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100 Cards in this Set
- Front
- Back
systematic inquiry that provides information to guide marketing decisions.
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market research
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organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders
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marketing
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financial return for all marketing expenditures
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Return on Marketing Investment
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problem or opportunity that requires a marketing decision
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mamagement dilemma
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a private network that is contained within an enterprise
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intranet
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private network that uses the internet protocols and the public telecommunication system to share an organizations information, data, or operations with external suppliers, vendors, or customers
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extranet
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designed to provide the marketer with ongoing info about events and trends
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marketing intelligence system
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philosophy of marketing that the primary strategy for achieving an organization's marketing goals is to continually satisfy its customers an thus establish lifetime customer organization relationships
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marketing concept
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the general approach an organization will follow to achieve its marketing goals
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marketing strategy
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specific timed activities that execute a strategy
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marketing tactics
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at the most elementary level, a ____ study may be made only to provide an account or summation of some data or to generate some statistic
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reporting study
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study which tries to discover answers to the questions who, what, when, where, and how
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descriptive study
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study which goes beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observes
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explanatory study
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has a practical problem solving emphasis although the problem solving is not always generated by a negative circumstance
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applied research
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process of stating the basic dilemma that prompts the research and then trys to develop other questions by progressively breaking down the original question into more specific ones
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management research question heirarchy
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a restatment of the marketer's delemma in question form
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management question
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the hypothesis that best states the objective of the research, the question that focuses the researcher's attention
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research question
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question the researcher must answer to satisforily answer the research question.
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investigative questions
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what participants in marketing research are asked or what specifically is observed in a research study
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measurment question
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budgeting which involves taking a fixed % of some criterion
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rule-of-thumb budgeting
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budgeting which allocates a portion of total expenditures in the unit to research activities
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departmental or functional area budgeting
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budgeting which selects specific research projects to support on an ad hoc basis
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task budgeting
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each criterion is a combination of a ____ and a decision variable
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decision rule
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bluprint for fulfilling objectives and providing the insight to answer management's delemma
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research design
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a _____ examines a portion of the target population and the portion must be carefully selected to represent that population
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sample
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involves reducing accumulated data to a manageable size, developing summaries, looking for patterns, and applying statistical techniques
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data analysis
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problem that addresses complex issues and cannot be expressed easily concisely, or completely
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ill-defined problem
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interview with those knowledgeable about the problem or its possible solution
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expert interviews
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interviews wiit individuals involved in the problem
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IDI
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a collection of facts unique to a topic
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handbook
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norms and standards of behavior that suide moral choices about our behavior and our relationships with others
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ethics
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securing_______form participants is a matter of fully disclosing the procedures of the proposed survey or other research design before requesting permission to proceed with th study
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informed consent
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a________means on has the right to refuse to be interviewed or to refuse to answer any question in an interview.
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right to privacy
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the right of a company to dissociate themselves from the sponsorship of a research project
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sponsor nondisclosure
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involves protecting the purpose of the study or its details
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purpose nondisclosure
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tend toward loose structures with the objective of expanding understanding of a topic, providing insights and possible explanations, or discovering future research tasks
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exploratory studies
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study which begins where the exploration leaves off it begins with a hypothesis or research question and involves precise procedures and data source specifications
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formal study
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designed for breadth rather than depth. hypothesis are tested quantitatively
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statistical study
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places more emphasis on a full contextual analysis of a few events or conditions and their interrelations
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case study
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in an ____ the researcher attempts to control or manipulate the variables in the study
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experiment
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study in which investigators have no control over the variables in the sense of being able to manipulate them. They can only report what has happened or what is happening
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ex post facto study
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study in which the researcher asks questions of the subjects and collects their responses by personal means
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communication study
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study carried out once and represent a snapshot of one point in time
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cross sectional study
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study repeated over an extended period
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longitudinal study
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exploration relies more heavily on what kind of techniques
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qualitative techniques
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relationship by which two or more variables change together
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correlation
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when some external factor produces a change in the dependant variable
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causation
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relationship in which two variables vary together but we assume the changes in neither variables are due to changes in the other
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symmetrical relationship
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relationship which exists when 2 variables mutually influence or reinforce each other
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reciprocal relationship
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relationship in which researchers postulate that changes in one variable are responsible for changes in another variable
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asymmetrical relationship
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research which includes an array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world
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qualitative research
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attempts precise measurments of something
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quantitative research
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much of qualitative research involves the deliberate preparation of the participant, called peexercising or______
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pretasking
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qualitative research involves______sampling where little attempt is made to generate a representative sample
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nonprobability sampling
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interview with no specific questions or order of topics
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unstructured interview
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interview that generally starts with a few specific questions
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semistructured interview
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because researchers are often looking for hidden or suppressed meanings _____ can be used within the interview structures.
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projective techniques
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an interaction between an individual interviewer and a single participant
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individual depth interview
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data collection method using a single interviewer with more than one research participant.
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group interview
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group of different individuals
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heterogeneous
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group of similar individuals
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homogeneous
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analytical process which provides the research sponsor with a qualitative picture of the respondants
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content analysis
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research designed to address complex, practical problems about which little is known
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action research
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term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods
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triangulation
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if the study is to be something other than exploratory,_____ observation employs standardized procedures, trained observers and other devices for the observer that reflect scientific procedures of other primary data methods
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systematic
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the most prevelant of these and includes recording physical actions or movements, such as body movements, motor expressions, and even exchanged glances
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nonverbal observational
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measurment insturment for recording data in an observational study
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observation checklist
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occurs when the observer is physically present and personally monitors what takes place
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direct observation
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occurs when the recording is done by mechanical, photographic, or electronic means
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indirect observation
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observers use ___ to shield themselves from the object of their observation
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concealment
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exists when the observer enters the social setting and acts as both an observer and a participant
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participant observation
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sampling in which the researcher selects certain elements, behavioral acts, or conditions to record that answer the investigative questions
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event sampling
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a source of error where participants alter their tru behavior in response to the researcher
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reactivity responce
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observation of effects of prior decisions
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physical condition analysis
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approaches which encourage creative and imaginative forms of indirect observation
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unobtrusive measures
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involves the time study of stages in a process, evaluating both effectiveness and efficiency
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process analysis
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involves surveying or interviewing people and recording their responses for analysis
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communication approach
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erro which occurs when the responses of participants differ in some systematic way from the responses of nonparticipants
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nonresponse error
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error generated in 2 ways: when the participant fails to give a correct answer or fails to give the complete answer
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response error
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ratio of potential but unreached contacts to all potential contacts
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noncontact rate
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ratio of contacted participants who decline the interview to all potential contacts
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refusal rate
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involves surveying or interviewing people and recording their responses for analysis
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communication approach
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erro which occurs when the responses of participants differ in some systematic way from the responses of nonparticipants
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nonresponse error
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error generated in 2 ways: when the participant fails to give a correct answer or fails to give the complete answer
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response error
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ratio of potential but unreached contacts to all potential contacts
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noncontact rate
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ratio of contacted participants who decline the interview to all potential contacts
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refusal rate
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designed to conceal the questions true nature
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sesguised question
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identify the participant , interviewer, interview location, and conditions
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administrative question
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usually cover sociological-demographic variables that allow participants answers to be grouped so that patterns are revealed and can be studied
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classification question
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identify the participant , interviewer, interview location, and conditions
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administrative question
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addresses the investigative question of a specific study
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target question
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addresses the investigative question of a specific study
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target question
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aka open ended questions, ask participants a question and wither the interviewer pauses for the answer or the participant records his ideas in his own words
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free response questions
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suggests opposing responses, but this is not always the case
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dichotomous question
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ask the participant to position each factor on a companion scale, either verbal, numerical, or graphical
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rating question
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when realative order of the alternatives is important the ___ question is ideal
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ranking
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filter questions to determine if the potential participan has the knowledge or experience necessart to participate in the study
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screen questions
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often the content of one question ( called a ____ question) assumes othe questions have been asked and answered
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branched questions
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when a matched sample was asked the same question after two ___ questions(neutral questions designed chiefly to establish rapport with the participant)
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buffer question
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final step toward improving survey results is ____, the assessment of questions and insturments before the start of a study
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pretesting
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