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Samenvatting Academic Marketing Competences
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Summary of Academic Marketing Competences modules. By creating and using this summary, I got an 8 for the test.
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Module 2 The business problemThe 7-step deductive research process
1. Define the business problem
2. Formulate the problem statement
3. Develop a theoretical framework (incl. hypotheses)
4. Choose a research design
5. Collect data
6. Analyze data
7. Write-up
Deductive reasoning (more used) =
reasoning based on theory, testing theory
(close questions survey, experiments)
Inductive reasoning = reasoning based on
data, building theory (interviews,
document analysis)
Differences:
Deductive Inductive
Outcome Conformation Newly theory
Purpose Identify variables, validate Provide evidence
hypothesis
Data collection Close questions survey, Observation, document
experiments analysis
Analyzing data Use statistical analysis Look for same variables
1. Define the business problem
Occurs when there is a gap between the Actual State and Desired State, with Two types:
1. The actual situation is seriously wrong
2. The actual situation is not seriously wrong, but can be improved
What makes a good business problem
1. It is Feasible = it is doable
- Is the problem demarcated? (not to big?)
- Can the problem be expressed in variables?
- Are you able to gather the required data?
2. It is Relevant
- Managerial relevant:
1. managers:
- of one company
-of one industry
-of multiple industries
2. end users
3. public policy makers
, - Academic relevant
1. completely new topic
2. new context
3. integrate scattered research
4. reconcile contradictory research
Variables:
1. should vary at different times for the same person/firm, or at the same time for different
persons/firms.
2. should be measurable
3. should be concrete.
Different types of variables:
•Independent, dependent, moderating, mediating variables
•Continuous and categorical variables
•Overarching groups(includes everything)
Module 3 Formulating a Problem Statement and Research Questions
Business problem to a problem statement through Preliminary research (1. Organization
context 2. Extant literature)
A good problem statement:
- Formulated in terms of variables and relations
- Open ended questions
- Stated clearly/unambiguously
- Managerial and academically relevant
Good research questions:
- Should collectively address the problem statement
- First theoretical, then practical research questions
- Stated clearly
Theoretical questions
Context question: Only if context needs elaboration
Conceptualization question: Only for the key variables that needs elaboration
Relationship questions: All relationships in the problem statement should be covered.
Practical research questions
Relationship questions: To what extend does X affect Y?
Implication questions: how can practitioners implement your results? Open ended.
Mediating variable: between independent and dependent variables = a variable that
explains the mechanism at work between X and Y. = mediator/MED
1. Full mediation: MED fully explains the relationship between X and Y (rarely occurs)
2. Partial mediation: MED partially explains the relationship between X and Y
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