CONCEPTUAL FRAMEWORK, HYPOTHESIS DEVELOPMENT AND
DESCRIPTIVE RESEARCH DESIGNS
The Conceptual Framework:
The primary purpose of the conceptual framework is to lead to hypotheses that are subject
to testing. The conceptual framework may be viewed as an analysis of the research
problem using a theory. In a conceptual framework development, the theories are
identified and then used in a conceptual analysis of the specific research problem.
Need for a theoretical/ Conceptual framework in research:
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A theoretical framework is a conceptual model of how one theorizes or makes
logical sense of the relationships among the several factors that have been
identified as important to the problem.
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The Theoretical framework discusses the interrelationships among the variables
that are deemed to be integral to the dynamics of the situation being investigated.
Developing such a conceptual framework helps us postulate or hypothesizes and
test certain relationships and thus to improve our understanding of the dynamics
of the situation.
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From the theoretical framework, then, testable hypotheses can be developed to
examine whether the theory formulated is valid or not. The hypothesized
relationships can thereafter be tested through appropriate statistical analysis.
Variables
A variable is anything that can take on differing or varying values. The values can differ
at various times for the same object or person, or at the same time for different objects or
persons.
Type of variables:
– The dependent variable.
– The independent variable (also known as the predictor variable)
– The moderating variables.
– The mediating variables.
The Dependent variable
The dependent variable is the variable of primary interest to the researcher. The
researcher’s goal is to understand and describe the dependent variable, or to explain its
variability, or predict it. It is the main variable that lends itself for investigation as a viable
factor. Through the analysis of the dependent variable, it is possible to find answers or
solutions to the problem.
The Independent variable
An independent variable is the one that influences the dependent variable in either a
positive or negative way. That is, when the independent variable is present, the
dependent variable is also present, and with each unit of increase in the independent
variable, there is an increase or decrease in the dependent variable also. (the variance in
the dependent variable is accounted for by the independent variable.
The Moderating variable
The moderating variable is one that has a strong contingent effect on the independentdependent variable relationship. That is, the presence of a third variable (the moderating
variable) modifies the original relationship between the independent and the dependent
variables.
For example, the relationship between Sales promotion and Purchase intention are
influenced or affected by the salary or wealth of the individual. Here Sales promotion is
the independent variable and purchase intention is the dependent variable. Salary is the
moderator.
Sales
Promotion
Purchase intention
Salary of the
individual
Mediating variable
A mediating variable is also known as intervening variable. In statistics, a mediating
variable refers to the variable that explains how, rather than when an effect will occur by
accounting for the relationship between the independent and dependent variables.
For example, the brand loyalty is surely depend on the product quality, but product
quality leads to customer satisfaction and customer satisfaction leads to brand loyalty.
Customer
satisfaction
Brand Loyalty
Product Quality
In the above conceptual model, relationship between Product quality and Brand loyalty
is mediated by customer satisfaction.
Hypotheses and hypotheses testing
A primary function of the conceptual framework is to lead to hypotheses relevant to the
research problem. Hypotheses result from the reasoning done in the conceptual
framework.
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Hypotheses need to be testable and refutable.
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Hypotheses are tentative assertions that are subject to testing.
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Hypotheses can take the form of a simple proposition of an expected
outcome, or can assert the existence of a relationship
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Quantitative hypotheses are subject to empirical testing, the most common
form being a statistical test
Conceptual framework example:
The above Conceptual model presented above clearly shows the variables under the
study. The researcher tests the factors influencing an individual’s choice selecting a
college for his/ her studies. We can write the hypotheses of this model as given below.
H1: There is a relationship between cost of the studies and college choice decision
H2: There is a relationship between Location and college choice decision
H3: There is a relationship between High School personnel and college choice decision
H4: There is a relationship between Peers and friends and college choice decision
H5: There is a relationship between Programs offered and college choice decision
H6: There is a relationship between Campus visit and college choice decision.
DESCRIPTIVE RESEARCH: SURVEY AND OBSERVATION
Descriptive research, is used to describe characteristics of a population or phenomenon
being studied. It does not answer questions about how/when/why the characteristics
occurred. Rather it addresses the "what" question (What are the characteristics of the
population or situation being studied?)
Survey and observation are the two common research methods in practice.
Survey methods
The survey method of obtaining information is based on questioning respondents.
Perhaps the biggest issue researchers’ face is how to motivate respondents to candidly
answer their questions. Questions regarding behavior, intentions, attitudes, awareness,
motivations, and demographic and lifestyle characteristics all lend themselves to survey
research.
Main advantages of Survey methods:
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Ease: Questionnaires are relatively easy to administer.
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Reliability: Using fixed-response (multiple-choice) questions reduces variability in
the results that may be caused by differences in interviewers and enhances
reliability of the responses.
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Simplicity: It also simplifies coding, analysis, and interpretation of data.
Disadvantages
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Respondents may be unable or unwilling to provide the desired information.
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Structured data collection involving a questionnaire with fixed-response choices
may result in loss of validity for certain types of data, such as beliefs and feelings.
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Properly wording questions is not easy.
Classification of Survey Methods
Personal In-Home Interviews
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Respondents are interviewed face-to-face in their homes.
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The interviewer's task is to contact the respondents, ask the questions, and record
the responses.
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In recent years, the use of personal in-home interviews has declined.
Mall-Intercept Personal Interviews
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Respondents are intercepted in shopping in malls.
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The process involves stopping the shoppers, screening them for appropriateness,
and either administering the survey on the spot or inviting them to a research
facility located in the mall to complete the interview.
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While not representative of the population in general, shopping mall customers do
constitute a major share of the market for many products.
Computer-Assisted Personal Interviewing (CAPI)
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The respondent sits in front of a computer terminal and answers a questionnaire
on the screen by using the keyboard or a mouse.
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Help screens and courteous error messages are provided.
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The colorful screens and on- and off-screen stimuli add to the respondent's interest
and involvement in the task.
Self-Administered Surveys
This is a data collection technique in which the respondent reads the survey questions
and records his or her own answers without the presence of a trained interviewer.
Advantages:
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Low cost per survey
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Respondent control
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No interviewer-respondent bias
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Anonymity in responses
Disadvantages
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Minimum flexibility
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High non response rate
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Potential response errors
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Slow data collection
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Lack of monitoring capability
Mail Surveys
A typical mail interview package consists of the outgoing envelope, cover letter,
questionnaire, postage-paid return envelope, and possibly an incentive.
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Those individuals motivated to do so complete and return the questionnaire
through the mail.
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There is no verbal interaction between the researcher and the respondent.
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Individuals are selected for cold surveys through mailing lists the client maintains
internally or has purchased commercially.
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The type of envelope, the cover letter, the length of the questionnaire, and the
incentive (if one is offered) all affect response rates.
Mail Panels
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Once the individuals have been admitted to the panel, detailed demographic and
lifestyle data are collected on each household.
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The researcher uses this information to select targeted mailing lists within the
panel based on client needs.
Email Surveys
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If the addresses are known, the survey can simply be mailed electronically to
respondents included in the sample.
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Respondents key in their answers and send an e-mail reply.
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Email surveys are especially suited to projects where the email lists are readily
available, such as surveys of employees, institutional buyers, and consumers who
frequently contact the organization via email (e.g., frequent fliers of an airline).
Internet Surveys:
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An Internet survey is a questionnaire posted on a Web site that is self-administered
by the respondent.
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The questions are displayed on the screen and the respondents provide answers
by clicking an icon, keying in an answer, or highlighting a phrase.
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Web survey systems are available for constructing and posting Internet surveys.
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The researcher can obtain at any time survey completion statistics, descriptive
statistics of the responses, and graphical display of the data.
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As compared to email surveys, Internet surveys offer more flexibility, greater
interactivity, personalization, automatic skip patterns and visual appeal.
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Several Web sites, such as WebSurveyor, surveymonkey, Google form etc. allow
users to design surveys online without downloading the software.
A Classification of Observation Methods:
Personal Observation:
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A researcher observes actual behavior as it occurs.
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The observer does not attempt to manipulate the phenomenon being observed but
merely records what takes place.