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2.06 Vocabulary

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 the use of surveys or questionnaires
Personal Interview involves questioning people face-to-face
Focus Group Interview involves eight to twelve people who are brought together to evaluate a product, design, or strategy
Telephone Interview quick, efficient, and relatively inexpensive
Mail Survey relatively inexpensive way to reach a large audience
Observation Method a research technique in which the actions of people are watched and recorded either by cameras or observers
Reliability exists when a research the 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 assess attitudes or opinions. Commonly used options: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).
Mystery Shopper are used by a company to understand the pros and cons when it comes to different aspects of their sales team and/or space.
Internet Survey includes wide-open polls, anybody-can-answer polls, invitation-only surveys, password protected research sites, and Internet - based panels
Created by: kyla843
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