Quantitative Business Research Methods–Day 1 Fall2021 Sami ...

QuantitativeBusiness ResearchMethods ndash Day 1

Fall 2021Sami Kajalo

Introduction and Practicalities

Learning outcomes

Upon completion of the course students will be able to carry out quantitative empirical research More specifically they will be able to1 Define research problems and research designs2 Understand the role of theory and concepts in empirical research3 Choose appropriate samples and empirical material for particular research

problems4 Analyze empirical material5 Report empirical research6 Define appropriate evaluative criteria for empirical research

Practicalities

bull All course information is at MyCourses (mycoursesaaltofi)bull There is no compulsory attendance on our online meetingsbull For best learning results use your own laptop during online meetingsbull Recommended software for your own laptop

bull Install Mendeley from mendeleycombull Install SPSS software from downloadaaltofi

How to complete this course

bull Two options see MyCourses website and choose the one that fits best for you

Practicalities Coursebookbull Coursebook Malhotra NK Birks DF and

Nunan D (2017) Marketing Research An Applied Approach 5 Edition Pearson ISBN-10 1292103124 ISBN-13 9781292103129 Chapters 1-5 and 10-30

bull You can also use2020-edition Nunan D Birks DF and

Malhotra K (2020) Marketing Research Applied Insight 6 Edition Pearson Print ISBN 9781292308722 1292308729 e-Text ISBN 9781292308760 1292308761 Chapters 1-5 and 10-30

2012-edition Malhotra N K Birks D F and Wills P (2012) Marketing research An Applied Approach 4 Edition Harlow Financial Times Prentice Hall ISBN 0273725858 No need to read Chapters 6-9 (Qualitative research)

bull A limited number of course textbooks are available at the library (both e-book and printed)

Why this course is important

bull All this is needed for conducting quantitative masterrsquos thesisbull Reading journal articles requires methodological knowledgebull Companies do mostly quantitative market research Quantitative

research methods 78 in 2018 while the share of qualitative research at 14 (ESOMAR Global Market Research Report 2019)

bull Quantitative research is more important as there is more data available and analyzing that data can be a competitive advantage

bull Big data is also huge social and political question Eg see The Great Hack which is a 2019 documentary film about the FacebookndashCambridge Analytica data scandal

Why are we here

1 To help you to do a better Masterrsquos thesis more easily Whether itrsquosquantitative or qualitative does not matter even though mostly thisis about quantitative research

2 To learn quantitative methods together 3 To provide tools and ideas for life-long learning So that you are

anytime ready to find top quality knowledge from any subject4 To make learning an interactive social and fun (possible ) thing

Install IBM SPSS Statisticsfrom downloadaaltofi to yourcomputer (we start using it in the next lecture)

Research Process Theory and Practise

Research Process

Source Nunan et al (2020) Marketing Research - Applied Insight Sixth Edition


The Role of Theory


Research questions and hypotheses bull Research questions (RQs) are refined statements of

the specific components of the problem

bull A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher Often a hypothesis is a possible answer to the research question

A conceptual map for approach to the problem


Exploratory vs Conclusive Research



Systematic Literature Review(Part 1) Finding the MostImportant Journal Articles

What Are the Best Academic Journalsbull There are thousands of

Academic Journals publishing millions of research articles every year

bull First you have to find our what are the the best journals in your field

bull Financial Times keeps a list of 50 most important journals in business sciences -gt google ldquoFinancial Times Top 50 Journalsrdquo

19

Financial Times Top 50 Journals

bull From this list you can choose a couple of journals you want to follow check a couple of times a year what they have published

bull For example if you are a marketing scholar you might want to follow 5 marketing journals 3 management journals 1 business ethics journal and one managerial journal like Harvard Business Review

20

ABS Journal Quality Guidebull Chartered Association of

Business Schoolsrsquo have in their website lsquoAcademic Journal Guidersquo

bull Their website is free but requires registration You can also google lsquoABS Academic Journal Guide pdfrsquo

bull In early 2020 the most recent guide is from 2015

bull It ranks journals by discipline eg Marketing Finance Strategy

21

ABS Journal Quality Guide

bull The best journals get a ldquo4rdquo-ranking

bull Lowest ranking is ldquo1rdquobull Even the journals with ranking

ldquo1rdquo are decent There are lots of journals below that

bull This guide is the easiest way to check how good a specific journal is

22

Getting Access to Journal Articles

bull Most articles you can read and download by just having Aalto account and password

bull For some articles you need VPN (=Virtual Private Network) connection to Aalto

bull Almost all articles are available these ways for free

23

Simple Way to Search and Download Articles Google Scholarbull You can search articles with

Google Scholar httpscholargooglecom

bull In order to read and download articles go to Google Scholar settings and add Aalto University to the list of libraries

bull Instructions are available at httplibguidesaaltofie-resourcelinkinggoogle-scholar

bull Following instructions you get SFX-link next to journal articles and clicking it takes you to PDF-file

24

Google Scholar has also information and statistics about researchers

25

Virtual Private Network (VPN)

bull Some library services require use of Virtual Private Network (VPN)

bull Cisco AnyConnect VPN software can be downloaded from httpdownloadaaltofi

bull There you find also instructions how to install it

bull When using the VPN all traffic goes through the Aalto network and you have access to all library services

26

Library homepagebull All library databases are at

httplibguidesaaltofibusinessbull From there you can access e-

books search journal articles access newspapers such as Financial Times and Kauppalehti

bull Two most important things there are 1) accessing specific journal and 2) searching many journals with Web of Science

27

All Library Databases primoaaltofibull All library databases are at httpprimoaaltofibull From there you can access e-books search journal articles

access newspapers such as Financial Times and Kauppalehtibull Two most important things there are 1) accessing specific journal

and 2) searching many journals with Web of Science

28

Library Accessing Specific Journal

1 Go to httpprimoaaltofi2 Search the journal you want

to access eg ldquoHarvard Business Reviewrdquo

3 Choose database (usually the first one is ok sometimes you have to try others)

4 Now you should see all issues from 1922

29

Harvard Business Review

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Library Searching Multiple Journals with Web of Science1 Go to httpfinnaaaltofi2 Search ldquoWeb of Sciencerdquo3 Choose and go to ldquoWeb of Science ndash

Cross Searchrdquo4 Now you can search a topic eg

ldquoSharing Economyrdquo5 The database is like Google Scholar but

includes mostly journal articles from good journals That makes searching relevant articles easier

6 You get the article as pdf-file by clicking Viewitaalto

7 Clicking journalrsquos name gives also lsquoimpact factorrsquo of the journal The higher the impact factor the better the journal (rule of thumb greater than 15 is a very good journal)

31

Checklist for Deciding What to Read

1 Is the topic of your interest2 What is the quality of the

journal 3 How many times the article

has been cited You see that in Google Scholar or Web of Science

4 Is the article new or still relevant

32

Systematic Literature Review(Part 2) Example amp Learning Exercise

Example Systematic literature review in practice (my research with Dr Song)bull We want to do the literature review in straightforward way without putting too

much of our energy to itbull Our target is to find 20 most journal articles that are most relevant to usbull We have 4 criteria for relevance bull Title (is this relevant for us)bull Quality of the journal (we want overall good journals and we appreciate more

journals from our own discipline eg marketing and management)bull Number of citations (we love relatively new articles which have many citations)bull Year of publishing (we want very new articles even though they might not yet

have that many citations)bull During the process we list to Excel-file about 30-50 articlesbull The final decision of the 20 journal articles is qualitative and based on our

own judgement

34

Systematic literature review in practice keywordsbull Our topic is collaborative consumption sharing economy We pick

up our initial keywords from the articles we had found with our non-systematic literature searchesbull Sharing economybull Shared consumptionbull Sharenomybull Collaborative consumptionbull Access based services

bull Now we systematically search articles using these keywordsbull During the process of searching articles we look what keywords

new articles have and add more keywords to our searches

35

Systematic literature review in practice databasesbull As we want to be efficient and not spend too much time we do the

literature review by using first just the Web of Science-databasebull Based on that database we fill an Excel-file with 30-50 articles of

which we finally choose 20 to be the most important for us (by our own judgement)

bull After doing all this in the Web of Science-database we do the same briefly with Google Scholar

bull Google Scholar provides us possibility to find articles not published in very good journals (Web of Science includes basically only very good journals) These can be articles from other journals of books or other publications

36

37

Quantitative Research ndashMasterrsquos Thesis

In the case of Masterrsquos thesiswe need to

1 Understand how it is evaluated

2 Know what they are like in practise (especially thegood ones)

Learning anything

Evaluation form

Learning what masterrsquos thesis are like in 30 minutesbull Next we do a small exercise where everyone studies one masterrsquos

thesis in very limited time (20 minutes) and then we look at the results together

bull Ainomaria Parikka Building the dream online Does participation in luxury brands social media affect brand experience brand affect brand trust and brand loyalty

bull Aino Kymaumllaumlinen Exploring motivations to engage in collaborative consumption - Case Facebook recycling groups

Learning what masterrsquos thesis are like in 30 minutesStudy a masterrsquos thesis in 20 minutes You do not have enough time to read it instead you have to just scroll it through in the screen and make notes about following questions- What was the topic and the main questions the study answered- How many pages and approximately how many references Also how big

proportion of references are journal articles- What kind of data How it was collected how many questions there were in

the survey and how many people answered the survey- How the data was analyzed What kind of methods and how many tables or

figures to present the resultsAfter 20 minutes we discuss together We also look how research questions and hypothesis are done in practise in Masterrsquos Thesis

Next step systematic literature reviewbull Now we know what Masterrsquo thesis are like what is expected from

them and how they are evaluatedbull Next step - my suggestion now select the areatopic then do a thing

called systematic literature review and learn what is known about the subject

bull Based on what is already known find a research gap (=what is not known but possible for you to study)

bull After that decide what you want to study write your research questions and you are ready to write the theoretical part of your thesis

Example Excel-file of our systematic literature review

44

Learning Exercise 1

Learn how to do a systematic literature review Choose a topic (eg your likely masters thesis topic or topic such as collaborative consumption or brand love) Search most important journal articles on that topic List them to an Excel-file and find for each article (these will be explained during the lecture) 1) Quality of the journal based on ASBBS Journal Quality Guide 2) Impact factor of the journal 3) Is the journal FT50-journal 4) number of citations the article has Do this exercise for 10 articles Report the Excel-table in your learning diary

Thank you

Introduction and Practicalities

Learning outcomes



Practicalities
















Why are we here






Research Process



The Role of Theory















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own judgement

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

Learning outcomes



Practicalities
















Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






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own judgement

34





35






36

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

Practicalities
















Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






32






own judgement

34





35






36

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you














Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






32






own judgement

34





35






36

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you












Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






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own judgement

34





35






36

37





Learning anything

Evaluation form















44

Learning Exercise 1


Thank you






Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






32






own judgement

34





35






36

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

Why are we here






Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






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own judgement

34





35






36

37





Learning anything

Evaluation form















44

Learning Exercise 1


Thank you



Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






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own judgement

34





35






36

37





Learning anything

Evaluation form















44

Learning Exercise 1


Thank you


Research Process



The Role of Theory















19




20






21






22





23






24


25






26





27




28






29


30







31






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own judgement

34





35






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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

Research Process



The Role of Theory















19




20






21






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23






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25






26





27




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own judgement

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you


The Role of Theory















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own judgement

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Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

The Role of Theory















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own judgement

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Learning anything

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Learning Exercise 1


Thank you














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own judgement

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Learning anything

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Learning Exercise 1


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own judgement

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Learning anything

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Learning Exercise 1


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Learning Exercise 1


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Learning Exercise 1


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Learning anything

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own judgement

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Learning anything

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own judgement

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Learning anything

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Learning Exercise 1


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own judgement

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Learning anything

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Learning Exercise 1


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own judgement

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Learning anything

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Learning Exercise 1


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own judgement

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Learning anything

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Learning Exercise 1


Thank you






own judgement

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Learning anything

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44

Learning Exercise 1


Thank you





own judgement

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Learning anything

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44

Learning Exercise 1


Thank you





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Learning anything

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44

Learning Exercise 1


Thank you






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Learning anything

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44

Learning Exercise 1


Thank you

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Learning anything

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Learning Exercise 1


Thank you





Learning anything

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44

Learning Exercise 1


Thank you




Learning anything

Evaluation form















44

Learning Exercise 1


Thank you

Evaluation form















44

Learning Exercise 1


Thank you















44

Learning Exercise 1


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Learning Exercise 1


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Learning Exercise 1


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Learning Exercise 1


Thank you

Learning Exercise 1


Thank you

Thank you

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