Ch. 6 Surveys and Observations: Describing what People Do

Question 1

Survey

Answer 1

When people are asked about a consumer product

Question 2

Poll

Answer 2

When people are asked about their social or political opinions

Question 3

Open-ended questions

Answer 3

Allow participants to answer any way they like

Question 4

Forced-Choice Questions

Answer 4

Participants give their opinion by picking the best of two or more options

Question 5

Likert Scale

Answer 5

Participants use a rating scale to indicate how much they (dis)agree with a statement

Strongly Disagree Strongly Agree

Question 6

Semantic Differential

Answer 6

When participants are asked to rate a target object using a numeric scale that is anchored with adjectives

Show up and pass Hardest thing I’ve ever done

Question 7

Leading questions

Answer 7

When a question’s wording leads people to a particular response

Question 8

Double-barreled questions

Answer 8

Asking two questions in one

Question 9

Negatively worded questions

Answer 9

Questions that cause confusion by containing negative phrasing

Question 10

Socially Desirable Responding

Answer 10

Participants refrain from telling the truth to “look” good

Question 11

Observational Research

Answer 11

Systematically recording how people behave

Question 12

Observer Bias

Answer 12

When an observers expectations influence their interpretation of the participants behavior or the outcome of the study

Question 13

Observer Effects

Answer 13

Observers inadvertently change the behavior of those they are observing
Changing your behavior because someone is watching

Question 14

Reactivity

Answer 14

A change in behavior of study participants because they are aware they are being watched