Reliability and Validity

1. Marketing Research
Lecture-6 : Induction & Deduction
Faculty : Ravi Kumar Singh, International School of management Patna

2. Lecture-6 : Induction & Deduction
● Topics to be covered :
● Concept of Induction & Deduction

3. Deduction & Induction
● In logic, we often refer to the two broad methods of
reasoning as the deductive and inductive approaches.
● Deductive reasoning works from the more generalised
theory to the more specific.
● It is also known as a “Top-down” approach

4. Deduction
TOP
Down
Approach

5. Example of Deductive reasoning
● Start with an existing theory
Low cost airlines always have delays
● Formulate a hypothesis based on existing theory
If passengers fly with a low cost airline, then they may experience delays
● Collect data to test the hypothesis
Collect flight data of low-cost airlines
● Analyse the results: does the data reject or support the hypothesis?
A. 90 out of 100 flights of low-cost airlines are delayed = Accept hypothesis

6. Inductive Reasoning
● Inductive reasoning means, moving from specific observations to broader
generalizations and theories.
● It is also known as a “bottom up” approach.
● In inductive reasoning, we begin with specific observations and measures,
begin to detect patterns and regularities, formulate some tentative
hypotheses that we can explore, and finally end up developing some
general conclusions or theories.

7. Model of Inductive reasoning:
BOTTOM
UP
Approach

8. Example of Inductive reasoning:
● Observation (few)
A. Your flight is delayed by 1 hr. It is a low cost flight.
B. Dog named Alpha and Beta of your apartment have fleas
C. Elephants depend on water to exist
● Observe a pattern (more observations)
A. Another 20 out of 25 flights from low-cost airlines are delayed in last one three days.
B. When observed 10 out of 13 dogs were having flees.
C. When observed dogs, goats and cows also depend on water to exist.