管理学院 School of Management . University of Science and Technology of China 中国科学技术大学社会科学研究方法社会科学研究方法社会科学研究方法社会科学研究方法Social Sciences Research MethodsSocial Sciences Research MethodsCh02: 研究术语研究术语 Research Language 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 2 -n什么是研究什么是研究 What is research 一个一个有组织的，系统的 ，基于数据的 ，批判性的 ，客观的 ，科学的询问询问/调查调查， 针对特定问题 如下目的开展：寻求答案寻求答案 ，找，找到解决办法到解决办法.n什么是商学研究什么是商学研究 What is business research 为了帮助商业决策而产生知识的，系统而客观的过程Last week 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 3 -研究类型研究类型 Research typesLast week研究主要类型分类研究主要类型分类 Classification of main types of research研究种类 Type of research 分类标准 Basis of classification应用/基础研究 Applied or Basic research研究的成果成果 Outcome of the research演绎/归纳研究 Deductive or Inductive research研究的逻辑逻辑 Logic of the research定量/定性研究 Quantitative or Qualitative research研究的过程过程 Process of the research主要/二手研究 Primary or Secondary research研究的数据来源数据来源 Data source of the research描述/探索/分析/预测研究 Descriptive, Exploratory, Analytical or Predictive research研究的目的目的 Purpose of the research 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 4 -n研究成功要素研究成功要素 Factors contributing to the success of research 文献检索与综述 Literature search and review； 技术能力 Technical competence ；撰写研究提案 Writing the research proposal；对研究记录的保管 Keeping of research records； 撰写进度报告 Writing progress reports；撰写毕业论文 Writing the thesis；撰写期刊/会议论文 Writing papers for journals/conferences； 理论能力 Theoretical competencen研究伦理研究伦理 Ethics of business research-抄袭 Plagiarism-欺诈 Fraud/ Cheat-窃取 StealLast week 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 5 -Research Languagen概念 Concepts n构念 Constructsn概念性架构 Conceptual schemes n操作性定义 Operational Definition n变量 Variables n命题和假设 Propositions and Hypotheses n理论 Theory n模型 Model 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 6 -概念 Concepts对现实的抽象 abstractions from particulars.观念性定义 constitutive definitions 意义丰富但不能直接度量 rich in meaning but cannot be measured directly.在问题界定和假设推演中应用.例子 e.g.,热/冷，时间 Hot/cold, time, 特性、满意、态度、领导力 quality, satisfaction, attitude, leadership.Research Language- Concepts 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 7 -构念 Constructs能度量的概念 concepts that are measurable.操作化: 效度/信度 Operationalization: validity and reliability单项/多项度量 a single-item vs. multiple-item scale.设计度量工具 designing the measurement instrumentResearch Language- Constructs概念概念Concept构念构念Construct操作化操作化 Operationalization 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 8 -n观念性定义观念性定义 Conceptual/Theoretical Definition用其它抽象概念抽象概念来描述一个概念的意义 describes what a concept means by relating it to other abstract conceptsn操作性定义操作性定义 Operational Definition用可观察、可度量可度量的特性或行为来描述一个概念，从而使该概念能在现实中被观察 describes a concept in terms of its observable and measurable characteristics or behaviors, by specifying how the concept can be observed in actual practice.Research Language Definition 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 9 -n一年级 Freshmann二年级 Sophomoren三年级 Juniorn四年级 Seniorn 90 credit hours如何定义学生年级如何定义学生年级 How can we define the variable “class level of students”?Research Language Operational Definition 如何定义温度如何定义温度 How can we define the variable “hot”HotTemperatureFahrenheit华氏Celsius 摄氏 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 10 -Example_(Huang et al. 2010, Information Systems Journal)Huang, Q., Davison, R.M., Gu, J., 2010. The impact of trust, guanxi orientation and face on the intention of Chinese employees and managers to engage in peer-to-peer tacit and explicit knowledge sharing. Information Systems Journal 21, 557-577 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 11 -Guanxi OrientationExample_(Huang et al. 2010, Information Systems Journal) 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 12 -信度和效度信度和效度 Reliability and Validityn信度信度 Reliability （稳定和一致） 度量工具在多大程度上避免了随机误差 the extent to which the measurement process is free from random errors. 保证了研究结果的一致和可预测性 concerned with the consistency and predictability of the research findingsn效度效度Validity （真实和准确）测量过程不受系统和随机误差影响的程度 the extent to which the measurement process is free from both systematic and random error. 是否测量了我们想要测量的东西Are we measuring what we think we are measuringResearch Language Operational Definition 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 13 -n可信可信Reliable = 度量每次使用时都能得到一致的结果consistent in producing the same results every time the measure is usedn有效有效Valid = 测度了它要测度的事项measuring what it is supposed to measureScore = effect + systematic + random errorn系统误差Systematic error: threat to validityn随机误差Random error: threat to reliabilityResearch Language Operational Definition 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 14 -变量 VariablesResearch Language-variables通过运用度量指标从特定对象收集数据后，每个含义被量化度量指标的概念 After using the measurement scales to collect the responses from the subjects, each response to each measurement of the scales is then coded into “number”.ConceptConstructOperationalizationNumberedVariable 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 15 -Example_(Huang et al. 2010, Information Systems Journal) 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 16 -Dichotomous二分法男/女 在职/离职Discrete离散教育程度 宗教背景Continuous连续收入 温度 年龄Research Language-variables 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 17 -Example_(Huang et al. 2010, Information Systems Journal) 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 18 -类型类型 Types自变量/因变量 Independent vs. Dependent variables调节变量（干扰变量） Moderating variables中介变量 Mediating variables/ Intervening Variables 外生变量（控制变量） Extraneous variables (control variables)Research Language-variables 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 19 -nIV vs. DV自变量自变量 Independent variable因变量因变量 Dependent variable预测 Predictor准则 Criterion推测原因 Presumed cause推测影响 Presumed effect刺激 Stimulus反应 Response预测自 Predicted from预测成 Predicted to先行 Antecedent结果 Consequence控制 Manipulated测量产出 Measured outcomesIVDVResearch Language-variables 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 20 -Research Language-variables调节变量调节变量Moderator: 可以影响因变量和自变量间的方向或强弱的变量 a variable that affects the direction and/or strength of the relation between an IV and DV. 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 21 -21 Examples :量量n研究发现指出，生产工人的操作手册的易得性将决定瑕疵品的数量。操作手册的易得性瑕疵品数量自变量自变量因变量因变量v尽管我们可以认为以上情况适用于所有员工，但是这个关系会受到员工是否有意愿阅读操作手册的影响。换句话说，有意愿阅读操作手册的员工，才可能生产出没有瑕疵的产品。反之，还是会生产出瑕疵品。操作手册的易得性瑕疵品数量自变量自变量因变量因变量阅读意愿阅读意愿调节变量调节变量 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 22 -22自变量与调节变量的差异自变量与调节变量的差异n有时我们会对一个变量何时被视为自变量或调节变量而感到困扰。举例来说，可能碰到以下两种情况。nA：一项研究调查显示，组织当中训练课程的质量愈好，员工自我成长的需求愈高，也更愿意学习新的工作方法。自我成长需求培训课程质量学习意愿自变量自变量因变量因变量 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 23 -23自变量与调节变量的差异自变量与调节变量的差异vB：另一项研究调查显示，课程质量与员工学习新工作方法意愿之间的关系，将取决于员工成长需求的高低。只有那些具有高度成长需求的员工，才会渴望通过专业训练，来学习新的工作方法。自变量自变量因变量因变量培训课程质量学习意愿自我成长需求调节变量调节变量n究竟是自变量还是调节变量，取决于我们的问题描述 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 24 -Research Language-variables中介变量中介变量 Mediator: 在因变量和自变量间起到中间过渡作用的变量 a given variable may be said to function as a mediator to the extent that it accounts for the relation between the IV and the DV. 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 25 -25中介变量中介变量n根据自变量与因变量之间关系的改变情况，中介效应分为两种类型：完全中介和部分中介。n完全中介：当不考虑中介变量的影响时，自变量和因变量的关系将减弱得不显著。品牌态度购买意愿购买行为v部分中介：当不考虑中介变量的影响时，自变量和因变量之间的关系将减弱，但仍然显著。完全中介完全中介品牌态度购买意愿购买行为部分中介部分中介 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 26 -26调节变量、中介变量调节变量、中介变量n理论认为，劳动力的多元化（劳动人员由不同人种、民族及国籍的成员组成），将产生协同效应，进而在组织绩效上会有较好的表现，因为不同群体可将其特有专长与技能分析贡献于工作场所中。不过如何发挥这种协同效应，取决于管理者如何利用多元工作团队的特殊专长，否则，还是无法发挥协同效应。劳动力的多元化组织绩效自变量自变量因变量因变量组织协同中介变量中介变量管理技能调节变量调节变量时间：时间：T1 T2 T3 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 27 -Research Language-variables控制变量控制变量 Control variables : 那些不构成研究主体，但不容忽视的自变量 are those independent variables which are not part of the research study however their influence cannot be ignoredIVDVControl Variable 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 28 -28理论模型中变量之间的关系理论模型中变量之间的关系 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 29 -29Examples :XYXZYXYZ用眼过度导致近视用眼过度导致近视失学与贫穷失学与贫穷受教育程度与收入之间的因受教育程度与收入之间的因果关系取决于性别的不同果关系取决于性别的不同品牌态度品牌态度购买意愿购买意愿购买行为购买行为XY相关相关因果因果中介中介调节调节 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 30 -30Exercise: 界定以下情境中的问题，并发展出理论框架。n某一所医院的医学研究人员正在研究癌症患者接受治疗并成功康复的概率，他发现三种关于康复的重要变量：医生及早且正确的诊断；护士细心遵照医生指示给予患者后续治疗的程度；患者休养环境的安详宁静。n在安静的环境气氛中，患者能够得到较好的休息，同时也能较快地复原。但癌症患者在末期才住院时，即使医护人员尽最大努力立即诊断治疗，病房区域内的环境也足够安静，但患者的病情并不会因治疗而好转。 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 31 -命题命题 Propositions能被判断真假的，对可观察现象的陈述 A statement about observable phenomena (concepts) that may be judged as true or false当它可以被实证验证时 When it is formulated for empirical testing假设假设 Hypotheses对两个或多个变量间关系的说明式陈述 A declarative statement about the relationship between tow or more variables.Research Language- Propositions and Hypotheses 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 32 -Example_(Huang et al. 2010, Information Systems Journal)H4a: The stronger the guanxi orientation, the stronger the intention to share tacit knowledge.H4b: The stronger the guanxi orientation, the stronger the intention to share explicit knowledge. 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 33 -Research Language- hypotheses假设假设 Hypotheses描述性假设描述性假设 Descriptive hypotheses如，在中国，外资也要比国有企业开放.关系性假设关系性假设 Relational hypotheses关联性假设 Correlational hypotheses没有指明因果 without implying that one causes the other因果性假设 Causal hypotheses一个因素的存在或改变或导致其它因素的变换. 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 34 -关联性假设关联性假设 Correlational hypotheses因果性假设因果性假设 Causal Hypotheses描述性假设描述性假设 Descriptive HypothesesExample_(Huang et al. 2010, Information Systems Journal) 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 35 -The Role of Hypotheses指明研究的方向Guide the direction of the study确定相关事实Identify relevant facts建议最合适的研究设计Suggest most appropriate research design为组织相关结论提供框架 Provide framework for organizing resulting conclusions 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 36 -36 虚假关系虚假关系 spurious relationshipn冰淇凌销售量和溺水死亡之间存在正相关冰淇凌销售得越多，溺水死亡人数越多；反之亦然。n在冰激凌和溺水之间没有什么直接关系，这里的第三个变量是季节或者温度。大多数的溺水死亡都发生在夏天冰激凌销售的高峰期。 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 37 -37 虚假关系虚假关系 spurious relationshipn鞋子的尺寸和孩子的数学能力之间存在正相关。n第三个变量是年龄。年纪大点的孩子脚也相对大点，总体上来说，其数学技巧也相对强些。鞋子尺寸鞋子尺寸数学技巧数学技巧虚假因果关系虚假因果关系鞋子尺寸鞋子尺寸数学技巧数学技巧鞋子尺寸鞋子尺寸数学技巧数学技巧实际的因果关系实际的因果关系年龄年龄鞋子尺寸鞋子尺寸数学技巧数学技巧 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 38 -38 虚假关系虚假关系 spurious relationshipn出现的消防车越多，建筑物受到的危害越大。第三个变量是什么？n火灾的规模。火灾的规模。n地区中的骡子数量和博士的数量存在负相关。第三个变量是什么？n城市与乡村的背景不同。城市与乡村的背景不同。 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 39 -Characteristics of Strong Hypotheses一个强假设是 A Strong HypothesisIs充分的 Adequate可测的 Testable同类中最好的 Better than rivals 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 40 -Research Language-Theory理论理论 Theory：理论是预先发展的用于解释或预测现象的一系列系统关联的概念、定义和命题 A theory is a set of systematically interrelated concepts, definitions, and propositions that are advanced to explain and predict phenomena (facts). 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 41 -Research Language-Theoryproduct life cycle理论通常是复杂的、抽象的、包含多个变量的 Theories tend to be complex, abstract, and involve multiple variables. 假设通常是简单的、对具体事例中涉及的有限个变量关系的陈述 Hypotheses tend to be simple, limited-variable statements involving concrete instances 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 42 -Research Language-variables, hypotheses, modelKulviwat, 2009 JBR1.H1. Social influence to adopt an innovation will have a positive effect on adoption intention.2.H2. The relationship between social influence and intention to adopt a high technology product is stronger when the product is viewed as being publicly consumed compared to when it is viewed as privately consumed.3.H3. Attitude toward the act of adopting a high technology innovation has a direct and positive effect on adoption intention.4.H4. Attitude toward the act of adopting a particular high technology innovation mediates the effect of social influence on adoption intention. 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 43 -Liu et al. 2010 JOM1.Hypothesis 1. A firms perceived normative pressures toward eSCM adoption are positively related to its eSCM adoption intention. 2.Hypothesis 2. A firms perceived mimetic pressures toward eSCM adoption are positively related to its eSCM adoption intention.3.Hypothesis 3. A firms perceived coercive pressures toward eSCM adoption are positively related to its eSCM adoption intention.4.Hypothesis 4. A firms flexibility orientation negatively moderates the relationship between its perceived (a) normative, (b) mimetic, and (c) coercive pressures and eSCM adoption intention.5.Hypothesis 5. A firms control orientation positively moderates the relationship between its perceived (a) normative, (b) mimetic, and (c) coercive pressures and eSCM adoption intention.Research Language-variables, hypotheses, model 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 44 -1.H1a. The target firms perceived coercive pressures toward eSCMS adoption are positively related to the exercised mediated power of the dominant firm.2.H1b. The target firms perceived normative pressures toward eSCMS adoption are negatively related to the exercised mediated power of the dominant firm.3.H2a. The target firms perceived coercive pressures toward eSCMS adoption are positively related to the dominant firms exercised nonmediated power.4.H2b. The target firms perceived normative pressures toward eSCMS adoption are positively related to the dominant firms exercised nonmediated power.5.H3a. The focal firms trust toward the dominant firm is negatively related to the exercised mediated power of the dominant firm.6.H3b. The focal firms trust toward the dominant firm is positively related to the exercised non-mediated power of the dominant firm.7.H4. The focal firms eSCMS adoption is positively related to its perceived coercive pressures for eSCMS adoption.8.H5. The focal firms eSCMS adoption is positively related to its perceived normative pressures for eSCMS adoption.9.H6. The focal firms eSCMS adoption is positively related to its trust toward the dominant firm.Ke et al. DSSResearch Language-variables, hypotheses, model 刘和福 中国科学技术大学管理学院 School of Management, University of Science and Technology of China E-Mail: liuhfustc.edu.cn - 45 -