Lecture 2

Question 1

What are the 3 levels of the philosophy of science?

Answer 1

1. Philosophical choices
2. Research desing choices
3. Data collection & data analysis choices

Question 2

What are the goals of the research design?

Answer 2

1. Predict
2. Prove
3. Explain
4. Explore
5. Describe
6. Understand

-answer how and why questions

Question 3

Why should you use phylosphy of science and link the three levels.

Answer 3

1. Research design methods can be guided by philosophical arguments
2. Creates a stronger methodocigal coherence and depth if proper philosophical arguments are being used
3. Taking clear philosophical stands can also guide you in your design and data collection/analysis choise
4. Startin in clear views on how you view the world and how you view knowloedge creation typically “push” you in certain directions when formulating research aims and set design of the study

Question 4

Why philosphical perspectives in marketing?

Answer 4

Products exist
Consumer exist
Consumers buy products
This can be studies

Question 5

Which line of arguing (inferences) do you know?

Answer 5

1. Inductive Inference
2. Deductive Inference
3. Retroductive/abductive inference

Question 6

Explain inductive inference and give an example.

Answer 6

From observations to law/theory/proposition.

All the swans you have seen in your life are white, so you suggest a theory that all the swans in the world are white.

Question 7

Explain deductive inference and give an example.

Answer 7

From law/theory/propostion to observation.

Start with a theory, that all men are mortal, go to a specific case, Socrates is a man and conlcude that Socrates is mortal

Question 8

Explain retroductive/abductive inference and give an example.

Answer 8

Hypothtically stating a “matter-of-fact” -new theory

Experiencing a lawn that is wet and inferring that is rained, state rain as a common cause of a wet lawn, allthough there could be other explanation ike a springler

Question 9

Explain which facts constitue to a good inductive inference and explain the problems to them.

Answer 9

1. Number of observations forming the basis of a generalization must be large -> What is a large number?
2. The observations must be repeated under a wide variety of conditions -> What is a wide variety of conditions?
3. No accepeted observation statement should conflict with the derivend law -> How about unobservables?

Question 10

What are the differences in qualitative Data & Method and Quantitative Data & Method?

Answer 10

Qualitative:

1. NOT numbers, but are verbally described in categories that are not easily quantified
2. Used to describe new phenomena and difficult theories

Quantitaive:

1. Data can be and are specified in numbers