Research Methods: Qualitative vs. Quantitative, Sampling, and Survey Design, Quizzes of Banking Law and Practice

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TERM 1 Qualitative Research DEFINITION 1 Interviews, Focus Groups, Enthnography TERM 2 Quantitative Research DEFINITION 2 Surveys-attempts precise measurements of something- answers questions-for us, consumer behavior, knowledge, opinions, attitudes TERM 3 Triangulation DEFINITION 3 Using Multiple Methods TERM 4 Limitation of Qual Research DEFINITION 4 Bias and error proneresults not generated to larger population TERM 5 Limitations of Quan Research DEFINITION 5 fall short of providing insight needs TERM 6 Personal Interviews DEFINITION 6 Pro- best quality, best response rate, expansiveCon- expensive, slow turnaround TERM 7 Phone Surveys DEFINITION 7 Pro- Fast turnaround, relatively inexpensiveCon- Low contact and response rate, cell phones, short, people may not answer TERM 8 Mail Surveys DEFINITION 8 Pro- cheap, expansiveCon- respondent control, slow, screeners, skips, problematic TERM 9 Online Surveys DEFINITION 9 Pro- cheap, very fast, no data entry neededCon- very low response rates, duplicate respondents TERM 10 Sampling DEFINITION 10 the process of selecting some elements from a population to represent the populationlower cost, greater accuracy of results, greater data speed collection, availability of population elements TERM 21 Pro's of Surveys DEFINITION 21 -realistic setting-reasonable cost-collect a large amount of data TERM 22 Con's of Surveys DEFINITION 22 -difficult to conduct-inappropriate wording or placement of questions can be bias results TERM 23 Good Survey Design DEFINITION 23 -Stay focused on objectives-allow time for pretesting with target audience-treat respondents with respect-explain purpose to engage respondents TERM 24 Likert Scale DEFINITION 24 series of favorable and unfavorable statements TERM 25 Semantic Differential DEFINITION 25 Bi-polar adjective list TERM 26 Pretesting DEFINITION 26 best way to know survey and survey design are adequate TERM 27 Creative Brief DEFINITION 27 Summary of what you have learnedAll the info that must be conveyed by the advertisingRoadmapContact TERM 28 What is the Purpose of the creative Brief? DEFINITION 28 provides an idea about how to creatively and persuasivley communicate a brand message to a target audience.Forms basis for copywriter and art director to create campaign TERM 29 The role of Creative Brief DEFINITION 29 Document how advertising messages are developedPoint out agreement among everyone involved (client and agency)Reference points for creative teamProvide foundation for evaluation TERM 30 What makes a good creative brief DEFINITION 30 Set aside enough timeShow the packagingShow historic and competitive adstouch/smell/eatknow exactly what you want creatives to do and make sure they can understand TERM 31 How long should creative brief be? DEFINITION 31 BRIEF TERM 32 What is Editing? DEFINITION 32 Minimize or eliminate errors TERM 33 Why do we edit? DEFINITION 33 guarantee that data is accurate, consistent, uniformly entered, complete, arranged to simplify coding and tabulationClean your data TERM 34 Coding DEFINITION 34 Translate raw materials into countable formIdentifies numeric and non-numeric material TERM 35 Basic types of Codes DEFINITION 35 Name codesQuantitative codes -#s, mutually exclusiveQualitative codes TERM 46 Key Points in preparing Data DEFINITION 46 1st step: Clean Datacoding: assigning numbers so that you can classify responses into categoriesCategories should be appropriateTabulation TERM 47 Presentation Guidelines DEFINITION 47 Take time to prepareKnow your AudienceStay within time limitsUse Audience LanguageAnticipate questions and objections TERM 48 What is Measurement? DEFINITION 48 Assigning numbers to empirical events, objects, properties, or activities TERM 49 Why do researchers use empirical approach? DEFINITION 49 to describe, explain, and make predictions by relying on info through observation TERM 50 Isomorphism DEFINITION 50 the correspondence with true scoresmatches the same form in reality TERM 51 Nominal Measurement DEFINITION 51 lowest levelequivalent, exhaustive, exclusiveassign numbers to categoriesex: gender,age TERM 52 Ordinal Measurement DEFINITION 52 Second Levelobjects are orderedex: socioeconomic status TERM 53 Interval Measurement DEFINITION 53 Third Leveldistances between points are equalex: temperature TERM 54 Ratio Measurement DEFINITION 54 strongest statisticallyHelps interpret data from that variable and which statistical analysis techniques to useEx: age TERM 55 error sources DEFINITION 55 respondentsituationalresearcherinstrument TERM 56 Reliability DEFINITION 56 consistencyStability across timeinternal consistency TERM 57 Validity DEFINITION 57 measures the true scoreface validitypredictive validity: do intentions predict behavior?concurrent validity TERM 58 Personality factors of creatives/planners DEFINITION 58 articulate, smart, open-minded, curious TERM 59 Functional factors of a creative/planner DEFINITION 59 Role of planner within team:-set the right direction-voice of the brand-help the team produce effective work TERM 60 what makes a good creative brief? DEFINITION 60 they are believable and supportablethey are clear and simple TERM 71 2 characteristics of convenient sampling DEFINITION 71 least reliableleast expensive TERM 72 rules of coding DEFINITION 72 appropriateexhaustiveexclusive- one answer falling into one categoryunidimensional TERM 73 what level of measurement is used when asked about gender? DEFINITION 73 Nominal TERM 74 Typical items in creative brief format DEFINITION 74 Targetdesired beliefreasons whytoneobjectivekey insighttimingmandatory info TERM 75 first step in analyzing data DEFINITION 75 editing/ cleaning data TERM 76 what to avoid when designing questions? DEFINITION 76 ambiguityirrelevanceabstractionleading questionssensitive issuessocially acceptable questions