Running head: SELECTING RESEARCH DIRECTION AND QUESTIONS 1 SELECTING RESEARCH DIRECTION AND QUESTIONS 11 Selecting Research Direction and Questions Name: Instructor: Institutional Affiliation: Article I Journal Title: Achieving consumer trust on Twitter via CSR communication The research seeks to establish means that can be used by companies to relay information on corporate social responsibility on social media platforms particularly twitter in an effective manner. It suggests that the involvement of the consumers and the consumer’s own processing mechanisms have a very vital role in so far as an evaluation of the trustworthiness of the companies is concerned. The topic explored is very relevant since we have seen a continuous trend where various organizations are becoming more and more under pressure when it comes to communicating organizational policies and organizational positions as pertains to corporate social responsibility (CSR). Every market segment needs to be informed about the organization’s good intentions as well as actions so as to have an impression that the corporation is trustworthy. This implies that the market demand that their corporations engage them through dialogue. Notably, the existing academic literature does not have empirical research that seeks to examine impact of asymmetric versus symmetric communication strategies to the consumers. Research Questions i. Which strategies have corporations used in communication with their stakeholders about social corporate responsibility initiatives? ii. Which of the two communication strategies, asymmetric communication and symmetric communication is more effective? iii. What is the role of stakeholder’s personal information processing mechanisms when it comes to evaluation of trustworthiness of corporations? Hypothesis The first hypothesis (H1) states: Asymmetric vs. symmetric CSR communication strategies will have differing impacts on consumer trust in the organization. The second hypothesis (H2) states: Consumer trust is higher among the consumers with high involvement (those being a “green” consumer in symmetric communication. Considering the hypotheses, it clearly emerges that they are closely linked to the study questions. The formulated questions point into integrated communication approach as used in organizations with particular attention being paid to the relevance of the communication approached to corporate social responsibility. They further go on to address and draw parallels between innovative approaches such as symmetric and asymmetric communication techniques and their impacts on the stakeholders. The above are further captured in the hypotheses especially when we look at the consumer concerns about an organization’s initiatives on social corporate responsibility. For instance, scepticism green consumers have on CSR been capture by H2. Generally, green consumers are very much conscious about the environmental impacts of their purchase as we.

1. Running head: SELECTING RESEARCH DIRECTION AND
QUESTIONS 1
SELECTING RESEARCH DIRECTION AND QUESTIONS 11
Selecting Research Direction and Questions
Name:
Instructor:
Institutional Affiliation:
Article I Journal Title: Achieving consumer trust on Twitter via
CSR communication
The research seeks to establish means that can be used by
companies to relay information on corporate social
responsibility on social media platforms particularly twitter in
an effective manner. It suggests that the involvement of the
consumers and the consumer’s own processing mechanisms have
a very vital role in so far as an evaluation of the trustworthiness
of the companies is concerned.
The topic explored is very relevant since we have seen a
continuous trend where various organizations are becoming

2. more and more under pressure when it comes to communicating
organizational policies and organizational positions as pertains
to corporate social responsibility (CSR). Every market segment
needs to be informed about the organization’s good intentions
as well as actions so as to have an impression that the
corporation is trustworthy. This implies that the market demand
that their corporations engage them through dialogue. Notably,
the existing academic literature does not have empirical
research that seeks to examine impact of asymmetric versus
symmetric communication strategies to the consumers.
Research Questions
i. Which strategies have corporations used in communication
with their stakeholders about social corporate responsibility
initiatives?
ii. Which of the two communication strategies, asymmetric
communication and symmetric communication is more
effective?
iii. What is the role of stakeholder’s personal information
processing mechanisms when it comes to evaluation of
trustworthiness of corporations?
Hypothesis
The first hypothesis (H1) states: Asymmetric vs. symmetric
CSR communication strategies will have differing impacts on
consumer trust in the organization. The second hypothesis (H2)
states: Consumer trust is higher among the consumers with high
involvement (those being a “green” consumer in symmetric
communication.
Considering the hypotheses, it clearly emerges that they are
closely linked to the study questions. The formulated questions
point into integrated communication approach as used in
organizations with particular attention being paid to the
relevance of the communication approached to corporate social
responsibility. They further go on to address and draw parallels
between innovative approaches such as symmetric and
asymmetric communication techniques and their impacts on the

3. stakeholders. The above are further captured in the hypotheses
especially when we look at the consumer concerns about an
organization’s initiatives on social corporate responsibility. For
instance, scepticism green consumers have on CSR been capture
by H2. Generally, green consumers are very much conscious
about the environmental impacts of their purchase as well as
their consumption behaviours. A close relationship between the
hypothesis H1 and the research question can be seen by the fact
that H1 tries to suggest that asymmetric and symmetric
strategies are overtly different and their impact on consumer
trust differ.
Analysing the Quality of research questions
The research questions used for this study are well thought and
reflect the direction the qualitative research takes afterwards.
The questions can be seen as articulating what the researchers
want to know about the intentions as well as perspectives of the
stakeholders towards their organization’s social corporate
responsibility. The order in which they appear can be visualized
as conforming to some chronological order thus enhancing the
understanding of the problem under study. They start from a
mere highlight of the issue at hand then to more and more broad
perspectives of corporate social responsibility. There are a
number of reasons that can be pointed out as making the current
research questions work for the study in context. To begin with,
the words are framed in such a way that their phrasing
implicitly makes a link with the theory on consumer view on
their organization’s social corporate responsibility. For
instance, the questions act as a guide helping any reader into
pointing out to the specific areas of theory as pertains to social
corporate responsibility. A good illustration of this is the
highlight on the concerns that the green consumers have about
the purchase decisions they make to the overall well-being of
the environment.
Another good quality that the research questions have is that
they can be adequately answered. The research questions are
seemingly answerable by any form of research. This has been

4. particularly achieved by narrowing the scope of the study to
educated stakeholders. The twitter questions were sent to
consumers coming from the elite class, university students to be
particular. The scope is also specific in that he addresses the
consumers directly. The questions also point directly to the type
of data that is required, that is, data on the consumers
perspectives on a given organization’s social corporate
responsibility. Therefore, such attributes work into making the
research not only smooth but also achievable within specified
timeframe.
Lead questions have been avoided when we look at all the
research questions. This works into narrowing context of the
research and increases focus of the research. Furthermore, there
is no packing of research questions and it is evident that there
are not any multiple sub-questions. The researchers are specific
about what they want to know in each case and have each
question targeting to get information about a given situation
under study. This implies that each aim has been parsed so as to
have a clear set of research questions.
Hypothesis Testing
Statistical approaches namely T-test and Linear Regression
were used in testing the hypothesis. So as to establish if the
different CSR communication approaches have a different
impact on the consumer trust, independent T-test was conducted
on the samples. As statistically relevant difference was found
between the two samples used, that is, p was < 0.05, therefore
supporting hypothesis 1. However, asymmetric communication
as a communication strategy was found to have a higher impact
with a mean of 4.16 and a standard deviation of 0.89 when
compared to the symmetric communication approach whose
mean and standard deviations were 3.99 and 0.91 in that order.
The second hypothesis (H2) was tested using linear regression
model. The outcome of the file was split so as to carry out
comparisons between the results of the two different samples.
Other control variables such as age, twitter usage, credibility of
the tweets coming from an organization and gender were also

5. included after which the results were shown on a table.
Evaluations about the topic under study
As pertains to overall research, I have come to learn that
reflective and interrogative processes are part and parcel of the
development of research questions. Effectively developed
research questions give the shape and direction to any form of
study. Additionally, when conducting qualitative studies, it is
paramount that the researcher institutes an ongoing process of
questioning. It is through the onward process of questioning
that researchers are able to well understand unfolding lives as
well as perspectives of other people. Thus, any study that is
being undertaken is fully shaped through the generation and
refining of the questions.
A lot can learnt from going through this article regarding to
how various organizations can improve the way they
communicate their Corporate Social Responsibility (CSR) on
social media platforms like Twitter. To add to that, I also learnt
how various strategies used in communication can influence the
behaviour depicted by the consumers especially the consumer
trust in corporate behaviour. In light of the strategies used in
communication, there exists a significant gap between the
approaches highlighted in the research questions and
hypothesis. The two approaches of communication, the
asymmetric communication and symmetric communication are
overtly different with the asymmetric communication being
better when contrasted with the symmetric communication. Still
on involvement strategies as used in engaging the consumers, I
have noted that the consumers never appreciate it when they
perceive that their company may be engaging with them so
excessively. Most of the consumers deem excessive engagement
as being a form of self-promotion. This is demonstrated through
negative responses received in twitter. Another important fact to
be noted is that trust is supposed to take a multidimensional
phenomenon that incorporates both rational and emotional
components. Finally, organizational trust is better enhanced
through not only the informational communication but also the

6. transformational communication.
Article II Title: Does expressing subjectivity in online reviews
enhance persuasion?
This article is set to establish the impact of linguistic content
when it comes to persuasion in instances such as the use of
electronic word-of-mouth (eWOM). The research draws on the
congruity theory as well as selectivity model in proposing that
subjectivity and objectivity are effective in day to day
communication. Furthermore, the study proposes that
subjectivity and objectivity are highly effective more so when
used in online review. However, this relies on whether an
experience will be hedonic or utilitarian in nature. Other
consideration involve if the decision maker in context will be a
man or woman. Finally, the study examines the psychological
mechanism that underlies proposed impacts.
This research is important since it is the first to explore the
issue of subjectivity and objectivity as an influencing factor
when we look at online reviews. I am sure that the findings
from the current research can work into the growing literature
dealing with the impacts of linguistics on eWOM. Apart from
that, the research will definitely widen the general
understanding of the conversational models for hedonic
consumption besides utilitarian consumption for consumer-
generated contents. Other impacts can also be established along
the influence gender differences have on dispensation of the
online reviews.
Initial Research Questions
i. How does subjectivity and objectivity as used in day to day
communication affect persuasion in electronic word of mouth
(eWOM)?
ii. Can the influence of subjectivity or objectivity expressions
in an online review be deemed as being contingent on whether

7. the consumption experience is primarily hedonic or utilitarian?
iii. Which psychological mechanism underlies the proposed
effects of linguistic content as used in communication?
Quality of questions used in this study
Having selected the key topic for the research, the researchers
proceeded into framing key initial research questions as well as
hypothesis in a way that is focused. They use concepts and
relationships that guide the framework for developing research
questions that bear a close relationship with the underlying
theory. The manner in which the research questions have been
arranged in a chronological order provide a platform that helps
in capturing data that is in conformity with the underlying
theoretical concepts and relationships.
The questions that have been posed have three main qualities
that make them qualify into being well thought research
questions. Just at a glance, anyone going through them gets a
rough idea of what that is being analysed and investigated by
the topic. They are clear yet concise. In fact, they capture the
topic under study in form of purpose, the target population
which includes online users and finally the variables. The
questions start with simple causal questions that try to compare
the two phenomena under study and then tries to explore if the
anticipated relationship. Next, there is a descriptive question
that seeks to describe the phenomena particularly the change
brought about by linguistic context. The third and last question
is a comparative question that is geared into examining the
difference that exists within different groups, particularly
across the gender divide as pertains to the impacts subjectivity
and objectivity has on their purchase decisions.
I also like the way the questions have been organized in a rather
sequential order. They start with a descriptive question that
tries to question the existence of a phenomenon in systematic
way. For instance, the question, “Can the influence of
subjectivity or objectivity expressions in an online review be
deemed as being contingent on whether the consumption

8. experience is primarily hedonic or utilitarian?” This means the
study defined the key terms hedonic and utilitarian then set out
into looking for the existence of at the same depending on the
type of gender at the time purchase decisions were made by the
men. In a similar manner, the study would go into relating the
linguistic context in online reviews with hedonic consumption
among the men and finally try to establish the relationship
between objectivity and utilitarian consumption among the
women. As explained above, shows such a well thought process.
The researcher then progress into formulating causal questions
that try to question the underlying reasons for the relationship
observed. This can be seen from the third research question,
“Which psychological mechanism underlies the proposed effects
of linguistic content as used in communication?” From here, it
can be seen that the researchers are well interested in
determining if there could be an intervention or some other
activity that led into some change in the variables. Such a
progression and structural approach in formulating and ordering
the research questions shows a well thought process.
Testing of the hypothesis
The current study did not rely on any kind of application or
software in testing the hypothesis. Instead, simple experimental
design was used for the purpose of testing the hypothesis. The
steps followed were straight forward, there researchers created
four versions of online stimuli after which they requested the
participants to go through the reviews that had been processes
then proceed into completing a survey that had been designed.
Conclusion
Going through this exercise has enabled me to learn a new
methodology as used in design of research. I was able to learn
and know how experimental design can be used in testing
hypotheses. Regarding reflections about the topic, I have learnt
that the expression of subjectivity versus objectivity when
processing online reviews works into affecting the purchase
intentions of any market segment although differently.
The purchase intentions are impacted differently across the

9. genders. To the men, the expression of subjectivity or
objectivity boosts their purchase intentions under hedonic
context. On the contrary, the expression of subjectivity or
objectivity as online reviews are being processed affects their
purchase decisions under the utilitarian context among the
females. Furthermore, the current study carried out a mediation
analysis whose findings denoted that perceived relevance that
comes along with any review is attached to the psychological
mechanism that explains the joint efforts of the linguistic styles,
the type of consumption in addition to the purchase intentions
that sharply differ based on gender lines.
References
Jana Kollat, Francisca Farache . (2017)."Achieving consumer
trust on Twitter via CSR communication", Journal of Consumer
Marketing, Vol. 34 Issue: 6, pp.505-514
Stephanie Q. Liu, Marie Ozanne, Anna S. Mattila, (2018) "Does
expressing subjectivity in online reviews enhance
persuasion?", Journal of Consumer Marketing, Vol. 35 Issue: 4,
pp.403-413
Running Head: RESEARCH
RESEARCH

10. Research
Students Name
University Affiliation
Professor’s Name
The article I picked is headed “Role of innovation in the
relationship between organizational culture and firm
performance” A case study of the banking sector in Turkey
(Uzkurt et al., 2013). The main purpose of this research was to
assess and examine innovation as a mediating role on the
relationship between a firm’s performance and the
organizational culture. Basically the researcher wanted to
quantify the role that innovation plays in a firm’s performance
as well as an organization’s culture. In this current business
environment where there is stiff competition, innovation and
inventions are key for a company gaining a competitive edge
over other, this also applies to the banking sector, but also not
only innovation but also the organizational culture that is
applied by companies or firms is also somewhat critical to the
success or failure of a company.
Organizational culture is basically that standards, assumptions
or a way of conduct in which a company or organization
operated by. Organizational culture guides how a company
executes its daily activities as well as how the company relates
within itself, with its customers as well as with other firms.
Currently there are many startups that are building up globally,
offering almost similar products or services, an organizational
culture can give a competitive edge, where consumers want to
belong to such a relatable culture for instance environmentally
friendly culture within a firm will attract consumers who prefer
green service.
On the other hand organizational innovation is essential in
ensuring a firm, organization or company remains relevant and
up to date. Innovation will help companies get new customers
while still maintaining its market share (Uzkurt et al., 2013).

11. Hence then it is important for a company to be innovative and
inventive with the goods and services they provide as well as in
the way they conduct their day to day activities, since
innovations can help cut cost of production and cost of
operation significantly which saves the firm or organization a
lot of money.
Examining these two major drivers (organizational innovations
and organizational culture) of the firm’s performance is critical
to quantifying their exact effect or contribution and as well as
showing the lack of benefits if they are not implemented in the
firms operations. That is where this research paper comes in to
examine the role of innovation in the relationship between
organizational culture and a firm’s performance (Uzkurt et al.,
2013).
The researcher came up with intriguing findings that suggested
that innovation plays a big role in a company’s performance
while organizational culture on the hand had an insignificant
regression coefficient on the dimensions that would reflect a
firm’s culture when it’s paired together with organizational
innovation. This means that separated both organizational
innovation and organizational culture can influence the firm’s
performance but when they are put together or correlated in a
single setup innovation will have a greater influence than the
organizational culture on the performance of the firm (Prasadet
al., 2001).
The importance of this paper is that it can help guide a company
by describing the positive effects of innovativeness within a
firm as well as the benefits of a good organizational culture.
The paper has sorted out all the dimensions or parameters that
are used to measure a firm’s performance and shown the
relationship each dimension has with organizational innovation
and organizational culture.
Research Questions
1. Does the innovative organizational culture positively
associate with innovation?
2. Does the innovative organizational culture positively

12. associate firm performance?
3. Does innovation positively associates with the firm
performance?
4. Does innovation mediate the relationship between innovative
organizational culture and firm performance? (Uzkurt et al.,
2013)
The researcher has used three measures that can be used to
assess a firm’s performance, these include first profitability,
secondly is market share and finally market value. The higher
these figures are the higher the success or the better the
performance of a company (Uzkurt et al., 2013).
Hypothesis
The hypothesis has been broken down to reflect how each of the
three measures of the firm’s performance is influenced by either
organizational innovation or organization culture.
Organizational culture and innovation
H1. Innovative organizational culture is positively associated
with innovation.
Innovation and firm performance.
H2a. Innovative organizational culture is positively associated
with profitability.
H2b. Innovative organizational culture is positively associated
with market share.
H2c. Innovative organizational culture is positively associated
with market value (Uzkurt et al., 2013).
Innovation and firm performance
H3. Innovation is positively associated with firm performance.
Mediating effect of innovation
H4a. Innovation mediates the relationship between innovative
organizational culture and profitability.
H4b. Innovation mediates the relationship between innovative
organizational culture and market share.
H4c. Innovation mediates the relationship between innovative
organizational culture and market value (Uzkurt et al., 2013).
Each hypothesis tries to measure each variable within the
research topic: Role of innovation in the relationship between

13. organizational culture and firm performance (Uzkurt et al.,
2013). The major variables are innovation, organizational
culture and firm performance (profitability, market share and
market value). The first hypothesis tries to show the
relationship between organizational culture and innovation
specifically whether they positively associate with each other.
The second hypothesis is on the association between the
organizational culture and the firm performance specifically
whether organizational culture positively associate with each of
the three measures of firm performance. Then the third
hypothesis is on the relationship between innovation and firm
performance specifically whether innovation is positively
associated with firm performance. And finally the fourth
hypothesis on the mediating attribution of innovation,
specifically looking at the innovation mediates the relationship
between innovative organizational culture and all the three
measures of firm performance (profitability, market share and
market value) (Uzkurt et al., 2013).
All these hypotheses have systematically targeted all the three
major variables within the research topic.
Quality of research questions and hypothesis
According to the layout of how the researcher has approached
the research topic in relation the hypothesis I would say its spot
on. The foremost important thing when coming up with research
questions or hypothesis is identifying both the dependent and
independent variables, and in some cases mediating variable.
The research on this note was spot on, he or she was able to
identify the main variables in the topic and from this variable he
or she came up with relevant research questions and hypothesis
that will be measure and tested to either justify or not justify
the hypothesis to find raw facts (Prasadet al., (2001). The other
aspect of ensuring hypothesis reflect the research topic is
showing the systemic relationship between the variables you are
trying to research on, on this the researcher was also spot on, he
or she systematically arranged the each variables and showed
the relationship between each variable independently and later

14. went on to show the mediating roles of the variables (Uzkurt et
al., 2013).
The other quality of good research questions and hypothesis is
that they are realistic and can be measured. Hypothesis need to
answer or quantify a variable that is intended to be measured.
The researcher set clear research questions that related well
with the topic and most importantly can be realistically
measured. Each research question can be answered by most
form of research approaches, which is a big positive. The other
aspect is the scope of research within which the hypothesis and
research questions are set need to be slightly narrow for more
accurate and precise data to be collected. In this case the
research was also on track in that the scope of the research was
slightly narrow with a few movable aspects that can easily be
measured to give precise and accurate information.
The other aspect of a good research question and hypothesis is
its specificity, that is, the manner in which it is specific
(Wallace, 2013). Specifically targeting certain variables in a
research helps create a systematic sense and organization. The
research was specific to pick the three most commonly used
measures of firm performance which were the firm’s
profitability, its market share and its market value. The
researcher also avoided lead questions when coming up with the
research questions this ensured that the research works into
narrowing context as well. It allowed the researcher to focus on
the nitty gritty aspects of the research without bombarding the
research with a lot of research questions and working frames.
Specificity also ensures continuity of the research, the research
becomes fluid and it becomes easy to keep track of all the
questions, hypothesis and findings that go in line with the
research questions and hypothesis. This allowed the researcher
to arrive to his or her specific targets which were then answered
realistically to give out data that were in the findings (Wallace,
2013).
Testing the hypothesis
The research methodology used was a survey based research

15. where they collected data with the aid of questionnaires from
154 branches of the ten most noticeable banks in Turkey. The
questionnaire was designed in a manner that focused on each
research question; it also focused on the variables present in the
research topic. The independent variable being organizational
culture was measured by the innovative organization culture
scale developed by Chang and Lin (2007). They developed 4
working construct in which they categorized characteristics of
organizational culture as cooperativeness, consistency,
innovativeness, and effectiveness. The aspects of the innovative
organization culture scale contain of six questions and a five-
point Likert scale was used to rate these items from 1 = strongly
agree to 5 = strongly disagree (Uzkurt et al., 2013).
For mediator variable which is Innovation in the banking
process was measured by the innovation scale developed by
Darroch and Jardine (2002). The innovation measures used were
incremental innovations, innovations that offered advantages or
benefits to consumers; and innovations that had a degree of risk
the business. The researcher also importantly included the
perspective of the consumers. which allowed to calculate the
consumer base perspectives of innovation It consists of 11 items
with a five-point Likert scale was employed to rate these items
from 1 = strongly agree to 5 = strongly disagree (Uzkurt et al.,
2013).
Finally was the Dependent variable which was the company
performance, this was measure through several perspectives
within the questionnaire financial and non-financial, business
unit performance, or organizational performance; judgmental
and objective. The three items that were also used to measure
firm performance categorically included profitability of the
organization, the market share, and the market value which are
the most commonly used and also acceptable parameters of firm
performance (Glynn & Raffaelli, 2010). Since this was a
judgmental score or measure the questionnaire tried to inquire
from the correspondents for their individual assessment of the
firm performance in relation to their competitors which

16. basically ranged from poor to excellent. There was a minor
category within the questionnaire that collected data on the
demographic variable which was basically from the
demographic characteristics and job position of each of our
respondents (Uzkurt et al., 2013).
Data was then collected from the already selected sample
population, after which it was organized, analyzed and then
presented to give a picture that addressed all the research
questions that were previously set.
They then went on to test their hypothesis where they majorly
used regression analysis. They used Baron and Kenny (1986)
regression procedure to examine the mediation consequence of
innovation that was present on the relationship between
organizational culture and firm performance (Uzkurt et al.,
2013). The regression analysis procedure proposed that the
independent or explanatory variable which was organizational
culture should be related independently or separately to both,
the dependent variable and the mediator variable, firm
performance and innovation respectively. Organizational culture
was put as an independent variable in the regression analysis
while innovation on the other hand was included as both a
mediator and dependent variable. Based on the analysis of the
correlation results we developed a premise that suggested that
organizational culture is associated to both organizational
innovation and the firm performance. In case the regression
coefficient related with organizational culture is
inconsequential when both the organizational culture and
innovation are simultaneously encompassed as explanatory
variable in a regression equation, then it was presumed that
innovation had a mediating role on the relationship between
organizational culture and firm performance. The regression
analysis technique and procedure allowed us to show clear
correlation between the variables and show the clear mediating
role of innovation to both the independent and dependent
variables organizational culture and firm performance
respectively (Glynn & Raffaelli, 2010).

17. The regression analysis helped to test for all the four
hypotheses that were present in the research which then yielded
clear results.
Evaluations of the Variables
As for my overall take on this research study there are few
points I would definitely want to comment on. First there are
not really any variables within the scope of the research that the
researcher failed to look at, in fact the research measured all the
three main variable that is the independent, dependent and
mediator variable (Organizational culture, firm performance and
innovation respectively) in a systematic manner, he went on to
also measure all the subsequent variables that describe the
dependent variable (firm performance). The researcher
formulated research questions that revolved around his variables
and sort to find the association between the dependent variable
(firm performance) and independent variable (Organizational
culture), association between the dependent variable (firm
performance) and mediator variable (innovation), the
relationship between the independent variable (Organizational
culture) and the mediator variable(innovation) and finally how
the mediator variable(innovation) mediates the association
between the dependent (firm performance) and independent
variable (Organizational culture) (Uzkurt et al., 2013).
This was followed by a thorough hypothesis setting that looked
into all the variables and their relationships. As you can see
above there are no new variables that can be added in relation to
the scope of the research.
Evaluations about the topic under study
Overall there are several aspects I have learned about this
research study. First I have come to learn that for a precise and
accurate analysis it is important to have a narrow scope that
address the points in question directly, this will help to set
specific research questions that are realistic and can be
answered easily. The other aspect I learned in the process is that
the questionnaire should address each measurable variable
separately in an organized manner to ensure the flow of onward

18. questioning that will help get accurate findings.
When it comes to analysis and testing hypothesis that have a
mediator variable it is recommended to use regression analysis
and correlation coefficients that will help you come up with a
clear picture as to the significance of the relationship of the
variables (Wallace, 2013). To add to this I also learnt that for
accurate findings it is important to independently measure each
variable before coming up with a relationship coefficient, this
way an individual can follow up the research step by step and
understand how each variable exists and how they link up with
one another (Glynn & Raffaelli, 2010).
In general I have come to understand that innovation and the
culture of the organization play a massive part in the
performance of any business, actually the higher the
innovativeness the better the chances of having a successful
company. Innovation can easily gave a company a competitive
advantage over its rivals, this coupled with a good and health
organizational culture then the company becomes successful
without a doubt (Uzkurt et al., 2013). With the rise in
competition within the business environment such competitive
advantages will a long way to ensure a company or organization
retains and/or increases their customer flow, increase market
value, increases profit margins and overall increases its market
share, this will also result to out doing all the firm’s rivals and
competitors.
References
Glynn, M. A., &Raffaelli, R. (2010). Uncovering Mechanisms

19. of Theory Development in an Academic Field: Lessons from
Leadership Research. Academy of Management Annals, 4, 359-
401. doi: 10.1080/19416520.2010.495530
Prasad, S., Rao, A., & Rehani, E. (2001). Developing hypothesis
and research questions. Retrieved from
http://www.public.asu.edu/~kroel/www500/hypothesis.pdf
Uzkurt, C., Kumar, R., SemihKimzan, H., &Eminoğlu, G.
(2013). Role of innovation in the relationship between
organizational culture and firm performance: A study of the
banking sector in Turkey. European Journal of innovation
management, 16(1), 92-117.
Wallace, R. (2013). Research questions, hypothesis, and
variables. Retrieved from
https://www.youtube.com/watch?v=_BmjujlZExQ
R- Case 5 instructions
DEVELOPING A RESEARCH MODEL
Assignment Overview
Based on your general research direction, please pick one recent
(last 5 years) paper from either one of these top journals. The
paper should differ from the ones you picked in Case 3 and Case
4, and should have hypotheses in it.
Journal of Accounting Research, Journal of Finance, MIS
Quarterly, Academy of Management Journal, Journal of Applied
Psychology, Journal of Marketing, or Journal of Consumer
Research.
Case Assignment
Write a paper which addresses the following issues with regard
to the paper you picked:
1. What is the research topic of the paper? Why is it important?
2. What is/are the research question/s? Note that these can be
implied or explicitly stated in the papers you have chosen.
3. What is the overall theory of this paper? Use a figure model

20. as needed.
4. Think of variables (one IV, one moderator, and one mediator)
which the authors did not discuss and can influence their model.
Develop at least three hypotheses for these effect (one for each
– IV, moderator, mediator), and justify your hypotheses.
5. Conclude your report with a paragraph or so evaluating the
entire exercise in terms of what you have learned and your
reflections on the topic.
Please organize your paper in a scholarly way. Add section
titles when necessary. Explain your logic and when appropriate,
use external sources and use proper citations.
The paper is usually between 5 and 12 pages long.
Assignment Expectations
1. Able to search for academic papers.
2. Able to understand the key research questions, hypotheses,
types of variables and research models in papers.
3. Able to understand and articulate the importance of research
models.
4. Able to understand research models and how they relate to
research questions.
5. Able to construct hypotheses with regards to IV, mediators
and moderators.
6. Answer the questions with clarity, depth and critical
thinking.
7. Completeness and coherence: Chain of thought is easy to
follow.
8. Collected relevant evidences and consulted additional
papers/resources to support the propositions.
9. Paper is clearly written with appropriate format. Reference
list is complete. Citation is properly done.
My notes:
My Hypothesis: The market demand and organizational culture
defines innovation and performance in a company
Cite sources within your comment to support your statements.
Include references, properly formatted

21. 8 Pgs
Attached my Case 3 and 4 assignment
Required Reading
Steiner, E. (1988). Methodology of theory building. Retrieved
from https://www.indiana.edu/~tedfrick/steiner/Methodology%2
0of%20Theory%20Building.pdf
Gioia, D. A., & Pitre, E. (1990). Multiparadigm perspectives on
theory building. Academy of Management Review, 15(4), 584-
602. doi: 10.2307/258683
Watch:
Vary Your Stats. (2010). Deviant square episode 1: Mediator,
moderator, and suppressors: Part 1. Retrieved
from https://www.youtube.com/watch?v=72Tll7AeMjw
Gaskin, J. (2010). A simple guide to mediation. Available
at https://www.youtube.com/watch?v=9mf7nIAlH5c
Loar, L. (2014). Independent and dependent variables.
Retrieved
from https://www.youtube.com/watch?v=eDdMOMdh1jM
Optional Reading
Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building
from cases: Opportunities and challenges. Academy of
Management Journal, 50(1), 25-32.
George, J. M., & Jones, G. R. (2000). The role of time in theory
and theory building. Journal of Management, 26(4), 657-684.
doi: 10.1016/s0149-2063(00)00051-9
Klein, K. J., Tosi, H., & Cannella, A. A. (1999). Multilevel

22. theory building: Benefits, barriers, and new
developments. Academy of Management Review, 24(2), 243-
248.
Martyn, G. (n.d.) Experimental Method: IV + DV. Retrieved
from http://www.showme.com/sh/?h=DMuRmbY
Judkins, B. (2014). IV & DV math specific. Retrieved
from https://www.youtube.com/watch?v=hooWlUwv4y8