Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
9 Cards in this Set
- Front
- Back
Characteristics of Focus Groups:
informal/formal primary/secondary |
informal because not scientific
primary because you are getting information first hand |
|
Focus Groups advantages/disadvantages
|
good for assessing message-qualitative,
in-depth discussions on values new information can emerge disadvantage: costly, validity, subjective |
|
Intercept interviews
advantages/disadvantages |
advantage: target geographic region, ability to clarify question, can probe.
disadvantage: limited length and scope. (informal) |
|
type and Advantages/disadvantages of
telephone surveys |
advantage: speed, quantitative, can probe,
disadvantage: cost, not good for evaluating messages, limited in length. |
|
What is the statistically valid random sample size for a population of 100,000?
|
384=+-5%
|
|
type and adv/disadv of
Mail Survey |
advan: can be internally administered, can use rankings and comparisons, can evaluate message,
disadvan: low return rate, data entry of responses, sample limitations. (guide says formal/primary) |
|
Name 3 tools/types of research that are primary research
|
Advisory panels
observations complaint reviews fact finding internet research content analysis |
|
Name 4 informal/primary research methods
|
focus groups
in-depth interviews advisory panels community forums communications audit complain reviews |
|
type and adv/disadv to
Content Analysis |
it's both informal and formal, primary. Objective, systemic and quantitative.
Adv: can apply scientific sampling methods used in social surveys to establish reliability and validity. low cost disadv: need careful definition of units of measurement, units of observation and attributes. value limited to comparative profiles. |