Exam 2 Flashcards
What is secondary data?
Data that has been collected by someone else for purposes other than the current research project.
What are the three primary objectives for using secondary data?
- Fact-Finding
- Model Building
- Database Marketing
What is fact-finding in the context of secondary data?
Using secondary data for background research or to validate claims.
What is model building in research?
Using secondary data to construct statistical or conceptual models that explain relationships between variables.
What is database marketing?
Using secondary data to segment customers and tailor marketing efforts.
What is acquiescence bias?
A bias where respondents tend to agree with statements more frequently than they normally would.
What is extremity bias?
A bias where respondents tend to give extreme responses rather than moderating their response.
What is interview bias?
A bias caused by the interviewer’s behavior influencing how a respondent answers.
What is social desirability bias?
A bias where respondents answer questions to appear favorable to others.
What types of information are measured in surveys?
- Attitudes
- Opinions
- Beliefs
- Behaviors
- Demographic characteristics
Are surveys quantitative or qualitative?
Surveys can be both quantitative and qualitative.
What are quantitative surveys?
Surveys that involve structured questions with predefined answer choices to collect numerical data.
What are qualitative surveys?
Surveys that contain open-ended questions allowing detailed, subjective answers.
What is direct observation?
Observing participants in a natural setting without manipulation.
What is contrived observation?
Observation that takes place in a controlled environment where variables are manipulated.
What type of data is collected in scientific observation?
- Qualitative data
- Quantitative data
What is the first form of research?
Observation.
What are demand characteristics?
Cues in an experiment that suggest to participants what the researcher expects to find.
How can demand characteristics be minimized?
- Double-Blind Studies
- Deception
- Neutral and Non-Suggestive Instructions
- Unobtrusive Measures
What are independent variables?
Variables that the researcher manipulates or controls in an experiment.
What are dependent variables?
Outcome variables that are measured to see if they change due to manipulations of the independent variable.
What is the relationship between independent and dependent variables?
The independent variable is manipulated to see if it causes changes in the dependent variable.
What are demand characteristics?
Experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis
What is experimental disguise in the context of psychological research?
Experimental disguise refers to methods used to hide the true purpose of a study from participants to prevent bias in their responses.
True or False: The demand effect occurs when participants alter their behavior based on their perceptions of what the experimenter expects.
True
What is one way to minimize the impact of demand effects in experimental design?
One way to minimize demand effects is to use a double-blind design where neither the participants nor the experimenters know the specific conditions of the study.
What is an experiment in the context of marketing research?
An experiment manipulates one or more independent variables while holding constant all other possible independent variables to observe effects on dependent variables.
Who are referred to as subjects in experimental research?
Participants in experimental research.
What is an experimental condition?
One of the possible levels of an experimental variable manipulation.
Define blocking variables in experimental research.
Categorical variables such as a subject’s gender or ethnicity.
What is a covariate?
A continuous variable expected to show a statistical relationship with a dependent variable.
What does a main effect refer to in an experiment?
The experimental difference in means between the different levels of any single experimental variable.
What is an interaction effect?
A change in a dependent variable due to a specific combination of independent variables.
How can researchers visually depict experimental results?
With a line graph.
What are the four important design elements in experimental designs?
- Manipulation of the independent variable
- Selection and measurement of the dependent variable
- Selection and assignment of experimental subjects
- Control over extraneous variables
What is an experimental treatment?
The term referring to the way an experimental variable is manipulated.
What distinguishes an experimental group from a control group?
An experimental group receives an experimental treatment, while a control group does not.
Why might a researcher analyze more than one experimental group?
To achieve a more precise result.
What is a cell in the context of an experiment?
A treatment combination within an experiment.
What is the importance of selecting the right dependent variable?
Unless relevant, the experiment will not be useful.
What is matching in the selection and assignment of test units?
Assigning subjects so that a particular characteristic is the same in each group.
What does the term ‘extraneous variables’ refer to?
Variables that can confound the results of the experiment.
What are demand characteristics?
Elements of an experimental design that unintentionally provide subjects hints about the research hypothesis.
What is the placebo effect?
The effect in a dependent variable associated with the psychological impact of knowledge of some treatment being administered.
What is the purpose of counterbalancing in experiments?
To eliminate the confounding effects of order of presentation.
What distinguishes basic experimental designs from factorial experimental designs?
Basic designs manipulate a single independent variable while factorial designs investigate the interaction of two or more independent variables.
What are field experiments?
Research projects involving experimental manipulations implemented in a natural environment.
Define internal validity.
Whether the experimental variable is truly responsible for any variance in the dependent variable.
What is a history effect in experiments?
A change other than the experimental treatment occurring that affects the dependent variable.
What does external validity refer to?
The accuracy with which experimental results can be generalized beyond the experimental subjects.
What are the advantages of test marketing?
- Real world setting
- Easy communication of results to management
What are the disadvantages of test marketing?
- Cost
- Time
- Loss of secrecy
What ethical considerations should researchers keep in mind during experimentation?
Researchers should debrief subjects after the experiment to return them to their normal state.
