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| research procedures for collecting large amounts of data using question-and-answer formats |
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| consist of both nonresponse error and response error |
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| a systematic bias that occurs she the final sample differs from the planned sample |
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| when respondents have impaired memory or do not respond accurately |
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| Person-Administered Surveys |
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| data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers |
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| a structured question-and-answer exchange conducted in the respondent's home |
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| a face-to-face personal interview that takes place in a shopping mall |
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| question-and-answer exchanges that are conducted via telephone technology |
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| Computer-Assisted Telephone Interview (CATI) |
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Definition
| integrated telephone and computer system in which the interviewer reads the questions from a computer screen and endures respondents' answers directly into the computer program |
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| method of conducting a marketing survey in which the data are collecting using wireless phones |
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| a data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer |
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| surveys sent to respondents using the postal service |
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| a questionnaire sent to a group of individuals who have agreed in advance to participate |
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| a self-administered questionnaire that a representative of the researcher hand-delivers to selected respondents; the completed surveys are returned by mail or picked up by the representative |
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| survey data collected using the Internet |
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| used to adjust survey results to be more like those a representative sample would have produced |
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| projectable to the population represented by the sample in a study |
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| the degree to which a survey question leads the respondent to give a socially acceptable response |
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| the percentage of the general population that is the subject of the market research |
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| the ability of both the interviewer and the respondent to get together in a question-and-answer interchange |
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| Willingness to Participate |
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| the respondent's inclination or disposition to share his or her thoughts |
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| degree to which the selected respondents feel they have knowledge of or experience with the survey's topics |
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| studies that enable researchers to asses "cause-effect" relationships between two or more variables |
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| variables whose values are directly manipulated by the researcher |
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| measures or effects or outcomes that occur as a result of changes in levels of the independent or causing variables |
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| an empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables |
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| a concept or construct that can vary or have more than one value |
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| variables that the researcher does not allow to vary freely or systematically with independent variables; control variables should not change as the independent variable is manipulated |
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| any variables that experimental researchers do not measure or control that may affect the dependent variable |
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| the extent to which the conclusions drawn from an experiment are true |
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| the extent to which the research design accurately identifies causal relationships |
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| the extent to which a causal relationship found in a study can be expected to be true for the entire target population |
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| Laboratory (lab) Experiments |
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| causal research designs that are conducted in an artificial setting |
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| causal research ensigns that manipulate the independent variables in order to measure the dependent variable in a natural setting |
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| using controlled field experiments to gain information on specified market performance indicators |
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| selection of a small number of elements from a larger defined target group of elements and expecting that the information gathered from the small group will allow judgments to be made about the larger group |
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| a research study that includes data about every member of the defined target population |
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| the identifiable set of elements of interest to the researcher and pertinent to the information problem |
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| Defined Target Population |
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| the complete set of elements identified for investigation |
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| the target population elements available for selection during the sampling process |
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| the list of all eligible sampling units |
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| Central Limit Theorem (CLT) |
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| the sampling distribution derived from a simple random sample will be approximately normally distributed |
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| any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size |
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| a bias that occurs in a research study regardless of whether a sample or census is used |
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| each sampling unit in the defined target population has a known probability of being selected for the sample |
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| sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgment of the researcher and may or may not be representative of the target population |
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Definition
| a probability sampling procedure in which every sampling unit has a known and equal chance of being selected |
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| Systematic Random Sampling |
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Definition
| similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster, and selected systematically. |
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| Stratified Random Sampling |
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| separation of the target population into different groups, called strata, and the selection of samples from each stratum |
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| Proportionately Stratified Sampling |
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Definition
| a stratified sampling method in which each stratum is dependent on its size relative to the population |
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| Disproportionately Stratified Sampling |
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Definition
| a stratified sampling method in which the size of each stratum is independent of its relative size in the population |
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Definition
| a probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive sub-populations |
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| a form of cluster sampling in which the clusters are formed by geographic designations |
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| a nonprobability sampling method in which samples are drawn at the convenience of the researcher |
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| a non-probability sampling method in which participants are selected according to an experienced individual's belief that they will meet the requirements of the study |
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| a nonprobability sampling method in which participants are selected according to pre-specified quotas regarding demographics, attitudes, behaviors, or some other criteria |
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| a nonprobability sampling method, also called referral sampling, in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study |
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| the acceptable amount of error in the sample estimate |
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| the blueprint or framework needed to ensure that the data collected are representative of the defined target population |
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| an integrative process of determining the intensity (or amount) of information about constructs, concepts, or objects |
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| a hypothetical variable made up of a set of component responses or behaviors that are thought to be related |
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| an integrative process in which researchers determine what specific data should be collected for solving the defined research problem |
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| the process of assigning descriptors to represent the range of possible responses to question about a particular object or construct |
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| designated degrees of intensity assigned to the responses in a given questioning or observation method |
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| the type of scale in which the questions require respondents to provide only some type of descriptor as the raw response |
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| a scale that allows a respondent to express relative magnitude between the answers to a question |
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| a scale that demonstrates absolute differences between each scale point |
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| a scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses |
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| the scale's ability to discriminate between the categorical scale responses (points) |
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| an ordinal scale format that asks responders to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object |
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| Semantic Differential Scale |
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Definition
| a unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object |
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| Behavioral Intention Scale |
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Definition
| a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame |
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| Noncomparative Rating Scale |
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Definition
| a scale format that requires judgment without reference to another object, person, or concept |
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| Comparative Rating Scales |
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Definition
| a scale format that requires a judgment comparing one object, person, or concept against another on the scale |
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Term
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Definition
| a scale measure that uses a scale point format that presents the respondent with some type of graphic continuum as the set of possible raw responses to a given question |
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Definition
| these allow respondents to compare their own responses by indicating their first, second, third, and fourth preferences and so forth |
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Term
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Definition
| require the respondent to allocate a given number of points, usually 100, amend each separate attribute or feature relate to all the other listed ones |
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Definition
| a scale format that collects data about only one attribute of an object or construct |
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Definition
| a scale format that simultaneously collects data on several attributes of an object or construct |
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| a formal framework consisting of a set of questions and scales designed to generate primary raw data |
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| open-ended questions formatted to allow respondents to reply in their own words |
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| closed-ended questions that require the respondent to choose from a predetermined set of responses or scale points |
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| include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly |
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| any questions that prevent or distort the fundamental communication between the researcher and the respondents |
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| used if the next question (or set of questions) should be respondents who meet a previous condition |
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| gives the respondent an overview of the research |
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| used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study |
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Definition
| occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given |
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| Common Methods Variance (CMV) |
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Definition
| a biased variance that results from the measurement method used in a questionnaire |
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Definition
| a separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return the survey in a timely manner |
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| Supervisor Instruction Form |
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Definition
| a form that serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion; it outlines the process by which to conduct a study that uses personal and telephone interviewers |
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Definition
| used to train interviewers how to select prospective respondents, screen them for eligibility, and conduct the actual interview |
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| a tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified |
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Definition
| a recording document that gathers basic summary information about an interviewer's performance efficiency (e.g. number of contact attempts, number of completed interviews, length of time of interview) |
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