Surveys & Interviews

Question 1

a useful way of obtaining information about people’s

opinions, attitudes, preferences, and behaviors simply by asking.

Answer 1

Survey

Question 2

also called structured questions, that must be answered by one of a limited number of alternatives.

Answer 2

Closed questions

Question 3

also called open questions; solicit information about opinions and feelings by asking the question in such a way that the person must respond with more than a yes, no, or 1-10 rating; can often be used to clarify or expand answers to closed questions.

Answer 3

Open-ended questions

Question 4

For open questions, a system must be designed to evaluate and categorize the content of each behavior; responses are assigned to categories that are created from the data according to objective rules or guidelines.

Answer 4

Content analysis

Question 5

it is the kind of scale used to measure a response

Answer 5

level of measurement

Question 6

What are the 4 levels of measurement?

Answer 6

1. Nominal
2. Ordinal
3. Interval
4. Ratio

Question 7

• Simplest level of measurement
• it classifies response items into two or more distinct categories on the basis of some common feature
• sometimes called the lowest level of measurement because it provides no information about magnitude.

Answer 7

Nominal scale

Question 8

• a rank ordering of response items.
• The magnitude of each value is measured in the form of ranks.
• To quantify the magnitude of differences between survey responses, we must turn to higher levels of measurement

Answer 8

Ordinal scale

Question 9

• measures magnitude or quantitative size using measures with equal intervals between the values.
• has no true zero point

Answer 9

Interval scale

Question 10

• The highest level of measurement.

- It has equal intervals between all values and a true zero point.

Answer 10

Ratio scale

Question 11

are tendencies to respond to questions or to test items in specific ways, regardless of content.

Answer 11

Response styles

Question 12

• a face-to-face technique used less often for collecting data about a particular topic.
• usually small groups of people with similar characteristics who are brought together by an interviewer, called a facilitator

Answer 12

Focus groups

Question 13

Focus groups are usually small groups of people with similar characteristics who are brought together by an interviewer, called a f_ _ _ _ _ _ _ _ _ r, who guides the group in a discussion of specific issues

Answer 13

Facilitator

Question 14

The “goodness” of the survey itself is typically evaluated in two areas:

Answer 14

Reliability & Validity

Question 15

the extent to which the survey is consistent and repeatable

Answer 15

Reliability

Question 16

refers to the extent to which a survey actually measures the intended topic.

Answer 16

Validity

Question 17

refers to the researchers deciding on who the subjects will be and then selecting them.

Answer 17

Sampling

Question 18

consist of all people, animals, or objects that have at least one characteristic in common

Answer 18

Population

Question 19

a group that is a subset of the population of interest.

Answer 19

sample of subjects

Question 20

There are two general sampling approaches:

Answer 20

Probability sampling & Nonprobability sampling

Question 21

refers to the study of the likelihood of events and is a quantitative discipline

Answer 21

Probability

Question 22

involves selecting subjects in such a way that the odds of their being in the study are known or can be calculated

Answer 22

Probability sampling

Question 23

A second condition of probability sampling is that the researcher must use an unbiased method for selecting subjects, such as flipping a coin, drawing a number out of a hat or using a table of random numbers.

Answer 23

Random selection

Question 24

four types of probability samples:

Answer 24

1. Simple
2. Systematic
3. Stratified
4. Cluster

Question 25

• a form of probability sampling in which a portion of the whole population is selected in an unbiased way.
• To obtain a simple random sample, all members of the population being studied must have an equal chance of being selected.
• Random sampling yields only an estimate of what is likely to be true.

Answer 25

Simple random sampling

Question 26

a form of probability sampling in cases where all members of a population are known and can be listed in an unbiased way, a researcher may select nth person from the population

Answer 26

Systematic random sampling

Question 27

• a form of probability sampling where the population is known to contain distinct subgroups.
• obtained by randomly sampling from people in each subgroup in the same proportions as they exist in the population

Answer 27

Stratified random sampling

Question 28

a form of probability sampling in which the population of interest is very large, it is often too costly or impractical to randomly select subjects one by one.

Answer 28

Cluster sampling

Question 29

a type of sampling approach in which the subjects are not chosen at random.

Answer 29

Nonprobability sampling

Question 30

four common examples of nonprobability:

Answer 30

• Quota
• Convenience
• Purposive
• Snowball sampling

Question 31

Researchers select samples through predetermined quotas that are intended to reflect makeup of the population.

Answer 31

Quota sampling

Question 32

obtained by using any groups who happen to be available

Answer 32

Convenience sampling

Question 33

a type of nonprobability sampling where a nonrandom samples are selected because the individuals reflect a specific purpose of the study

Answer 33

Purposive sampling

Question 34

a type of nonprobability sampling where a researcher locates one or a few people who fit the sample criterion and asks these people to locate or lead them to additional individuals

Answer 34

Snowball sampling