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It provides a clear description of a concept. There are two types: conceptual and operational.
Conceptual are the ones that can be observed. For e.g women behaviour in music videos, poses in ads.
Operational: conceptual definitions have to be translated to operational definitions to guide the collection and analysis of data related to the concept.
It relates to the issue you are studying. Concepts are basically the ideas you want to study. There are two types: constructive and observable.
Constructive- They are idea based. You have an idea they exists.
Observable: are concepts that can be seen in this case the advertisements.
Bailey et al pg 19, also describes variables as, "concepts that are the focus of research in the social sciences.'' There are two types dependent and independent.
Dependent is your main concept, the one that you investigate in a social research activity and is influenced by a number of invisible independent variables.
For example the dependent variable here is women being used as sex symbols and the independent is the advertising of goods and services.
For instance a theory we could arrive at if we actually conducted this study is that 'women are actually being used as sex symbols to promote the sale of goods and services in music videos and advertisements to profit companies.
Theory according to Sarantok o.s; 1998:9 is "a set of systematically tested and logically interrelated preposition that have been developed through research and that explain social phenomenon.
According to Bailey et al (2003), pg 16, a hypotheses is "used to guide a research project and serve as tentative answers to research problems."
Simple put, they serve as a guide when doing a research and their purpose is mainly to provide answers to research problems.