Week 5 Flashcards
What is observation in business research and what is being observed?
It is a systematic process of recording actual behavioural patterns (no verbal communication):
Can be observed through - physical actions, verbal behaviour, expressive behaviour, location, temporal patterns, physical objects, verbal and pictorial patterns.
What are the limitations of observational research?
- It can describe the event, but not explain why
- Long periods are expensive
- Feelings, thoughts and emotions cannot be observed.
What is visible observation?
Observers’ presence is known
What is hidden observation?
Subject is unaware they are being observed
What are the advantages of observational research over survey research?
- Data is free from distortion, inaccuracies and response bias.
- Data is recorded at the time
- Observes non-verbal behaviour.
What is direct observation?
It attempts to observe and record what naturally occurs.
What is contrived observation?
The investigator creates artificial environment in order to test a hypothesis.
What are the ethical issues in the observation of humans?
- Respondents have a ‘right to privacy’
2. Contrived observation could be seen as entrapment - ‘informed consent’
What is physical-trace evidence?
A visible mark of some past event or occurrence (eg. packages in trash)
What is content analysis?
It obtains data by observing an analysing the content of communication sources (i.e. newspapers)
What are 3 mechanical observations?
- Television monitoring
- Monitoring website traffic
- Scanner-based reserach
What are 4 physiological reactions that can be measured?
- Eye-tracking monitoring
- Pupilometer - changes in pupils
- Psychogalvenometer - changes in skin
- Voice-pitch analysis
What are blocking variables?
A categorical variable that is not manipulated, but is included in the statistical analysis of the experiment (e.g. gender)
What is meant by a main effect?
The experimental difference in means between the different levels of any single experimental variable.
What is meant by interactive effect?
It is the difference in a dependent variable average due to a specific combination of independent variables.
What are demand characteristics?
They are subtle cues that make the subject aware of the experiment.
This can change the outcome because subjects will alter their behaviour.
What are the ethical issues in experimental reserach?
- Debriefing experimental subjects (informed consent)
2. Attempts to interfere with a competitors test-making efforts
What is the difference between within-subject and between subject design?
Within-in subject - involves one person being repeatedly tested. Whereas between subject is when different subject receive only one test.
What is internal validity?
The extent that an experimental variable is truly responsible for any variance in the dependant variable.
Manipulation checks should be performed to make sure that the manipulation did produce the difference in the independent variable.
What is external validity?
The accuracy with which experimental results can be generalised beyond the experimental subjects.
What is the trade-off between internal and external validity?
Laboratory experiments have high internal validity
Field experiments have less internal but greater external validity.
What is response latency?
The amount of time it takes to make a choice between two alternatives. Used to measure the strength of preferences
What is a demand effect?
Occurs when demand characteristics actually effect the dependent variable.
Difference between control group and experimental group?
In a control group no experimental treatment is given, but in an experimental group a experimental treatment is given.
What is a cell?
A specific treatment combination associated with an experimental group.
What is repeated measures?
Experiments in which an individual subject is exposed to more than one level of an experimental treatment.
