Chapter 4 Flashcards
What is a Debriefing Analysis?
A procedure in which the researcher + moderator discuss the subject’s responses to the topics that outlined the focus group session
What is Ethnography?
A form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individual’s behaviors and experiences.
What is a Focus Group Moderator?
A person who is well trained in the interpersonal communication skills and professional manners required for a focus group.
What is an In-depth interview?
A data-collection method in which a well-trained interviewer asks a participant a set of semi structured questions in a face-to-face setting
What is a Semi Structured interview
-questions are not set in order or in phrasing
-interviewers has an idea of what questions they will ask
What is Observation Research?
Systematic observation and recording of behavioral patterns of objects, people, events, and other phenomena.
What is Qualitative Research?
The collection of data in the form of text or images using open-ended questions, observation, or “found” data.
What is Quantitative Research?
Research that uses formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents
What is Sentiment Analysis/Opinion Mining?
The application of technological tools to identify, extract, and quantify subject information in textual data.
(SOCIALMEDIA)
What is social media monitoring?
Research based on conversations in social media
What is Technology-mediated observation?
Data collection using some type of mechanical device to capture human behavior, events, or marketing phenomena.
