Research methods chapter 5-8 Flashcards
Research methods chapter 5-8
Mixed-access sampling
means that multiple methods are used to invite participants to a research study—phone (mobile or landline), email, addressed-based
mail, intercept, ads, etc.
Nominal Data
a type of qualitative data that categorizes items or variables into distinct groups without any inherent order or ranking
Ordinal Data
variables have natural, ordered categories and the distances between the categories are not known
Steps in Sampling Design
Define Target Population & Case
Define Population Parameters
Define & Evaluate Sample Frames
Define Number of Cases
Define Sampling Method
Define Selection & Recruiting Protocols
Interval
ordered data where the differences between values hold meaning, such as temperature or dates
Ratio
a form of quantitative (numeric) data. It measures variables on a continuous scale, with an equal distance between adjacent values
Sample Frame
a list of individuals, households, or institutions that can be sampled from a population
Problems with Sample Frame
Incomplete list
Out-of-date list
Too inclusive a list
Inappropriate List
The advantages of census over sample are more compelling when
The target population is
Small
High variability within the target population
Advantages of using a sample
Greater speed
availability elements
lower cost
greater accuracy
Validity of a sample depends on two considerations
accuracy and precision
Accuracy
the degree to which bias is absent from the sample
Precision
How accurate a sample is
What Is a Sufficiently Large Sample?
1,500 – 2,000 respondents
When to Use a Larger Sample?
The greater the dispersion or variance within the population, the larger the sample must be to provide estimation precision.
The greater the desired precision of the estimate, the larger the sample must be.
The narrower or smaller the error range, the larger the sample must be.
The higher the confidence level in the estimate, the larger the sample must be.
The greater the number of subgroups of interest within a sample, the greater the sample size must be, as each subgroup must meet minimum sample size requirements.
Nonprobability sampling
the probability of getting any particular sample may be calculated
Probability sampling
a controlled, randomized procedure that assures that each population element is given a known, nonzero chance of selection
simple random sampling
each population element has an equal chance of being selected into the samples. The sample is drawn using a random number table or generator.
systematic sampling
a probability sampling method where researchers select members of the population at a regular interval
Advantages and disadvantages of simple random sampling
Advantages
Easy to implement with random dialing
Disadvantages
Requires list of population elements.
Time consuming.
Larger sample needed.
Produces larger errors.
High cost.
Advantages and disadvantages of Systematic sampling
Advantages
Simple to design.
Easier than simple random.
Easy to determine sampling distribution of mean or proportion
Disadvantages
Periodicity within population may skew sample and results.
Trends in list may bias results.
Moderate cost.
Stratified sampling
Population divided into few subgroups.
Homogeneity within subgroups.
Heterogeneity between subgroups.
Random choice of cases from within each subgroup.
Cluster sampling
Population divided into many subgroups.
Heterogeneity within subgroups.
Homogeneity between subgroups.
Random choice of subgroups.
Qualitative research
Qualitative research is a type of research that aims to gather and analyse non-numerical data. interpretive research
Area sampling
a cluster sampling technique applied to a population with well-defined political or geographic boundaries. It is a low-cost and frequently used method
Nonprobability
uses subjective or non-random methods, such as the researcher’s judgment and experience
Quantitative research
a research strategy that focuses on quantifying the collection and analysis of data. interpretive research.
Purposive sampling
researchers choose participants arbitrarily for their unique characteristics or their experiences, attitudes, or perceptions
Convenience sampling
researchers select any readily available individuals as participants.
Snowball sampling
means that participants refer researchers to others who have characteristics, experiences, or attitudes similar to or different from their own
unstructured interview
no specific questions or order of topics to be discussed. Each interview is customized to each participant
Data Saturation
the point at which no new information is forthcoming and no new insights are feasible
recruitment screener
a semi structured or structured interview guide designed to assure the interviewer that the prospect will be a good participant for the planned qualitative research
semi structured interview
there are a few standard questions but the interviewer is allowed to deviate based on participant’s answers and thought processes. The interviewer’s role is to probe
structured interview
the interview guide is detailed and specifies question order, and the way questions are to be asked. These interviews permit more direct comparability of responses and maintain interviewer neutrality.
Oral histories
ask participants to relate their personal experiences and feelings related to historical events or past behavior.
Oral histories
ask participants to relate their personal experiences and feelings related to historical events or past behavior.
Cultural interviews
ask participants to relate his or her experiences with a culture or subculture
Life histories
extract from a single participant memories and experiences from childhood to the present day regarding a product or service category, brand, or firm.
Convergent interviewing
involves experts as participants in a sequential series of IDIs
Sequential interviewing
approaches the participant with questions formed around an anticipated series of activities
Ethnography
involves a field-setting and unstructured interview
Grounded theory
uses a structured interview but adjusts each interview based on findings from those that came before
Telephone focus groups
a research tool that allows a moderator to lead a discussion with participants over the phone
Online focus groups
are very effective with teens and young adults. Access and speed are strengths of this mode, but it is more difficult to gain insight from group dynamics.
Videoconferencing focus groups
are likely to grow as a focus group mode because it saves time and money while creating less barrier between moderator and participants than the telephone.
All methods provide for transcriptions of the full interview. These are analyzed using content analysis.
focus group
a panel of people (usually 6-10 people), led by a trained moderator, who meet for 90 minutes to 2 hours. The facilitator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences.
Triangulation
is the combining of several qualitative methods or combining qualitative with quantitative methods.
ethnography
the scientific description of the customs of individual peoples and cultures
event sampling
involves observation of targeted behaviours or specific events
Three types of time sampling
a time-point sample,
continuous real-time samples, or
a time-interval sample.
Extralinguistic observation
the recording of vocal, temporal, interaction, and verbal stylistic behaviors of human participants
Linguistic observation
the observation of human verbal behavior during conversation, presentation, or interaction.
Nonverbal observation
the most prevalent and refers to recording physical actions or movements of participants. These behaviors can be measured with the human eye and with several mechanical or digital devices. These devices are discussed on the following slide.
Spatial observation
the recording of how humans physically relate to one another
galvanometer
a device that measures excitement, arousal, fear, or heightened physiological response to stimuli. It does this by measuring electrical activity in the participant’s skin. They are most used in advertising research.
tachistoscope
a timed shutter device that exposes a participant to some stimulus for a controlled period of time. Historically, it has been used to substantiate the effects of subliminal advertising
Extralinguistic observation
facial and vocal expression, bodily movements, shedding tears, smiling, laughing, giving gifts
Record analysis
data mining…is a common nonbehavioral observation
might relate to a safety audit or an analysis of inventory conditions or an analysis of food preparation areas in a restaurant
might relate to a safety audit or an analysis of inventory conditions or an analysis of food preparation areas in a restaurant
Physical condition analysis
might relate to a safety audit or an analysis of inventory conditions or an analysis of food preparation areas in a restaurant
random assignment
participants have an equal and known chance of being assigned to any of the groups in the experiment.
Internal validity
a measure of how well a study’s results represent the truth of the population being studied and support a claim about cause and effect.
External validity
the validity of applying the conclusions of a scientific study outside the context of that study. In other words, it is the extent to which the results of a study can generalize or transport to other situations, people, stimuli, and times
Replication
the process of repeating an experiment with different participant groups and conditions to determine the average effect of the IV across people, situations, and times
field experiment
a study of the dependent variable in actual environmental conditions
