Understanding the conceptual framework enables to postulate hypotheses and test the relationships. A testable hypothesis can be developed to examine whether the theory formulated is valid or not. The hypothesized relationship can be tested by means of suitable statistical techniques. In case of applied research, testable hypothesis need not be evolved from the theoretical framework but still it is important as it provides a background for understanding the problem researched. Thus the entire research process rests on the soundness of the theoretical framework undertaken.
Having background knowledge of variables is absolutely necessary to understand the relationship so as to formulate testable hypotheses. A variable, as the name suggest takes varied values. The values may be different at varies time for the same object or person or at the same time for different objects or persons. For eg. Age is a variable, as it can be different for different consumers and also for a single consumer it varies as time evolves. Types of variables There are many types of variables like the dependent, independent, moderating, intervening, discrete, continuous, extraneous etc., Dependent variable As the name suggests the value of a dependent variable is influenced by other variables. It is the main variable of interest to the researcher. Understanding the variables that influence