| Term | Definition |
|---|
| Secondary Research | Using existing and more qualitative research that has to do with...archival research, reference books, computer databases, and online searches. |
| content analysis | the systematic and objective counting or categorizing of information |
| copy testing | when the target audience is asked to read or view the material in draft form before it is mass-produced and distributed. |
| ethnographic technique | an anthropology approach to conduct research through observation of group behavior |
| random sample (aka probability sample) | everyone in the target audience (as defined by the researcher) has an equal or known chance of being selected for the survey. |
| non-probability sample | i.e. mall-intercept interviews. NOT random at all. Different people are present at different times |
| advocacy research | research that is done by organizations who send out surveys w/ questions that use highly charged words that elicit an emotional reaction from the respondent |
| "loaded questions" | intentionally skewed questions that generate a predictable response |
| benchmarking | when companies use software programs to track and monitor a client's reputation almost on a daily basis |
| courtesy bias | when respondents often choose answers they think are "politically correct" or what the sponsor wants to hear |
| mail questionnaires | (1) researchers have more control of who gets them. (2) large geographic areas can be covered economically. (3) less expensive to use a paper-base. (4) large #s of people can be reached at minimal cost |
| telephone surveys | (1) feedback is immediate (2) more personal form of comm. (3) less intrusive than door-2-door. (4) response rate can be higher |
| omnibus surveys (piggyback survey) | when an organization "buys" 1 or 2 questions in a national survey conducted by a national polling firm |
| Web/E-mail surveys | (1) large samples in short amount of time (2) more economical than mail or questionnaires (3) data can be analyzed continually |
| Qualitative Research | research that is good for probing attitudes and perceptions, assessing penetration of messages, and testing messages |
| Quantitative Research | research that involves polls and surveys using highly precise scientific sampling methods |
Combine with other sets
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