3: Literature Reviews and Hypotheses

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Literature Review

A literature review is a comprehensiveexamination of available information that is related to your research topic.

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Reasons for conducting a literature review

Clarify the research problem and questions

Uncover existing studiesSuggest research hypothesesIdentify available scales, measures

variables and methodsAvoid duplication of effort

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Lexus Nexus

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Google Scholar

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Key terms

VariablesGender, Age, Preference, Purchase Likelihood

ConstructsSatisfaction, Brand Loyalty, Intelligence

Hypothesis (-es)“Good moods lead to more purchases.”

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Conceptualization

Conceptualization refers to the development of a model

that shows variablesand the hypothesized

relationships between those variables.

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Relationships and variables

Dependent variables

Independent variables

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Relationships and variables

Confounding Variables

Control Variables

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Process of Conceptualization

Identify Independent and Dependent variables Specify relationships between the variablesDevelop theory that justifies those relationshipsSpecify “boundary conditions” for relationships,

if anyIdentify any control or confounding variables

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A Model of New Technology Adoption

Income

Education

Openness to learning

Technology discomfort

New technology

adoption

+

+

+

-

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Hypothesis

A hypothesis is an empirically testable though yet unproven statement

developed in order to explainphenomena.

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Types of Hypotheses

NullAlternate

Non-directional vs. DirectionalDirect (positive) vs. Indirect (negative)

relationships

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Examples - Null Hypotheses

There is no significant difference between the preferences toward specific banking method exhibited by white-collar customers and blue-collar customers.

No significant differences exist in requests for specific medical treatments from emergency walk-in clinics between users and nonusers of annual preventive maintenance health care programs.

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Examples – Alternate Hypotheses, Non-directionalThere is a significant difference in

satisfaction levels reported by Safeway and Lucky shoppers.

Significant differences exist between males and females in the number of hours spent online.

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Examples – Alternate Hypotheses, Directional

We expect higher satisfaction levels to be reported by Safeway shoppers than Lucky shoppers.

We expect to find that males spend significantly more hours online than females.

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Examples – Alternate Hypotheses, Direct (positive)

More studying is related to higher GPAs.Friendlier salespeople generate higher

sales revenues.Increases in advertising lead to higher

sales.

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Examples – Alternate Hypotheses, Indirect (negative)

Students with high GPAs consume less alcohol than those with lower GPAs.

The more pressure to close sales perceived by salespeople, the fewer follow up, “relationship-building” sales calls made.

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ACTIVITY: Formulating Research Objectives and Hypotheses

Develop a simple research objective. Formulate a simple hypothesis for your

research objective. Specify the following:Positive / Inverse relationshipTheory behind the relationshipsAny boundary conditions for the modelAny control or confounding variables/factors