Research that starts with theory or expectations is called
What is deductive
100
In what type of research does your team identify a problem and then collect original data related to that specific problem?
What is primary
100
Ethnography is what?
focused on observing and recording the human experience and reality.
100
A focus group should have how many people?
What is 6-10.
100
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
200
What are the 3 categories for research design?
Exploratory
Descriptive
Causal
200
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.
200
Why is watching someone use email not an example of netnography?
focus needs to be on community
200
Qualitative research is described as what, in terms of the role that theory plays or does not play.
What is inductive
200
Media research starts with what two steps?
What is internal conversations and a search of the internal social media.
300
What is empirical data?
Originally gathered methodically through observation or experiment (including surveys, interviews, etc.).
300
What are two limitations for SWOTs?
not generalizable and is subjective (based on one persons perspective).
300
The use of ethnography in the toothbrush example helped to discover what?
That kids need fatter toothbrushes because of their under-developed manual dexterity.
300
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.
300
The social media search tool we discussed in class, ______, also offers what kinds of data in its summaries?
Social Mention, sentiment
400
Name four parts of a research proposal (there are nine total)
What is Purpose, study type, design, instruments, benefits, cost, research company info, tables.
400
Looking over your organization's past sales records as a means of finding data falls under what category of research?
Internal secondary
400
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.
400
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
400
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
500
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
500
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
500
The person who leads a focus group is called the ________ and he/she must _________ and _________ the group conversation.
moderator
stimulate, control
500
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.
500
In the Mad Men focus group we viewed, the expectation was for what, while the data suggested what instead?