test 3

Question 1

Operationalization

Answer 1

The process of identifying scale devices that correspond to properties of a concept involved in a research process

Question 2

Scales

Answer 2

A device providing a range of values that correspond to different characteritstics or amounts of a characteristic exhibited in observing a concept

Question 3

Correspondence rules

Answer 3

Indicate the way a certain value on a scale corresponds to some true value of a concept (provided by scales)

Question 4

Ordinal scales

Answer 4

Ranking scales allowing things to be arranged based on how much of some concept they possess (can tell you horses finished 1,2,3. But not by how much time they won by) (rankings)

Question 5

Interval scales

Answer 5

Scales that have both nominal and ordinal properties. Does not exactly represent a phenomenon (0 means worst performance, 10 Is the best)

Represent by how much one thing finished ahead of another (Shows horse rankings and that the third place horse finished 20 secs behind)

Question 6

Nominal scales

Answer 6

Represent the most elementary level of measurement in which values are assigned to an object for identification or classification purposes only

Qualitative, and used often by researchers (Football players numbers. Can be anything they want and it does not affect who they are as a player. Its just an identification system)

Question 7

Ratio Scales

Answer 7

Represents absolute meaning. Represents the highest form of measurement

Question 8

Attribute

Answer 8

An attribute is a single characteristic or fundamental feature of an object, person, situation, or issue

Question 9

What is an index measure?

Answer 9

An index measure assigns a value based on how much of the concept being measured is associated with an observation

Often formed by putting several variables together

Question 10

Composite scales?

Answer 10

Composite scales assign a value based on a mathematical derivation of multiple variables

Question 11

Summated Scale

Answer 11

A summated scale is created by summing the response to each item making up the composite measure

Question 12

when is a measure reliable?

Answer 12

when different attempts at measuring something converge on the same result

Question 13

What is the split half measure?

Answer 13

Measures how reliable a study is.

Take half the items from the scale and checking them against the results from the other half

Question 14

Test retest method

Answer 14

Measures reliability

involves administering the same scale or measure to the same respondents at two separate times to test for stability

Question 15

What is validity

Answer 15

the accuracy of a measure or the extent to which a score truthfully represents a concept

Question 16

Three approaches to establishing validity

Answer 16

1. Face (content) - refers to the subjective agreement among professionals that a scale logically reflects the concept being measured
2. Criterion - “Does my measure correlate with measures of similar concepts or known quantities?”
3. Construct - Exists when a measure reliably measures and truthfully represents a unique concept and consists of several components:

Question 17

3 components of attitude

Answer 17

1. Affective component - expresses how much liking someone has toward the relevant matter
2. Cognitive component - represents an individual’s awareness of the relevant matter
3. behavioral component - represents the action that corresponds to a certain type of attitude

Question 18

What are category scales?

Answer 18

Rating scales that consist of several response categories, often providing respondents with alternatives to indicate positions on a continuum. (Very good, good, fair, poor)

Question 19

Likert scale

Answer 19

Individuals generally choose from approximately five, e.g., “strongly agree,” “agree,” “uncertain,” “disagree,” and “strongly disagree”

Question 20

Sematic differential

Answer 20

A scale type that has respondents describe their attitude using a series of bipolar rating scales

How does my ding dong make you feel?

Sad * * * * * Happy
Turn off * * * * * Turn on

Question 21

Constant Sum Scores

Answer 21

respondents are asked to divide a fixed number of points among several attributes to indicate their relative importance

The scale is flawed because the last response is completely determined by the way the respondent has scored the other choices

(picking bowl mania back in the old days)

Question 22

Graphic rating scales

Answer 22

Respondents are allowed to choose any point on the continuum to indicate their attitude

Given an amount of attributes and move the scale based on what they feel. (Measure the length (in millimeters) from one end of the continuum to the point marked by the respondent

Question 23

Paired comparisons

Answer 23

the respondents are presented with two objects at a time and asked to pick the one they prefer

Works much better when fewer things are being compared

Question 24

When are open ended questions useful?

Answer 24

When researcher is gaining exploratory research. Gives person being interviewed a chance to warm up

Question 25

Fixed alternative responses

Answer 25

give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoint

Question 26

Fixed alternative questions

Answer 26

If a researcher is unaware of the potential responses to a question, fixed-alternative questions cannot be used Unanticipated alternatives emerge when respondents believe that closed answers do not adequately reflect their feelings

Question 27

Four types of fixed alternative questions

Answer 27

Simple dichotomy - 2 alternatives Multiple choice - multiple choices Frequency determination - asks for an amount of occurrence of something Checklist - Allows for multiple answers

Question 28

Things to avoid with questioners

Answer 28

``` Simpler is better Avoid leading and loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid taxing respondents’ memory ```

Question 29

Loaded and leaded questions

Answer 29

leaded questions - Threaten the study's validity and may promote the bandwagon effect loaded questions - Certain answers to questions are more socially desirable than others

Question 30

Avoiding ambiguity

Answer 30

Do not use words such as frequent, often, ready etc because they have different meanings to everyone

Question 31

Double Barreled Items

Answer 31

A question covering several items at once is referred to as a double-barreled question and should always be avoided

Question 32

unaided recall questions

Answer 32

Questions that do not give a clue to the respondent to remind them of what product/thing is being talked about

Question 33

Order Bias

Answer 33

Order bias can result from an alternative answer’s position in a set of answers or from the sequencing of questions

Question 34

Funnel Technique

Answer 34

helps avoid order bias. Asks general questions before specific questions to get unbiased results

Question 35

Survey Flow

Answer 35

Refers to the ordering of the questions Asking a question that does not apply to the respondent or that the respondent is not qualified to answer may be irritating or cause a biased response or even a survey breakoff

Question 36

Key advantages of survey Technology

Answer 36

1. Response quality 2. Timing 3. Randomized assignment

Question 37

Key physical features of survey technology

Answer 37

1. Tracking interest - a heat map that tracks the part of an image or advertisement that most capture attention 2. Status bar - provides a visual indicator of a questioneers length 3. Prompting 4. Piping - allows responses to a previous question to be inserted into later questions

Question 38

Stages in the selection of a sample

Answer 38

1. Define target population 2. Select sampling frame 3. Determine if probability or non probability sampling method will be used 4. Plan procedure for selecting sampling units 5. Determine sample size 6. Select actual sample units 7. Conduct fieldwork

Question 39

Sampling frame

Answer 39

A list of elements from which the sample may be drawn (working population) errors occur when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame

Question 40

Online panels

Answer 40

List of people who have agreed to participate in research. More specific the profile requested, the more expensive the panel is

Question 41

Statistical error

Answer 41

a difference exists between the value of a sample statistic and the value of the corresponding population parameter

Question 42

Random sample error

Answer 42

the difference between the sample result and the result of a census conducted using identical procedures The greater the sample size, the less the error is

Question 43

less than perfectly representative

Answer 43

Random sampling errors and systematic errors associated with the sampling process

Question 44

Probability Sampling vs nonprobability

Answer 44

Probability - Simple random sample is the best-known probability sample Non prob - Probability of a member of population being chosen is unknown (used in market research)

Question 45

Convenience sampling

Answer 45

Used to obtain a large number of completed questionnaires quickly and economically, or when obtaining a sample through other means is impractical

Question 46

Judgement sampling

Answer 46

A nonprobability technique in which an experienced individual selects the sample based on his or her judgment (purposive sampling)

Question 47

Major advantages of quota sampling (3)

Answer 47

Speed of data collection Lower costs Convenience

Question 48

Snowball sampling

Answer 48

Initial Respondents are gotten by probability methods. From there, additional respondents are obtained from information provided by the initial respondents This technique is used to locate members of rare populations by referrals Advantages - sample sizes and reduced costs

Question 49

Systematic Sampling

Answer 49

An initial starting point is selected by a random process; then every nth number on the list is selected