Know Thy User Flashcards

1
Q

Do different segments need different designs?

A

Yes, the intellectual level might differ across different segments.

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2
Q

Types of biases in questions are ?

A
  1. Lack of content validity - asking the wrong question.
  2. Loaded Question - assuming too much in your question
  3. Recall Bias - Relying on them remembering earlier events correctly
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3
Q

Types of biases in answer are ??

A
  1. Response Bias - they answer in the way they think you want them to answer rather than according to their beliefs.
  2. Acquiescence Bias - They agree to or answer yes to all the questions
  3. Social Desirability Bias - They answer in a manner that will be viewed favourably by others.
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4
Q

What is the Hawthorne Effect?

A

The alteration of behavior by the subjects of a study due to their awareness of being observed.

Any change will at least temporarily have an effect, just because you are paying attention.

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5
Q

What is the relevance of Validity?

A
  1. Make sure your research is measuring what you want to measure.
  2. Eliminate confounding variables and biases.
  3. Remember the Hawthorne Effect.
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6
Q

What is the relevance of Significance?

A
  1. Make sure your research is not just random chance. P< .05 is statiscally significant.
  2. For high stakes study, consider a lower tolerence for error, such as P
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7
Q

How to be a responsible consumer of scientific research?

A
  1. A published article doesn’t qualify as accepted knowledge.
  2. Correlation doesn’t mean causation.
  3. Transparacy of method is key; clear writing and details about the measures, procedures and results are the mark of quality research.
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8
Q

Describe the “shape” of data in terms of its mean and distribution.

A
  1. Normal distribution
  2. Rectangular distribution
  3. Bimodal distribution
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9
Q

Describe the “shape” of data in terms of its mean and distribution.

A
  1. Normal distribution
  2. Rectangular distribution
  3. Bimodal distribution
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