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soc 100 > final exam > Flashcards

final exam Flashcards

1
Q
  • uncontrolled, subjective, observational

- low reliability, high validity, inductive, in-depth

A

qualitative research

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2
Q
  • controlled, objective, systematic
  • reliable, valid, deductive, generalizable
  • precise measurement of something
A

quantitative research

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3
Q

using multiple methods

A

triangulation

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4
Q

pros: best quality, high response rate, expansive
cons: expensive, slow turn around

A

personal interviews

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5
Q

pros: fast turnaround, relatively inexpensive
cons: low contact rates, cell phones, short

A

phone surveys

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6
Q

pros: inexpensive, expansive
cons: respondent control, slow, screeners

A

mail survey

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7
Q

pros: inexpensive, very fast, no data needed
cons: very low response rates, duplicate respondents

A

online survey

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8
Q

the process if selecting some elements from a population to represent the population

A

sampling

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9
Q

all elements about which we wish to make some inferences

A

population

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10
Q

a list of elements in the population from which the sample is actually drawn

A

sampling frame

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11
Q

a count of an element in a population

A

census

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12
Q

result from mistake in selection process or determining sample size

A

sampling error

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13
Q

can occur at any stage of the research process

A

non sampling error

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14
Q

controlled, randomized

- each unit in the defined target population has a known probability of being selected

A

probability

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15
Q

no equal chance of being in the sample

A

non probability

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16
Q

probability of selection = sample size / population size

A

simple random sampling

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17
Q
  • random starting point

- skip interval

A

systematic sampling

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18
Q
  • segregate population into identifiable subdivisions

- randomly select within each subdivision

A

stratified random sampling

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19
Q

randomly select groups, not individuals

A

cluster sampling

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20
Q

third option: no opinion/ dont know

A

dichotomous

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21
Q

name list
quantitative list
qualitative list

A

multiple choice

22
Q

likert type

A

rating scale

23
Q

creative brief

A
  • summary of what you learned
  • all the information that must be conveyed by the advertising - roadmap
  • provides an idea about to creatively and persuasively communicate a brand message to a target audience
24
Q

MHST

A
  • objective/ statement
  • target audience
  • competition
  • chosen communication
  • mandatory information
  • style/ tone
  • timing
25
Q

summarizing research results

A

editing, coding, and tabulation

26
Q

minimize or eliminate errors

clean your data

A

editing

27
Q

translate raw materials into countable form

  • name codes
  • quantitative codes
  • qualitative codes
A

coding

28
Q

process if patterning data into summary tables

  • percentage
  • mean
  • median
  • mode
A

tabulation

29
Q

the average

A

mean

30
Q

put number in order, and the middle number

A

median

31
Q

the number thats the most

A

mode

32
Q

Positioning Advertising Copy Test

A

PACT

33
Q
  • Provide measurement relevant to objective of advertising
  • require agreement on how results
  • provide multiple measures
  • demonstrate reliability and validity
A

PACT

34
Q

assigning number to empirical events in compliance with a mapping rule

A

measurement

35
Q

a scheme for assigning numbers to aspects of an empirical events

A

mapping rule

36
Q

a bundle of meanings or characteristics associated with certain events, objects, conditions, situation, or behavior

A

concept

37
Q

an image or idea specifically invented for a given research and/or theory building purpose

A

construct

38
Q

classification (exclusive and exhaustive)

  • determination of equality
  • ex: gender female/ male
A

nominal

39
Q

classification and order

  • determinate of great or lesser value
  • doneness of meat
A

ordinal

40
Q

classification, order and distance

  • determination of equality of intervals or differences
  • temp in degrees
A

intervals

41
Q

classification, order, distance, and natural origin

  • determination of equality of ration
  • age in years
A

ratio

42
Q

classification, order, distance, origin

A

4 characteristics of mapping rules

43
Q

numbers are used to group or sort responses, no order

A

classification

44
Q

numbers are ordered. one number is greater than less than or equal to another number

A

order

45
Q

differences between numbers are ordered. the difference between any pair of number is greater than, less then, or equal to the difference between any other pair of numbers

A

distance

46
Q

the number series has a unique origin indicated by the number zero.

A

origin

47
Q

scale with the properties of order and equal distance between points with mutually exclusive and exhaustive categories

A

interval scales

48
Q

incorporate all of the power of the previous scale plus provision for absolutely zero or origin

A

ration scale

49
Q

ability of a research instrument to measure what it is purposed to measure

A

internal validity

50
Q

the extent to which measurement scale provide adequate coverage of the investigative question

A

content validity

51
Q

the success of a measurement scale for prediction or estimation

A

criterion- related validity

52
Q

a measurement scale that demonstrates both convergent validity and discriminant validity

A

construct validity

soc 100 (5 decks)

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