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Framing Hypothesis
By: Prof. Monali Jani
The Process
• Identifying Management Dilemma
• Defining Management Question
• Defining Research Question
• Formulating Research Objectives
• Critically Reviewing the literature
• Formulating Hypothesis
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3/18/2018
3/18/2018
• Symptom
▫ Consumers prefer the taste of competitor’s brand
• PD based on the Symptom
▫ What type of reformulated taste is needed?
• True Problem
▫ Old-fashioned package influenced taste perception
Symptoms vs. Problems
• Research Questions
▫ How familiar are consumers with the various brands
of computers?
▫ What attitudes do consumers have toward these
brands?
▫ How important are the various factors for evaluating
the purchase of a laptop computer?
▫ How effective are the communications efforts of the
various competitive marketers in terms of message
recognition?
Errors in Defining the Market Research
Problem Common
Errors
Problem Definition
Problem is too Narrow
Definition is too •May Miss Some
Broad Important Components
•Does Not Provide of the Problem
Guidelines for •e.g. Changing Prices in
Subsequent Steps Response to a
•e.g., Improving the Competitor’s Price
Company’s Image Change.
“Bad” vs. “Good” Research Questions
Examples:
• H1: Increase in the advertisement campaign leads
to increase in the sales
• H2: A poor advertisement campaign leads to
decrease in the sales.
Role and Functions of Hypothesis
• Guides the direction of the study
• Identifies facts that are relevant and those are
not
• Suggest the form of most appropriate research
design
• Provides framework for organizing the
conclusions of that results
What is a Strong Hypothesis?
• Adequate for its purpose
• Testable
• Better than its rivals
Important Issues During Hypothesis
Formulation
• Identifying Variables
• Operationalization (Ex. Big Picture-Testable
Hypothesis, Population-Sample)
• Research Method and Measurement
• Choosing a significance test (which hypothesis is
right)
• Generalization (Conclusions applied to real world)
• Validity and Reliability
• Errors in Research (Type 1 : accept the research hypothesis
when null hypothesis is correct
Type 2: reject the research hypothesis even if the null hypothesis is
wrong)
Development of Research Questions &
Components of the
Marketing Research
Hypothesis
Problem
Analytical
Research Framework
Questions and
Models
Hypotheses
Analytical Framework & Models
• Research questions & hypotheses are developed
within analytical frameworks
▫ Basically, theories & models
• Theory suggests that satisfaction improves morale
& perceptions
• A sales manager who wants to increase market
share (management problem) may
▫ Ask how to encourage salespeople to generate more sales
(research question)
▫ State that (based on theory) higher job satisfaction leads
to greater sales productivity (hypothesis)
Research Ethics
• Ethics are norms or standards of behavior that guide
moral choices about our behaviors and our
relationships with others.