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2.06 vocabulary
| Term | Definition |
|---|---|
| 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. |
| personal interview | involves questioning people face to face. |
| focus group interview | involves eight to twelve people who are bought 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 |
| 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 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. options like strongly agree, agree, neutral, disagree and strongly disagree |
| mystery shopper |
Created by:
jhoselynl355
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