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59 Cards in this Set
- Front
- Back
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What are the types of primary data? 7 bampaid
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demographic/socioeconomic
psychological/lifestyles attitude/opinions awareness/knowledge intentions motivation behavior |
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What are the advantages of using communication for collecting primary data collection?
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more versatile
fast less costly |
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What are the advantages of using observation?
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more objective
more accurate |
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Structured/undisguised
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standard questions and responses
e.g. fixed alternative questions |
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structured/disguised
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standard questions and responses
least used |
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unstructured, undisguised
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non-standard questions and answers
e.g. focus groups, in-depth interviews |
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unstructured, disguised
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standard stimuli
non-standard responses e.g. word association, sentence completion |
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Focus group Advantages 5
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more interviews
more control can record sessions snowballing security |
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Characteristics of a good focus group moderator 10
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quick learner
a friendly learner knowledgeable but not all knowing excellent memory good listener facilitator not performer flexible empathetic big picture thinker good writer |
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What is motivational research and what techniques are used in doing it?
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indirect techniques
word association sentence completion story telling |
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telephone interview advantages 5
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elaborate branching patterns
feel safer on phone than in person quickly single location less bias |
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telephone interview disadvantages 5
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no visual props
less concentration no complex q's may influence responses no contact with phoneless |
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personal interview advantages 4
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can be complex
branching responses that aren't multi choice help convince otherwise black responses |
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personal interview disadvantages 3
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influence responses
errors in interpretation cheating |
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mail surveys advantages 4
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own pace
no bias fairly complicated scales no cheating |
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mail surveys disadvantages 6
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no one to prod
no help to interpret junk mail might moved 3- 4 weeks up-scale respondents |
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what is random digit dialing and how does it differ from plus one dialing?
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random digit dialing 892 - XXXX
plus one you just add 1 |
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observation research
structured |
know what will observe
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observation research
unstructured |
do not know what exactly what will observe
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observation research
undisguised |
know are being observed
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observation research
disguised |
do not know are being observed
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what mechanical devices are used in doing observational research? 6
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galvanometer
pupilometer eye camera tachistoscope audiometer people meter |
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what are the major steps in designing a questionnaire? 8
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1. develop a plan for securing respondent cooperation
2. precisely determine the information issues to be pursued 3. select the type of question format to be used 4. design questions wording and layout 5. look for common pitfalls 6. revise 7. pretest 8. finalize |
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cover letter
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identification of researcher
id of benefits |
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what incentives can be used on a cover letter to increase cooperation?
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anonymity
ease of completion postage paid return envelopes tokens of appreciation (not payments) monetary gift or merch (before not after) contribute to org or charity flattery |
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proper order to do questionnaire design
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research objectives, questions, hypothesis--> data analysis plan --> questionnaire design
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good tips for designing questionnaire
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precise wording
easy to give legitimate answer specific instructions filter questions sequencing: logical, order, close |
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randomized response technique
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find a question we know the statistical answer to (birthday in January )
then split up red ball and blue ball, do the math used for sensitive questions |
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How pretesting should be done
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two stages
1. personal interview 2. administer like would do in practice pre-test ALL THE TIME |
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Nominal scale
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identity
e.g. male-female measures of average - mode |
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ordinal scale
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order
e.g. preference for brands median - mode |
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interval scale
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comparison of intervals
e.g. grade point average mean-median-mode |
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ratio scale
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comparison of absolute magnitudes
e.g. units sold geometric mean harmonic mean median mode |
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common approaches used to measure attitudes 5
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observation of behavior
indirect techniques performance of objective tasks physiological reactions self-report techniques behavior answers performance physiological reaction |
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most common approach to measure attitudes
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self report and verbal report
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what is a rating scale?
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directly indicate
most important criteria which form an attitude |
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graphic rating scales
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very important -------------------- not at all important
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itemized rating scales
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how do you like the taste of dr pepper
good_______ fair ________ poor________ most common |
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paired comparison
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presenting the respondent with two items at a time and requiring him to select one of the two according to some criterion
styling : price styling : gas economy price : gas - economy |
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rank order rating scale
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respondent ranks a set of objects according to some criterion
please rank 1 being most important 3 styling 1 price 2 gas economy |
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constant sum rating scale
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respondent divides a constant sum, generally 100, among two or more objects
20 styling 50 price 30 gas economy |
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attitude scales
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overall belief about an object
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semantic differential attitude scales
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respondent is to mark the blank that best indicates how accurately one or the other term describing or fits their attitude toward the object
fast ___ ____ ____ ___ ___ ____ slow |
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likert attitude scales
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the researcher generates a substantial number of items
looks like fishbein eliminate an items that have correlations close to zero |
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stapel attitude scales
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location is convenient
-5 -4 -3 -2 -1 +1 +2 +3 +4 +5 o o o o o o o o o o |
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adjective checklist
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respondent is presented with a list of adjectives or phrases. He is asked to check the ones that describe the object.
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how would an adjective checklist be used?
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compute the proportion of respondents that check each adjective and compare these figures across various groups or objects
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which attitude scale is used the most?
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sematic differential!
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difference between comparative and non comparative rating scales
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comparative compares on object with another
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even/odd itemized scaling
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odd - center point
__ __ about the same ___ ___ |
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forced/unforced scaling
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dont know = not forced
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what is the right number of scale categories
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there is no right number
depends on sample |
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what is a halo effect and when does it come into play?
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feel + or - about something, only check + or - for everything
use comparative scales to counter |
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what is an indirect attitude measurement?
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projective techniques
motivational research techniques |
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how does the scientific notion of causality differ form the common sense notion
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common sense notion
proven that x causes y scientific notion it can never be proven that x is a cause of y |
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what are the evidences of causality?
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concomitant variation
time order of occurrence elimination of other possible causal factors |
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concomitant variation
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x and y occur or vary together in the way predicted
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time order of occurance
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x must precede or occur simultaneously with y if x is one of the causes of y
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elimination of other possible causal factors
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to show that x is the primary cause of y, it must be shown that a,b,c ...... do not primarily cause y.
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