Term
| 4 Types of Research Methods |
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Definition
1. Experiments
2. Survey/Interview Techniques
3. Content and Interaction Analysis
4. Qualitative |
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Term
| Funnel (Type of Survey Format) |
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Definition
| Start with general questions; ask more detail at each level; This is the most common type of survey format. |
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Term
| Inverted Funnel (Type of Survey Format) |
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Definition
| Start with detailed questions and get more general as survey goes on. |
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Term
| Tunnel (Type of Survey Format) |
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Definition
| All questions have same degree of openness; Allows little probing and variation in question structure; not good for getting in-depth info |
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Term
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Definition
*Precision and analyzability
*Superior objectivity and access
*Ecological isomorphism - Solicits responses from subjects in a real-world setting
*Reasonable cost efficiency
*Wide range of participants |
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Term
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Definition
*Descriptive Research - tells what, but not why
*Survey cannot reveal what you did know you did not know
*Self-report Research - Some people don't know/don't recall/won't tell
*Limited by design
*Broad but shallow data
*No hard questions, no extensive follow-up
*Sample size and response rate are not the same
*Lack of control
*Potentially low compliance rates |
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Term
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Definition
*Does not rely on random selection
*Weakens sample to population representativeness
*Used when researchers desire participants with special experiences or abilities
*Probability is unknown |
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Term
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Definition
*The probability of any unit being included in the sample is known and equal
*Selection is random
*Error will always occur
*Every member of the population has a known, non-zero probability of being selected |
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Term
| Convenience (Non-probability Sampling) |
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Definition
| Participants are selected because they are easy to collect |
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Term
| Judgment (Non-probability Sampling) |
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Definition
| Selection criteria is based on personal judgment that the element is representative of the population under study |
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Term
| Quota (Non-probability Sampling) |
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Definition
| Population subgroups are classified on the basis of researcher judgment |
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Term
| Snowball (Non-probability Sampling) |
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Definition
| Selection of additional respondents is based on referrals from the initial respondents |
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Term
| Simple Random (Probability Sampling) |
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Definition
Every element of the population has a known and equal probability of being selected into the sample
Probability of Selection = Sample Size/Population Size |
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Term
| Stratified (Probability Sampling) |
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Definition
I. The parent population is divided into mutually exclusive and collectively exhaustive subsets (strata)
II. A simple random sample is chosen from each subset
*Elements chosen randomly from a sampling frame which is organized into subsets based on some characteristic(s)
*Uses the incidence of each subset within the population to guide the representation of that subset in the sample chosen.
*Can be proportionate or disproportionate (believe higher variation in one group vs. another) |
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Term
| Cluster (Probability Sampling) |
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Definition
Population is divided into subsets - random sample of subsets is selected (Variable must not be related to focus)
One-Stage Cluster: All elements in randomly selected subsets are included
Two-Stage Cluster: A sample is selected probabilistically from each randomly selected subset |
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Term
| Systematic (Probability Sampling) |
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Definition
Entire population is numbered. 1st # is drawn randomly. Subsequent elements are drawn using a skip interval
Skip Interval = pop.size/sample
Ex. 100 phone #'s from directory with 1,000 pages
pop size = 1000/sample size = 100
= 10 |
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Term
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Definition
*Describe *Synthesize *Simplify & Summarize
*Summary info for each variable ( MEASURES: # of cases, central tendency, dispersion)
*Used by researcher to define variables
*Used in statistical testing to analyze differences and relationships between the variables |
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Term
| Summary Statistics (Part of Descriptive Statistics) |
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Definition
| Measures Central Tendency and Dispersion |
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Term
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Definition
*Predict *Generalize from a sample to a population
*Examine relationships between two or more research treatments
MEASURES smaller sample to represent population
*Analyses of differences - comparison of a sample to the normal curve (T-Test, Chi-Square, Anova)
*Analyses of relationships - comparisons between 2 or more sample sets of data (correlation, regression, factor analysis) |
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Term
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Definition
average of all scores of the data set
Sum the scores/# of scores |
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Term
| Median (Central Tendency) |
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Definition
| Middle point in the data set |
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Term
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Definition
| the most frequently occurring score |
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Term
| Normal Curve (AKA Bell Curve) |
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Definition
*a theoretical distribution of scores
*peak in the middle
*progressively fewer cases moving away from the middle
*symmetrical
*mean, median and mode have the same value |
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Term
| Positively-Skewed Distribution |
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Definition
| Very few high scores (LOOK UP PICTURE) |
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Term
| Negatively-Skewed Distribution |
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Definition
| Very few low scores (LOOK UP PICTURE) |
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Term
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Definition
*Consistency in results
If you apply the measure repeatedly, do you get consistent results? |
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Term
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Definition
| *How truthful the research results are |
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Term
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Definition
*May replace reliability and validity
*Plan for and carry out research so that findings are believable to others
*Use respondent validation - participants can correct errors, challenge interpretations and provide perspective |
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Term
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Definition
*Studies people in their natural surroundings (where they live and interact)
*all about their natural settings--not an experiment or artificial setting
*Used because control can distort results
NO CONTROL = ALL NATURAL |
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Term
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Definition
*A specific application referring to the consumer culture--observing consumers in their natural habitat
*Qualitative Research
*Focuses on closely studying small # of consumers in context
*Informants with an overview of the community
*Draws conclusions after behaviors and attitudes |
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Term
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Definition
*Explains behavior and context, such that the behavior becomes meaningful to an outsider
*Answers, "What was it like to be in the environment?"
*Written in narrative form |
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Term
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Definition
*Unstructured and indirect forms of questioning that encourage respondents to project their underlying motivations, beliefs, attitudes, and feelings regarding the issues of concern
*Psychological technique to get answers without asking direct questions
*Consists of a stimulus and response
*Reduces personal vulnerability |
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Term
| Association (Projective Technique) |
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Definition
Respondents are presented with a stimulus and asked to respond with the first thing that comes to mind
Ex. Word Association |
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Term
| Completion (Projective Technique) |
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Definition
Respondent is required to complete an incomplete situation stimulus (sentences/stories)
Purpose: For insight into participants need-value system |
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Term
| Construction (Projective Technique) |
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Definition
Respondents are required to construct a response to a stimulus in the form of a story dialogue or a description
Ex. Cartoon Test- insert dialogue in cartoon |
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Term
| Expressive (Projective Technique) |
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Definition
Respondents relate the feelings and attitudes of others to the situation presented
*Used when participants cannot describe their actions, but can demonstrate them
Ex. Role Playing |
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Term
| Means-Ends Chain/Laddering |
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Definition
A-V-C Chains
Needs vs. Wants; Features to Benefits
A=Product Attributes (Means)
V=Basic Values (Ends)
C=Consequences
*Assumes A is related to C, which is related to V
Ex. Blow dryer dries hair (A) which leads to looking better (C) which leads to self-esteem (V) |
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Term
| Why do agencies use focus groups? |
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Definition
*Clarify marketing issues
*Identify consumer issues and their relative
*Differentiating a brand or product
*Identify perceived product or service benefits and "reasons why"
*Obtain consumer reactions to alternative advertising executions
*Develop hypotheses on what motivates consumers on a given issue |
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Term
| Motivational (Types of Focus Groups) |
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Definition
*Uncover underlying motives influencing a particular behavior
OBJECTIVES: *Writing more persuasive ad claim *Modeling the decision marketing process *Understanding perceived primary benefit
*Open with broad, salient discussion--allow participants to guide |
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Term
| See-Hear-Feel (Types of Focus Groups) |
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Definition
*Observe typical consumers and hear their language; reveals tone and feeling of group about category and brands
*Elicits stated reasons why people use the category and explores feelings about brands
*More structured than motivational--guide responses in particular direction |
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Term
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Definition
*To develop a positioning concept, advertising claim or prototype for a product/service
*Expose to stimulus and ask for in-depth reactions
*Most structured--mix of question techniques |
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Term
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Definition
Theme = Conceptualization of interaction, relationship, event
Criteria: Recurrence, Repetition and Forcefulness |
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