Research Methods: Terms and Definitions, Quizzes of Communication

Download Research Methods: Terms and Definitions and more Quizzes Communication in PDF only on Docsity! TERM 1 Focus Group DEFINITION 1 *medium sized groups*used when presence of others will help generate additional ideas*creates an atmosphere that opens minds TERM 2 Qualitative Methods DEFINITION 2 *background info and pretesting*individual interview N=5- 15*focus group N=15-45 TERM 3 Individual Interview DEFINITION 3 Used when...*extensive research is needed*topic is confidential, emotional or embarrassing*presence of others discourages honesty TERM 4 Quantitative DEFINITION 4 *there is one reality & it exists apart from researchers p.o.v*individuals share common qualities, and can be grouped*want to develop general knowledge*researcher is personally detached TERM 5 Contrast DEFINITION 5 asked to compare products/servies"How do you describe the differences between coke & pepsi?" TERM 6 Third Person DEFINITION 6 Interviewee presented w/ a non-threatening challengeex: "Some people who claim to be green use pampers. What do you think of this?" TERM 7 Hypothetical DEFINITION 7 Asked to imagine situation/ interaction with another person and describe it. TERM 8 Idealization DEFINITION 8 "imagine if you had the cell phone of your dreams, what would it include?" TERM 9 Grand Tour DEFINITION 9 Try to establish relationship w. interviewee"Walk me through the last time you..." TERM 10 Structural DEFINITION 10 "What are words you would use to describe your computer?" TERM 21 The Problem Statement DEFINITION 21 *What is the issue you/client needs to resolve?*how will research help?*what do you need to learn? TERM 22 Stages of the Research Process (3) DEFINITION 22 1. Preliminary discussions and agreements2. planning and data collection3. analysis and application TERM 23 sample size equation DEFINITION 23 N= 1/Msquared TERM 24 Weekly reading #1 DEFINITION 24 "Not Every Bad Day Needs to End with Ice Cream"*Ragu Pasta sauce*from utilitarian to playful*long day of childhood theme*online campaign "Ragu Asks"*better off w/ a "large side of emotions" TERM 25 Snowball sample DEFINITION 25 sampling units take you to other information-rich cases TERM 26 Weekly Reading #2 DEFINITION 26 "Facebook Reorients Itself for a Small-Screen World"*more time spent on FB apps than computers*master mobile world to life sagging stock*challenge: figuring out best way to serve ads to mobile users w/o cluttering screens and driving them away*transformation to a "mobile-first" company*mobile teams*sponsored stories and offers TERM 27 Weekly Reading #4 DEFINITION 27 Glamour Campaign Tries to Claim a Generation*parties, photowall*more desirable to millenials TERM 28 Quota DEFINITION 28 when the population has subsamples based on certain criteria, select units from subsets proportional to their size in the larger group TERM 29 Weekly Reading #5 DEFINITION 29 "Spots for Healthy Choice Try to Feel Dieters' Pain"*single serve frozen foods bought by 68% of households*talks about fad diets in ads TERM 30 Convenience Sample DEFINITION 30 select most convenient sample; whoever is around. Based on availability, economy and time TERM 31 Stratefied Random Sample DEFINITION 31 randomly select units from the subsamples proportional to their size in the larger population TERM 32 Systematic Random Sample DEFINITION 32 -start selecting randomly, then select every number coming after a certain interval TERM 33 simple random sample DEFINITION 33 select members of overall population randomly TERM 34 Sampling Process DEFINITION 34 1) define target population2) select method -probability -non- probability3. get sampling frame4) get sample size TERM 35 why sample? DEFINITION 35 -save time and resources-can provide reliable data when census is difficult or impractical