Lecture 3 summaries

Question 1

Secondary data

Answer 1

is data that already exists with the company or is collected by third parties for purposes other than solving the problem at hand

Despite limitations it is often worthwile to check secondary data sources as a preliminary stage before primary data collection

Question 2

secondary data has the following possible uses

Answer 2

providing information at a sufficient level of detail and quality for solving a problem

Preliminary stage for solving a problme with data

Question 3

Potential limitations of secondarydata

Answer 3

Data is incomplete because it was generally collecetd for a different purpose

Units of measure and level of detail of the data do not correspond to the requirements

no control over the process of data collection

Data is too old

Question 4

Primary data

Answer 4

is data that does not yet exist and must be collected by the researcher or by third parties. This is data that specifically answers your question, so it is designed to answer your question.

Question 5

The advantage of primary data is that it

Answer 5

is adapted to the project goals, so it is carried out for your specific reasons.

Secondly, you have greater control over the data quality. Also, you can have the entire dataset yourself, so you have some kind of exclusiveness over the data. Your competitors do not have the data, and data can represent a competitive advantage

Question 6

Qualitative questioning

Answer 6

take the form of an unstructured survey and is exploratory in nature

Question 7

Quantitive questioning

Answer 7

takes the form of a strucutred survey with clesed questions. it is exploratory, descriptive, and/or causal by nature

Question 8

We recognize several types of quantitative primary data relating to questioning:

Answer 8

personal interview: face-to-face questioning of the respondents. It is frequently supported by a computer or other technical aids

Telephone interveiw: oral questioning of the respondents by telephone

Postal survey: sending of questionnaires to respondenty. Completion and returon of the questionnaire are independently done by the respondent

Online survey (via internet):

Invitation to participate in an internet survey for respondents with internet access

Question 9

Limitations of qualitative data analysis

Answer 9

no representative character

No objective measurement since statements must always be interpreted by the interviewer

Aggregation of options is difficult

Limited options for efficient, computer based processing

Question 10

Measurement

Answer 10

refers to rules for assigning symbols to objects such that these either 1) numerically represent the amount of characteristic or

2) define whether the object falls into a certain category

Question 11

A scale

Answer 11

is a discrete or continuous space onto which objects are located according to the measurement rules

Question 12

Four types of scales

Answer 12

nominal: categorization of objects

Ordinal: ranking of objects in an order

Interval: assigning of objects into categories, whereby the increments between consecutive categoires are identical

Ratio: Assignment of numerical values to objects, whereby a naturla zero point exists (comparisons of absolute magnitude are possible)

Question 13

Singe item scale

Answer 13

is a measurement of aconstruct with only one item. It is simple and direct. Furthermore, it allows for more scales to be measured per survey

Question 14

Multi item scale

Answer 14

is a measurement of a complex construct with multiple facets. It allows for the measurement of a phenomenon that is not direclty observable. furthermore, it allows for increased realiability of measurement for reflective scales

Question 15

There are a number of error sources within questioning

Answer 15

over reporting: E.g. respondents state a more positive attitude than they actually have

Interviewr bias: E.g. personal interview

Bias because of question order: e.g. first answer choices may be seen as more important than later ones

Halo effect: E.g. one question and its answer may influence the answer(s) of other questions

Tendency to mark the middle position in rating scales

Non-anonymity: E.g. anonymity lowers the inhibition threshold to give false answers

Question 16

Validity

Answer 16

refres to the degree to whether the scale actually measures what it is intended to mreasure

A scale has validity if it measures what it is supposed to measure. If this is the case, the difference in scores will reflect differenes among the individuals

Question 17

Reliability

Answer 17

refers to the degree that the scale measures the true value precisely

Question 18

generalizability

Answer 18

refers to the degree that the scale can be used for measurement in different settings

Question 19

sample

Answer 19

a subset of the population that should represent the entire group

Question 20

sampling process takes four steps

Answer 20

define the population

Determine the sampling frame

select the sampling procedure

Determine the sample size

Question 21

Probability sampling

Answer 21

refers to a random selection of persons. The probability of including each person in the sample is known

Question 22

non probability sampling

Answer 22

refers to a selection of people based on a non random process

Question 23

Simple random sampling:

Answer 23

randomized seleciton of respondents by a random generator, drawing from a bowl or other methods

Question 24

systematic random sampling

Answer 24

pick every nth unit in a process that can be considered random

Question 25

cluster sampling

Answer 25

Cluster sampling involves dividing a population into clusters, randomly selecting some clusters, and then sampling all individuals or a subset within those selected clusters.

Question 26

stratified sampling

Answer 26

Stratified sampling involves dividing a population into distinct subgroups or strata based on specific characteristics (e.g., age, income), and then randomly sampling from each stratum proportionately. This ensures representation across key subgroups.

Question 27

snowball sampling

Answer 27

after completion of the interveiew, the respondent is asked to name other people wihtin a small specialized population

Question 28

Quota sampling

Answer 28

Intentional selection of respondents so that quotas for specific criteria that correspond to the population are met

Question 29

Convenience sampling

Answer 29

Selection of respondents who can be reached quickly and at a low cost

Question 30

when is qualitative data useful

Answer 30

in the early stages