Research Methods and Sampling Techniques in Survey Design

When the response choices for a question do not overlap. We say that the response choices are: mutually exclusive (correct) Jamie Nelson works for a telephone company. She is interested in determining the satisfaction of people with the service provided by the company (for landline customers only). She decides to draw her sample from the telephone directory. For Jamie's research, the telephone directory is serving as an Answer: sampling frame ________ Sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected Answer: simple sampling Ordinal scales cannot be used to determine the absolute difference between rankings TRUE the mode of the data set (what # is most appeared) median of set (# in the middle of set) Which of the following is true of convenience sampling: It is a nonprobability sampling method A college professor wants to know if university students in the United States will find the new textbook that has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the united state: In this scenario the professor is most likely using: Judgment sampling Which of the following statements is true of the sample size for nonprobability samples? Determining the sample size for nonprobability sample is usually a subjective initiative judgment made by the research A Professor wants to determine the male-female ratio in his college. He designs a questionnaire in which the respondent only needs to choose between two choices. Male and female. The scale used by the professor is an example of- Nominal scale Which of the following statements is true of leading questions? They introduce bias and others influence the way a respondent answers a question Which of the following statements is true of unstructured questions? They are often skipped by respondents unless the questions are interesting Which of the following is true of structured questions? They are easier for respondent to answer than are unstructured questions On a survey a student comes across a questions that asks to what extent did you find marketing and accounting courses useful this question is an example of: Double-barreled questions In a questionnaire screening questions are used to: Prevent unqualified respondents from being included in the study With online surveys response order bias is not a problem because: The sequence of presentation of questions can be randomized ____ are quotes from research participants that are used in research reports. ANSWER: verbatim Which of the following is true of skip questions? Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions The first step in developing codes for the anticipated responses to open ended questions is Generating a list of potential responses Credibility is best defined as that: Degree of rigor trustworthy believability established by qualitative research Which of the following is true of simple random sampling? it produces unbiased estimates of the target population's characteristics The difference between probability sampling and non probability sampling is that non probability sampling: sampling error is not known Which of the following is true of probability sample sizes? the more precise the required sample results, the larger the sample size A researcher does not have the resources or time to do a probability sample. She wants to do a convenience sample, but she also wants to make sure that all ethnicities are fairly represented in her sample. What kind of sampling would you recommend to her? : quota sampling Which of the following is true of convenience sampling? using convenience samples to develop constructs and scales can be risky Sampling units are the: target population elements available for selection during the sampling process Which of the following is true of proportionately stratified sampling? each stratum is dependent on its size relative to the defined target population The difference between stratified random sampling and cluster sampling is that in cluster sampling: the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations The difference between simple random sampling and systematic random sampling is that systematic random sampling: requires that the defined target population be ordered in some way Which of the following statements is true of sample size formulas for non probability samples? Sample size formulas cannot be used for non probability samples When a market researcher asks if a project will be international, national, or regional in nature, the researcher is trying to determine: scope of the research Which of the following statements is true about interval scales? They can measure absolute differences between scale points A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient? : Comparative rating scale Which of the following is true of an ordinal scale? It allows responses to be rank-ordered in a hierarchical pattern Which of the following statements is true regarding the various scale measurement issues? The researcher should give clear and simple instructions Which of the following statements about constructs is true? Construct development begins with an accurate definition of the purpose of the study Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones? Constant-sum scales A hypothetical variable made up of a set of component responses or behaviors that are thought to be related: construct A scale that has a neutral descriptor but has a larger number of response options on one side, either positive or negative, is referred to as a: unbalanced scale Which of the following statements about graphic rating scales is true? they use a scaling descriptor format If there is significant variation among subjects regarding their attitudes toward a given brand, this variance will be reflected most clearly in which of the following measures? : standard deviation Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is most likely to be related to: convergent validity Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree" : likert scale The scale measurement process primarily: determines how to precisely measure each construct Which of the following statements is true about ratio scales? they enable researchers to make absolute comparisons between responses Which of the following is the strongest predictor of future behavior? a person's past behavior "Do you live in a rented apartment? If not, please ignore question 10 and proceed." This is an example of a: skip question While filing out a survey, a respondent comes across a statement that read: "The survey is almost completed. There are only a more questions." This statement is an example of a: transition phrase The purpose of screening questions is to: prevent unqualified respondents from being included in the study Which of the following is true of respondents behavior while answering questionnaires? With numeric alternatives, respondents tend to select central values Which of the following is true of a pretest? the final evaluation of the questionnaire is obtained from a pretest A person meets all the requirements for inclusion in a survey. She meets all the screening from requirements. Yet she is not included survey. Which of the following supplemental documents might have indicated to the interview to exclude her from the sample? : quota sheets While filling out a survey, a respondent comes across a question that asks for respondents annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called? structured question Which of the following must be kept in mind while preparing questionnaires? questionable words should be examined in a pretest A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing: a supervisor instruction form In online surveys, calculating response rates can be a problem due to the: possibility of recruitment of participants outside the official online data collection vendor Which of the following is present in survey responses when the answers given by respondents to the independent and dependent variables questions are falsely correlated? common methods variance Which of the following is true of structured questions? The response process for these questions is faster After preparing the questionnaire but before submitting it to the client for approval, the researcher should: review the document carefully to determine whether each question is necessary and if the overall length is acceptable If a respondent does not have access to information needed to answer an item, then he/she has been exposed to an: unanswerable question 1. Which of the following is the last step in the data preparation process?Data tabulation. ANSWER 2. Which of the following is the first step in the data preparation process? Data validation. ANSWER 3. In marketing research, interviewers submitting false data for surveys are said to be ____. Curbstoning. ANSWER 4. Which of the following is an example of curbstoning? An interviewer filling out the instrument without interviewing respondents. ANSWER 5. Which of the following is permissible in the process of validation? To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire. ANSWER 6. Which of the following is true of skip questions? Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions. ANSWER 7. If a researcher asks if a tone of negativity was injected into the interviewing process, the researcher is dealing with a question of: courtesy. ANSWER 8. The process where raw data are checked for mistakes made by either the interviewer or the respondent is known as _____. editing. ANSWER 9. Which of the following is true of data editing? As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions. ANSWER 10. When conducting a survey, a researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is female. By assigning numbers to different genders, the researcher is engaged in the process of: Coding. ANSWER 11. _____ is the process of grouping and assigning values to various responses from a survey instrument. Coding. ANSWER 12. The first step in developing codes for the anticipated responses to open-ended questions is: generating a list of potential responses. ANSWER 13. Which of the following is true of coding? When reviewing responses to open-ended questions, the researcher attaches a value from the developed response list. ANSWER 14. When a questionnaire involves a structured open-ended question as part of a survey, the: Coding process needs to be prepared before data collection. ANSWER 15. In the context of the data coding process, researchers can never analyze the actual answers of respondents in more detail if the: Answers were initially coded into broad categories. ANSWER 16. The best way to handle omitted responses is to: Check how the data analysis software handles missing data and then determine a course of action. ANSWER 17. Which of the following statements is true of the fourth step in the data coding process, where a coded value is assigned to each response? It is tedious because it is done manually. ANSWER 18. In the data preparation process, the data entry step is not necessary when: Online data collection is used. ANSWER 19. The first step in error detection is to: Determine whether the software used for data entry performs "error edit routines" that identify the wrong type of data. ANSWER 20. A missing data situation is created when: A respondent purposely does not answer a question. ANSWER 21. The simple process of counting the number of observations (cases) that are classified into certain categories is known as _____. Tabulation: ANSWER 22. Calculate the mode of the following raw responses: 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, and 8. Answer: 6 23. Calculate the range of the following raw responses: 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, and 8. Answer: 6 24. Which of the following measures requires that the responses be first arranged in a hierarchical pattern? Median: ANSWER 25. Which of the following measures is an indicator of how similar or dissimilar the numbers are in a set of responses? Standard deviation ANSWER Multiple Choice Questions 1. Which of the following statements is true regarding the various scale measurement issues? The researcher should give clear and simple instructions. 2. A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related. answer: Construct 3. Which of the following statements about constructs is true? Construct development begins with an accurate definition of the purpose of the study. Answer 4. The scale measurement process primarily: Determines how to precisely measure each construct. 5. A researcher designs his questionnaire in such a way that a respondent can communicate his/her intensity of like/dislike for a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly agree"). These numbers (1 to 7) are commonly referred to as: ANSWER: Scale points. 6. A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale. Nominal 7. Which of the following is true of an ordinal scale? It allows responses to be rank-ordered in a hierarchical pattern. 8. Which of the following statements is true about interval scales? They can measure absolute differences between scale points. 9. Which of the following statements is true about ratio scales? They enable researchers to make absolute comparisons between responses. Answer 10. Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones? Constant-sum scales 11. Internal consistency specifically refers to the: Degree to which the individual questions of a construct are correlated. 12. A measurement scale should: Be internally consistent. 13. Rank-order rating scales: Incorporate a scale point format that allows respondents to compare objects by indicating their order of preference. 14. A scale that has a neutral descriptor but has a larger number of response options on one side, either positive or negative, is referred to as a(n) _____ scale. Unbalanced 15. Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from “strongly agree” to “strongly disagree”? Likert scale 16. Which of the following is true about a semantic differential scale? Only the endpoints of the scale are labeled. 17. Which of the following statements about graphic rating scales is true? They use a scaling descriptor format. Answer True/False Questions 18. Constant-sum scales should preferably use more than seven attributes. Answer: False 19. The goal of the construct development process is to precisely identify and define what is to be measured.Answer: True 20. A nominal scale enables respondents to express relative magnitude between the answers to a question and responses can be rank-ordered in a hierarchical pattern. Answer: False 21. Ordinal scales can be used to determine the absolute difference between rankings. Answer: False 22. For interval scales, it is not possible to calculate mean and standard deviation. Answer: False 23. Random error produces inconsistency in scale measurements that lead to lower scale reliability. Answer: True 24. Validity is a measure of accuracy in measurement. Answer: True 25. The more scale points, the lesser the discriminatory power of the scale. Answer: False Multiple Choice Questions 1. A questionnaire is: A formalized framework consisting of a set of question and scales designed to generate primary raw data. 2. A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, they cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which stage of the questionnaire design process? Select appropriate data collection method Answer 3. An unstructured question is a: Question that is open-ended formatted to allow respondents to reply in their own words. 4. Which of the following is true of structured questions? The response process for these questions is faster. 5. While filling out a survey, a respondent comes across a question that asks for respondent’s annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called? Structured question 6. Which of the following must be kept in mind while preparing questionnaires? Questionable words should be examined in a pretest. 7. If a respondent does not have access to information needed to answer an item, then he/she has been exposed to a(n): Unanswerable question. 8. On a survey, a student comes across a question that asks, “To what extent did you find marketing and accounting courses useful?” This question is (most closely) an example of a(n) Double-barreled question. Answer 9. Which of the following is true of a pretest? The final evaluation of the questionnaire is obtained from a pretest. 10. A person is asked if he has traveled abroad in the last six months. He replies that he has not. The interviewer thanks him and decides not to include him in her study. Which of the following supplemental documents might have indicated to the interviewer to exclude him from the study? ANWSER: Screening question forms 11. Which of the following is true of respondents’ behavior while answering questionnaires? A. Respondents generally answer the demographic questions early in the survey while they are still “fresh.” With numeric alternatives, respondents tend to select central values. 12. Which of the following statements is true of questionnaires? The value of a well-constructed questionnaire is difficult to estimate. 13. After preparing the questionnaire but before submitting it to the client for approval, the researcher should: Review the document carefully to determine whether each question is necessary and if the overall length is acceptable. True/ False Questions 14. One should avoid asking questions using a different measurement format in the same section of the questionnaire.Answer: True 15. Self-administered surveys are used because of their high response rate (50 percent or more). Answer: False 16. Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged. Answer: True 17. Asking questions in the general-to-specific order reduces the potential for sequence bias. Answer: True 18. The questionnaire ends with a thank-you statement. Answer: True 19. It is difficult to use screening questions in computer-assisted surveys. Answer: False 20. The quality of data cannot be reduced even if the researcher fails to consider questionnaire layout. Answer: False 21. Researchers should ask difficult questions early in the survey while the respondent is still “fresh.” Answer: False Multiple Choice Questions 1. Sampling units are the: Target population elements available for selection during the sampling process. 2. Spectrum Inc., an automobile manufacturer, is interested in determining the satisfaction of the users of one of its brands, Credence. Instead of sampling the entire population of car owners, Spectrum Inc. samples those who owned a Credence. Spectrum is drawing its sample from a: Defined target population. 4. The difference between probability sampling and nonprobability sampling is that in nonprobability sampling: Sampling error is not known. 5. _____ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected. Simple random 6. Which one of the following is a nonprobability sample method? Snowball sampling 7. Which of the following is true of simple random sampling? It produces unbiased estimates of the target population’s characteristics. 8. The difference between simple random sampling and systematic random sampling is that systematic random sampling: Requires that the defined target population be ordered in some way. 9. In a systematic sampling study, if the sampling frame has 1,500 names and the desired sample size is 50, the “skip interval” should be:. 30. 10. Which of the following is true of proportionately stratified sampling? Each stratum is dependent on its size relative to the defined target population. 11. Before polling students in the School of Business, the researcher divides all the current students into groups based on their class standing (freshman, sophomores, etc.). Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing?. Stratified random sampling 12. The difference between stratified random sampling and cluster sampling is that in cluster sampling: The sampling units are divided into mutually exclusive and collectively exhaustive subpopulations. 13. Which of the following is true of cluster sampling? Area sampling is a form of cluster sampling. 14. Which of the following is true of convenience sampling? Using convenience samples to develop constructs and scales can be risky. 15. A college professor wants to know if students in U.S. colleges will find the new textbook that he has written to be useful and interesting. He decides to sample all marketing majors at the school he teaches. He believes that this group of students will be representative of the U.S. college student population. His method of sampling is most probably: Judgment sampling. 16. A researcher does not have the resources or time to do a probability sample. She wants to do a convenience sample, but she also wants to make sure that all ethnicities are fairly represented in her sample. What kind of sampling would you recommend to her? Quota sampling 17. Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles? Snowball sampling 18. When a market researcher asks if a project will be international, national, or regional in nature, the researcher is trying to determine: Scope of the research. 19. Which of the following is true of probability sample sizes? The more precise the required sample results, the larger the sample size. 20. If the estimate of expected population proportion having a desired characteristic based on intuition is 60 percent and the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately: A. 187 B. 368 C. 295 D. 196 E. 950 Answer: B 21. For a given level of precision and confidence level, a researcher determines that he needs a sample size of 400. The study was to find out that the proportion of people who smoke is 30 percent. For the same level of precision and confidence, he would have needed the same sample size if the proportion of those who smoked were to change to: A. 40 percent. B. 50 percent. C. 60 percent. D. 70 percent. E. 100 percent. Answer: D 22. In which stage of the sampling plan will random-digit dialing probably be considered? A. Selecting the data collection method. ANSWER: Identifying the sampling frame True/False Questions 23. A voters list is a common source of a sampling frame. Answer: True 24. A benefit associated with detecting sampling error is that it can be determined before the sample is drawn and data collection is completed. Answer: False 25. Nonsampling errors reduce the overall quality of the data regardless of the data collection method.Answer: True 26. Sampling errors are related to the accuracy of data whereas nonsampling errors relate to the representativeness of the sample to the defined target population.Answer: False 27. Simple random sampling succeeds in obtaining a complete and accurate listing of the target population elements.Answer: False 28. When executed properly, systematic random sampling creates a sample of objects or prospective respondents that is very similar in quality to a sample drawn using simple random sampling.Answer: True 29. The skip interval in systematic random sampling is computed by dividing the number of potential sampling units on the list by the desired sample size.Answer: True 30. The primary difficulty encountered with stratified sampling is determining the basis for stratifying.Answer: True 31. Referral sampling involves identifying a set of respondents who can help the researcher identify additional people to include in the study.Answer: True 32. Since quota sampling is a nonprobability sampling method, the representativeness of the sample can be measured.Answer: False 33. Snowball sampling prohibits bias to enter the study. Answer: False 34. The lesser the variability in the data being estimated, the larger the sample size needed. Answer: False 1. Which of the following is the last step in the data preparation process? Data tabulation 2. Which of the following is the first step in the data preparation process? Data validation 4. Which of the following is an example of curbstoning? An interviewer filling out the instrument without interviewing respondents 5. Which of the following is permissible in the process of validation? To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire. 6. Which of the following is true of skip questions? Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions. 7. If a researcher asks if a tone of negativity was injected into the interviewing process, the researcher is dealing with a question of: Courtesy. 8. The process where raw data are checked for mistakes made by either the interviewer or the respondent is known as _____. Editing 9. Which of the following is true of data editing? As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions. 10. When conducting a survey, a researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is female. By assigning numbers to different genders, the researcher is engaged in the process of: Coding. 11. _____ is the process of grouping and assigning values to various responses from a survey instrument. Coding 12. The first step in developing codes for the anticipated responses to open-ended questions is: Generating a list of potential responses. 13. Which of the following is true of coding? When reviewing responses to open-ended questions, the researcher attaches a value from the developed response list. 14. When a questionnaire involves a structured open-ended question as part of a survey, the: Coding process needs to be prepared before data collection. 15. In the context of the data coding process, researchers can never analyze the actual answers of respondents in more detail if the: Answers were initially coded into broad categories. 16. The best way to handle omitted responses is to: Check how the data analysis software handles missing data and then determine a course of action. 17. Which of the following statements is true of the fourth step in the data coding process, where a coded value is assigned to each response? It is tedious because it is done manually. 18. In the data preparation process, the data entry step is not necessary when: Online data collection is used. 19. The first step in error detection is to: Determine whether the software used for data entry performs "error edit routines" that identify the wrong type of data. 20. A missing data situation is created when: A respondent purposely does not answer a question. 21. The simple process of counting the number of observations (cases) that are classified into certain categories is known as _____. Tabulation 22. Calculate the mode of the following raw responses: 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, and 8. answer: 6 23. Calculate the range of the following raw responses: 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, and 8. answer: 6 (largest # subtracted by smallest number) 24. Which of the following measures requires that the responses be first arranged in a hierarchical pattern? Median 25. Which of the following measures is an indicator of how similar or dissimilar the numbers are in a set of responses? Standard deviation Area sampling: A form of cluster sampling in which the clusters are formed by geographic designations. Census: The researcher attempts to question or observe all the members of a defined target population. Central limit theorem (CLT) : The sampling distribution derived from a simple random sample will be approximately normally distributed. Cluster sampling: A probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations, called clusters. Convenience sampling: A nonprobability sampling method in which samples are drawn at the convenience of the researcher. Defined target population: The complete set of elements identified for investigation. Disproportionately stratified sampling: A stratified sampling method in which the size of each stratum is independent of its relative size in the population. Judgment sampling: A nonprobability sampling method in which participants are selected according to an experienced individual’s belief that they will meet the requirements of the study. Nonprobability sampling: Sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgment of the researcher and may or may not be representative of the target population. Nonsampling error: A bias that occurs in a research study regardless of whether a sample or census is used. Population: The identifiable set of elements of interest to the researcher and pertinent to the information problem. Precision: The acceptable amount of error in the sample estimate. Probability sampling: Each sampling unit in the defined target population has a known probability of being selected for the sample. Proportionately stratified sampling: A stratified sampling method in which each stratum is dependent on its size relative to the population. Quota sampling: A nonprobability sampling method in which participants are selected according to prespecified quotas regarding demographics, attitudes, behaviors, or some other criteria. Sampling: Selection of a small number of elements from a larger defined target group of elements and expecting that the information gathered from the small group will allow judgments to be made about the larger group. Sampling error: Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size. Sampling frame: The list of all eligible sampling units. Sampling plan: The blueprint or framework needed to ensure that the data collected are representative of the defined target population. Sampling units: The target population elements available for selection during the sampling process. Simple random sampling: A probability sampling procedure in which every sampling unit has a known and equal chance of being selected. Snowball sampling: A nonprobability sampling method, also called referral sampling, in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study. Stratified random sampling: Separation of the target population into different groups, called strata, and the selection of samples from each stratum. Systematic random sampling: Similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster, and selected systematically. Discriminatory power: The scale’s ability to discriminate between the categorical scale responses (points). Distance property: Enables the researcher and respondent to identify, understand, and express absolute (or assumed) differences between objects. Interval scale: A scale that demonstrates absolute differences between each scale point. Likert scale: An ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object. Nominal scale: The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response. Scale measurement: The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct. Bad questions: Any questions that prevent or distort the fundamental communication between the researcher and the respondents. Screening questions: also referred to as screeners or filter questions) Used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study. Structured questions: Closed-ended questions that require the respondent to choose from a predetermined set of responses or scale points. Unstructured questions: Open-ended questions formatted to allow respondents to reply in their own words. Questionnaire: A formal framework consisting of a set of questions and scales designed to generate primary raw data Cover letter: A separate written communication to a prospective respondent designed to enhance that person’s willingness to complete and return the survey in a timely manner. Quotas: A tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample as specified. Screening questions: also referred to as screeners or filter questions) Used in most questionnaires, their purpose is to identify qualified prospective respondents and prevent unqualified respondents from being included in the study. Qualitative Research:Grounded Theory Qualitative Data:Textual and visual Goal to understand the analysis Quantitative Data:Numerical, Goal to quantify magnitude of variables and relationships When is Qualitative research useful?: When providing knowledge for decision makers Member Checking: Asking key informants to read the researcher's report to verify that the analysis is accurate 3-Step Process of analysis:Data Reduction, Data Display, Conclusion Drawing/Verification Data Reduction: Categorize, Comparison, Coding repeats, Theory building Iteration and negative case analysis, The role of the tabulation Categorization: Placing portions of transcripts into similar groups based on their content Code Sheet: Lists the different themes of categories for a particular study Codes: Labels or numbers that are used to track categories in a qualitative study Integration: Moving from the identification of themes and categories to the development of theory Recursive: A relationship in which a variable can both cause and be caused by the same variable Selective Coding: Building a storyline around one core category or theme; the other categories will be related to or subsumed to this central overarching category Iteration:Working through the data several times in order to modify early ideas Memoing: Writing down thoughts as soon as possible after each interview, focus group, or site visit Negative Case Analysis: Deliberately looking for cases and instances that contradict the ideas and theories that researchers have been developing Data Display:Table that explains central themes in the study Diagram that suggests relationships between variables Matrix including quotes for various themes from representative informants Emic validity: Affirms that key members within a culture or subculture agree with the findings of a research report Cross-researcher reliability:The degree of similarity in the coding of the same data by different researchers Triangulation:Addressing the analysis from multiple perspectives Peer Review:A process in which external qualitative methodology or topic area specialists are asked to review the research analysis What section are in the report? Introduction, Analysis of the data/findings Conclusions and recommendations Coding:grouping and assigning values to responses to the survey questions codes are numerical. Four step process to develop codes for responses: -generate a list of as many potential responses as possible -consolidate responses -assign a numerical value as a code -assign a coded value to each response Cross-tabulation: Simultaneously treating two or more variables in the study; categorizing the number of respondents who have answered two or more questions consecutively. Curbstoning: Data collection personnel filling out surveys for fake respondents. Data Validation: The process of determining, to the extent possible, whether a survey's interviews or observations were conducted correctly and are free of fraud or bias One-way Tabulation: Categorization of single variables existing in a study Cross-tabulation: Simultaneously treating two or more variables in the study; categorizing the number of respondents who have answered two or more questions consecutively