MARKET RESEARCH Flashcards
Experimental method?
Manipulating the IV using a DV. The experiment can be natural, quasi or field.
Independent Variable vs. Dependant Variable
IV is a natural change and is manipulated by the researcher to see its effect on a DV. The DV is a variable that the researcher is measuring, any change in DV is caused by IV.
How do you operalisationalise an experimental hypothesis?
Specify how you can measure the variables.
Control condition vs experimental condition?
Control condition is one/ a group of PP’s used to compare the DV to to make it a reliable result. Experimental includes your DV.
Create a Directional hypothesis and Non- directional Hypothesis for the aims: To investigate weather high confidence levels in children effect their levels of obedience.
children with a 10/10 confidence level are 40% more obedient in following a task than children with a 4/10 confidence level.
children that are more confident obey differently than children that are less confident.
Extraneous Variables?
The only variable that should manipulate the DV is the change in IV any other variable that effects the DV is called an Extraneous Variables and should be controlled or removed.
Nuisance Variables?
Extraneous variables that are easy to control are called Nuisance variables, they don’t vary systematically with the IV meaning they don’t change the findings of the study but only make it harder to find.
Cofounding variables?
Cofounding variables vary systematically with the IV and could potentially be the cause of a change in the DV as it creates an unintended IV giving inaccurate findings and results in an experiment.
Demand Characteristics
PP’S may act actively doing experiments as they try to figure out what’s happening in the experiment. The clues that help them interperate what’s going on are called demand characteristics of the experimental situation. These can result in the PP’s over performing to please, or act in a way they think is expected or under perform to sabotage the experiment. The unnatural behaviour acts as an extraneous variable that may change the DV.
Investigator effect?
Investigator effect is any unwanted influence of the researcher on the experimental outcome. Hugh Coolican (2006) states these can include expectancy effects, unconscious cues, or the researchers design (eg. pp’s selection, instructions).
How could you randomise an experiment?
Using by-chance methods to reduce the researches unconscious biases when designing an investigation. (e.g. a list of words should be randomly generated)
How could you standardise an experiment?
Standardisation is when you use the exact same procedures and instructions for all PP’s in a research study. Means that non- standardised changes don’t act as an extraneous variable.
How would we carry out an Independent group experimental design?
If there are 2 IV (eg. control group), you would split the PP’s in to 2 groups with 2 different conditions. A mean will then be calculated and compared.
How would you carry out a Repeated Measures experimental design?
All participants will experience both (IVs) conditions of the experiment. Two mean scores from the conditions will then be compared to see if there is a difference.
How would you carry out a Matched Pairs experimental design?
PP’s will be placed together based on a variable/s related to the experiment (e.g.. IQ). Then one pair will be allocated to a different condition. This attempts to control the cofounding variable of participants variables making the test more efficient.
Give a weaknesses to using independent groups as a design for an experiment, due to participant variables?
The PP’s who occupy each group are not the same in terms of participant variables. If there is a mean difference between the groups in the DV it may be due to participant variable rather than IV. The differences acts as a cofounding variable reducing the validity of the findings. (Random allocation can help).
Give a weakness of using independent groups as an experimental design rather than using repeated measure designs?
Using independent groups are less economical than repeated measures as each PP contributes to 1 result only, twice as much data would be needed to produce equivalent data to repeated measures making it more expensive and time consuming.
Give a strength of using independent groups as an experimental design compared to using a repeated measure design?
The order effects are not a problem in independent groups but they are a problem for repeated measure design as they are likely to guess the aims.
Give a strength of using a repeated measure design due to participant variables?
The participant variables don’t act as a cofounding variable increasing the validity of the findings. There are also fewer participants needed reducing the time needed to recruit people.
Give a Weakness of using a repeated measure design due to order effects.
In a repeated measure design each PP has to complete the same task in 2 conditions with a changed IV. When repeating these 2 tasks it can create boredom, fatigue that may cause a worst performance in the second task. Alternatively, the PP’s performance could improve due to experience in the task, for this demand characteristics tend to be a required feature of repeated measures.
Give a strength and counterpoint of using Matched pairs as an experimental design?
The PP’s only have to carry out the task once so demand characteristics and order effects aren’t a problem. However, participant variables can never be truly completely distinguished. (e.g.. twins could still have differences that may effect the DV.
Give a weakness of using Matched pairs?
Matching the pairs may be Time- consuming and expensive, especially if a pre-test is required, so its less economical than other designs.
Give a strength of using a Laboratory experiment (high control) ?
Labatory experiments have a high control over CVs and extraneous variables so any changes in the DV are due to the manipulation of the IV. Therefore we can be more certain in establishing a cause and effect increasing the internal validity.
Give a strength of using a Labatory experiment (replication) ?
Having low extraneous variables in a lab means then when repeating the experiment there are no new extraneous variables being introduced. Replication is crucial to make sure the findings are valid and isn’t just a one-off find.
Give a strength and weakness of using a Labatory experiment setting (mudane realism) ?
The lab setting may be artificial and not like everyday life situations (low mundane realism) and can therefore not be generalised to real life situations giving it a low ecological validity. However this can be a strength as having more mundane realism generates more authentic behaviours as the situation is more natural - high external validity.
Give a weakness of using field experiments? (ethical issues)
If PP’s are unaware of being studied they cannot consent to being studied and such research might result in an invasion of privacy.
Natural experiments VS. Quasi Experiments
In a natural experiment the IV cannot be manipulated by the researcher as it is of a natural cause, whereas a Quasi experiment has an IV that is based on existing differences between people.
Give a strength of using a Natural experiment?
Natural experiments often have high external validity as it is based of real life situations that happen in the world.
Give a weakness of using a natural experiment?
A naturally occurring situation may happen only ever rarely so it reduces the opportunities for this type of research, it also means its harder to generalise findings to to oher similar situations. (could be carried out in a lab - demand characteristics).
Give a strength to using Quasi experiment?
Quasi experiments are often carried out in a controlled setting so have strengths of a lab (e.g. replicable, internal validity)
Give a strength of using a Quasi experiment?
In quasi experiments as well as Natural experiments we cannot randomly allocate the PP’s to conditions and therefore there may be cofounding variables.
How is a random sample carried out?
1- Obtain a full list of all names in the target population.
2- All the names are obtained a number.
3- The final sample is selected using a lottery method.
How is a systematic sample carried out?
Every nTh number of the target population is picked. A sampling frame is then produced and a systematic system is chosen and the researcher works their way through the list.
How is a stratified sample obtained?
The researcher identifies all the different strata of the target population, then the portions needed for the sample to be representative are worked out. Then the PP’s needed for the stata are picked out using random sampling.
Give a strength and weakness of using a random sampling technique?
Using a random sampling technique creates unbiased groups meaning all cofounding variables and extraneous variables should be equally divided into groups. A weakness however is that its extremely time consuming and expensive - obtaining a list of target population, selected PP’s may later refuse.
Give a weakness of using systematic sampling?
The sampling method is objective - once the sampling method is chosen the researcher has no control over who is chosen.
Give a strength of using a stratified sampling technique?
This method produces a representative sample because its designed to accurately reflect the composition of the population. This means the generalisation of the finding becomes possible. However the strata cannot represent all the ways that people are different so a complete representation of population isn’t possible.
Give a strength of using an opportunity sample?
This is less costly as a list of target population is not needed like random sampling and you do not have to divide the target population into strata like stratified sampling.
Give a weakness of using an opportunity sample?
An opportunity sample can suffer from 2 forms of bias: The sample is unrepresented of the target population as it is found from a specific area (street) so the findings cannot be generalised. They also have complete control over who is chosen - researcher bias.
Give a strength of using a volunteer sample?
Using a volunteer sample is less time consuming as they come to you, the PP’s are also more motivated as someone who has been potentially stopped on the street.
Give a weakness of using a volunteer sample?
Volunteer bias is a problem in volunteer sampling as they may attract a certain profile only - someone who is aimed to please the researcher so the findings wont be generalised as far.
