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2.06 Vocab

TermDefinition
Primary Data Data obtained for the first time and used specifically for the particular problem or issue under study.
Secondary Data Data that has already been collected for some purpose other than the current study.
Survey Method a research technique in which information is gathered from people through the use of surveys or questionnaires. Surveyors usually use a sample of the entire target population to get results.
Personal Interview Involves questioning people face to face. Often conducted in central locations.
Focus Group Interview Involves eight to twelve people who are brought together to evaluate a product, design, or strategy under the direction of a skilled moderator.
Telephone Interview Quick, efficient, and relatively inexpensive.
Mail Survey Relatively inexpensive way to reach a large audience. Respondents are generally honest and find this type of survey less intrusive.
Internet Survey Includes wide open polls, anybody can answer polls, invitation only surveys, password protected research sites, and Internet based panels.
Observation Method A research technique in which the actions of people are watched and recorded either by cameras or observers.
Mystery Shopper A researcher who poses as a customer.
Reliability Exists when a research technique produces nearly identical results in repeated trials.
Validity Exists when the questions asked measure what was intended to be measured.
Yes/No Questions Only gives two options, should only be used when asking for a response on one issue.
Rating Scale Questions Variety of questions used such as very satisfied to very dissatisfied, or excellent to poor.
Level of agreement questions Used to access attitudes and opinions. Commonly used: Strongly Agree (SA), agree (A), neutral (N), disagree (D), strongly disagree (SD).
2.06 Objective Understand data collection methods to evaluate their appropriateness for the research problem/issue.
Created by: Landonl214
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