Research Methods and Lean Startups Quiz
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Questions and Answers

What does validity refer to in research methods?

  • The accuracy of a method in measuring what it is intended to measure (correct)
  • The number of variables included in the study
  • The generalizability of findings to other contexts
  • The support from the academic community

What is the primary purpose of a Systematic Literature Review?

  • To propose new models without collecting data
  • To review the methodology of previous studies
  • To identify, evaluate, and synthesize existing research results (correct)
  • To summarize findings from a single research article

Why is it important to identify research gaps?

  • To validate past research findings
  • To confirm existing theories
  • To find questions or problems not addressed by previous studies (correct)
  • To increase the complexity of research studies

Which of the following is NOT a method to identify a research gap?

<p>Conducting surveys (B)</p> Signup and view all the answers

What is a key element of Digital Marketing?

<p>Building and maintaining customer relationships through online activities (B)</p> Signup and view all the answers

What is a potential risk associated with Digital Marketing?

<p>Mistakes being visible and persistent (C)</p> Signup and view all the answers

What is a reason why people go online in the context of Digital Marketing?

<p>To seek help or information about products and services (C)</p> Signup and view all the answers

What is a common method to operationalize variables in research?

<p>Conceptual development and measurement techniques (C)</p> Signup and view all the answers

What is the main hypothesis regarding LSC and performance?

<p>Higher degree of LSC correlates with higher performance. (C)</p> Signup and view all the answers

Which factor does NOT influence the relationship between LSC and performance?

<p>Technological uncertainty (C), Market uncertainty (D)</p> Signup and view all the answers

What is one of the capabilities included in Lean Startup Capabilities (LSC)?

<p>Customer insight (A)</p> Signup and view all the answers

Which method was used to analyze the relationship between LSC and performance?

<p>Moderated regression analysis (C)</p> Signup and view all the answers

What does LSC stand for in the context discussed?

<p>Lean Startup Capabilities (B)</p> Signup and view all the answers

How do entrepreneurs benefit from Lean Startup Capabilities (LSC)?

<p>They attain deeper insights into their customers. (B)</p> Signup and view all the answers

In what type of business context is Lean Startup more effective according to the discussion?

<p>Customer heterogeneity (mixed B2B &amp; B2C) (C)</p> Signup and view all the answers

What limitation is noted about the study's findings?

<p>Findings need verification in other fields. (C)</p> Signup and view all the answers

What method was employed to validate the AI technology model in the study?

<p>Partial Least Square-Structural Equation Modeling (B)</p> Signup and view all the answers

What scale was used to measure responses in the survey conducted among government agencies?

<p>5-point Likert scale (A)</p> Signup and view all the answers

Which of the following is NOT mentioned as a barrier to AI adoption by government agencies?

<p>Privacy concerns (A)</p> Signup and view all the answers

What does the 'depth of AI assimilation' refer to in the context of government initiatives?

<p>Vertical impact of AI technology usage (D)</p> Signup and view all the answers

Which government agency is NOT mentioned as part of the outreach for collecting survey responses?

<p>National Institute of Standards and Technology (D)</p> Signup and view all the answers

What is one of the key reasons for the importance of data analytics in government decision-making?

<p>It improves public satisfaction (A)</p> Signup and view all the answers

What aspect of AI technology poses risks that governments must address?

<p>Security and privacy (C)</p> Signup and view all the answers

What does the term 'assimilation gap' refer to in the context of AI?

<p>The divide between AI implementation and its full utilization (C)</p> Signup and view all the answers

What does digital servitization primarily transform in industrial firms?

<p>Processes, capabilities, and offerings (B)</p> Signup and view all the answers

What is one major challenge presented by digital servitization?

<p>Increasing costs despite rising revenues (D)</p> Signup and view all the answers

In the context of digital servitization, what role does the customer play?

<p>An active participant in value creation (A)</p> Signup and view all the answers

How does co-creation affect traditional transaction models?

<p>It transforms them into relationship-based collaborations (B)</p> Signup and view all the answers

What is the primary advantage of agile project management in digital servitization?

<p>It provides flexibility to adapt to changes (C)</p> Signup and view all the answers

What potential issue can arise from embracing co-creation in digital servitization?

<p>Unclear roles leading to value destruction (D)</p> Signup and view all the answers

Why are traditional methods for developing products and services becoming outdated?

<p>They are rigid and not suitable for rapid changes (D)</p> Signup and view all the answers

What is a key principle of agile co-creation processes in digital servitization?

<p>Ability to accommodate rapid changes (D)</p> Signup and view all the answers

What was the primary finding regarding interactive ads from weak ties compared to strong ties?

<p>They resulted in higher attitudes than ads from strong ties. (C)</p> Signup and view all the answers

How does advertising literacy influence the sharing intention for weak ties based on the study's findings?

<p>High literacy decreases sharing intentions when interacting with weak ties. (D)</p> Signup and view all the answers

According to the study, what should marketers focus on to mitigate ad fatigue?

<p>Implementing more interactive advertising strategies. (A)</p> Signup and view all the answers

What aspect significantly affects consumers' attitudes toward ads from strong ties?

<p>Tie strength. (B)</p> Signup and view all the answers

Which limitation regarding the study's findings was mentioned?

<p>Experiments were conducted in a lab, limiting ecological validity. (C)</p> Signup and view all the answers

How does valuing acculturation affect behavior in social interactions?

<p>It prompts behavioral changes aligned with host culture's norms. (D)</p> Signup and view all the answers

What is a primary motivation for using social networking sites among users?

<p>Social support. (B)</p> Signup and view all the answers

How does language use influence cultural identity among ethnic minorities?

<p>It affects preferences for the home or host culture. (B)</p> Signup and view all the answers

In the context of acculturation, which statement about education is accurate?

<p>Education potentially amplifies the effects of language use on acculturation. (A)</p> Signup and view all the answers

What is the relationship between friendship orientation and acculturation according to the hypotheses?

<p>Friendship orientation positively impacts acculturation. (B)</p> Signup and view all the answers

What does the research model examine in the context of online acculturation?

<p>How friendship orientation and language use affect cultural preferences. (C)</p> Signup and view all the answers

Which hypothesis states that language use positively impacts acculturation?

<p>H2b. (A)</p> Signup and view all the answers

Among bilingual ethnic minorities, how do language choices on social media reflect their identities?

<p>They may choose either native or host country languages, showcasing cultural identity. (D)</p> Signup and view all the answers

Flashcards

Validity

Refers to the accuracy of a measurement tool in capturing the intended concept.

External Validity

Examines how well the study findings can be generalized to other contexts or populations.

Internal Validity

Focuses on the accuracy of the measurement tool within the study itself.

Systematic Literature Review

A process of systematically identifying, evaluating, and summarizing existing research on a specific topic.

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Research Gap

An unanswered question or problem within a research field, indicating a need for further study.

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Identifying Research Gaps

Identifying unanswered questions or problems within a field, suggesting areas for further research.

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What is Digital Marketing?

Building and maintaining customer relationships through online activities, with the goal of exchanging ideas, products, and services.

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Why are people going online?

Reaching people who need information, looking for help, attending meetings, networking, searching for jobs, and connecting with peers.

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LSC and Performance Relationship

The higher the degree of Lean Startup Capabilities (LSC), the higher the venture's performance.

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LSC-Performance Relationship Moderators

Market uncertainty, technological uncertainty, and the degree of innovativeness do not influence the relationship between LSC and performance.

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Customer Insight (LSC Capability)

The ability to understand customers deeply, including their needs, preferences, and pain points.

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Hypothesis Testing (LSC Capability)

The ability to formulate hypotheses about the venture and its environment, which can be tested through experiments.

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Iterative Experimentation (LSC Capability)

The ability to conduct several experiments on business model elements to test hypotheses and learn from the results.

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Validation (LSC Capability)

The ability to use data to monitor the impact of decisions and track progress towards goals.

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Learning (LSC Capability)

The ability to use new information to update beliefs and actions, leading to continuous improvement of the venture.

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LSC and Customer Heterogeneity

Lean Startup capabilities are more effective in ventures with diverse customer bases, combining both B2B and B2C elements.

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Acculturation

Individuals who value acculturation prioritize social interactions with the host culture, leading to behavioral changes aligned with the host culture's norms and values.

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Social Media Motivation

Social support is a primary motivation for using social networking sites. Different cultural groups may have varying motivations.

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Bilingualism in Social Media

Ethnic minority consumers often communicate in both their native and host country languages on social media, reflecting their cultural identities.

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Language and Acculturation

Language use influences cultural identity and acculturation processes, reflecting preferences for home or host culture.

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Conceptual Framework

The conceptual framework draws insights from various fields like consumer behavior, digital acculturation, social media, friendship orientations, and language use.

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Cultural Orientations

Cultural orientations like acculturation and enculturation influence purchase intentions and are affected by language preferences and online interactions.

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Role of Education

Education may moderate the impact of language use and friendship on acculturation, enculturation, and purchase intentions.

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Online Acculturation

The study explores how friendship orientation and online language use affect acculturation/enculturation preferences and purchase intentions.

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Depth of AI Assimilation

The degree to which an AI technology is used throughout various government initiatives and sectors, reflecting its overall impact and reach.

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Breadth of AI Assimilation

The extent to which AI technology can be deployed and used across different government agencies, showcasing its applicability to diverse tasks.

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IT Assimilation Theory

A theoretical framework that explains how the adoption and integration of IT influence organizational performance.

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Barriers to AI Adoption

Challenges and obstacles encountered when implementing and developing AI technology within government agencies.

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Assimilation Gap

The difference between the potential benefits of AI technology and its actual use in government, highlighting missed opportunities.

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Partial Least Square (PLS)-Structural Equation Modeling (SEM)

A research method that involves quantifying survey responses using statistical techniques to analyze relationships between variables.

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Public Value of AI

The positive impact of AI technology on public services and policies, contributing to better government and citizen welfare.

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Importance of Data Analytics

Important factors that influence the ability of governments to analyze data and make informed decisions, leading to improved public satisfaction.

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Digital Servitization

The shift within companies to prioritize the delivery of value through digital services over traditional product-focused models.

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Digitalization Paradox

A challenge faced by companies as they embrace digital servitization, where higher digital service revenue may not translate to higher profits due to increased costs associated with advanced digital solutions.

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Co-creation in Digital Servitization

A collaborative approach to creating value in digital servitization, where both the provider and customer actively contribute to the creation of a service.

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Agility in Digital Servitization

The ability to adapt and respond to changing circumstances in a dynamic environment. It allows companies to navigate the rapid pace of digitalization efficiently.

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Agile Project Management

A project management methodology that emphasizes flexibility, collaboration, and continual improvement, making it suitable for dynamic digital servitization projects.

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Agile Co-creation Process

A framework for developing digital services that focuses on customer collaboration, incremental development, and rapid iteration. It increases the chances of creating a successful digital service.

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Limitations of Traditional Methods

Traditional product and service development methods are too rigid and slow to effectively cater to the dynamic nature of digital servitization.

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Shifting Provider Role

In digital servitization, companies need to shift their focus from simply facilitating value to actively creating value alongside customers. This requires understanding how customers use and combine resources.

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Interactive Ads Effectiveness

The effectiveness of interactive ads is higher in engaging consumers, compared to traditional ads.

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Tie Strength Impact on Ad Attitudes

Strong social ties lead to more consistent opinions about ads, compared to weak ties.

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Advertising Literacy's Influence

Consumers with higher advertising literacy are less likely to be persuaded by ads, especially from weak social ties.

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Managerial Implication: Interactive Ads

Marketers should use interactive ads to combat ad fatigue and engage consumers.

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Managerial Implication: Tie Strength

Marketers need to consider how close or distant the relationship is between consumers and the source of ads.

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Study Notes

Lecture Notes

  •  Exam topics include previous weeks' and articles' key subjects (e.g., research start, Cronbach's alpha, validity, systematic literature review, finding research gaps, identifying a research gap, reading papers, digital marketing, etc.).

  • Scientific contribution: there's a gap in the literature, there's inconsistency among studies, challenges arise from social/business practice, need to better understand a topic.

  • Social science is often messy: It involves human behavior patterns, not natural sciences, so answers are unclear. It involves unobservable things like happiness, poverty.

  • Scientific research's contribution: Discover laws and theories to explain phenomena, advance knowledge using logical and evidential methods, systematic data collection and interpretation.

  • Research paper structure: Includes Abstract, Introduction, Theory/Conceptual Framework, Research Design, Results, Discussion, Conclusions, Implications, Limitations, and future avenues.

  • Research paper elements: Significance, Novelty, Curiosity, Scope, and Actionability.

  • Scientific methods: Includes standardized techniques for valid observations, result interpretation, result generalization; trusts results testing theories, prior findings, and methodological logic.

  • Types of research: Exploratory, Descriptive which observes/documents, and Explanatory research which explains events.

  • Research ethics: Voluntary participation is ethical (informed consent). Harmlessness, confidentiality/anonymity are vital, disclosing research.

  • Plagiarism: Representing another person's work as one's own.

  • Thinking like a researcher: Practice with concepts like units of analysis/observation, concepts, variables (Independent, dependent, control variables, interactions, moderators, mediators, propositions, hypotheses, theories, and models), and data collection methods.

    • How to select your research sample, how to collect data, how to measure variables

Paper Summaries

  • Article 1 (Lean Startup): Introduced the lean startup concept, identified a research gap in quantitative literature on the topic. (The concept of lean startup means using iterative experimentation, theory and learning to explore business opportunities). Created hypotheses and developed a mixed-methods methodology (interviews and surveys) to investigate the relationship between lean startup capabilities (LSC) and project performance, tested using statistical modeling.

  •  Article 2 (Agile Co-creation): Investigated co-creation in digital servitization, highlighting the digitalization paradox (increase in sales through digitalization but also increased costs.). Investigated how firms can effectively leverage agile co-creation to manage value co-creation processes. Used a mixed-methods approach (case studies of companies and interviews).

  • Article 3 (Business Models): Explained the components of a business model and how to consider various components for achieving a competitive advantage.

  • Article 4 (Harnessing AI Potential): Explored the use of AI in government, assessed its effects on citizen satisfaction, and examined risks. (A questionnaire was developed and sent to government agencies in India, measuring the impact of AI on service quality and citizen contentment).

  • Article 5 (Impact of Online/Offline Acculturation): Investigated the impact of online acculturation on offline acculturation by ethnic minorities. Used a mixed-method approach, combining structural equation modeling (SEM) and confirmatory factor analyses (CFAs), to analyze a quantitative survey.

  • Article 6 (AI Encourages Consumers): Examined how AI influences consumer disclosure of personal information, integrating theories of the personalization-privacy paradox and privacy calculus. The study formulated a conceptual model.

  • Article 7 (Effective Marketing Communication): Investigated whether interactive advertising strategies affect communication effectiveness in online social networks. Employed an experimental design and used statistical modeling techniques to assess the impact of advertising parameters, social tie strength, and advertising literacy.

Lectures

  • Lecture 1: Introduced scientific contribution and research paper structure.

  • Lecture 2: Focused on managing value co-creation in entrepreneurial settings. Different methods (agile, design thinking, scrum, lean startup) were discussed.

  • Lecture 3: Introduced theory elements. Different types of variables (Independent, dependent, mediator, moderator) were introduced, along with commonly used approaches for theory building (induction, deduction).

  • Lecture 4: Covered exam questions, validity, reliability, types and use of research methodologies (experimental, survey).

  • Lecture 5 & 6: Examined in-depth business models and conceptual frameworks.

  • Lecture 7: Discussed differences between research methodology and methods in research design and different types in quantitative and qualitative research (including designs) including sampling process and measurement. Presented a 'Research Onion' to help organize research approaches.

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Description

Test your knowledge on key concepts in research methods and Lean Startup Capabilities. This quiz explores validity in research, systematic literature reviews, and the relationship between LSC and performance. Dive into the essentials of Digital Marketing and discover gaps in research.

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