ADV 344K
Terms
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- private research
- results for this research are intended to facilitate decision-making; proprietary data; under a deadline
- empirical
- concerned w/a world that is knowable and measureable
- Tracking Studies
- assess impact of campaign by measuring effects at several times during progress of the campaign; provides feedback to advertiser while campaign is still in progress
- interval
- How old are you? 30-40, 41-50, 51-60?
- parameter
- the summary description of a given variable in a population
- statistic
- the summary description of a given variable in a sample
- independent variable
- the presumed cause, research manipulates, varied by researcher
- Secondary Data
- data that is gathered for some purpose other than the study at hand
- academic research
- research that has a theoretical or scholarly foundation, and aims at contributing to human knowledge of every aspect of mass media
- discrete variable
- can take only finite set of value (5 kids)
- systematic sampling
- probability sampling where you use every Nth number on a list (phonebooks)
- stratified sampling
- probability sampling where you use stratums from a population
- Semantic Differential Scale
- important __ __ __ __ __ __ __ __ __ __unimportant
- external data
- secondary data generated by sources outside organization
- dependent variable
- presumed effect, what researcher measures,
- Likert Scale
- scale that uses numbers (5 strongly agree, 4 agree...)
- Stapel Scale
- +3, +2, +1, -1 -2 -3
- Pretest/Posttest
- campaign assessment that takes measurements before and after campaign with personal, telephone, or mail interviews
- quota sampling
- nonprob sampling where you select nonrandomly with a quota
- simple random sample
- probability sampling where you select a group of numbers from a random number chart
- cluster sampling
- probability sampling where you divide population into clusters, and use random sample of clusters
- cumulative
- no research stands alone
- Primary Data
- data that is collected specifically for a particular investigation
- nonprobability sampling
- sampling that does not follow guidelines of mathematical probability; does not involve random selection
- ratio
- How old are you? ______
- systematic
- based on previous studies
- Trend studies
- campaign assessment that uses different groups of people at different times
- reliability
- if a measure consistently gives the same answer
- Objective
- facts, not interpretation
- Internal data
- secondary data generated within the organization
- panel studies
- campaign assessment that uses same groups at different times; reveals shifting attitudes and patterns
- continuous variable
- can take on any value (5.55 inches)
- predictive validity
- checking a measurement instrument against some future outcome
- Public
- all info should be open, all results open to criticism
- purposive sampling
- nonprob sampling where you pick sample with a purpose in mind
- Graphic Scale
- :) :| :(
- probability sampling
- sampling that uses mathematical guidelines; uses some form of random selection
- validity
- are we measuring what we think we're measuring?
- population
- the entire group of individuals that we want information about
- ordinal
- How old are you? <30, 30-40, >40
- convenience sampling
- nonprob sampling where you use an available group of people
- sample
- a subset of the population that is representative of the entire population
- nominal
- Are you older than 30? yes/no
- snowball sampling
- nonprob sampling where you pick a group of people, and let them refer others