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3: Literature Reviews and Hypotheses

3: Literature Reviews and Hypotheses. Literature Review. A literature review is a comprehensive examination of available information that is related to your research topic. Reasons for conducting a literature review. Clarify the research problem and questions Uncover existing studies

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3: Literature Reviews and Hypotheses

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  1. 3: Literature Reviews and Hypotheses

  2. Literature Review Aliterature review is a comprehensive examination of available information that is related to your research topic.

  3. Reasons for conducting a literature review • Clarify the research problem and questions • Uncover existing studies • Suggest research hypotheses • Identify available scales, measures variables and methods • Avoid duplication of effort

  4. Lexus Nexus

  5. Google Scholar

  6. Key terms • Variables • Gender, Age, Preference, Purchase Likelihood • Constructs • Satisfaction, Brand Loyalty, Intelligence • Hypothesis (-es) • “Good moods lead to more purchases.”

  7. Conceptualization Conceptualization refers to the development of a model that shows variables and the hypothesized relationships between those variables.

  8. Relationships and variables Independent variables Dependent variables

  9. Relationships and variables Control Variables Confounding Variables

  10. Process of Conceptualization • Identify Independent and Dependent variables • Specify relationships between the variables • Develop theory that justifies those relationships • Specify “boundary conditions” for relationships, if any • Identify any control or confounding variables

  11. A Model of New Technology Adoption Income + + Education New technology adoption + Openness to learning - Technology discomfort

  12. Hypothesis A hypothesis is an empirically testable though yet unproven statement developed in order to explain phenomena.

  13. Types of Hypotheses • Null • Alternate • Non-directional vs. Directional • Direct (positive) vs. Indirect (negative) relationships

  14. Examples - Null Hypotheses • There is no significant difference between the preferences toward specific banking method exhibited by white-collar customers and blue-collar customers. • No significant differences exist in requests for specific medical treatments from emergency walk-in clinics between users and nonusers of annual preventive maintenance health care programs.

  15. Examples – Alternate Hypotheses, Non-directional • There is a significant difference in satisfaction levels reported by Safeway and Lucky shoppers. • Significant differences exist between males and females in the number of hours spent online.

  16. Examples – Alternate Hypotheses, Directional • We expect higher satisfaction levels to be reported by Safeway shoppers thanLucky shoppers. • We expect to find that males spend significantly more hours online than females.

  17. Examples – Alternate Hypotheses, Direct (positive) • More studying is related to higher GPAs. • Friendlier salespeople generate higher sales revenues. • Increases in advertising lead to higher sales.

  18. Examples – Alternate Hypotheses, Indirect (negative) • Students with high GPAs consume less alcohol than those with lower GPAs. • The more pressure to close sales perceived by salespeople, the fewer follow up, “relationship-building” sales calls made.

  19. ACTIVITY: Formulating Research Objectives and Hypotheses • Develop a simple research objective. • Formulate a simple hypothesis for your research objective. Specify the following: • Positive / Inverse relationship • Theory behind the relationships • Any boundary conditions for the model • Any control or confounding variables/factors

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