Untitled Flashcards

Journalism 568 with Linville at University of Kansas

About this deck

By: Yezenia Gonzalez
Created: 2012-05-08
Size: 52 flashcards
Views: 5

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experiment

research approach in which one variable is manipulated and the effect on another variable is observed

concomitant variation

statistical relationship between two variables

appropriate time order of occurrence

change in an independent variable occurring before an observed change in the dependent variable

elimination of other possible causal factors

hard to prove that something else did not cause a change in B

laboratory experiments

experiments conducted in a controlled setting

field experiments

tests conducted outside the lab in an actual environment, like a marketplace

Internal Validity

Extent to which competing explanations for the experimental results observed can be ruled out

external validity

extent to which causal relationships measured in an experiment can be generalized to outside persons, settings and times

history

intervention, b/w the beg. and end of an experiment, of outside variables or events that might change the dependent variable

maturation

changes in subjects occurring during the experiment that are not related to the experiment but which may affect subjects' response to the treatment factor

instrument variation

changes in measurement instruments (ie interviewers or observers) that might affect measurements

i.e. different interviewers seeing things differently OR the same interviewer getting bored over time and becoming sloppy with work

selection bias

systematic differences b/w the test group and the control group due to a biased selection process

mortality

loss of test units or subjects during the course of an experiment, which may result in nonrepresentation

testing effect

effect that is a by-product of the research process itself

regression to the mean

tendency of subjects with extreme behavior to move toward the avg for that behavior during the course of an experiment

randomization

random assignment of subjects to treatment of conditions to ensure equal representation of subject characteristics

physical control

holding constant the value or level of extraneous variables throughout the course of an experiment

design control

use of the experimental design to control extraneous causal factors

statistical control

adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition

experimental design

test in which the researcher has control over and manipulates one or more independent variables

treatment variable

independent variable that is manipulated in an experiment

experimental effect

effect of the treatment variable on the dependent variable

contamination

inclusion of a test of a group of respondents who are not normally there-- for ex, buyers from outside the test market whose an ad intended only or those in the test area and enter the are to purchase the product being tested

test market

real world testing of a new product or some element of the marketing mix using an experimental or quasi-experimental design

editing

going through each questionnaire to ensure that skip patterns were followed and the required questions filled out

skip pattern

sequence in which questions are asked, based on respondent's answer

coding

the process of grouping and assigning numeric codes to the various responses to a ?

survey objectives

outline of the decision making info sought through the questionnaire

dichotomous questions

closed-ended questions that ask respondents to choose between two answers like YES or NO

multiple-choice questions

also called multichotomous questions

scaled-response questions

closed-ended questions in which the response choices are designed to capture the intensity of the respondent's feeling

clarity in wording

avoid ambiguous terminology, use reasonable/vernacular language adjusted to the target group, and ask only one question at a time

respondent biasing

leading question that give away the research goal or sponsor identity

respondent's question answering ability

factors affecting this ability include lack of required info, forgetfulness, or incomplete recall ability

respondent's willingness to answer

embarrassing, sensitive, or threatening questions or questions divergent from respondent's self image may cause them to refuse to answer

**avoid this by putting questions into 3rd person

supervisor's instructions

written directions to the field service form on how to conduct the survey

random-digit dialing

method of generating lists of telephone numbers at random

Probability samples

those in which members of the population have a known chance (probability) of being selected into the sample

non probability sample

samples in which specific elements from the population have been selected in a nonrandom order

sample size

identified and selected population subset for the survey, chose b/c is represents the entire group

convenience samples

use participants who are readily available or willing to volunteer.

judgement samples

nonprob. the selection criteria are based on the researcher's judgement about representativeness of the population under study

quota samples

nonprob. quotas, based on demographic or classification factors selected by the researcherl are est. for population subgroups

central limit theorem

idea that a distribution of a large number of sample means or sample proportions will approx a normal distribution, regardless of the distribution of the pop from which they were drawn

validation

process of ascertaining that interviews actually were conducted as specified

editing

process of ascertaining that questionnaires were filled out properly and completely

coding

process of grouping and assigning numeric codes to the various responses to a question

Intelligent Data Entry

Form of data entry in which the information being entered into the data entry device is checked for internal logic

scanning technology

form of data entry in which responses on questionnaires are read in automatically by the data entry device

one-way frequency table

table showing the number of respondents choosing each answer to a survey question

cross tabulation

examination of responses to one question relative to the responses to one or more other questions

About this deck

By: Yezenia Gonzalez
Created: 2012-05-08
Size: 52 flashcards
Views: 5

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis