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40 Cards in this Set
- Front
- Back
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causality
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assumption that Variable A causes Variable B
go beyond the "what" of a problem in order to arrive at the "why" |
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3 kinds of evidence needed to support assumption that variable A "causes" variable B
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correlation
sequence absence of other causal factors |
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correlation
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variable B has to change in value when variable A changes
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sequence
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variable B must appear after variable A has appeared, or must change after variable A changes
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goal of research
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to establish causality
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Internal validity threats
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history
maturation testing effect instrumentation mortality selection bias |
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external factors
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change factor B, want to control
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maturation
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the effect caused by time
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premeasurement error
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directly affects response on dependent variable
happens when interview at start of experiment has direct effect on respondants action or behavior |
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interaction error
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interacts with exposure to independent variable to affect response on dependent variable;
when pretest at the start of experiment effects respondants sensitivity or response to the independent variable |
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instrumentation
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the validity of the instrument used
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selection bias
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when use people different between two groups and compare
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an experimental design can be:
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pretest->experimental treatment->post-test
doesn't have to be a complicated series of statements, diagrams and figures |
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quasi-experimental designs
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control group
random assignment |
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control group
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resemble test group in every possible way
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random assignment
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randomly assigned participants into control group & test group
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what group establishes the base line
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control group
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why are control groups important?
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because "Almost nothing starts at zero"
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which test is considered the best one? why?
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Before-After, With Control Group
because it establishes all 3 criteria for causality, correlation, sequence, and control |
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why is an experiment designed?
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to tell us how changes in one variable affect another variable
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what type of validity do advertising decision makers favor
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external validity over internal validity
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two types of surveys
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descriptive surveys
analytical surveys |
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descriptive surveys
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attempt to picture or document current conditions,i.e., describe things at a particular point in time
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analytical surveys
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attempt to describe and explain why certain situations exist, and typically involve testing hypotheses.
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how are analytical and descriptive surveys important to advertising researchers
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in both the private and academic sectors
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what fields are surveys common
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marketing and advertising
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why is survey selection complicated
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because there are so many variables involved, thus the value of the Survey Selection Flowchart
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what kind of paper should be used for a survey
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paper stock
at least 20-pound stock, not have a slick surface White, avoid bright colors 8.5 by 11 inches standard #10 business envelope for mail surveys, Use #9 for replies |
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what kind of type should be used for surveys
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cover letters should be hand signed with blue ink
use sans serif because it looks more technical and scientific type size is important for space and readability |
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why is formatting important
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because it affects the general appearance of the instrument and the likelihood that the respondent will complete and return it.
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survey layout
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include a title, instructions, attractive design
break up into sections use white space 11 by 17 is good for multi-pages |
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survey enclosures
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dont send a fat envelope
think about how the enclosures are inserted |
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Why did Dillman formulate the TDM
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because he believes both mail and telephone surveys have too long been considered the "stepchildren" of survey research
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2 components of Dillman's Total Design Method (TDM)
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theoretical part
practical part |
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theoretical part of TDM
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specifying aspects of the research process that affect responses
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practical part of TDM
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emphasizing the importance of detailed attention to all parts of the survey process
minimizing costs offering rewards creating trust |
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Social exchange theory
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states that people's actions are motivated by the rewards they expect to receive from other people
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TDM's 3 Concepts
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rewards are important for inducing someone to take part in a survey
costs are of 2 kinds truth is linked to the respondent's belief of whether or not rewards with be forthcoming |
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2 kinds of costs
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time and effort costs
psychological costs |
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why is the TDM valuable
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because it forces attention on all the elements involved in conducting a survey
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