EXAM ! Flashcards
conceptual definitions
how we’re defining something through language
operational definition
how we are going to measure the conceptual definition
reliability
determining the consistency of measurement
validity
determining accuracy of measurement
Can we have reliability without validity?
yes
probability sampling
each member of the population has an equal random probability of being chosen; can generalize
nonprobability sampling
the probability of any particular member of the population being chosen is unknown
convenient sampling
respondents are selected because they are convenient and accessible
judgement samples
Individuals are selected based on an experts opinion of who might be best to interview
quota sampling
attempts to ensure that demographic or interest are sufficiently represented in final sample
snowball sampling
current study participants are used to recruit new respondents
simple random sample
every member of the population has a known and equal chance of selection
proportionate stratified sampling
elements are selected from strata in exact proportion to their representation in the population
disproportionate stratified sampling
Sampling in which elements are selected from strata in different proportions from those that appear in the population
how to find sample size
DSS/(ATP x CS)
Nominal Data
categories must be mutually exclusive; numbers have no meaning and are only used for classification
ordinal data
classifies and ranks elements or scores; definite order to categories but intervals are not meaningful
interval data
posses all feature of nominal and ordinal; distance between points are nearly equivalent; no true zero
ratio data
possess all descriptive power; has a true zero point
example of nominal data
was the ad clicked on?
yes(1)
no(2)
example of ordinal data
rank soft drinks in order of preference
example of interval data
rate believability of commercial?
(calendar, temperature)
example of ratio data
why did you purchase a certain children’s cereal?
total:100
(height, weight)
I weigh 2x more than him
what is varience
the distribution of our data; a perfect data distribution is a bell curve
which is the greatest variance?
the one with the most dispersion across the scale
mean
average
median
middle
mode
most frequently occurring score
frequency
How many wave peaks pass a certain point per given time
what is the general rule for collecting data?
we always start with highest level of data
four steps to stratified random sampling
- determine classification criteria that define strata
- each participant is assigned to only one strata
- determine sample size
- select an independent sample from each strata
At the end of your survey, you ask a classification question regarding respondent. The numbers used to code responses on the ______ level of measurement have NO real meaning and cannot be averaged
nominal
The text described Mary and Johns sampling of opinion in Dr. Eastin’s class. Mary obtained generalizable results to the population, while Johns where limited to the sample. This is because Mary used ____ sampling while John used ____ sampling.
random, convenience
census data
systematically acquiring and recording information about the members of a given population
haphazard sampling
Selecting subjects in a haphazard manner, usually on the basis of availability, and not with regard to having a representative sample of the population; a type of nonprobability sampling.
convenience sampling
choosing individuals who are easiest to reach
Which one is true?
1. when faced with multiple conceptual definitions, a researcher should use consensus to determine the best definition
2. A conceptual definition is usually disconnected from the operational definition
only 1 is true
At the end of a survey, you ask a classification question regarding respondent gender. The response options are “male(1)” and “female(2)”. Which of the following descriptive statistics is appropriate for this question?
percentages
You are working at an advertising agency. Your boss asks you to rank the top 20 sensational commercial of the year. Which level of measurement is being used?
this is ordinal level data
An employee takes a promotional exam in August, September, and then again in October. The second score is only one point higher than the first one and the last score is only one point lower than the second one. This is an example of _____ reliability
test retest
test-retest reliability
using the same test on two occasions to measure consistency
alternative forms reliability
A method to test the reliability of a measure by giving each subject two distinct forms of the measure believed to be equivalent and comparing the results.
face validity
the extent to which respondents can tell what the items are measuring
concurrent validity
the extent to which two measures of the same trait or ability agree
predictive validity
the extent to which a score on a scale or test predicts scores on some future measure
surveying a group in Austin Texas, a research asks participant which of the following groups does your total, annual household income fall?
- Under $15,000 (1)
- $15,000-$25,000 (2)
- $25,000- $45,000 (3)
- $45,000 and over (5)
identify mistake
numbers listed twice; coding is off; do not have good enough representation for the population
Contribution of advertising research
market, consumer, creative, media.
Secondary Research
data that already exists and which was gathered for a research need other than the current one.
Primary research
the collection of original, often proprietary, data specifically collected for the identified problem.
Quantitative research
most appropriate when generalization, quantifiable differences between groups, or statistical analyses are required.
Qualitative Research
most appropriate when background information is needed a particular area, or to obtain a thorough understanding of relationships which cannot be reached through structured close-ended questions
sample
taking a subset of the target population to participate in the research
Estimate number of contacts
usually higher than the desired final sample size. Required number of contact = DSS ÷ (ATP × CS)
Confidence interval
an estimate, plus or minus, of the value of the population estimate. It states the range in which we believe the true population estimate lies.
confidence level
a mathematical expression of our confidence that the population estimate lies within the confidence interval.
The measurement process
identify and define the concept of interest; specify an observable event; evaluate and revise the observable event.
Conceptual definition
a concept’s central or core idea.
Operational definition
translate the concept into one or more observable events by explicitly describing the most important observable, defining events.
advantages of open ended question
it allows the individual respondent to reply in their own words and thus avoid the influence of pre-specified lists, and provide content for potential answers to closed-ended questions.
disadvantages of open ended question
verbal skill is required for answering, the responses can be incomplete, irrelevant, or incomprehensible, and it is time-consuming to register and analyze.
advantages of close ended question
it produces less variability in the range of responses, would be easier for respondents to answer, and would be easier to register and analyze
disadvantages of close ended question
it should only be used when full range of options is known and presented, and need to avoid not to cue or bias.
Descriptive statistics
understand basic features of the data itself to draw the appropriate conclusion.
Five basic math and key measures
include percentage, average(mean), median, mode, and standard deviation
symmetrical distribution
mean=median=mode
left-skewed distribution
mean > median > mode
right skewed distribution
mode> median> mean
Bell curve
(1) the distribution to the right of the mean, median, and mode is a near mirror image of the distribution to the left of these measures, and (2) the majority of scores fall in the center of the distribution.
Subgroup analysis
examine and compare the responses of two or more smaller groups that comprise the sample
An open-ended question about age is what level of measurement
ratio
A researcher shares their survey on Facebook in order to recruit participants. What method of sampling is this an example of?
snowball sampling
A researcher is interested in finding out how accessible online class materials are for students in their first year at a university. The researcher distributes the survey to random first year classes so that there is an equal chance of any class receiving the survey. This is an example of what kind of sampling?
simple random sampling
A researcher asks participants to pick their preferred grocery store from a list of 5 grocery stores in the state. What level of measurement is this?
nominal
A researcher is interested in examining whether influencer endorsements have a positive effect on consumers’ attitude towards the brand. Attitude towards the brand is determined by the number of five-star ratings on the brand’s website. Is this an example of a conceptual or operation definition?
operational definition
Ratio Data
a type of numerical data in which the difference between numbers is significant, but there is a fixed non-arbitrary zero point associated with the data
Interval Data
Interval data are based on numeric scales in which we know the order and the exact difference between the values. Organized into even divisions or intervals, intervals are of equal size.
