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Psychology > chp16 > Flashcards

chp16 Flashcards

1
Q

what does this show

A

relationship of data to insight

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2
Q

describe pyramid of relationship of data and insight

A

bottom = data
next up = information,
next up = insights
top = actionable insights

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3
Q

why would an audience bias exist

A

readers dislike change/new information

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4
Q

anchoring bias

A

when you believe the first insight you read, and then believe everything that follows it

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5
Q

how should reporters use anchoring bias

A

putting most credible information first so readers believe everything that follows.

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6
Q

confirmation bias

A

searching for information that confirms what you already believe

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7
Q

how should reporters use confirmation bias

A

report should first give the insight that supports previously held beliefs, so new information after it won’t be as rejected.

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8
Q

conformity bias

A

we believe whatever our reference group believes, and suppress any outside beliefs

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9
Q

survivorship bias

A

we believe success stories rather than stories of failure

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10
Q

how does survivorship bias influence what you use in a report?

A

you tell stories of success or failure based on what you want your audience to believe

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11
Q

loss-aversion bias

A

we believe insights expressed in positive vs negative terms

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12
Q

3 types of report structure

A

oral only
written only
oral plus written

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13
Q

oral only report structure

A

offers speed of results, usually at a lower cost

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14
Q

written only report structure

A

audience can have a lot of info infront of them they can digest at their own pace, but no researcher there to give recommendations or advocate for any insights - MAKE OWN DECISION

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15
Q

oral plus written report structure

A

most flexible:

greater advocacy of insights and recommendations and insights can be explained

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16
Q

how do audiences perceive oral-plus-written structured reports?

A

MORE important

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17
Q

infographics

A

most important info in a single image file, as pictures are less of our attention span

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18
Q

what’s the technique an infographic uses (ACR)

A

Appeal
Comprehension
Retention

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19
Q

what are BANs?

A

vanity metrics that are meant to impress

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20
Q

what do BANs show?

A

most important information in a business (KPIs)

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21
Q

downside of BANs?

A

brains can’t fully comprehend

22
Q

3 types of report titles

A

descriptive study
correlational study
causal study

23
Q

example of descriptive study report title

A

average profit of fast food businesses

24
Q

example of correlational study

A

relationship between profit of fast food businesses and inflation of gym membership prices

25
Q

example of causal study

A

the effect of fast food businesses on gym membership rates

26
Q

primary order (organise factors influencing order)

A

first insight of the report is deemed most important

27
Q

early (organise factors influencing order)

A

we remember most insights delivered early in report

28
Q

recency effect (organise factors influencing order)

A

we remember most what we hear last

29
Q

perceptible difference (organise factors influencing order)

A

a large difference will be remembered better than a small one

30
Q

what are support materials?

A

data visualisations and their interpretations
stories
audio clips
video clips
any other demonstrations to validate insights

31
Q

what do support materials do (COPI)

A

Clarify researcher’s insights

offer evidence that influences audience belief

provide emphasis for an actionable insight

interests the audience

32
Q

good support materials for auditory learners

A

stories, examples

33
Q

how many people are auditory learners

A

20-30%

34
Q

good support materials for visual learners

A

images, grpahs, models

35
Q

how many people are visual learners

A

40%

36
Q

kinaesthetic learners

A

learn by moving, doing, touching

37
Q

good support materials for kinaesthetic learners

A

they get bored, make them do an activity to do with your report

38
Q

how to present findings

A

words, tables, grpahs

39
Q

how to make text less ‘wordy’

A

emphasise stats with size and colour

40
Q

graphs

A

easy comparison of important info

41
Q

what do graphs do for an audience?

A

make them familiar with data, and makes data easy to understand and retain

42
Q

what are line graphs good for?

A

showing trends over time, not really relationships at one point in time.

43
Q

what are pictographs/bar charts good for?

A

showing frequency of data - pictographs use pictures to show how much, bar charts use bar size to show how much.

44
Q

ethical issues (FAR)

A

findings nondisclosure

absence of coercion

right to quality

45
Q

ethical solutions (DEC)

A

define researcher’s role

educate audience

confidentiality

46
Q

right to quality

A

visualisations need to be appropriate
shouldn’t be any unnecessary materials shown
no false conclusions

47
Q

absence of coercion

A

we shouldn’t be wrongly convinced of anything through methods of intimidation

48
Q

findings nondisclosure

A

this means that some findings may be kept from us, and we can’t make a good decision without knowing everything first

49
Q

define researcher’s role

A

being factual to avoid distortions

50
Q

educate audience

A

tell them purpose of research
stay within research scope

51
Q

confidentiality

A

remove PII from participants
give them anonymous identities
get their consent

Psychology (20 decks)

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