Primary Data II (Week 3) Flashcards
What are attitudes?
Mental states used by individuals to structure the way they perceive their envmt and guide the way they respond to it
What are the 3 components of attitude?
- Cognitive/knowledge
- Affective/liking
- Intention/Action
What is the cognitive/knowledge component of attitude?
- A person’s info about an object
- Awareness of existence of the object
- Beliefs about characteristics/attributes of the object
- Judgments about relative imptance of each attribute
What is the affective/liking component of attitude?
- A person’s overall feelings toward an obj, situation or person on a scale of **like-dislike or **favourable-unfavourable
- Liking is expressed in terms of **preference for one alternative out of several
- E.g. Most preferred, first/second choice etc
What is the intention/action component of attitude?
- Refers to a person’s expectations of future behaviour toward an object
- E.g. Ability/willingness to pay, likelihood to purchase/recommend
What is measurement?
Assignment of numbers (or other symbols) to characteristics of objects of interest according to rules
What are the reasons for taking measurement to quantify?
Mathematical & statistical analysis
Universal language (i.e. numbers)
What are the types of scales?
Nominal
Ordinal
Interval
Ratio
What are the characteristics of nominal scales?
- Mutually exclusive categories
- Statistics: %, mode
What are the characteristics of ordinal scales?
- Ranks objects or arranges them in order by some common variable
- Statistics: %, mode
What are the characteristics of interval scales?
- Equal intervals
- Statistics: %, mode, median, mean, std dev
What are the characteristics of ratio scales?
- Equal intervals and absolute zero
- Statistics: Almost all
What are the types of scales?
Single-item
Multi-item
What are the types of single-item scales?
- Itemised-category scale
- Comparative scale
- Rank order scale
- Constant-sum scale
- Continuous scale
- Paired comparison scale
What are the types of multi-item scales?
- Likert scales
- Semantic differential scale
What are the solutions to the inattention problem for likert scales?
- Flip scoring (need to rescale)
- Attention check question
What are some aspects to take note of when designing questionnaires?
- Number of response categories (usually 5-7; mutually exclusive)
- Order of response categories (randomise options to prevent order bias)
- Question wording
- Handling uncertainty and ignorance
What types of questions should be avoided in questionnaires?
- Loaded questions
- Double-barreled questions
What are the guidelines for designing questionnaires?
- Open with simple description of survey, state anonymity
- Follow with easy, non-threatening question
- Ensure questionnaire has smooth &logical flow
- Start broad, then proceed to specific topics
- Place sensitive/difficult questions later on
- Place demographic & psychographic questions at end
- Make physical layout appealing & interesting
What is sampling?
The process of obtaining info from a subset of a larger group
What is population?
The total group of people we are trying to understand
What is census?
Data about every member of the population
What is sample?
A subset of the population
What is a parameter?
Measured characteristics obtained from a population
What is a statistic?
Measured characteristics obtained from a sample
What is sample mean (x̅)?
Used to ESTIMATE the unknown population mean
What is sample reliability?
As sample size (n) increases, variation in x̅ decreases
As population variance (σ^2) increases, variation in x̅ increases
As sample size (n) increase, std error of x̅ (σ x̅) decreases
What is the formula for sample reliability?
σ x̅ = σx / √n
When is census appropriate?
- Pop. size is quite small
- Info is needed from every indiv in the pop
- Cost of making an incorrect decision is high
- Sampling errors are high
When is sample appropriate?
- Pop. size is large
- High cost & long time to obtain info from pop
- Quick decision is needed
- Homogeneous pop
- If census is impossible
What is sample design?
Selection of a subset of the pop of interest on which research will be conducted
What is sampling frame?
Actual list from which the sample is chosen
Pop > Sampling frame > Sample > Element
What is the 4-step sampling process?
- Define target population
- Identify the sampling frame
- Good sample has high overlap with target pop & no systematic biases - Select sampling plan i.e. sampling techniques
- Determine sample size
What are the types of sampling techniques?
Nonprobability sampling
- Convenience, judgmental, quota, snowball
Probability sampling
- Simple random, stratified, cluster
What is simple random sampling?
Each respondent has an EQUAL CHANCE of being selected
What are the factors that determine sample size?
- Magnitude of acceptable error (D^2)
- Confidence interval (z^2)
- Variability in population (σ^2)
When do we increase sample size?
- Diverse population (σ^2)
- More confident (z^2)
- Low error tolerance (D^2)
