Chapter 7-11

Front 1

respondents

Back 1

people who verbally answer an interviewers question or provide answers to written questions

Front 2

sampling error

Back 2

error arising because of inadequacies of the actual respondents to represent the population of interest

Front 3

systematic error

Back 3

error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research

Front 4

nonresponse error

Back 4

the statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond

Front 5

self-selection bias

Back 5

a bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions that people who feel indifferent about it

Front 6

response bias

Back 6

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

Front 7

acquiescence bias

Back 7

a tendency for respondents to agree with the viewpoints expressed by a survey

Front 8

extremity bias

Back 8

a category of response bias that results because some individuals tend to use extremes when responding to questions

Front 9

interviewer bias

Back 9

a response bias that occurs because the presence of the interviewer influences respondents answers

Front 10

social desirability bias

Back 10

bias in response caused by respondents desire, either conscious or unconscious, to gain prestige or appear in a different social role

Front 11

administrative error

Back 11

an error caused by improper administrative or execution of the research task

Front 12

mall-intercept interview

Back 12

personal interviews conducted in a shopping center or similar public area

Front 13

callback

Back 13

attempts to try and contact those sample members missed in the initial attempt

Front 14

CATI

Back 14

acronym for computer assisted telephone interviews

Front 15

response rate

Back 15

the number of questionnaires returned or completed divided by the number of sample members provided a chance to participate in the survey

Front 16

cover letter

Back 16

letter the accompanies a questionnaire to induce the reader to complete and return the questionnaire

Front 17

internet survey

Back 17

a self-administered survey administered using a Web-based questionnaire

Front 18

click rate

Back 18

the portion of potential hyperlink to a survey who actually click through to view the questionnaire

Front 19

pretesting

Back 19

screening procedure that involves a trial run with a group of respondents to iron our fundamental problems in the survey design

Front 20

random digit dialing

Back 20

use of telephone exchanges and random numbers to develop a sample of respondents in a landline phone survey

Front 21

personal interview

Back 21

face-to-face communication in which an interview ask a respondents to answer questions

Front 22

observation

Back 22

the systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed

Front 23

unobtrusive observation

Back 23

no communication with the person being observed is necessary so that he or she is unaware that he or she is an object of research

Front 24

visible observation

Back 24

observation in which the observers presence is known to the subject

Front 25

hidden observation

Back 25

observation in which the subject is unaware that observation is taking place

Front 26

direct observation

Back 26

a straightforward attempt to observe and record what naturally occurs; the investigation does not create and artificial situation

Front 27

observer bias

Back 27

a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer

Front 28

artifacts

Back 28

the things that people made and consumed within a culture the signal something meaningful about the behavior taking place at the time of consumption

Front 29

content analysis

Back 29

the systematic observation and quantitative description of the manifest content of communication

Front 30

scanner-based consumer panel

Back 30

a type of consumer panel in which participants purchasing habits are recorded with a laser scanner rather than a purchase diary

Front 31

eye-tracking monitor

Back 31

a mechanical device used to observe eye movements; some eye monitors use infrared light beams to measure unconscious eye movement

Front 32

pupilometer

Back 32

a mechanical device sed to observe and record changes in the diameter of a subjects pupils

Front 33

psychogalvanometer

Back 33

a device that measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin

Front 34

MRI device

Back 34

a machine that allows one to measure what portions of the brain are active at given time

Front 35

subjects

Back 35

the sampling units for an experiment, usually human participants in research who are subjected to some experimental manipulation

Front 36

experimental condition

Back 36

one of the possible levels of an experimental variable manipulation

Front 37

blocking variable

Back 37

categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable

Front 38

covariate

Back 38

a continuous variable included in the statistical analysis as a way of statistically controlling for variance due to that variable

Front 39

experimental treatment

Back 39

the term referring to the day an experimental variable is manipulated

Front 40

control group

Back 40

a group of subjects to whom no experimental treatment is administered

Front 41

randomization

Back 41

the random assignment of subject and treatment to groups; it is one device for equally distributing the effects of extraneous variable to all conditions

Front 42

confound

Back 42

an experimental confound mean that there is an alternative explanation beyond the experimental variables for any observed difference in the dependent

Front 43

demand characteristics

Back 43

experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis

Front 44

demand effect

Back 44

occurs when demand characteristics actually affect the dependent variable

Front 45

laboratory experiment

Back 45

the researcher has more complete control over the research setting and extraneous variables

Front 46

field experiment

Back 46

research projects involving experimental manipulations that are implemented in a natural environment

Front 47

internal validity

Back 47

exists to the extent that an experimental variable is truly responsible for any variance in the dependent variable

Front 48

history effect

Back 48

occurs when a change other than the experimental

Front 49

test-market sabotage

Back 49

intentional attempts to disrupt the results of a test market being conducted by another firm

Front 50

external validity

Back 50

is the accuracy with which experimental results can be generalized beyond the experimental subjects

Front 51

mortality effect

Back 51

occurs when some subjects withdraw from the experiment before it it completed

Front 52

instrumentation effect

Back 52

a nuisance that occurs when a change in the wording of questions, a change in the interviewers, or a change in other procedures causes a change in the dependent variable

Front 53

maturation effect

Back 53

a function of time and the naturally occurring events that coincide with growth and experience

Front 54

cohort effect

Back 54

refers to a change in the dependent variable that occurs because members of one experimental group experimental different historical situations than members of other experimental groups

Front 55

history effect

Back 55

occurs when a change other than the experimental treatment occurs during the course of an experimental that affects the dependent variable

Front 56

measurement

Back 56

the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way

Front 57

scale

Back 57

a device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept

Front 58

nominal scale

Back 58

represent the most elementary level of measurement in which values are assigned to an object for identification or classification purpose only

Front 59

ordinal scales

Back 59

ranking scales allowing things to be arranged based on how much of some concept they possess

Front 60

interval scales

Back 60

scales that have not the nominal and ordinal properties, but that also capture information about difference in quantities of a concept from one observation to the next

Front 61

ratio scale

Back 61

represent the highest form of measurement in that they have all the properties of interval scaled with the addition attribute of representing absolute quantities; characterized by a meaningful absolute zero

Front 62

attribute

Back 62

a single characteristic of fundamental feature of an object, person, situation, or issue

Front 63

composite measure

Back 63

assign a value to an observation based on mathematical derivation of multiple variables

Front 64

summated scale

Back 64

a scale created by simply summing the response to each item making up the composite measure. The scares can be but do not have to be averaged by the number of items making up the composite scale

Front 65

reliability

Back 65

an indicator of a measure's internal consistency

Front 66

validity

Back 66

the accuracy of a measure or the extent to which a score truthfully represents a concept

Front 67

face validity

Back 67

extent to which individual measures content match the intended concepts definition

Front 68

criterion validity

Back 68

the ability of a measure to correlate with other standard measures of similar constructs or established criteria

Front 69

construct validity

Back 69

exists when a measure reliably measures and truthfully represent a unique concept; consists of several components including face validity, convergent validity, criterion validity, and discriminant validity

Front 70

convergent validity

Back 70

depends on internal consistency so that multiple measures converge on a consistent meaning

Front 71

discriminant validity

Back 71

represents how unique or distinct is a measure; a scale should not correlate too highly with a measure of different construct

Front 72

attitude

Back 72

an ending disposition to consistently respond in a given manner to various aspects of the world; composed of affective, cognitive, and behavioral components

Front 73

category scale

Back 73

a rating scale that consist of server response categories, often providing respondents with alternatives to indicate positions on a continuum

Front 74

Likert scale

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a measure of attitudes designed to allow respondents to rate how strongly they disagree or agree with carefully constructed statements, ranging from very positive to very negative attitudes toward an object

Front 75

semantic differential

Back 75

a measure of attitudes that consists of a series of bipolar rating scale with opposite terms on wither end

Front 76

constant-sum scale

Back 76

a measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes; respondents often sort cards but the task may also be a rating task

Front 77

graphic rating scale

Back 77

a measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum

Front 78

balanced rating scale

Back 78

a fixed alternative rating scale that has more response categories at one end than the other, resulting in an unequal number of positive and negative categories

Front 79

forced-choice rating scale

Back 79

a fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives

Front 80

open ended response question

Back 80

questions that pose a problem and ask respondents to answer in their own words

Front 81

fixed-alternatives questions

Back 81

questions in which respondents are given specific, limited-alternative responses and asked to choose the one closet to their own viewpoint

Front 82

simple-dichotomy questions

Back 82

a fixed-alternative question that requires the respondents to choose one of two alternatives

Front 83

multiple-choice questions

Back 83

a fixed-alternative questions that requires the respondents to choose one response from among multiple alternatives

Front 84

leading question

Back 84

a question that suggest or implies certain answers

Front 85

loaded question

Back 85

a question that suggest a socially desirable answer or is emotionally charged

Front 86

checklist question

Back 86

a fixed-alternative question that allows the respondents to provide multiple answers to a single question by checking off items

Front 87

counter biasing statement

Back 87

an introductory statement or preamble to a potentially embarrassing question that reduces a respondent reluctance to answer by suggesting that certain behavior is not unusual

Front 88

double -barreled question

Back 88

a question that may induce bias because it covers two or more issues at once

Front 89

unaided recall

Back 89

asking respondents to remember something without providing any clue

Front 90

order bias

Back 90

results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another

Front 91

funnel technique

Back 91

asking general questions before specific questions in order to obtain unbiased response

Front 92

breackoff

Back 92

term refereed to a respondent who stops answering questions before reaching the end of the survey

Front 93

filter question

Back 93

a question that screens out respondents who are not qualified to answer a second question

Front 94

branching

Back 94

directing respondents to alternative portions of the questionnaire based on their response to a filter question

Front 95

piping software

Back 95

software that allows question answers to be inserted into later questions

Front 96

back translation

Back 96

taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language

Front 97

aided recall

Back 97

a sing the respondent to remember something and giving them a clue to help