The Big Ideas (Constructs)
What term describes an abstract concept, like "Trust," that you can't see but use to frame your study?
What is the name for picking people to interview simply because they are the easiest to find?
Convenience Sampling
What flexible document lists "topics to discuss" rather than a rigid list of "questions to read"?
Interview Guide?
In digital ads, what construct measures if a user feels a product actually fits their personal life?
Perceived Relevance?
While qualitative research uses interviews to explore "Big Ideas," this research method uses surveys to measure numerical data.
Quantitative Research
To keep a graduation project deep but manageable, how many constructs should a student usually pick?
2 - 4
What "viral" sampling method asks current participants to recommend their friends for the study?
Snowball Sampling
To build a professional interview guide, where should you go to find the best list of potential topics?
What are Similar studies in the Literature?
What construct tracks active social media "work" like liking, sharing, or commenting?
Behavioral Engagement
If a student is doing a Quantitative study on juice packaging, they would measure a "Purchase Score" (1–5) rather than exploring this abstract qualitative "Big Idea."
Construct
Instead of assigning a score, qualitative researchers capture constructs through these three human outlets.
What are Experiences, Stories, and Perspectives?
What is it called when you hand-pick participants because they have the exact experiences your study needs?
Purposive Sampling
Q: What are the three chronological stages every Focus Group session must go through?
Introduction, Discussion, and Summarizing
What is Perceived Credibility?
When an audience views an influencer as "the real deal" and believable
A researcher at a Cairo mall grabs the first 50 shoppers they see to get quick feedback on a label. What is this non-targeted sampling method?
Convenience Sampling
To find your constructs, which two parts of your research plan should you look at first?
What are the Research Question and Theoretical Frameworks?
What "filter" tool is used before a focus group starts to make sure only the right people join?
Screening Questionnaire
Q: What method involves a researcher "detective" digging through mission statements and annual reports?
Secondary Data (Document Analysis)
To understand a new luxury skincare brand, a researcher specifically recruits women aged 30–50 with high disposable income who are active in beauty communities. What is this deliberate selection technique called?
Purposive Sampling?
A luxury brand researcher hand-picks only high-income women aged 30–50 for a focus group. What is this deliberate, expert-led sampling choice called?
Purposive Sampling
If you are studying Talabat’s service, which three specific constructs are suggested for a "solid set"?
What are E-service quality, Satisfaction, and Loyalty?
Snowball sampling is a lifesaver when a marketing student needs to find these "hard-to-reach" groups.
Niche or Hidden groups
While quantitative research relies on statistics, this method of inquiry dives into the "human side" of data by emphasizing these three non-numerical qualities.
What are Depth, Meaning, and Context?
In traditional media, what construct measures the total number of people who actually saw a specific ad?
Reach
In a sneaker enthusiast study, the researcher starts with one collector and "grows" the sample through their social circle. What is this network-based method?
Snowball Sampling