Research General
Analysis that starts with the data, rather than pre-conceived expectations is called what
What is inductive analysis
In what type of research does your team identify a problem and then collect original data related to that specific problem?
What is primary
Ethnography is what?
focused on observing and recording the human experience and reality.
A focus group should have how many people?
What is 6-10.
In the nursing home example we covered in class early in the semester, we discussed research as a means of determining what?
whether social media is a good fit for the nursing home to reach its audiences
What are the 3 categories for research design?
Exploratory Descriptive Causal
To evaluate the quality of secondary sources, what should we look at (name at least three things)?
What is Purpose, Accuracy, Consistency, Credibility, Methods and Bias.
Why is watching someone use email not an example of netnography?
focus needs to be on community
Qualitative research is described as what, in terms of the role that theory plays or does not play.
What is inductive
Media research starts with what two steps?
What is internal conversations and a search of the internal social media.
What is empirical data?
Originally gathered methodically through observation or experiment (including surveys, interviews, etc.).
What are two limitations for SWOTs?
not generalizable and is subjective (based on one persons perspective).
The use of ethnography in the toothbrush example helped to discover what?
That kids need fatter toothbrushes because of their under-developed manual dexterity.
Three main characteristics of qualitative research
What is Focused on exploration, not measurement. Focused on process of gathering data, which is interactive and dynamic. Focused on subjective meaning.
The social media search tool we discussed in class, ______, also offers what kinds of data in its summaries?
Social Mention, sentiment
Name four parts of a research proposal (there are nine total)
What is Purpose (description of problem and research questions), study type, target population and sample, design and data collection, instruments, managerial benefits, cost, research company info, example tables. Do not forget an executive summary at the beginning as well!
Looking over your organization's past sales records as a means of finding data falls under what category of research?
Internal secondary
In-depth interviews allow for what?
Probing questions to elicit detailed answers. Fewer issues with social desirability (compared to focus groups), so good for sensitive topics.
What two things can distinguish the types of qual research we covered in class
level of involvement for the researcher whether the research is conducted in the field
What are the characteristics of quantitative research?
Places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to mostly large sample sizes
What are the four steps of the information research process?
Determine the research problem Select the research design Execute the research design Communicate the results pg 31
What are the strategic steps for conducting an initial search for information online?
Write out your information need Edit out unnecessary words Expand initial search phrases by using synonyms and adding an “s” Conduct search on several search engines Systematically read findings and reflect on results Search deeper, follow key links and references
The person who leads a focus group is called the ________ and he/she must _________ and _________ the group conversation.
moderator stimulate, control
The Melissa McCarthy SNL video in class violated what standards for focus groups?
What is size (they had three people), homogeneity (men and women), moderator lost control of group, added an incentive in the middle of the session.
In the Mad Men focus group we viewed, the expectation was for what, while the data suggested what instead?
What is routine and marriage.