exam 2 Flashcards
(87 cards)
Positives: guaruntee all possible responses considered, not closed
Negatives:can’t do anything with the data, hard to anticipate, need to use data to compose own list, hard to keep track
Open ended questions
yes/no
close ended response
- choose one or more than 1
- Mutually exclusive: answers CANNOT overlap
- Exhaustive: no answer they could come up with in survey responses
multiple choice
descriptive per situation, scale of 1-5 numerical
semantic differential
scale that is closed ended way responding to a particular item (agree, disagree, neutral)
Likert Scale
accuracy
validity
consistency
reliability
promise to not reveal name
Confidentiality
cannot link answer to name
Anonymity
“if you answered yes, skip to #3”
Boolean String
if there are two questions under one number that could be answered in two separate ways and could be divided up into two separate questions
Double-barreled questions
look into giving your survey to enough people before you publish it and see if it does the things you anticipate
pilot test
8-12 people
size of panels in focus groups
2 hours
length of focus groups
your group watching another group discussing what they talked about, can respond to already recorded group common for retail and brand research
two-way focus groups
one moderator is good at working kind of off script, they introduce the questions and elicit viewpoints for lots of different people, the other moderator is covering all question areas making sure they have everything
dual moderator groups
essentially good cop bad cop each taking a different side of the issue, one positive, one negative
Dueling moderators
1 respondent is asked to be moderator halfway through the session, maybe able to conceptualize ideas effectively, not professionally trained, could skew results, not often
Respondent Moderator
client/service provider in the room and is actively involved and talking with the group
Client participation
dividing up larger text into smaller units (dialogue, quotes, descriptions) in what was being said, also generalizable
classical content analysis
computer aided- submit transcript to computer, looks for uncommon words provide a listing and see how word is used
keyword-in-context (KWIC)
various rhetorical strategies analyzing their points, arguing on behalf of a position validity of logic formulating views
Micro inter locuter analysis: are they making statement or simply agreeing/disagreeing? tells you about dialogue in the group, parroting or saying what others have, many fewer arguments than what appears
discourse analysis
(what we did in class) try to sum up themes of what people are saying, further reduce to a smaller number of themes, executive summary, boil it down the overarching theme, only emerge from multiple levels of reduction
constant comparison analysis
Provides practical info that guides decision making by describing a phenomenon or by illuminating the consequences of an action
Used mostly in audience analysis
ex) survey on which commercial was most memorable
applied research
