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Consumer Behavior Research. Outline. Domains of research Substantive domain Conceptual domain Methodological domain Correlational research Experimental research Internal vs. external validity. The three domains of research (Brinberg and McGrath). Substantive domain. Conceptual domain.

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Outline
Outline

  • Domains of research

  • Substantive domain

  • Conceptual domain

  • Methodological domain

    • Correlational research

    • Experimental research

    • Internal vs. external validity


The three domains of research brinberg and mcgrath
The three domains of research(Brinberg and McGrath)

Substantive

domain

Conceptual

domain

Methodo-

logical

domain


The substantive and conceptual domains
The substantive and conceptual domains

  • Substantive domain:

    • the real-world problem that is the focus of the research;

  • Conceptual domain:

    • the theoretical representation of the real-world problem;

    • usually stated as propositions or hypotheses expressing relationships between theoretical constructs;


Expertise, source attractiveness,

message quality and attitude change


The methodological domain
The methodological domain

  • the approach taken to investigate the real-world problem;

  • theoretical constructs are tied to manipulated or measured observed variables via correspondence rules;

  • the validity of theoretical propositions is inferred from associations between observed variables;

  • two types of research:

    • correlational research

    • experimental research


Expertise, source attractiveness,

message quality and attitude change


Types of research
Types of research

  • correlational research: the variables of interest are measured and the existence and possibly strength of the relationship between them is assessed by various methods (e.g., by computing a correlation);

  • experimental research: preferred research strategy for testing causal hypotheses because of two features:

    • experimental control of extraneous variables

    • experimental manipulation of the variable(s) of interest


Experimental effects
Experimental effects

  • main effect:

    • a main effect is the effect of an independent variable on the dependent variable when the effect of other independent variables is ignored (i.e., averaged over);

  • interaction effect:

    • an interaction effect is present if the effect of an independent variable on the dependent variable depends on the level of (an)other independent variable(s);


Interpreting the results of experiments

persuasion

47.6

68.3

expert

source

attractive

source

45.6

66.2

no arguments

presented

arguments

presented

no arguments

presented

arguments

presented


Interpreting the results of experiments

persuasion

58.4

81.3

expert

source

attractive

source

45.6

66.2

no arguments

presented

arguments

presented

no arguments

presented

arguments

presented


Interpreting the results of experiments
Interpreting the results of experiments

persuasion

45.6

81.3

expert

source

attractive

source

58.4

66.2

no arguments

presented

arguments

presented

no arguments

presented

arguments

presented


Internal vs external validity
Internal vs. external validity

  • internal validity: question of whether there is a relationship between the observed and/or manipulated variables and whether there is a causal relationship between the variables in the form in which they were manipulated and/or measured;

  • external validity: question of whether generaliza-tions can be drawn about higher-order constructs from research operations and whether observed relationships can be generalized to and across populations of persons, settings, and times;


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