Week 1

What is the purpose of research?

• Exploration

• Description

• Explanation

What is this explaining?

A set of concepts that linked together by relational statements that are internally consistent with each other

What is this explaining?

A general idea concerning the social world

What makes "Variable"?

• has one value

• at least two values

• Measureable

• cannot be broken down into a part

what is this explaining?

A scientific statement that asked to be tested

General to Specific

• Inductive

• Deductive

• Theory: Proactive PR campaigns, which include early engagement and transparent communication, lead to more favorable public opinion during product launches.

• Hypothesis: Brands that use proactive PR campaigns will experience a 30% higher positive sentiment on social media compared to brands that use reactive or no PR strategies.

• Conclusion: If the data shows significantly higher positive sentiment for the proactive PR group, the theory is validated; if not, the team may need to revise the approach or theory.

• Inductive

• Deductive

what is criteria for causality?

• Covariance between IV and DV

• Temporal precedence (Time ordering)

• Nonspurious relationship

• High Correlation between IV and DV

What could be the variable that makes this relationship spurious?

Coffee Consumption and Heart Attack Rates