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John E. Swan and Warren S. Martin - page 10 / 15





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Marketing Education Review


lected, hypotheses are tested, results are related to theory, and theoretical and managerial implications are discussed.

and the essay gives the instructor an opportunity to clarify some points.

Vhe class assignment is to identify the components noted previously in Hansen and Robinson (1980), and the in-class discussion provides a brief overview of the morphology of that article (see Table 2). The remaining periods on deci- phering a research article cover the topics shown in Appendix A.

After the material on understanding the morphology of a research topic has been covered, students write a short essay in which they identify and evaluate the morphology of a few articles on a topic of their choice (see Appendix B). The topic becomes the student's topic for the remainder of the seminar. This paper and the second paper are viewed as an opportunity for the development of student skills and the provision of instructor guidance toward the major paper. Typically, some students confuse part of the morphology.

The next major block of material covers realism as a phi- losophy of science and provides a philosophical foundation for much of the material covered in the first third of the sem- inar. As an example, we point out that theoretical linkages concern explanation and use the coverage of that topic in Hunt's (1991) philosophy of science text to help students move from identification of theoretical linkages to criteria for evaluating an explanation. Service quality articles serve as illustrative material. Specific topics covered include explanation, scientific laws, and theory (see Appendix C). The essay on the theory-setting-test model is used to help students work through the rather difficult material in Hunt (1991). A short paper on realism is assigned, in which stu- dents critique a few articles in light of the material covered in this section (see Appendix D).

Table 2.

Morphology of the Hansen and Robinson (1980) Research Article

Research Article Component Contribution

Theoretical Statement

Operational Linkage Theoretical Linkage

Ladder of Abstraction and Setting

Component in Hansen and Robinson

  • 1.

    Continued application of foot-in-door in marketing research

  • 2.

    An explanation for mixed results of Reingen and Keman (1979)

Compliance with a small initial request enhances the likelihood of compliance with a larger subsequent task

Positive, direct

Individuals infer attitudes and beliefs from observation of their behavior, thus compliance with a small request causes the sub- ject to infer a positive attitude about the subsequent (larger) task.

General: compliance using foot-in-door Setting specific: Compliance in mail survey using high/low involvement initial task

Definitions: Theoretical: Operational: Theoretical: Operational: Theoretical: Operational: Theoretical: Operational: Proposition

Compliance Compliance Small Initial Task Small Initial Task High Involvement Foot Questions High Involvement Foot Questions Low Involvement Foot Questions Low Involvement Foot Questions

Not explicit Mail survey response rates Not explicit Telephone interview of 5 minutes or less Not explicit Probe questions asked Not explicit Fixed alternative questions asked

Response rates will be greater for HIGH than LOW involvement foot.


Response rates (as measured by portion of questionnaires returned within 35 days that were 85% complete) will be greater for HIGH (measured by experimental treatment-use probe ques- tions)than LOW (measured by experimental treatment-use fixed alternative questions) involvement.


Response rates by involvement

HIGH: 58%

LOW: 43%

"Other hypotheses were tested but were excluded from class discussion.

  • ••

    Other results were presented but were excluded from class discussion.

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