ADV 3500 Final: ADV3500 Final Exam Study Guide
5 Dec 2016
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Data collection through surveys: know the characteristics of quantitative research and definition of surveys. Characteristics of quantitative research: explicit research questions/hypotheses, researchers" objective and impartial role (limited interactions with participants, researchers" objective and impartial role, more structured process: close-end questions, statistically reliable data, projectable to a broad population, complements qualitative data. Definition of survey: point in time snapshot of consumer attitudes, beliefs, and behaviors, understand the meanings of sample, interview, and administrative control. Nominal level questions: categorize responses through the use of mutually exclusive response options, common types of nominal level questions, dichotomous questions two categories. Yes/no; present/absent; gender: multiple-choice questions three or more categories; extended dichotomous questions. Other ________ (6) please specify _______: checklists. Checklist: collection of dichotomous questions: the following are a few movies and tv shows. Benedict cumberbatch has starred in the past 10 years. Please check as many or as few as apply. Each item coded and analyzed as a dichotomous question.
