Key Terms Chapter Five Primary Data Collection Qualitative and Observational Research 1 Audit a method in which information is gathered by examining pertinent records or inventorying items under investigation 2 Cartoon technique a projective technique similar to third person projection in which cartoon characters are the third party Characters are shown in a particular situation and respondents are asked to describe what the characters are doing and explain the situation depicted 3 Content analysis a research technique in which the content of a communication vehicle is examined to determine whether a study inference is valid 4 Depth interviews unstructured one on one conversations between a highly skilled interviewer and a member of a target population 5 Direct observation a data collection method in which researchers watch a behavior as it occurs and report what they see 6 Disguised observation exists when subjects do not realize they are being observed 7 Ethnographic research a research method that involves observation techniques depth interviewing and using videotape to record people in their natural settings 8 Experimental research primary research conducted when the researched controls and manipulates elements of the research environment to measure the impact of each variable 9 Field studies studies performed in real world locations 10 Focus group a qualitative research technique in which a skilled moderator leads a small group of participants in an unstructured discussion about a topic 11 Laboratory studies studies performed in highly controlled environment 12 Moderator a skilled focus group leader 13 Observation technique data collection methods in which researchers watch test subjects without interacting with them 14 Obtrusive observation observation research in which the subjects realize they are being reserved 15 Pantry audit an inventory of items in an individual s household 16 Physical trace analysis a research technique that examines evidence or traces of individuals that were left behind to understand their past behaviors 17 Projective techniques research techniques that use verbal or visual stimuli to reveal respondents unconscious feelings and attitudes 18 Role playing a projective technique in which participants play the role of someone else in a particular scenario this allows participants to reveal their feelings in a less personal way 19 Sentence completion a projective technique in which respondents complete a series of incomplete sentences 20 Unobtrusive observation observation research in which the subjects do not realize they are being observed 21 Word association a projective technique in which respondents are given a word and they respond with the first word that comes to mind Chapter Six Primary Data Collection Survey Research 1 Door to door interview a personal interview that takes place at respondents home 2 Intentional interviewer bias bias caused by interviewers providing additional information purposely to influence respondents 3 Interviewer error occurs when the interviewer influences responses by supplying additional information either intentionally or unintentionally 4 Mall intercept interview a personal interview that takes place at a shopping mall or similar shopping location 5 Nonresponse error occurs when a high percentage of respondents do not participate in a sutdy and the non respondents differ significantly from the respondents on the topic under study 6 Office interview a personal interview that takes place at the respondents place of business 7 Omnibus survey regularly scheduled face to face interviews with a consistent set of respondents using questions from multiple clients 8 Personal interview data collection through face to face communication between an interviewer and a respondent 9 9 Population definition error an error resulting from faulty definition of the population to be sampled 10 Random digit dialing RDD a telephone dialing system that randomly generates telephone numbers of sample respondents 11 Random error an error caused by inconsistencies in respondents or their circumstances 12 Response error occurs when respondents answer particular questions incorrectly either intentionally or unintentionally 13 Sample selection error an error that occurs when the selected sample is not representative of the population 14 Systematic error or constant error an error caused by a constant bias in design or implementation of the measurement instrument Chapter Seven Measurement and Scaling 1 Balanced scale scale with the same number of favorable and unfavorable choices 2 Comparative rating scale a scale on which respondents compare one characteristic or attribute against a specified standard according to some predetermined criterion 3 Constant sum scale a scale on which respondents allocate a predetermined number of rating points among several items according to a predetermined criterion to indicate relative preference or importance of each item compared to all others 4 Funny faces scale an ordinal scale in which the choices are smiling and frowning faces ranging from wide smiles to deep frowns 5 Graphic rating scale a scale in which respondents indicate their responses to questions on a continuum with two extreme points 6 Interval scale scale that ranks characteristics using equal increments between ranking points to show relative amounts and has no fixed zero point 7 Itemized rating scale a scale on which respondents answer questions by selecting from a finite number of choices 8 Likert scale an itemized rating scale on which respondents select from choices ranging from strongly agree to strongly disagree to indicate their attitudes toward the statements presented to them 9 Measurement assigning numbers to characteristics according to specified rules to reflect the quantity of the characteristics that test products possess 10 Measurement error the difference between the information sought and the information obtained through the research process 11 Nominal scale scale that uses names or numbers to label test topics or characteristics for identification with no rank ordering implied 12 Noncomparative rating scale scale on which respondents compare one characteristic or attribute against a standard of their own choosing according to some predetermined criterion 13 Nonsampling error deviations from the true value that are not a function of the sample chosen including various systematic errors and any random errors that are not due to
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