given relationship. Some can be teated as IVs or MVs but most must either be assumed or
excluded from study. Still we want to check out whether our results are influenced by them,
therefore we include them as control variablesin our investigation to ensure that our results are not
biased by not including them.

Intervening or Mediating Variables : However one may not be completely satisfied by the
explanations they give. We might think that this is not the hole story. An IVV is conceptual
mechanism through which the IV and MV might affect the DV. IVV can be defined as factor that
theoretically affects DV but cannot be observed or has not been measured.

Propositins and Hypotheses: Proposition is a statement about observable phenomenon(concepts)

that may be judged as true or false.When a proposition is formulated for empirical testing we call it
a hypothesis. A hypotheses has tentative and conjectural nature. Hypothese is statement where we
assign variable to cases.

Role of Hypothese:

i. It guides the direction of the study

ii. It identifies the facts that are relevant and those that a re not
iii. It suggests which form of research design is likely to be most appropriate
iv. It provides a framework for organizing the conclusions that result.

Strong hypotheses:

i. Adequate for purpose

ii. Testable
iii. Better than rivals

Theory : It is set of systematically interrelated concepts, definitions, and propositions that are
advanced to explain and predict phenomenon.

Model : Theorys role is explanation and models role is representation.

Research Process:

i. Clarifying the research question

ii. Research proposal
iii. Rsearch design strategy (type, purpose, time frame, environment, data collection design,
sampling design, instrument deisgn and pilot testing)
iv. Data collection and preparation
v. Data analysis & interpretation
vi. Research reporting
vii. Management decision

Types of research:

Descriptive studies: either relationship oriented or differene in mean perception on two groups

Experimental research design: cause and effect relationship

i. Temporal effect ( that cause shall happen before the effect)

ii. Concomitant variation cause and effect shall vary together
iii. Non spurious association an absence of alternative plausible explanation.

Pre-experimental (one-shot case study) never random, reliability is very high,

Maxmincon principle:

1. Maximize systematic variance

2. minimize error variance
3. control variance of nuisance
i. random sampling, to control nuisance variable
ii. matching (if treatment could be done on variable)
iii. statistical control
iv. design control use of experimental control design