CHAPTER 7
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Research Method in Marketing
Research Questions
and Hypotheses
Virlya Putri Fisandy
21311635
Khoirunnida Yasmin
21311338
CHAPTER 7
UII
Table of Contents:
I
Introduction
II
Qualitative Research Questions
III
Quantitative Research Questions
IV
Mixed Methods Research Questions and
Hypotheses
V
Summary
I INTRODUCTION
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Introduction
When researchers plan a study, they use clear
markers to guide the reader. The first marker is
the purpose statement, which sets the main
direction for the study. From this broad purpose,
the researcher narrows down to specific questions
to be answered or hypotheses to be tested. This
chapter starts by explaining key principles for
creating and writing different types of research
questions:
qualitative,
quantitative,
and
mixed
methods, as well as objectives and hypotheses.
II QUALITATIVE RESEARCH QUESTIONS
Qualitative Research
Questions
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In
a
qualitative
study,
researchers
ask
research
questions instead of setting specific goals or making
hypotheses. These questions come in two types: a
main question and smaller subquestions. The main
question is broad and explores the central topic of the
study without limiting the scope. To create this
question, researchers ask, "What is the broadest
question I can ask?"
In qualitative research, the goal is to explore all the
factors around the main topic and understand the
different perspectives of the participants.
II QUALITATIVE RESEARCH QUESTIONS
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The guidelines for writing broad qualitative research questions:
Ask one or two central questions followed by no more than five to seven
subquestions.
Relate the central question to the specific qualitative strategy of inquiry.
Begin the research questions with the words what or how to convey an open and
emerging design.
Focus on a single phenomenon or concept.
Use exploratory verbs that convey the language of emerging design.
Expect the research questions to evolve and change during the study in a manner
consistent with the assumptions of an emerging design.
Use open-ended questions
Specify the participants and the research site for the study, if the information
has not yet been given.
II QUALITATIVE RESEARCH QUESTIONS
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Qualitative Central Questions Example
Padula and Miller ( 1999) conducted a multiple case study that described the
experiences of women who went back to school, after a time away, in a psychology
doctoral program at a major Midwestern research university. The intent was to
document the women's experiences, providing a gendered and feminist perspective
for women in the literature. The authors asked three central questions that guided
the inquiry:
(a) How do women in a psychology doctoral program describe their decision to return
to school?
(b) How do women in a psychology doctoral program describe their reentry
experiences?
(c) How does returning to graduate school change these women’s lives?
III QUANTITATIVE RESEARCH QUESTIONS AND HYPOTHESES
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Quantitative Research
Quantitative
Question
Hypotheses
inquire about the relationships
predictions the researcher makes
among variables that the
about the expected relationships
investigator seeks to know. They
among variables. They are numeric
are used frequently in social
estimates of population values based
science research and especially
on data collected from samples.
in survey studies.
III QUANTITATIVE RESEARCH QUESTIONS AND HYPOTHESES
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Guidelines for writing good quantitative research questions and
hypotheses
Variables are used in three main ways: comparing groups on an independent variable affecting a
dependent variable, relating independent variables to dependent variables, or describing
responses to these variables.
Rigorous quantitative research tests theories with specific research questions or hypotheses
included in the theory.
Independent and dependent variables must be measured separately to reinforce cause-andeffect logic.
Write research questions or hypotheses, not both, unless hypotheses build on questions.
Hypotheses can be null (predicting no relationship) or alternative (predicting an outcome based
on prior literature).
Directional hypotheses make specific predictions (e.g., "Scores higher for Group A"), while
nondirectional hypotheses predict a difference without specifying direction.
Use non demographic variables as independent and dependent unless focusing on demographic
predictors, which typically serve as intervening or moderating variables.
Maintain consistent word order to clarify variables' roles, placing the independent first and the
dependent last.
III QUANTITATIVE RESEARCH QUESTIONS AND HYPOTHESES
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A Model for Descriptive
Questions and Hypotheses
1. Start with descriptive questions to describe
each independent and dependent variable, as
well as important intervening or moderating
variables.
2. Follow with inferential questions or
hypotheses to relate variables or compare
groups.
3. Add inferential questions or hypotheses that
control for variables.
III QUANTITATIVE RESEARCH QUESTIONS AND HYPOTHESES
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A Model for Descriptive Questions and Hypotheses
Example:
A researcher examines the relationship between critical thinking skills (independent variable) and
student achievement (dependent variable) in eighth-grade science classes. The study controls prior
grades and parents' educational attainment.
Descriptive Questions:
1. How do students rate on critical thinking skills?
2. What are students' achievement levels (grades) in science
classes?
3. What are students' prior grades in science classes?
4. What is the educational attainment of the parents?
Inferential Questions:
1. Does critical thinking ability relate to student achievement?
2. Does critical thinking ability relate to student achievement
when controlling for prior grades and parents' educational
attainment?
IV MIXED METHODS RESEARCH QUESTIONS AND HYPOTHESES
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Mixed Methods Research Questions and
Hypotheses
A strong mixed methods study starts with a
research question that uses both quantitative
(numbers-based)
and
qualitative
(description-
based) methods. This approach helps gather
thorough data to answer research questions and
test hypotheses effectively.
IV MIXED METHODS RESEARCH QUESTIONS AND HYPOTHESES
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Key Points for Presenting Research Questions in a Mixed
Methods Study
1. Types of Questions:
Start with quantitative questions/hypotheses.
Introduce qualitative questions later.
Include a mixed methods question integrating both strands.
2. Order of Questions:
Two-phase project: Follow the sequence of phases.
Single-phase project: Arrange by the dominant method.
3. Purpose and Nature of Study:
Refine and focus the purpose statement.
Integrate quantitative and qualitative findings in the mixed methods question.
IV MIXED METHODS RESEARCH QUESTIONS AND HYPOTHESES
Ways to combine different kinds of research
questions in a mixed methods study
1. Write separate quantitative and qualitative questions/hypotheses,
either at the start or as they emerge in stages. This approach focuses
on each method separately.
2. Write separate quantitative and qualitative questions/hypotheses,
followed by a mixed methods question. This emphasizes both
approaches and their combined strength.
3. Write only a mixed methods question that reflects procedures or
content, highlighting integration between quantitative and qualitative
phases for a comprehensive study approach.
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V SUMMARY
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Summary
Research questions and hypotheses help focus the
purpose of a study and guide the reader.
In qualitative research, researchers ask at least one main
question and several subquestions. These broad
questions allow participants to share their ideas and
focus on one main topic.
In quantitative research, researchers write either
questions or hypotheses. Questions can start with
simple descriptions and move to more complex
comparisons or relationships.
For mixed methods research, researchers create
questions that combine both qualitative and quantitative
elements.
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Welcome for any questions and
thank you for
listening
Virlya Putri Fisandy
21311635
Khoirunnida Yasmin
21311338