Key Elements of Scientific Research Variable: A dimension along which individual attributes (e.g.

. people, events, and objects) can vary (i.e. data can be collected and measured) Any observation that can take on different values Attribute: a specific value on a variable e.g. Hypothesis: Testable proposition about the relationship between two or more variables/ concepts/ constructs, Suggested explanation of phenomenon H1: Female students have more positive attitude towards research than male students. H2: Male students perform better than female students in research courses.

Null Hypothesis (Statistical Hypothesis)

Suggested explanation of phenomenon Previous Knowledge Basic Assumption Others Statement of no change from the previous condition Strict condition + Equal sign Null Hypothesis otherwise Alternative Hypothesis Null Hypothesis: Equal, No difference, Insignificant, Independent etc...
Alternative Hypothesis (Research Hypothesis)

Contradicts the Null There is an effect. What you want to prove? Theory: A theory is an explanation of a set of related observations or events based upon tested hypotheses

and verified multiple times by detached groups of researchers. Unifying explanation for a set of verified, proven hypotheses A theory is valid only until new, contradictory evidence is found. e.g: General Theory of Relativity, Atomic Theory, Quantum Theory
Concepts:

A set of meanings abstracted from our experiences (e.g; brand awareness)

Constructs:

Encompass multiple concepts (Brand awareness may encompass the concept of brand recognition and brand recall) Conceptualization Operationalization