3: Literature Reviews and Hypotheses

3-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Literature Review A literature review is a comprehensive examination of available information that is related to your research topic.

3-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

3-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Lexus Nexus

3-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Google Scholar

3-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Key terms  Variables  Gender, Age, Preference, Purchase Likelihood  Constructs  Satisfaction, Brand Loyalty, Intelligence  Hypothesis (-es)  “Good moods lead to more purchases.”

3-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Conceptualization Conceptualization refers to the development of a model that shows variables and the hypothesized relationships between those variables.

3-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Relationships and variables Dependent variables Independent variables

3-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Relationships and variables Confounding Variables Control Variables

3-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

3-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 A Model of New Technology Adoption Income Education Openness to learning Technology discomfort New technology adoption

3-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Hypothesis A hypothesis is an empirically testable though yet unproven statement developed in order to explain phenomena.

3-13 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Types of Hypotheses  Null  Alternate  Non-directional vs. Directional  Direct (positive) vs. Indirect (negative) relationships

3-14 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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.

3-15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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.

3-16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Examples – Alternate Hypotheses, Directional  We expect higher satisfaction levels to be reported by Safeway shoppers than Lucky shoppers.  We expect to find that males spend significantly more hours online than females.

3-17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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.

3-18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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.

3-19 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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