THE RESEARCH PROCESS:

THEORETICAL FRAMEWORK AND

HYPOTHESIS DEVELOPMENT
Chapter 4
Objectives
Identify and label variables associated with any given
situation
Trace and establish the links among the variables and
evolve a theoretical framework
Develop a set of hypotheses to be tested and state
them in the null and alternative hypotheses
Apply what has been learned to a research project
Theoretical Framework
Definition of a theoretical framework

represents your beliefs on how certain

phenomena (or variables or concepts) are related
to each other (a model) and an explanation of why
you believe that these variables are associated
with each other ( a theory)
Theoretical Framework
Introducing definitions of the concepts or
variables in your model
Developing a conceptual model that provides a
descriptive representation of your theory
Coming up with a theory that provides an
explanation for relationships between the
variables in your model
 Operationalising Variables
Dimensions and elements: An example

C
Motivation

No mood Work on Engage in D

to relax their own challenging jobs

C Concept
E
Thinks of work Does not
even at home have hobbies D Dimension

E Element
Example of Theoretical Framework

Intelligence

Qualification
Confidence to
Do work
Work experience

Support from
boss
Variables
Defined as anything that can take on differing
or varying values.
Discrete variables are also known as
discontinuous variables or categorical variables.
Can be nominal (male or female), multiple
category (blood types, races, educational level,
social status, place of birth and hobbies)
Continuous variables variables that
represent continuous progression (height,
weight, age etc.)
 There are FOUR types of
variables
Dependent variables
Independent variables
Types of Moderating variables
Variables Intervening variables
Dependent Variable
The dependent variable (also known as criterion
variable variable which vary depending on the
independent variable) A dependent variable is the
variable of PRIMARY INTEREST to the researcher
The researchers goal is TO understand and describe
the dependent variable, or to explain its variability,
or predict it
A dependent variable is called dependent because
its value is dependent on the INFLUENCE (OR
CAUSED) by other variables
For example, the level of job satisfaction (a dependent
variable) may be influenced by how much salary (another
variable) a person earns
Independent Variable

An independent variable is ONE that influences the

dependent variable in either a positive way or negative way
When the independent variable is present, the dependent
variable is also present, and with each unit of increase in the
INDEPENDENT VARIABLE, there is an increase or decrease
in the DEPENDENT VARIABLE also
The independent variable (also known as the predictor
value can be manipulated or varied)
Ex y = mx
y = ___________________
x = ___________________
Independent variable Dependent variable

Customer
Customer loyalty satisfaction
4 main types of variables
The moderating variable
The mediating variable

Example:
An applied researcher wants to increase the
performance of bank employees in a particular
branch. What is the dependent variable in this
case?
continue
Example:
A marketing manager believes that limiting the
availability of a product increases product
desirability? What is the dependent variable here?

Example:
A manager believes that good supervision &
training will increase the production level of
workers.
continue
Example:
A marketing manager believes that selecting
physically attractive spokespersons and models to
endorse their products increases the
persuasiveness of a message
 Moderating Variable
A moderating variable is one that has A STRONG CONTINGENT
EFFECT on the independent variable-dependent variable
relationship
The presence of a third variable (moderating variable)
MODIFIES the original relationship between the independent
and the dependent variables
Whenever the relationship between the independent variable
and the dependent variable becomes CONTINGENT OR
DEPENDENT ON ANOTHER VARIABLE, we say the third
variable has a moderating effect on the independent-dependent
variable relationship
Independent variable Dependent variable

Customer Customer
loyalty satisfaction
Customer Moderating variable
recognition
 Moderating Variable
An Example
A moderating variable is a variable that has contingent effect
between the independent and dependent variable.
It affects the strength of the relationship between the
independent and dependent variable or it makes the relationship
between the independent and dependent variable possible.
Eg Let us say we want to find out if attitude towards a product
influences our intention to buy the product. We also want to find
out if positive recommendations from friends will strengthen the
influence of attitude towards intention to buy..
Independent variable Dependent variable
Confidence in
Intelligence doing work

Age
Moderating variable
 Intervening Variable (Mediating)
An intervening (mediating) variable is one that SURFACES
BETWEEN THE TIME the independent variable START
operating to influence the dependent variable and the time
their impact is felt on it

Influence of others Intention to buy Buying behavior

Independent variable Intervening variable Dependent variable

 Theoretical Framework
A good theoretical framework IDENTIFIES and
LABELS the important variables in the situation that
are relevant to the problem defined.
and identified through such processes such as
interviews, observations, and lit review.
Experience and intuition also guide the
development of the theoretical framework.
The framework logically describes the
INTERCONNECTIONS among the variables
(independent, dependent, and if necessary,
moderating and intervening)
The variables considered relevant to the study
should be clearly defined
 Theoretical Framework
FIVE basic features in any theoretical framework
Variables considered relevant to the study should be clearly
IDENTIFIED and LABELED in the discussion
Discussions should state HOW two or more variables are
related to one another
If the nature and direction of the relationships can be
theorized (derived from previous research), then there should
be a DISCUSSION as to whether the relationships would be
positive or negative
There should be A CLEAR EXPLANATION why we can
expect the relationships to exist (logical linkage or conceptual
linkage)
A SCHEMATIC DIAGRAM of the theoretical framework should
be drawn so we can easily comprehend the theoretical
relationships
Conceptual framework
Describes how the concepts in the model are
related to each other. A schematic diagram of
the conceptual model helps the reader to
visualize the theorized relationships.
the conceptual framework describes the
relationship between specific variables
identified in the study. It also outlines the
input, process and output of the whole
investigation. The conceptual framework is
also called the research paradigm.
 Hypothesis Development
Definition of a hypothesis as a tentative, yet
testable, statement, which predicts what you expect
to find in your empirical data
Thus it is a logically conjecture (suppose)
relationship between two or more variables
expressed in the form of a testable statement
Relationships are conjectured on the basis of the
network of associations established in the
theoretical framework
A hypothesis must be expressed in a way that is
testable (measured) and falsifiable (possible of
being proved true or false)
 Hypothesis Statements
There are THREE WAYS (format) to
write hypothesis statements:
IF-THEN hypothesis statements
Directional / Non directional
hypothesis statements
Null and Alternate hypothesis
statements
 Statement of Hypothesis
Format: IF-THEN Statements
If-Then statements
Examples:
If children watch less television, then they will be
more creative
If an employee is trusted to make decisions in
doing her job, she will be loyal to the organization
If a customer is given many choices of products to
buy, she will not likely make any purchase
If the amount an employee is paid is based on her
performance, she will be more productive
 Statement of Hypothesis
Format: Directional and Non-Directional
Directional hypothesis statement is when we state the
relationship between two variables (or comparing two groups)
as POSITIVE, NEGATIVE, MORE THAN OR LESS THAN
Example:
The higher the income of married couples, the less children will
they want to have
The more years a person is employed at the same organization,
the more she will be loyal to the organization
Non directional hypothesis statements are those that do
postulate a relationship or difference, but offer no indication
of direction
Example:
There is a difference in body weight between salary levels of
employees
There is a difference between gender and hours spent shopping
 Statement of Hypothesis
Format: Null and Alternate Hypothesis
Null and alternate hypothesis

The NULL STATEMENT is expressed as NO (significant)

relationship between two variables or no (significant) difference
between two groups of people
The alternate hypothesis, which is the opposite of the null, is a
statement EXPRESSING a relationship between two variables
or indicating differences between groups
Example:
(Null hypothesis) (Ho) There is no relationship between gender and
average speed of driving a car
(Alternate hypothesis) There is a relationship between gender and
average speed of driving a car
 Statement of Hypothesis
Format: Null and Alternate Hypothesis

Null and alternate hypothesis

When using null and alternate hypothesis to test hypothesis,
our objective is TO FIND evidences TO REJECT the NULL
hypothesis

By running a specific STATISTICAL ANALYSIS, we try to find

the probability of error if we reject the null hypothesis
Steps in hypothesis testing
State the null and alternate hypothesis
Choose the appropriate statistical test
depending on whether the data collected are
parametric or nonparametric
Determine the level of significance desired
(p=0.05, or more, or less)
See the output results from computer analysis
indicate that the significance level is met.