Qks MR Glossary_Q-Z Flashcards
Q-sorting
A sophisticated form of rank ordering using card sorts.
Q-spread
The distance between the first and third sample quartiles.
Qualified refusal
Eligible respondents who will not participate in a research project.
Qualitative Assistant
The individual responsible for greeting the focus group participants as they arrive at the facility and for preparing the room. The responsibilities of a hostess include providing food for the participants and the client observers, rescreening respondents when they arrive, preparing name tags, etc. Generally called a Host/Hostess.
Qualitative Research Consultants Association (QRCA)
A US based not-for-profit association of consultants involved in the design and implementation of qualitative research — focus groups, in-depth interviews, in-context and observational research.
Qualitative consultant
The person hired by the client to lead the focus group or in-depth interview. Also called the focus group moderator or facilitator.
Qualitative research
Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.
(Vs notes:
Qualitative research is a methodology designed to collect non-numerical data to gain insights. It is non-statistical and unstructured or semi-structured. It relies on data collected based on a research design that answers the question “why.”
Qualitative research typically involves in-depth interviews, focus groups, or observations in order to collect data that is rich in detail and context.
Qualitative research is a type of research that explores and provides deeper insights into real-world problems. Instead of collecting numerical data points or intervene or introduce treatments just like in quantitative research, qualitative research helps generate hypotheses as well as further investigate and understand quantitative data. Qualitative research gathers participants’ experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a stand-alone study, purely relying on qualitative data or it could be part of mixed-methods research that combines qualitative and quantitative data.
Qualitative software
Computer software designed to help code and analyze text - such as transcripts of focus group discussions, field notes or of open-ended interviews.
Qualitative variable
A variable whose values are classifications or categories and are not subject to quantitative interpretation. Examples include gender, occupation, marital status, etc. Also called a categorical variable.
Qualitatively Speaking
A column in Quirk’s Marketing Research Review magazine that acts as a forum for focus group moderators and other qualitative researchers to sound off on issues related to qualitative research.
Quality control
The set of procedures for insuring that interviewers comply with relevant standards and for identifying ways to eliminate causes of unsatisfactory performance.
Quantitative research
Research conducted for the purpose of obtaining empirical evaluations of attitudes, behavior or performance. Designed to generate projectable numerical data about a topic.
Quantitative variable
A variable whose values are numerical in nature. Examples include weight, age, income, etc. Quantitative variables are further classified as being either discrete or continuous.
Quartiles
The division of the observation distribution into quarters (in the same way the median divides the distribution in half).
Quasi-experiments
Studies in which the researcher lacks complete control over the scheduling of treatment or must assign respondents to treatment in a non-random manner.
Questionnaire
A set of questions designed to generate data necessary for accomplishing the objectives of the research project.
Questionnaire administration
The process by which the questions will be delivered and the answers recorded (e.g. mail, Web, telephone). Questionnaires can be self-administered or administered by an interviewer.
Questionnaire analysis
The analysis of a questionnaire to determine if it will yield the desired information without confusion or ambiguous data.
Questionnaire design
The process of creating a document that contains questions to be asked respondents and in what order, and sometimes lists the alternative acceptable responses..
Quintiles
The 20, 40, 60, and 80th percentiles. In other word, the 20, 40, 60, and 80th percentiles.
Quixotic reliability
An error in which a single method of observation or study yields unvarying but inaccurate measurement. This may be due to the fact that the response is rehearsed.
Quota
The total number of interviews to be completed.
Quota sample
A sampling procedure that includes specified numbers of respondents having characteristics known or believed to affect the subject being researched. Selection is by nonprobability means. A moderator might set a quota of having half the group be users of Brand X, or one-fourth be aware of Product Y.
Race
As defined by the U.S. Census Bureau: Aleut, American Indian, Asian, Black (or Negro), Chinese, Eskimo, Filipino, Guamanian, Hawaiian, Japanese, Korean, Samoan, Vietnamese, White, or “other.”
Vs add:
each of the major groupings into which humankind is considered (in various theories or contexts) to be divided on the basis of physical characteristics or shared ancestry.