Journal Article Research Critique

Journal Article Research Critique - 1 Running head: JOURNAL...

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1 Running head: JOURNAL ARTICLE RESEARCH CRITIQUE Journal Article Research Critique Terrance L. McKnight ORLJ 4009: Understanding Behavioral Research Dr. Buontempo April 20, 2010
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2 JOURNAL ARTICLE RESEARCH CRITIQUE 1. The purpose of the research was to “investigate the effect of music on the perceived characteristics of a commercial listening environment and on customers’ purchase intentions therein” (North & Hargreaves, 1998). In the case of this research, student diners in a collegiate cafeteria were used as the subjects. The nature of the research was experimental, due to the fact that establishing causality between variables was the objective of the researchers. 2. Based on McGrath’s circumplex, the research strategy used in this article was a field experiment, which appropriately addressed the research question. Because the effect of music (independent variable) on the perceived characteristics of a commercial listening environment (dependent variable) and on customers’ purchase intentions therein (dependent variable) was the objective of the research, causality needed to be established. Thus, a research strategy that allowed for the manipulation and subsequent measurement of these variables was needed. Additionally, the setting of the experiment needed to be as uncontrived as possible, because subjective and/or unconscious variables such as perceived characteristics and purchase intentions are hard to measure when the subjects are aware that they are involved in an experiment. The research design employed is the Static-Group Comparison design. This design is represented below: X O X O X O O (O – Testing/observation/or measurement, X – Experimental event or variable) The experimental variable was the use of a particular musical genre. The control group set up was subjected to no music, hence no “X” for the fourth group in the design. The measurement used, the questionnaire, was given to all three musical genre groups, as well as the control group.
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3 JOURNAL ARTICLE RESEARCH CRITIQUE This design, even operating at optimal effectiveness, was not appropriate to address the experimental question at hand. This was because the three tenets of a true experiment – randomization, manipulation and control, and causality – were not all fully addressed using this design. While a true experiment was needed to answer the question of whether the music has an effect on the perceived characteristics and/or purchase intentions (as opposed to a mere correlation), this design was at best one of a quasi-experiment. Random sampling was accomplished because there was no control involved with who
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This note was uploaded on 06/01/2011 for the course ORL 1000 taught by Professor Buontempo during the Spring '11 term at Columbia.

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Journal Article Research Critique - 1 Running head: JOURNAL...

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