mcomresearchtest

mcomresearchtest - DEFINITIONS - Research o -...

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DEFINITIONS - Research o An attempt to discover something - Methods o Tenacity It’s true because it’s always been true o Intuition Gut feeling o Authority Trusted source says it’s true o Scientific - Empirical o Measurable - Generalizability o Accurately represents the population o Typical response - Secondary Research o Internal Generated within organization Readily available o External Sources outside organization Example: US census - Primary Research
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- Ockham’s Razor (parsimony principle) o The simplest research approach is always the best - Conceptual  o Can substitute other words for it - Operational o Specific o Not always valid - Hypothesis o Statement o True or false - Research Question o Question - Internal Validity o Does the study answer intended research question? - External Validity o Must be able to generalize results to other situations - Qualitative Research o In-depth o Flexible o Example: focus groups - Quantitative Research o Generalizable results o More control (ask everyone same thing) o Example: phone survey
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- Triangulation o Use of Qualitative and Quantitative - Concept o Uses general terms to simplify o Example: “bling” o Example: TABLE - Construct o A bunch of concepts together that mean something o Example: MOTIVATION - Variable o Can be measured or observed - Independent Variable o Systematically varied o PREDICTOR - Dependent Variable o Observed, measured, explained o Depends on the effects of the IV - Continuous Variables o Can be broken down into smaller subsections o Example: height 5’5”¾  - Discrete Variables o Finite set of values o Example: gender M or F - Control Variables
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o Used to eliminate noise - Measurement o Uses #’s to measure - Nominal Level o Assign numbers in place of names o WEAKEST o Example: Dog (1) Cat (2) Mouse (3) - Ordinal Level o RANKED in order - Interval Level o No true zero - Ratio Level o Has true zero - Mutually Exclusive o “All of the above” - Exhaustive o Has EVERY option o “Other” - Measurement Scale o The more points the more differentiation - Points o Better to have a 1-10 scale than a 1-3 scale - Likert Scale o Strongly agree, agree, neutral, disagree, strongly disagree
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- Semantic Differential Scale o Uses bipolar anchors o Good _ : _ : _ Bad - Reliability o Consistent o Can be reliable without validity - Validity o Correct o Cannot be valid without reliability - Face Validity o Does it APPEAR to be valid? - Predictive Validity o Measuring future outcomes - Concurrent (Criterion) Validity o Based on criteria/stats (correlated) o Predictive o ISS kids vs. non-ISS kids example - Construct Validity o Based on theoretical support o Most complex - Population o Overall subject you want to study o Problems: Time constraints
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Cost constraints 
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This note was uploaded on 07/17/2011 for the course MCOM 3380 taught by Professor Myiahhutchens during the Fall '11 term at Texas Tech.

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mcomresearchtest - DEFINITIONS - Research o -...

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