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64 Cards in this Set
- Front
- Back
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Sampling Errors
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any type of bias in a survey study that is attributable to mistakes made in either the selection process of prospective sampling units or determining the size of a sample required to ensure its representative of the larger defined target population
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Respondent Errors
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the type of nonsampling errors that can occur when selected prospective respondents can not be initially reached to participate in the survey process, do not cooperate, or demonstrate an unwillingness to participate in the survey
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Nonresponse Error
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an error that occurs when the portion of the defined target population not represented or underrepresented in the response pool is systematically and significantly different from those that did respond
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Person Administered Survey
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data collection techniques that require the presence of a human interviewer who asks questions and records the subject’s answers
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In Home Interview
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an interview takes place in the respondent’s home or in work environment
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Mall Intercept Interview
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shopping patrons are stopped and asked for feedback during their visit to a shopping mall
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Telephone Administered Survey Research
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Question and answer exchanges that are conducted via telephone technology
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Computer Assisted Telephone Interview
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integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents’ answers directly into the computer program
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Self Administered Survey Research
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a data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer
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Mail Survey
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questionnaires are distributed to and returned from respondents via the postal service
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Online Survey
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the internet is used to ask questions and record responses
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Mail Panel
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surveys are mailed to a representative sample of individuals who have agreed in advance to participate
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Drop Off Survey
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Questionnaires are left with the respondent to be completed at a later time. The surveys may be picked up by the researcher or returned via email
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Willingness to Participant
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the respondent's inclination or disposition to share his or her thoughts
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Knowledge Level of Participants
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degree to which the selected respondents feel they have knowledge of or experience with the survey’s topics
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Causal Research
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research that focuses on collecting data structures and information that will allow the decision maker or researcher to model cause-effect relationships between two or more variables under investigation
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Validity
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the extent to which the conclusions drawn from an experiment are true
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Internal Validity
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the extent to which the research design accurately identifies causal relationships
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External Validity
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the extent to which a causal relationship found in a study can be expected to be true for the entire target population: the extent to which a causal relationship found in a study can be expected to be true for the entire target population
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Sampling
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the process of selecting a small number of elements from a larger defined target group of elements such that the information gathered from the small group wll allow judgements to be made about the larger groups
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Simple random sampling
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every unit has an equal nonzero chance of being selected
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Systematic Random Sampling
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the defined target population is ordered and the sample is selected according to position using a skip interval
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Stratified random sampling
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the population is divided into different subgroups and samples are selected from each
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Cluster Sampling
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samples are selected in groups rather than individually
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Convenience Sampling
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Relies on convenience and access
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Judgement Sampling
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relies on belief that participants fit characteristics
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Quota Sampling
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emphasizes representation of specific characteristics
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Snowball Sampling
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relies on respondent referrals of others with like characteristics
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Census
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a study that includes data about or from every member of a target population
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Population
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the identifiable total set of elements of interest being investigated by a researcher
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Defined Target Population
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a specified group of people of objects for which questions can be asked or observations made to develop the required information; also referred to as the working population. A precise definition of the target population is essential when undertaking a research project
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Sampling Frame
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a list of all eligible sampling units for a given study
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Sampling Error
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any type of bias in a survey study that is attributable to mistakes made in either the selection process of prospective sampling units or determining the size of a sample required to ensure its representativeness of the larger defined target population
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Nonsampling Error
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a type of bias that occurs in a research study regardless of whether a sample or census is used
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Probability Sampling
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sampling designs in which each sampling unit in the sampling frame has a known, nonzero probability of being selected for the sample
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Non probability Sampling
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sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgement or knowledge of the researcher and may or may not be representative of the target population
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Measurement
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the process of assigning intensity to the information about constructs
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Nominal Scale
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focus only on requiring the respondent to provide some type of descriptor as the raw response
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Ordinal Scale
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allow the respondent to express "relative magnitude" between the raw responses to the question
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Interval Scales
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demonstrate the absolute differences between each scale point
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Ratio Scale
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allow for identification of absolute differences between each scale point, and absolute comparisons between raw responses
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Likert Scale
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asks the respondent to which extent they agree or disagree
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Semantic Differential
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unique bipolar ordinal scale format that captures a person's attitudes
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Behavioral Intention
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designed to capture the likelihood that a person will demonstrate some type of predictable behavior intent towards purchasing an object or service in a future time frame
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Construct
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a hypothetical variable made up of a set of component responses or behaviors that are thought to be related
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Scale Points
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the set of assigned descriptors that designate the degrees of intensity to the responses concerning the investigated characteristics of an object, construct, or factor
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Scale Reliability
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the extent to which a scale can produce the same measurement results in repeated trials
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Screening Question
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Also referred to as filters or screeners, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study
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Bad Questions
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Any question or directive that obscures, prevents, or distorts the fundamental communications between respondent and researcher
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Sensitive Questions
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questions concerning income, sexual beliefs, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly
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Skip Question
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Used if the next question or set of questions should be responded to only if respondents meet a previous condition
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Response Order Bias
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Occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given
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Questionnaire Format
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the combination of sets of question/scale measurements into a systematic structured instrument
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Quotas
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a tracking system that collects dara from respondents and helps ensure that subgroups are represented in the sample as specified
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Call Records
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a recording document that gathers basic summary information about an interviewer's performance efficiency
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Measures of Central Tendency
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the basic sample statistics that could be generated through analyzing the collected data
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Measures of Dispersion
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the sample statistics that describe how all the data are actually dispersed around a given measure of central tendency
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Variance
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the average squared deviations about a mean of a distribution of values
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Hypothesis
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a yet unproven proposition or possible solution to a decision problem that can be empirically tested using data that are collected through the research process; it is developed in order to explain a relationship between two or more constructs or variables
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Multivariate Analysis
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a group of statistical techniques used when there are two or more measurements on each element and the variables are analyzed simultaneously
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Cross Tabulation
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the process of simultaneously treating two or more variables in the study
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Chi Square
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Assesses how closely the observed frequencies fit the pattern of the expected frequencies and is referred to as a "goodness of fit" test
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T Test
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a hypothesis test procedure that uses the t distribution; t tests are used when the sample size of subjects is small and the std deviation is unknown
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Perceptual Mapping
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a graphic representation of respondents beliefs about the relationship between objects with respect to two or more dimensions
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