Baylor Morris George Marketing Research Exam 2

structure

the degree of standardization used with the data collection instrument

fixed-alternative question

a question in which the responses are limited to state alternatives

open-ended question

a question for which respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives

disguise

the amount of knowledge about the purpose of sponsor of study communicated to the respondent.

debriefing

the process of providing appropriate information to respondents after data have been collected

personal interview

direct, face-to-face conversation between an interviewer and the respondent

mall intercept

a method of data collection in which interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if they would be willing to participate in a research study

telephone interview

telephone conversation between an interviewer and a respondent

random-digit dialing (RDD)

a technique used in studies using telephone interviewers in which the numbers to be called are randomly generated

computer-assisted interviewing (CAI)

using computers to manage the sequence of questions and to record the answers electronically through the use of a keyboard

mail questionnaire

a questionnaire administered by mail to designated respondents with an accompanying cover letter. The respondents return the questionnaire by mail to the research organization

internet-based questionnaire

a questionnaire that relies on the internet for recruitment and/or completion; two forms include email surveys and questionnaires completed on the web

measurement

rules for assigning numbers to objects to represents quantities of attributes

nominal scale

measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification

ordinal scale

measurement in which numbers are assigned to data on the basis of some order (more than, greater than) of the objects

ratio scale

measurement that has a natural, or absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers

self-report

a method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings toward an object or class of objects

itemized-ratings scale

a scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object

summated-ratings scale

a self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements

semantic-differential scale

a self-report technique for attitude measurement in which the subjects are asked to check which cell between a set of bipolar adjectives or phrases best describers their feelings toward the object

snake diagram

a diagram that connects the average responses to a series of semantic-differential statements, thereby depicting the profile of the object or objects being evaluated

graphic-ratings scale

a scale in which individuals indicate their ratings of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other

comparative-ratings scale

a scale requiring subjects to make their ratings as a series of relative judgments or comparisons rather than as independent assessments

constant-sum method

a comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance of favorability

global measure

a measure designed to provide an overall assessment of an object or phenomenon, typically using one or two items

composite measure

a measure designed to provide a comprehensive assessment of an object or phenomenon, with items as assess all relevant aspects or dimensions

systematic error

error in measurement that is also known as constant error because it affects the measurement in a constant way

random error

error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways

validity

the extent to which differences in scores on a measuring instrument reflect true differences among individuals, groups, or situations in the characteristic that it seeks to measure, or true differences in the same individual, group, or situation from one occasion to another, rather than systematic or random errors

reliability

ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure

filter question

a question used to determine whether a respondent is likely to possess the knowledge being sought; also used to determine whether an individual qualifies as a member of the defined population

response order bias

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

split-ballot techique

a technique used to combat response bias, in which response options are reordered or randomized to create different versions of the survey

leading question

a question framed so as to give the respondent a clue as to how he or she should answer

unstated alternative

an alternative answer that is not expressed in a question's options

assumed consequence

a problem occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences

double-barreled question

a question that calls for two responses and creates confusion for the respondent

funnel approach

an approach to question sequencing that gets its name from its shape, starting with broad questions and progressively narrowing down the scope

question order bias

the tendency for earlier questions on a questionnaire to influence respondents' answers to later questions

branching question

a technique used to direct respondents to different places in a questionnaire, based on their response to the question at hand

pretest

use of a questionnaire (or observation form) on a trial basis in a small pilot study to determine how well the questionnaire (or observation form) works

census

a type of sampling plan in which data are collected from or about each member of a population

sample

selection of a subset of elements from a larger group of objects

population

all cases that meet designated specifications for membership in the group

parameter

a characteristic or measure of a population

statistic

a characteristic or measure of a sample

sampling error

the difference between results obtained from a sample and results that would have been obtained had information been gathered from or about every member of the population

sampling frame

the list of population elements from which a sample will be drawn; the list could consist of geographic areas, institutions, individuals, or other units

nonprobability sample

a sample that relies on personal judgment in the element selection process

convenience sample

a nonprobability sample in which population elements are included in the sample because they were readily available

judgment sample

a nonprobability sample in which the sample elements are handpicked because they are expected to serve the research process

snowball sample

a judgment sample that relies on the researcher's ability to locate an initial set of respondents with the desired characteristics

quota sample

a nonprobability sample chose so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics in the target population

probability sample

a sample in which each target population element has a known, nonzero chance of being included in the sample

simple random sample

a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample

systematic sample

a probability sampling plan in which every k th element in the population is selected for the sample pool after a random start

sampling interval

the number of population elements to count (k) when selecting the sample members in a systematic sample

total sampling elements (TSE)

the number of population elements that must be drawn from the population and included in the initial sample pool in order to end up with the desired sample size

stratified sample

a probability sample in which (1) the population is divided into mutually exclusive and exhaustive subsets, and (2) a random sample of one or more subsets (clusters) is selected

cluster sample

a probability sampling plan in which (1) the parent population is divided into mutually exclusive and exhaustive subsets, and (2) a random sample of one or more subsets (clusters) is selected

area sample

a form of cluster sampling in which areas (census tracts, blocks) serve as the primary sampling units. Using maps, the population is divided into mutually exclusive and exhaustive areas, and a random sample of areas is selected

precision

the degree of error in an estimate of a population parameter

confidence

the degree to which one can feel confident that an estimate approximates the true value