Summary (Gravetter&Forzano) - 1.1 Research Methodology...

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1.1 Research Methodology - pseudoscience (unsupported by empirical evidence) vs. science - research methods : collection and interpretation of information to make the best possible decision 1.2 Methods of knowing and acquiring knowledge (nonscienti c approaches) - tenacity : holding on to ideas and beliefs simply because they have been accepted as facts for a long time or because of superstition. Problem : information acquired might not be accurate. - intuition : Information is accepted as true because it feels right. Problem : no mechanism for separating accurate from inaccurate knowledge. - authority : nd answers by seeking out an authority on the subject. Problem : not necessarily accurate; no questioning of information. a) faith : variant of the method of authority; people have unquestioning trust in the authority gure and accept information from the authority without doubt or challenge (e.g. small kids and parents). - 1 -
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- rationalism : seeking answers by logical reasoning. Begin with a set of known facts or assumptions and use logic to reach a conclusion or get an answer to a question.
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  • Spring '14
  • Direct observation

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