Scientific Method

Scientific Method

Scientific Method of Investigation Scientific Method: A method reducing uncertainty stemming from a lack of information. Reliability and Validity are the two traits which characterize the scientific method. Validity –characteristic used to describe the research that measures what it claims to measures. ex-to measure television viewing audiences. Reliability-characteristic of a research methodology that allows it to be repeated again by any researcher-always with the same results. 2

Scientific method in the physical sciences and marketing • Physical Sciences appears significantly more scientific than marketing. • In most physical sciences the reproducible experiment is the accepted scientific method, an experiment is conducted under controlled condition • In marketing it is difficult to control all the condition surrounding research project. • Until recent years marketing research is not supported by Validity and Reliability and the methodology is not published. • Nowadays there are some marketing research which can be called as experiments.

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Distinction between Scientific and Nonscientific Three major differences between scientific and non scientific methods that affect the reliability and validity of results are 1- Objectivity of the investigator 2- Accuracy of Measurement 3- Continuing and Exhaustive nature of investigation 4

Objectivity of the Investigator • Researcher must base their judgment on facts, not on perceived notions or intuition. • If an investigator is not completely objective in his thinking , if he is not just as anxious to find facts supporting one outcome of his study , it is unlikely his work will be scientific. • Marketing researcher often report to strong- willed executives and they pressurize the researcher to confirm their views.

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Accuracy of Measurement • The Scientific method attempts to obtain the most accurate measurement possible. • In the Physical Sciences electronic measuring devices of great accuracy are available for some measurements. • In marketing researches typical scales used are I like a lot I like it little I dislike it I dislike it little

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Continuing and Exhaustive nature of investigation • Considers all the facts pertinent to the problem at hand. •

It is aggressive searching for additional evidence to support, or confound, the existing conclusion.

Difficulties in Applying the Scientific Method to Marketing Problems • • • • • •

Investigator involved in use of results Imprecise Measuring Devices Influence of Measurement process on Results Time Pressure for Results Difficulty in using Experiments to test Hypothesis Great complexity of Subject

Lack of reliability in following factors • I.B & E.N.I • •

A.M. A.M.

• •

E.N.I. E.N.I.

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I.B., A.M., E.N.I.

Where I.B.=investigator objectivity A.M.=accuracy in measurement E.N.I.=exhaustive nature of investigation 8