Primary Data II (Week 3)

Question 1

What are attitudes?

Answer 1

Mental states used by individuals to structure the way they perceive their envmt and guide the way they respond to it

Question 2

What are the 3 components of attitude?

Answer 2

1. Cognitive/knowledge
2. Affective/liking
3. Intention/Action

Question 3

What is the cognitive/knowledge component of attitude?

Answer 3

• 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

Question 4

What is the affective/liking component of attitude?

Answer 4

• 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

Question 5

What is the intention/action component of attitude?

Answer 5

• Refers to a person’s expectations of future behaviour toward an object
• E.g. Ability/willingness to pay, likelihood to purchase/recommend

Question 6

What is measurement?

Answer 6

Assignment of numbers (or other symbols) to characteristics of objects of interest according to rules

Question 7

What are the reasons for taking measurement to quantify?

Answer 7

Mathematical & statistical analysis

Universal language (i.e. numbers)

Question 8

What are the types of scales?

Answer 8

Nominal
Ordinal
Interval
Ratio

Question 9

What are the characteristics of nominal scales?

Answer 9

• Mutually exclusive categories

- Statistics: %, mode

Question 10

What are the characteristics of ordinal scales?

Answer 10

• Ranks objects or arranges them in order by some common variable
• Statistics: %, mode

Question 11

What are the characteristics of interval scales?

Answer 11

• Equal intervals

- Statistics: %, mode, median, mean, std dev

Question 12

What are the characteristics of ratio scales?

Answer 12

• Equal intervals and absolute zero

- Statistics: Almost all

Question 13

What are the types of scales?

Answer 13

Single-item

Multi-item

Question 14

What are the types of single-item scales?

Answer 14

• Itemised-category scale
• Comparative scale
• Rank order scale
• Constant-sum scale
• Continuous scale
• Paired comparison scale

Question 15

What are the types of multi-item scales?

Answer 15

• Likert scales

- Semantic differential scale

Question 16

What are the solutions to the inattention problem for likert scales?

Answer 16

• Flip scoring (need to rescale)

- Attention check question

Question 17

What are some aspects to take note of when designing questionnaires?

Answer 17

• 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

Question 18

What types of questions should be avoided in questionnaires?

Answer 18

• Loaded questions

- Double-barreled questions

Question 19

What are the guidelines for designing questionnaires?

Answer 19

1. Open with simple description of survey, state anonymity
2. Follow with easy, non-threatening question
3. Ensure questionnaire has smooth &logical flow
4. Start broad, then proceed to specific topics
5. Place sensitive/difficult questions later on
6. Place demographic & psychographic questions at end
7. Make physical layout appealing & interesting

Question 20

What is sampling?

Answer 20

The process of obtaining info from a subset of a larger group

Question 21

What is population?

Answer 21

The total group of people we are trying to understand

Question 22

What is census?

Answer 22

Data about every member of the population

Question 23

What is sample?

Answer 23

A subset of the population

Question 24

What is a parameter?

Answer 24

Measured characteristics obtained from a population

Question 25

What is a statistic?

Answer 25

Measured characteristics obtained from a sample

Question 26

What is sample mean (x̅)?

Answer 26

Used to ESTIMATE the unknown population mean

Question 27

What is sample reliability?

Answer 27

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

Question 28

What is the formula for sample reliability?

Answer 28

σ x̅ = σx / √n

Question 29

When is census appropriate?

Answer 29

• 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

Question 30

When is sample appropriate?

Answer 30

• Pop. size is large
• High cost & long time to obtain info from pop
• Quick decision is needed
• Homogeneous pop
• If census is impossible

Question 31

What is sample design?

Answer 31

Selection of a subset of the pop of interest on which research will be conducted

Question 32

What is sampling frame?

Answer 32

Actual list from which the sample is chosen

Pop > Sampling frame > Sample > Element

Question 33

What is the 4-step sampling process?

Answer 33

1. Define target population
2. Identify the sampling frame
   - Good sample has high overlap with target pop & no systematic biases
3. Select sampling plan i.e. sampling techniques
4. Determine sample size

Question 34

What are the types of sampling techniques?

Answer 34

Nonprobability sampling
- Convenience, judgmental, quota, snowball

Probability sampling
- Simple random, stratified, cluster

Question 35

What is simple random sampling?

Answer 35

Each respondent has an EQUAL CHANCE of being selected

Question 36

What are the factors that determine sample size?

Answer 36

1. Magnitude of acceptable error (D^2)
2. Confidence interval (z^2)
3. Variability in population (σ^2)

Question 37

When do we increase sample size?

Answer 37

• Diverse population (σ^2)
• More confident (z^2)
• Low error tolerance (D^2)