Ad Research

Front 1

Quantitative Research

Back 1

Goal = precision; Measurement

Front 2

Surveys

Back 2

a series of formatted questions delivered to a 
defined sample of people; Most often used method in the social sciences

Front 3

Questionnaire

Back 3

the specific set of questions that  respondents answer

Front 4

Respondents

Back 4

a 
representative sample 
of people

Front 5

Gathering Information via Surveys

Back 5

Quick; Inexpensive; Efficient; Accurate; Flexible

Front 6

Communicating with Respondents

Back 6

 In person (one‐on‐one)
 Telephone interviews
 Self‐administered questionnaires
 Mall Intercepts
 Mail
 Email
 Web‐based pop‐up
 At a restaurant

Front 7

Cross sectional Survey

Back 7

one time survey, like a snap‐shot

Front 8

Trend Survey

Back 8

different groups of similar people

Front 9

Panel studies survey

Back 9

follow same people overtime

Front 10

Cohort survey

Back 10

specific group, such as a target audience

Front 11

Leading questions

Back 11

Suggest a particular answer; Force respondents to think something might be true 
even if it is not

Front 12

Double barreled questions

Back 12

Questions that have multiple items; Leads to inaccuracy and survey error; Every question should only measure one thing

Front 13

Pretesting

Back 13

A trial run with a group of respondents to iron out fundamental problems in the instructions of survey 
design

Front 14

major problems with survey 
research

Back 14

 Poor Design
 Improper Execution

Front 15

Response Bias

Back 15

A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth

Front 16

Extremity Bias

Back 16

A category of response bias that results because  response styles vary from person to person; some 
individuals tend to use extremes when responding to 
questions.

Front 17

Auspices Bias

Back 17

Bias in the responses of subjects caused by the 
respondents being inf luenced by the organization 
conducting the study.

Front 18

Acquiescence Bias

Back 18

A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.

Front 19

Interviewer Bias

Back 19

A response bias that occurs because the presence of the interviewer influences answers.

Front 20

Social Desirability Bias

Back 20

Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Front 21

Sample

Back 21

 Subset of a larger population

Front 22

Population

Back 22

Any complete group

Front 23

Census

Back 23

Investigation of all individual elements that make up a population

Front 24

Sampling Frame

Back 24

A list of elements from which the sample may be drawn

Front 25

Sampling Units

Back 25

Group selected for the sample;
Primary; Secondary; Tertiary 

Front 26

Probability sampling

Back 26

Known, nonzero probability for every element

Front 27

Nonprobability sampling

Back 27

Probability of selecting any particular member is unknown

Front 28

Types of Nonprobability Sampling

Back 28

 Convenience
 Judgment
 Quota
 Snowball

Front 29

Types of Probability Sampling

Back 29

 Simple random sample
 Systematic sample
 Stratified sample
 Cluster sample
 Multistage area sample

Front 30

Convenience Sampling

Back 30

Also called haphazard  or accidental sampling; The sampling procedure of obtaining the people or units that are most conveniently available

Front 31

Judgment Sampling

Back 31

Also called purposive sampling; An experienced individual  selects the sample based on his judgment about some  appropriate characteristics required of the sample member

Front 32

Quota Sampling

Back 32

Ensures  that the various subgroups in a population are represented on pertinent sample characteristics; To the exact extent that the investigators 
desire

Front 33

Snowball Sampling

Back 33

A variety of procedures;  Initial respondents are selected by probability methods; Additional respondents are obtained from information provided by the initial respondents

Front 34

Simple Random Sampling

Back 34

A sampling procedure that ensures that each element in the population will have an equal 
chance of being included in the sample

Front 35

Systematic Sampling

Back 35

A simple process; Every nth name from the list will be drawn

Front 36

Stratified Sampling

Back 36

Subsamples are drawn within different strata; Each stratum is more or less equal on some characteristic

Front 37

Concept

Back 37

A generalized idea about a class of objects, attributes, occurrences, or processes

Front 38

Operational

Back 38

Specifies what the researcher must do to measure the concept under investigation

Front 39

Media skepticism

Back 39

the degree to which individuals are skeptical toward the reality presented in the mass media

Front 40

Closed‐ended question

Back 40

Pre‐defined response categories; Four levels: Nominal, Ordinal, Interval, Ratio