Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

READY FOR MIDTERM > Business Research > Flashcards

Business Research Flashcards

Campanion Week6to8

1
Q

is to collect primary data—data gathered from the
respondents and assembled specifically for the project at hand.

A

SURVEY RESEARCH

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q
  • People who verbally answer an interviewer’s questions or provide answers to
    written questions.
A

Respondents

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

– a more formal term, which emphasizes that the purpose of contacting
respondents is to obtain a representative sample, or subset, of the target population.

A

Sample Survey

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q
  • A statistical fluctuation that occurs because of chance variation in
    the elements selected for a sample.
A

Random Sampling Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q
  • A persistent tendency for the results of a sample to deviate in one direction
    from the true value of the population parameter.
A

Sample Bias

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

The many sources of error that in some way systematically influence answers can be divided
into two general categories:

A

respondent error and administrative error.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q
  • A category of sample bias resulting from some respondent action or
    inaction such as nonresponse or response bias.
A

Respondent Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q
  • The statistical differences between a survey that includes only
    those who responded and a perfect survey that would also include those who failed to
    respond.
A

Nonresponse Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q
  • People who are not contacted or who refuse to cooperate in the
    research.
A

Non Respondents

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q
  • People who are not at home or who are otherwise inaccessible on the
    first and second contact.
A

No Contacts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q
  • People who are unwilling to participate in a research project.
A

Refusals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q
  • A bias that occurs because people who feel strongly about a
    subject are more likely to respond to survey questions than people who feel indifferent about
    it.
A

Self-Selection Bias

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q
  • A bias that occurs when respondents either consciously or unconsciously
    tend to answer questions with a certain slant that misrepresents the truth.
A

Response Bias

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

A response bias may occur when people misrepresent answers to appear
intelligent, conceal personal information, avoid embarrassment, and so on.

A

Deliberate
Falsification -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q
  • Even when a respondent is consciously trying to be
    truthful and cooperative, response bias can arise from the question format, the question
    content, or some other stimulus.
A

Unconscious Misrepresentation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Type of Response Bias (4)

A

Acquiescence Bias -
Extremity Bias
Interviewer Bias
Social Desirability Bias

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

A tendency for respondents to agree with all or
most questions asked of them in a survey.

A

Acquiescence Bias -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

A category of response bias that results because
some individuals tend to use extremes when responding to questions.

A

Extremity Bias -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

A response bias that occurs because the
presence of the interviewer influences respondents’ answers.

A

Interviewer Bias -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q
  • Bias in responses caused by respondents’
    desire, either conscious or unconscious, to gain prestige or appear in a
    different social role.
A

Social Desirability Bias

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q
  • An error caused by the improper administration or execution of the
    research task.
A

Administrative Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q
  • A category of administrative error that occurs because of
    incorrect data entry, incorrect computer programming, or other procedural errors during
    data analysis.
A

Data-Processing Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q
  • An administrative error caused by improper sample design
    or sampling procedure execution.
A

Sample Selection Error

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Mistakes made by interviewers failing to record survey responses correctly.

A

interviewer error -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q
  • The practice of filling in fake answers or falsifying questionnaires
    while working as an interviewer.
A

interviewer cheating

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q
  • A question that imposes a limit on the number of allowable
    responses.
A

Structured Question

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q
  • A question that does not restrict the respondents’ answers.
A

Unstructured Question

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q
  • Straightforward questions that assume the respondent is willing to
    answer.
A

Undisguised Questions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q
  • Indirect questions that assume the purpose of the study must be
    hidden from the respondent. Temporal Classification
A

Disguised Questions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q
  • A study in which various segments of a population are sampled and
    data are collected at a single moment in time.
A

Cross-Sectional Study

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q
  • A survey of respondents at different times, thus allowing analysis of
    response continuity and changes over time.
A

Longitudinal Study

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q
  • A type of longitudinal study that uses successive samples to
    compare trends and identify changes in variables such as consumer satisfaction, brand
    image, or advertising awareness.
A

Tracking Study

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q
  • A longitudinal survey of the same sample of individuals or
    households to record their attitudes, behavior, or purchasing habits over time.
A

Consumer Panel

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

Face-to-face communication in which an interviewer asks a respondent to answer questions.

A

Personal Interviews

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

Advantages of Personal Interviews ✓ Opportunity for Feedback (5)

A

✓ Probing Complex Answers
✓ Length of Interview
✓ Completeness of Questionnaire
✓ Props and Visual Aids
✓ High Participation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

Disadvantages of Personal Interviews (3)

A

✓ Interviewer Influence
✓ Lack of Anonymity of Respondent
✓ Cost

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q
  • Personal interviews conducted at respondents’ doorsteps in an
    effort to increase the participation rate in the survey.
A

Door-to-Door Interviews

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

Personal interviews conducted in a shopping mall.

A

Mall Intercept Interviews -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q
  • Attempts to recontact individuals selected for a sample who were not available
    initially.
A

Callbacks

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q
  • Personal interviews conducted by telephone, the mainstay of
    commercial survey research.
A

Telephone Interviews

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

Mobile phone interviews differ from landline phones most
obviously because they are directed toward a mobile (i.e., cell) phone number. However,
there are other less obvious distinctions

A

Mobile Phone Interviews -

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

Phone Interview Characteristics (9)

A

✓ Speed
✓ Cost
✓ Absence of Face-to-Face Contact
✓ Cooperation
✓ Incentives to Respond
✓ Representative Samples
✓ Callbacks
✓ Limited Duration
✓ Lack of Visual Medium

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q
  • Telephone interviews conducted from a central location
    allowing firms to hire a staff of professional interviewers and to supervise and control the
    quality of interviewing more effectively.
A

Central Location Interviewing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q
  • Technology that allows answers to
    telephone interviews to be entered directly into a computer for processing.
A

Computer-Assisted Telephone Interviewing (CATI)

44
Q
  • Technological advances have
    combined computerized telephone dialing and voice-activated computer messages to allow
    researchers to conduct telephone interviews without human interviewers. However,
    researchers have found that computerized voice-activated telephone interviewing works best
    with very short, simple questionnaires.
A

Computerized Voice-Activated Telephone Interview

45
Q
  • Surveys in which the respondent takes the
    responsibility for reading and answering the questions.
A

Self-Administered Questionnaires

46
Q

Illustrate the Self-Administered Questionnaires

A

Review the Picture

47
Q
  • A self-administered questionnaire sent to respondents through the mail.
A

Mail Survey

48
Q
  • A survey method that requires the interviewer to travel to the
    respondent’s location to drop off questionnaires that will be picked up later.
A

Drop-Off Method

49
Q
  • A survey that uses fax machines as a way for respondents to receive and return
    questionnaires.
A

Fax Survey

50
Q
  • Surveys distributed through electronic mail.
A

E-Mail Surveys

51
Q
  • A self-administered questionnaire posted on a Web site.
A

Internet Surveys

52
Q
  • The number of questionnaires returned or completed divided by the
    number of eligible people who were asked to participate in the survey.
A

Response Rate

53
Q
  • Screening procedure that involves a trial run with a group of respondents to iron
    out fundamental problems in the survey design.
A

Pretesting

54
Q

is the process of describing some property of a phenomenon of
interest, usually by assigning numbers in a reliable and valid way. A concept can be thought of as a generalized idea that represents something of
meaning.

A

Measurement

55
Q

such as age, sex, education, and number of children are relatively
concrete properties. They present few problems in either definition or measurement. Other
concepts are more abstract. Concepts such as loyalty, personality, channel power, trust, corporate culture, customer satisfaction, value, and so on are more difficult to both define and
measure.For example, loyalty has been measured as a combination of customer share (the
relative proportion of a person’s purchases going to one competing brand/store) and
commitment (the degree to which a customer will sacrifice to do business with a
brand/store).1 Thus, we can see that loyalty consists of two components, the first is
behavioral and the second is attitudinal.

A

Concepts

56
Q
  • The process of identifying scales that correspond to variance in a
    concept to be involved in a research process. Measurement
A

Operationalization

57
Q
  • A device providing a range of values that correspond to different values in a concept
    being measured.
A

Scales

58
Q
  • Indicate the way that a certain value on a scale corresponds to
    some true value of a concept
A

Correspondence Rules

59
Q
  • A term used to refer to concepts measured with multiple variables.
A

Construct

60
Q

The four levels or types of scale measurement are:

A
  1. nominal
  2. ordinal
  3. interval
    1. ratio
61
Q

represent the most elementary level of measurement. A nominal
scale assigns a value to an object for identification or classification purposes only. The value
can be, but does not have to be, a number because no quantities are being represented. In
this sense, a nominal scale is truly a qualitative scale. —— scales are extremely useful, and are sometimes the only appropriate measure, even though they can be considered
elementary.

A

Nominal scales

62
Q

allow things to be arranged in order based on how much of some
concept they possess. In other words, an ordinal scale is a ranking scale. In fact, we often
use the term rank order to describe an ordinal scale. When class rank for high school
students is determined, we have used an ordinal scale. We know that the student ranked
seventh finished ahead of the student ranked eighth, who finished ahead of the ninth ranked
student. However, we do not really know what the actual GPA was or how close these three
students are to each other in overall grade point average.

A

Ordinal scales

63
Q

have both nominal and ordinal properties, but they also capture
information about differences in quantities of a concept. So, not only would a sales manager
know that a particular salesperson outperformed a colleague, information that would be
available with an ordinal measure, but the manager would know by how much. If a professor
assigns grades to term papers using a numbering system ranging from 1.0–20.0, not only
does the scale represent the fact that a student with a 16.0 outperformed a student with 12.0, but the scale would show by how much (4.0).

A

Interval scales

64
Q

represent the highest form of measurement in that they have all the
properties of interval scales with the additional attribute of representing absolute quantities.
Interval scales possess only relative meaning, whereas ratio scales represent absolute
meaning. In other words, ratio scales provide iconic measurement.

A

Ratio scales

65
Q

are those that take on only one of a finite number of values. A
discrete scale is most often used to represent a classification variable. Therefore, discrete
scales do not represent intensity of measures, only membership. Common discrete scales
include any yes-or-no response, matching, color choices, or practically any scale that involves
selecting from among a small number of categories. Thus, when someone is asked to choose
from the following responses * Disagree * Neutral * Agree

A

Discrete Measure

66
Q

are those assigning values anywhere along some scale
range in a place that corresponds to the intensity of some concept. Ratio measures are
continuous measures. Thus, when Griff measures sales for each salesperson using the dollar
amount sold, he is assigning a continuous measure. A number line could be constructed
ranging from the least amount sold to the most, and a spot on the line would correspond
exactly to a salesperson’s performance. Strictly speaking, interval scales are not necessarily
continuous. Consider the following common type of survey question:

A

Continuous measures

67
Q

A single characteristic or fundamental feature of an object, person, situation, or issue.

A

Attribute -

68
Q
  • An index assigns a value based on how much of the concept being
    measured is associated with an observation. Indexes often are formed by putting several
    variables together. Composite measures - Assign a value to an observation based on a mathematical
    derivation of multiple variables.
A

Index measure

69
Q

Assign a value to an observation based on a mathematical
derivation of multiple variables

A

Composite measures -

70
Q
  • A scale created by simply summing (adding together) the
    response to each item making up the composite measure.
A

Summated Scale

71
Q

means that the value assigned for a response is treated oppositely from the
other items.

A

Reverse coding

72
Q

For social scientists, an —–is as an enduring disposition to respond consistently
to specific aspects of the world, including actions, people, or objects. One way to understand
an attitude is to break it down into its components. s

A

attitude

73
Q

Variables that are not directly observable but are
measurable through indirect indicators, such as verbal expression or overt behavior.

A

Hypothetical Constructs -

74
Q

A measurement task that requires respondents to rank order a small number of
stores, brands, or objects on the basis of overall preference or some characteristic of the
stimulus.

A

Ranking

75
Q
  • A measurement task that requires respondents to estimate the magnitude of a
    characteristic or quality that a brand, store, or object possesses.
A

Rating

76
Q
  • A measurement task that presents a respondent with several objects or product
    concepts and requires the respondent to arrange the objects into piles or classify the product
    concepts.
A

Sorting

77
Q
  • A measurement task that identifies preferences by requiring respondents to choose
    between two or more alternatives.
A

Choice

78
Q

In its most basic form, attitude scaling requires that an individual agree or disagree
with a statement or respond to a single question. For example, respondents in a political poll
may be asked whether they agree or disagree with the statement “The president should run
for re-election.” Or, an individual might indicate whether he or she likes or dislikes jalapeño
bean dip.

A

Simple Attitude Scales

79
Q

A rating scale that consists of several response categories, often providing
respondents with alternatives to indicate positions on a continuum.

A

Category Scales

80
Q

A measure of attitudes designed to allow respondents to rate how strongly they agree
or disagree with carefully constructed statements, ranging from very positive to very negative
attitudes toward some object.

A

Likert scale

81
Q

An attitude rating scale similar to a semantic differential except that it uses
numbers, instead of verbal descriptions, as response options to identify response positions. Consider the following numerical scale:
Now that you’ve had your automobile for about one year, please tell us how satisfied you are
with your Ford Taurus. Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied

A

Numerical Scale

82
Q

A measure of attitudes in which respondents are asked to divide a
constant sum to indicate the relative importance of attributes; respondents often sort cards, but the task may also be a rating task. Divide 100 points among the following brands according to your preference for each brand: ____ Brand A
____ Brand B
____ Brand C
____ 100 points

A

Constant-Sum Scale

83
Q
  • A measurement technique that involves presenting the
    respondent with two objects and asking the respondent to pick the preferred object; more
    than two objects may be presented, but comparisons are made in pairs.
A

Paired Comparison

84
Q

tasks ask respondents to indicate their attitudes or beliefs by arranging items
on the basis of perceived similarity or some other attribute. In an airline study of customer
preferences, the following sorting technique could be used:

A

Sorting

85
Q

A questionnaire is relevant to the extent that all information collected addresses a
research question that will help the decision maker address the current business problem. Asking a wrong question or an irrelevant question is a common pitfall.

A

Questionnaire Relevancy

86
Q

Once a researcher decides what should be asked, the criterion of accuracy becomes
the primary concern. Accuracy means that the information is reliable and valid. While
experienced researchers generally believe that questionnaires should use simple, understandable, unbiased, unambiguous, and nonirritating words, no step-by-step procedure
for ensuring accuracy in question writing can be generalized across projects.

A

Questionnaire Accuracy

87
Q
  • Questions that pose some problem and ask
    respondents to answer in their own words.
A

Open-Ended Response Questions

88
Q

Questions in which respondents are given specific,
limited alternative responses and asked to choose the one closest to their own viewpoint. Did you use any commercial feed or supplement for livestock or poultry in 2010?
Yes No
Would you say that the labor quality in Japan is higher, about the same, or not as good as it
was 10 years ago?
Higher About the same Not as good

A

Fixed-Alternative Questions -

89
Q

Type of Fixed-Alternative Questions (4)

A

Simple-Dichotomy (Dichotomous) Question
Determinant-Choice Question
Frequency-Determination Question
Checklist Question

90
Q

A fixed-alternative question that
requires the respondent to choose one of two alternatives. Did you have any overnight travel for work-related activities last month? Yes No

A

Simple-Dichotomy (Dichotomous) Question -

91
Q

A fixed-alternative question that requires the
respondent to choose one response from among multiple alternatives. Please give us some information about your flight. In which section of the aircraft did you sit?
First class
Business class
Coach class

A

Determinant-Choice Question -

92
Q
  • A fixed-alternative question that asks for an
    answer about general frequency of occurrence. How frequently do you watch MTV?
    Every day
    5–6 times a week
    2–4 times a week
    Once a week
    Less than once a week Never
A

Frequency-Determination Question

93
Q
  • A category exists for every respondent in among the
    fixedalternative categories
A

totally exhaustive

93
Q
  • A fixed-alternative question that allows the respondent to
    provide multiple answers to a single question by checking off items. Please check which, if any, of the following sources of information about investments you
    regularly use. Personal advice of your broker(s)
    Brokerage newsletters
    Brokerage research reports
    Investment advisory service(s)
    Conversations with other investors
    Web page(s)
    None of these
    Other (please specify) __________
A

Checklist Question

94
Q
  • No overlap exists among the fixed-alternative categories The
    following response categories address the totally exhaustive and mutually exclusive issues. Less than $10,000
A

mutually exclusive

95
Q
  • question that suggests or implies certain answers.
A

Leading Question

96
Q
  • A question that suggests a socially desirable answer or is emotionally
    charged.
  • Avoid Ambiguity: Be as Specific as Possible
  • Avoid Double-Barreled Items
A

Loaded Question

97
Q
  • A question that may induce bias because it covers two issues
    at once.
  • Avoid Making Assumptions
  • Avoid Burdensome Questions That May Tax the Respondent’s Memory
  • Make Certain Questions Generate Variance
A

Double-Barreled Question

98
Q
  • Bias caused by the influence of earlier questions in a questionnaire or
    by an answer’s position in a set of answers.
A

Order Bias

99
Q

Asking general questions before specific questions in order to
obtain unbiased responses.

A

Funnel Technique -

100
Q
  • A question that screens out respondents who are not qualified to
    answer a second question.
A

Filter Question

101
Q
  • A filter question used to determine which version of a second
    question will be asked.
A

Pivot Question

102
Q
  • Several similar questions arranged in a grid format.
A

Multiple-Grid Question

103
Q
  • In an Internet questionnaire, a circular icon, resembling a button, that
    activates one response choice and deactivates others when a respondent clicks on it.
A

Radio Button

104
Q
  • In an Internet questionnaire, a space-saving device that reveals responses
    when they are needed but otherwise hides them from view.
A

Drop-Down Box

105
Q

In an Internet questionnaire, small graphic boxes, next to answers, that a
respondent clicks on to choose an answer; typically, a check mark or an X appears in the box
when the respondent clicks on it.

A

Check Boxes -

106
Q
  • In an Internet questionnaire, boxes where respondents can type in
    their own answers to open-ended questions.
A

Open-Ended Boxes

107
Q
  • In an Internet questionnaire, boxes that appear at selected points and
    contain information or instructions for respondents.
A

Pop-Up Boxes

READY FOR MIDTERM (4 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions