Download free eBooks at bookboon.com
Marketing Communications
Advertising Research
METHODS OF TESTING RESEARCH HYPOTHESES
- Analysis of variance and covariance of experimental designs.
- Statistical analysis techniques such as correlation, regression, chi-square test and others
can be used. - Modeling – by developing models and manipulating them to gather information supporting
the hypothesis to ascertain whether it is true or false. - Observing necessary data or information for testing the hypotheses that can be obtained
by observing the research subjects. - Survey research can also be carried out to collect the needed data or information.
- Relevant documentary evidence can assist in testing the hypotheses.
- Speculation and logical analysis technique can be used to determine whether hypotheses
are logical with other hypotheses. For example, if unemployment leads to lack of money
and lack of money leads to social problem, then the hypotheses that unemployment leads
to social problem can be logically acceptable. - Consulting experts to determine the validity of hypotheses.
RESEARCH DESIGN
RESEARCH DESIGN is the basic plan, which guides the data collection and analysis phases of the research
project.
It is the framework, which specifies the type of information to be collected, the sources of data, and the
data collection procedure. Research design ensures two things:
- The study will be relevant to the problem
- The study will employ economical procedures
It should be noted that there is no standard or idealized research design to guide the research because
many different designs may achieve the same objective. The objective of the research project usually
determines the characteristics desired in the research design. Research objectives are dependent upon
the stages of the decision-making process for which information is needed.
Three types of research have been identified to serve stages of decision-making process:
- Exploratory Research
- Conclusive Research
- Performance-monitoring Research