W2-Research-Process-and-Problem-Definition

管理学院SchoolofManagement.UniversityofScienceandTechnologyofChina中国科学技术大学商业研究方法BusinessResearchMethods刘和福LIUHefu第二周:研究过程和科学问题提出(ResearchProcessandProblemDefinition)©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-2-StructureofResearch©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-3-OutlineResearchLanguageResearchStepsProblemDefinition©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-4-ResearchLanguageConcepts概念Constructs构念Variables变量Definition定义PropositionsandHypotheses命题和假设Theory理论Model模型©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-5-Concepts概念Conceptsareabstractions抽象fromparticulars.Conceptshaveconstitutivedefinitions观念性定义.Soconceptsarerichinmeaningbutcannotbemeasureddirectly.Manythingswewanttostudyinbehavioralresearchareconcepts,e.g.,quality,satisfaction,attitude,leadership.Inresearchmethodology,conceptsareusedinthestepofproblemandhypothesisformulation.ResearchLanguage--Concepts©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-6-Constructs构念conceptsthataremeasurable.Operationalization操作化:validity效度andreliability信度.Afteroperationalization,eachconceptbecomesaconstruct.Inthemeasurementinstrument(e.g.,questionnaire),eachconstructbecomesameasurementscale.Ameasurementscalecanbeasingle-itemormultiple-itemscale.Inresearchmethodology,constructsareusedinthestepofdesigningthemeasurementinstrument(operationalizationofconcepts).ResearchLanguage--Constructs©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-7-ResearchLanguage--JobRedesignConstructsandConcepts©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-8-Variables(orObservedVariables)变量Afterusingthemeasurementscalestocollecttheresponsesfromthesubjects,eachresponsetoeachmeasurementofthescalesisthencodedinto“number”.After“number”beingassignedtoeachmeasurementitemofthescales,eachitembecomesanobservedvariable.TypesIndependentvs.Dependentvariables自变量/因变量Moderatingvariables调节变量（干扰变量）Mediatingvariables中介变量Extraneousvariables(controlvariables)外生变量（控制变量）ResearchLanguage-variables©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-9-IVvs.DVIndependentvariableDependentvariablePredictor预测Criterion准则Presumedcause推测原因Presumedeffect推测影响Stimulus刺激Response反应Predictedfrom…预测自Predictedto…预测成Antecedent先行Consequence结果Manipulated控制Measuredoutcomes测量产出IVDVResearchLanguage-variables©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-10-Moderatingvs.Mediatingvs.ControlResearchLanguage-variablesIVDVModeratingIVDVMediatingIVDVControl©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-11-Propositions命题Astatementaboutobservablephenomena(concepts)thatmaybejudgedastrueorfalseWhenitisformulatedforempiricaltestingHypotheses假设Adeclarativestatementabouttherelationshipbetweentowormorevariables.ResearchLanguage--PropositionsandHypotheses©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-12-ResearchLanguage-hypothesesHypothesesDescriptivehypotheses描述性e.g.,InHefei(case),ourPCmarketshare(variable)standsat18percent.Relationalhypotheses关系性•Correlationalhypotheses关联性Thevariablesoccurtogetherinsomespecifiedmannerwithoutimplyingthatonecausestheother•Causalhypotheses因果性Theexistenceoforachangeinonevariablecausesorleadstoachangeintheothervariable.©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-13-ResearchLanguage-hypothesesDescriptiveHypothesesCorrelationalhypothesesCausalHypothesesH:InHK,ourPCmarketsharestandsat13.7%.Q:WhatisthemarketshareforourPCinHK?H:Chinesecitiesareexperiencingbudgetdifficulties.Q:AreChinesecitiesexperiencingbudgetdifficulties?Youngwomen(under35)purchasefewerunitsofourproductthanwomenwhoareolderthan35.Thenumberofsuitssoldvariesdirectlywiththelevelofthebusinesscycle.Anincreaseinfamilyincomeleadstoanincreaseinthepercentageofincomesaved.Loyaltytoagrocerystoreincreasestheprobabilityofpurchasingthatstore’sprivatebrandproducts.©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-14-TheRoleofHypothesesGuidethedirectionofthestudyIdentifyrelevantfactsSuggestmostappropriateresearchdesignProvideframeworkfororganizingresultingconclusions©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-15-CharacteristicsofStrongHypothesesAStrongHypothesisIsAdequateTestableBetterthanrivals©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-16-ResearchLanguage--TheoryproductlifecycleTheoriestendtobecomplex,abstract