2. WAYS OF KNOWING 1.INTUITION OR TENACITY I just "feel it" 2.AUTHORITY Bible, grandmother, expert 3.LOGIC Deducing the answer 4.SCIENCE Empirical test

3. …each is useful Some are best for particular questions. For example, what is the fastest way to Calgary? 1.WHICH WAYS OF KNOWING WOULD "WORK?" 2.WHICH IS “BEST?”

4. THEORY A statement of general knowledge based on basic concepts EXAMPLES: The great hunter causes trees to change color. Trees change color in the fall because of frost. Trees change color in the fall because of the light.

5. Types of theory Verbal –Customers are more satisfied than non-customers Graphical Mathematical –Satisfaction =.3 (visit satisfaction) +.7 (purchase satisfaction) VisitPurchaseSatisfaction

6. FUNCTIONS OF THEORY ORGANIZES OUR EXPERIENCES - focuses us on relevant factors EXTENDS OUR KNOWLEDGE - leads us to generalizations and predictions STIMULATES AND GUIDES INQUIRY - searches for explanations and causes

7. A GOOD THEORY: EXPLAINS current observations PREDICTS future events is USEFUL [practical applications] is SIMPLE[R] than other explanations is TESTABLE [theory can be falsified]

8. Theories are nets cast to catch what we call “the world”: to rationalize, to explain, and to master it. We endeavor to make the mesh ever finer and finer. Karl R. Popper Quote of the Day

9. The End