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PR 309 > EXAM ! > Flashcards

EXAM ! Flashcards

1
Q

conceptual definitions

A

how we’re defining something through language

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2
Q

operational definition

A

how we are going to measure the conceptual definition

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3
Q

reliability

A

determining the consistency of measurement

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4
Q

validity

A

determining accuracy of measurement

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5
Q

Can we have reliability without validity?

A

yes

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6
Q

probability sampling

A

each member of the population has an equal random probability of being chosen; can generalize

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7
Q

nonprobability sampling

A

the probability of any particular member of the population being chosen is unknown

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8
Q

convenient sampling

A

respondents are selected because they are convenient and accessible

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9
Q

judgement samples

A

Individuals are selected based on an experts opinion of who might be best to interview

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10
Q

quota sampling

A

attempts to ensure that demographic or interest are sufficiently represented in final sample

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11
Q

snowball sampling

A

current study participants are used to recruit new respondents

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12
Q

simple random sample

A

every member of the population has a known and equal chance of selection

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13
Q

proportionate stratified sampling

A

elements are selected from strata in exact proportion to their representation in the population

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14
Q

disproportionate stratified sampling

A

Sampling in which elements are selected from strata in different proportions from those that appear in the population

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15
Q

how to find sample size

A

DSS/(ATP x CS)

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16
Q

Nominal Data

A

categories must be mutually exclusive; numbers have no meaning and are only used for classification

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17
Q

ordinal data

A

classifies and ranks elements or scores; definite order to categories but intervals are not meaningful

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18
Q

interval data

A

posses all feature of nominal and ordinal; distance between points are nearly equivalent; no true zero

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19
Q

ratio data

A

possess all descriptive power; has a true zero point

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20
Q

example of nominal data

A

was the ad clicked on?
yes(1)
no(2)

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21
Q

example of ordinal data

A

rank soft drinks in order of preference

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22
Q

example of interval data

A

rate believability of commercial?
(calendar, temperature)

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23
Q

example of ratio data

A

why did you purchase a certain children’s cereal?
total:100
(height, weight)
I weigh 2x more than him

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24
Q

what is varience

A

the distribution of our data; a perfect data distribution is a bell curve

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25
Q

which is the greatest variance?

A

the one with the most dispersion across the scale

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26
Q

mean

A

average

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27
Q

median

A

middle

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28
Q

mode

A

most frequently occurring score

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29
Q

frequency

A

How many wave peaks pass a certain point per given time

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30
Q

what is the general rule for collecting data?

A

we always start with highest level of data

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31
Q

four steps to stratified random sampling

A
  1. determine classification criteria that define strata
  2. each participant is assigned to only one strata
  3. determine sample size
  4. select an independent sample from each strata
32
Q

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

A

nominal

33
Q

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.

A

random, convenience

34
Q

census data

A

systematically acquiring and recording information about the members of a given population

35
Q

haphazard sampling

A

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.

36
Q

convenience sampling

A

choosing individuals who are easiest to reach

37
Q

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

A

only 1 is true

38
Q

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?

A

percentages

39
Q

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?

A

this is ordinal level data

40
Q

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

A

test retest

41
Q

test-retest reliability

A

using the same test on two occasions to measure consistency

42
Q

alternative forms reliability

A

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.

43
Q

face validity

A

the extent to which respondents can tell what the items are measuring

44
Q

concurrent validity

A

the extent to which two measures of the same trait or ability agree

45
Q

predictive validity

A

the extent to which a score on a scale or test predicts scores on some future measure

46
Q

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

A

numbers listed twice; coding is off; do not have good enough representation for the population

47
Q

Contribution of advertising research

A

market, consumer, creative, media.

48
Q

Secondary Research

A

data that already exists and which was gathered for a research need other than the current one.

49
Q

Primary research

A

the collection of original, often proprietary, data specifically collected for the identified problem.

50
Q

Quantitative research

A

most appropriate when generalization, quantifiable differences between groups, or statistical analyses are required.

51
Q

Qualitative Research

A

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

52
Q

sample

A

taking a subset of the target population to participate in the research

53
Q

Estimate number of contacts

A

usually higher than the desired final sample size. Required number of contact = DSS ÷ (ATP × CS)

54
Q

Confidence interval

A

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.

55
Q

confidence level

A

a mathematical expression of our confidence that the population estimate lies within the confidence interval.

56
Q

The measurement process

A

identify and define the concept of interest; specify an observable event; evaluate and revise the observable event.

57
Q

Conceptual definition

A

a concept’s central or core idea.

58
Q

Operational definition

A

translate the concept into one or more observable events by explicitly describing the most important observable, defining events.

59
Q

advantages of open ended question

A

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.

60
Q

disadvantages of open ended question

A

verbal skill is required for answering, the responses can be incomplete, irrelevant, or incomprehensible, and it is time-consuming to register and analyze.

61
Q

advantages of close ended question

A

it produces less variability in the range of responses, would be easier for respondents to answer, and would be easier to register and analyze

62
Q

disadvantages of close ended question

A

it should only be used when full range of options is known and presented, and need to avoid not to cue or bias.

63
Q

Descriptive statistics

A

understand basic features of the data itself to draw the appropriate conclusion.

64
Q

Five basic math and key measures

A

include percentage, average(mean), median, mode, and standard deviation

65
Q

symmetrical distribution

A

mean=median=mode

66
Q

left-skewed distribution

A

mean > median > mode

67
Q

right skewed distribution

A

mode> median> mean

68
Q

Bell curve

A

(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.

69
Q

Subgroup analysis

A

examine and compare the responses of two or more smaller groups that comprise the sample

70
Q

An open-ended question about age is what level of measurement

A

ratio

71
Q

A researcher shares their survey on Facebook in order to recruit participants. What method of sampling is this an example of?

A

snowball sampling

72
Q

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?

A

simple random sampling

73
Q

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?

A

nominal

74
Q

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?

A

operational definition

75
Q

Ratio Data

A

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

76
Q

Interval Data

A

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.

PR 309 (1 decks)

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