Week 5

Question 1

What is observation in business research and what is being observed?

Answer 1

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.

Question 2

What are the limitations of observational research?

Answer 2

1. It can describe the event, but not explain why
2. Long periods are expensive
3. Feelings, thoughts and emotions cannot be observed.

Question 3

What is visible observation?

Answer 3

Observers’ presence is known

Question 4

What is hidden observation?

Answer 4

Subject is unaware they are being observed

Question 5

What are the advantages of observational research over survey research?

Answer 5

1. Data is free from distortion, inaccuracies and response bias.
2. Data is recorded at the time
3. Observes non-verbal behaviour.

Question 6

What is direct observation?

Answer 6

It attempts to observe and record what naturally occurs.

Question 7

What is contrived observation?

Answer 7

The investigator creates artificial environment in order to test a hypothesis.

Question 8

What are the ethical issues in the observation of humans?

Answer 8

1. Respondents have a ‘right to privacy’

2. Contrived observation could be seen as entrapment - ‘informed consent’

Question 9

What is physical-trace evidence?

Answer 9

A visible mark of some past event or occurrence (eg. packages in trash)

Question 10

What is content analysis?

Answer 10

It obtains data by observing an analysing the content of communication sources (i.e. newspapers)

Question 11

What are 3 mechanical observations?

Answer 11

1. Television monitoring
2. Monitoring website traffic
3. Scanner-based reserach

Question 12

What are 4 physiological reactions that can be measured?

Answer 12

1. Eye-tracking monitoring
2. Pupilometer - changes in pupils
3. Psychogalvenometer - changes in skin
4. Voice-pitch analysis

Question 13

What are blocking variables?

Answer 13

A categorical variable that is not manipulated, but is included in the statistical analysis of the experiment (e.g. gender)

Question 14

What is meant by a main effect?

Answer 14

The experimental difference in means between the different levels of any single experimental variable.

Question 15

What is meant by interactive effect?

Answer 15

It is the difference in a dependent variable average due to a specific combination of independent variables.

Question 16

What are demand characteristics?

Answer 16

They are subtle cues that make the subject aware of the experiment.
This can change the outcome because subjects will alter their behaviour.

Question 17

What are the ethical issues in experimental reserach?

Answer 17

1. Debriefing experimental subjects (informed consent)

2. Attempts to interfere with a competitors test-making efforts

Question 18

What is the difference between within-subject and between subject design?

Answer 18

Within-in subject - involves one person being repeatedly tested. Whereas between subject is when different subject receive only one test.

Question 19

What is internal validity?

Answer 19

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.

Question 20

What is external validity?

Answer 20

The accuracy with which experimental results can be generalised beyond the experimental subjects.

Question 21

What is the trade-off between internal and external validity?

Answer 21

Laboratory experiments have high internal validity

Field experiments have less internal but greater external validity.

Question 22

What is response latency?

Answer 22

The amount of time it takes to make a choice between two alternatives. Used to measure the strength of preferences

Question 23

What is a demand effect?

Answer 23

Occurs when demand characteristics actually effect the dependent variable.

Question 24

Difference between control group and experimental group?

Answer 24

In a control group no experimental treatment is given, but in an experimental group a experimental treatment is given.

Question 25

What is a cell?

Answer 25

A specific treatment combination associated with an experimental group.

Question 26

What is repeated measures?

Answer 26

Experiments in which an individual subject is exposed to more than one level of an experimental treatment.