fast food is consumed? – Does the amount of children under 5 in a household differ from the amount of fast food consumption? • Problem with these examples? These questions are nonsensical (i.e., you cannot compare apples and oranges). In what sense asking these questions helps us “better understand” the consumer attitude/behavior we are trying to study • We are able to identify factors that influence consumer attitude/behavior • Gain an understanding of the relative importance of these factors • Identify any gaps that exist • Managerial implication – Identify key factors that require the company to put more effort behind – Targeting Example • Say if we find that perception of staff friendliness is really important for overall satisfaction, but perception of professionalism has no effect on overall satisfaction. We should emphasize friendliness more in training the service staff. • If satisfaction differs by customers’ gender, the company needs to consider re-training the staff to better serve customers of a particular gender What is an analytical model or framework? • Sort of looks like a mind map • a set of variables or concepts related in a specified manner to represent the main phenomenon underlying the MRP you are trying to investigate • In another word, the model describes the key variables/concepts involved in your MRP and the important relationship between them (especially the ones you are studying) • In actual research project, a model guides your formulation of RQs How to describe a model • Diagram - direct and immediate (like a map or flowchart), but could be ambiguous • Verbal description - the concepts/constructs and their relationships are stated in prose form • Better to use both How do I come up with an analytical model? • Find one in the wilderness (read: prior research on the subject) (more on this next week) • Or you can create your own through abstraction and conceptualization – Identify the key factors that make up each of your MRP components – Put them on a piece of paper – Keep the ones that are important – Revise and refine the draft • For the same phenomenon, different researchers could come up with very different models Why do we need a model? • It helps us to understand and communicate the essence of the MRP
• It helps you to think about the MRP more systematically • The main task involved in solving the MRP is often to test the key relationships in the model – i.e., research questions and hypotheses Specification of Information Needed • How various variables/concepts are operationalized • For this unit (and assignment 1) – for each variable, you need to pin-point which question
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- overall satisfaction, RQS