3RD QUARTER RESEARCH EXAMS

DATA

Any info to validate research, used as basis

PRIMARY DATA

first hand info, get by yourself

SECONDARY DATA

second hand info, get from someone else

OBSERVATION

involves watching the respondent

PARTICIPANT

involves interaction with the respondent

NON

PARTICIPANT - involves no interaction with the respondent, just watching

INTERVIEW

involves being with the respondent

UNSTRUCTURED

no set questions, on the spot questions

STRUCTURED

set questions, pre-planned

QUESTIONNAIRE

anonymity, cheaper, quickest

RESEARCHER

MADE - created by the researcher specifically for their study

STANDARDIZED

pre-existing measurement tool that has been developed and validated by researchers, often through rigorous testing and standardization procedures

MODIFIED STANDARDIZED

pre-existing measurement tool that has been altered or adapted to better quit the specific context or population of a research study

CLOSE

ENDED - has question and options (respondent it limited only to the following options)

DICHOTOMOUS

only two options, usually yes or no

MULTIPLE CHOICE

many options but only one answer

RATING SCALE

Likert-scale, ranging from 1-5

BIPOLAR SCALE

two levels of extremities (two sides)

BUYING PROPENSITY QUESTIONS

for future intention

LEADING QUESTIONS

forcing target for a specific answer (looks open-ended)

OPEN

ENDED - has question and no options (respondent is free to express their answers)

MIXED

close and open questions

PICTURE QUESTIONS

has pictures, usually for children

SYMANTEC QUESTIONS

bipolar scale, for example

DOUBLE

BARREL - two questions in one sentence (confusing, uses "and" and "or")

HYPOTHETICAL

uses "what if" or "if" (misleading speculation and fantasy)

EMBARRASSING

addresses private issues (uncomfortable, leading to loss of trust)

EXTREME POSITIVE/NEGATIVE

avoid hard positive or negative overtones

JARGONS

avoid using words with more than one meaning

ACRONYMS

avoid using acronyms

VALIDITY

accuracy (does the research instrument measure what it's supposed to measure?)

RELIABILITY

consistency (if you use the same research instrument under the same conditions, do you get consistent results?)