Fishing 101: Setting the hook?

Perhaps this is a stupid question, and something that can't be
explained but I am wondering if someone can explain the process of
properly setting the hook. This weekend I watched 2 good size
Northerns hit my lure near the boat and take off. I feel that if I
had reacted better I might have hooked them. They may have been just
bumping my lure, but it's hard to tell. I watch the fishing shows and
see the guys ripping their rod back like they're swinging a bat.
Most, if not all, fish I've caught I've barely had to set the hook.
Where should I start? I've tried setting the hook harder when I think
I have a strike, but I believe I'm ripping the hook out of their
mouths. Certainly, I'll keep refining but if anyone can give me some
idea of where to go with this I'd appreciate it.
Thanks!