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Mktg 3350 chapter 7

vocab

QuestionAnswer
Survery Method A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents
Structured Data Collection Use of a formal questionaire that presents questions in a prearranged order
Sample Control The ability of the survey mode to effectively and efficientyl reach the units specified in the sample
Response Rate The Percentage of the total attempted interviews that are completed
Social Desirability The Tendencty of the respondents to give answers that might not be accurate but that might be desirable from a social standpoint
Interviewer Bias The error due to the interviewer not following the correct interviewing procedures
Mail Panel A large and nationally representative sample of households that have agreed to periodically participate in mail questionnaires, product tests, and survey research
Nonresponse Bias Bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results
Humanistic Inquiry A special form of personal observation in which the researcher is immersed in the system under study
Ethnographic research The study of human behavior in its natural context that involves observation of behavior and setting along with depth interviews
Created by: moses2434
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