research methods xx Flashcards
(22 cards)
structured interviews (advantage and disadvantage)
an interview using predetermined list of tightly controlled questions
(+) increase reliability and validity
(-) only respond to questions asked
open questionnaires (advantage and disadvantage)
a questionare or unstructured interview which allows the respondent space to answer as they wish
(+) rich detailed responses
(-) time and effort for analysis
questionnaires (advantage and disadvantage)
a research method that uses predetermined questionare
(+) cost saving
(-) low responses
qualitative data (advantage and disadvantage)
information presented in a variety of forms which is rich in descriptive data
(+) deep analysis
(-) time consuming
quantative data (advantage and disadvantage)
information presented in numerical form
(+) objective and reliable results
(-) can over simplify complex issues
opinion poll (advantage and disadvantage)
a sample survey of public opinion
(+) cheap
(-) responsible bias
unstructured interviews (advantage and disadvantage)
informla conversation that allow respondent to talk freely about the general theme agreed for the interview
(+) gather in depth information
(-) time consuming
longitudinal study (advantage and disadvantage)
a research project that follows the same group of people over a long period of time, used to study trends over time and impact social change
(+) able to track change over time
(-) time consuming and expensive
ethnography (advantage and disadvantage)
scientific study of diff people and cultures
(+) in depth understanding of cultures and social understanding
(-)time consuming
survey(advantage and disadvantage)
marketing technique used to judge customer satisfaction or purchasing preferences
(+) fast honest results
(-) low response rate
closed questionare(advantage and disadvantage)
a questionare that only allows respondents to choose from a pre-set of answers
(+) easier data analysis
(-) can put ideas into respondents mind, options may be confusing
pilot study(advantage and disadvantage)
small scale trial to test a particular research method before us using it in a research project
(+)reduces risk of error
(-) requires time, money and human rescources
cluster sample(advantage and disadvantage)
a subject population grouped conventionally together in on place
(+) cost and time
(-) less accurate
quota sample(advantage and disadvantage)
subjects are selected because they represents groups in populations (age, gender) often used in market research
(+) saves time and resources
(-) potential for selection bias within subgroups, may lead to unrepresentative sample
sampling frame(advantage and disadvantage)
a complete list from which the researched selected their sample (e.g. students in school)
(+) cost efficient, simple
(-) may not accurately represent entire population
snowball sample(advantage and disadvantage)
each member of group is asked to recommend someone who’s know to them and in similar situation
(+)cost, time efficient
(-) doesn’t provide representative sample
systematic sample(advantage and disadvantage)
systematic selection of names from a list (e,g, every nth name)
(+) cost effective
(-) greater risk of data manipulation
stratified sample(advantage and disadvantage)
a sample selected to represent groups within a total population
(+) reduced bias
(-) time consuming and
nominal data(advantage and disadvantage)
A simple count (e.g.the number of times a behaviour occurs)
(+) easy, reliable
(-) not a lock of detail
ordinal data(advantage and disadvantage)
Counting in categories arranged in rank order
(+) easy to compare
(-) measurements
ratio data(advantage and disadvantage)
Data measured on a scale from absolute zero
(+) more precise data
(-) focus on quantative data so lacking detail
raw data(advantage and disadvantage)
Numerical data that has not been processed or analysed.
(+) transparent
(-) lack of organisation
