Week 1 Flashcards
Quantative research
Used to quantify a research problem by gathering numerical data to use for statistical testing.
Qualitative research
To gain an understanding of people’s attitudes, opinions or motivations.
Different research methodologies for qualitative research
- Passive analysis - gathering information on interactions on the internet, without activeley participating in communicationwith the people.
- Active analysis - the researcher observes the participants and gets actively involved in the communication, often without revealing their identity.
- Web surveys - the researcher reveals his identity, making it more ethical.
Web surveys can be both quantative and qualitative (closed- or open-ended questions)
Total survey error (TSE) framework
Framework including all possible survey errors
Measurement error
The difference between the retrieved answer and the true value, occurs when an instrument does not measure exactly what it should measure
Non-response error
Not all questions are answered. Only a problem when the non-responders differ from the responding participants.
Types:
* Unit non-response - individuals not participating in the survey
* Partial non-response - individuals who drop out during filling in the survey
* Item non-response - individuals who fail to answer an item or question
Coverage error
There exists a discrepantion between the frame population and the actual population
Sampling error
Further than coverage error, there is a difference between the frame population and the sample
Acquiescence
The tendency to agree
Social desirability
The need to present oneself in a favorably light
Primacy and recency effect
Selecting the first or the last answer option
Satisficing
Searching for the first appropriate option and choosing this, instead of reading all options
Factor analysis
Analysis to examine which factors account for most variability
Exploratory factor analysis (EFA)
Data driven
Confirmatory factor analysis (CFA)
Theory driven
