2. Clarity in Research Questions and Hypotheses
• Research questions make it easier to understand what is
perplexing managers and to indicate what issues have to be
resolved.
• A research question is the researcher’s translation of the
marketing problem into a specific inquiry
3. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
4. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
5. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
6. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
7. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
8. Relationships Between Variables
• The relationship between variables can be
explained in various ways such as:
– Presence /absence of a relationship
– Directionality of the relationship
– Strength of association
– Type of relationship
9. Relationships Between Variables
• Presence / absence of a relationship
– E.g., if we are interested to study the customer
satisfaction levels of a fast-food restaurant, then
we need to know if the quality of food and
customer satisfaction have any relationship or not
10. Relationships Between Variables
• Direction of the relationship
– The direction of a relationship can be either
positive or negative
– Food quality perceptions are related positively to
customer commitment toward a restaurant.
11. Relationships Between Variables
• Strength of association
– They are generally categorized as nonexistent, weak,
moderate, or strong.
– Quality of food is strongly associated with customer
satisfaction in a fast-food restaurant
12. Relationships Between Variables
• Type of association
– How can the link between Y and X best be
described?
– There are different ways in which two variables
can share a relationship
• Linear relationship
• Curvilinear relationship
