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Chapter 11 Research Methods.docx

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Marketing and Consumer Studies
MCS 3030
Tanya Mark

Chapter 11 Research Methods Analysis In most social research data analysis involves 3 major steps1 Data preparation involves checking or logging the data in checking the data for accuracy enteringdata into the computer transforming the data and developingdocumenting a database structure thatintegrates the various measures2 Descriptive statistics describe the basic features of the data in the study Simply describing what the data shows w simple graphics analysis and simple summaries about samplemeasures3 Statistical Analysis of the research design tests your research hypothesis 111 CONCLUSION VALIDITYOne of the 4 types of validity internal externalconstruct Conclusion Validity The degree to which conclusions you reach about relationships in your data are reasonableConclusions validity is an issue whenever youre talking about a relationship even when the relationship is between some program or treatment and some outcomeIt pertains to causal relationships Only concerned with whether there is a relationshipOne major threat o conclusion validity is that its often hard to see a relationship bc your measures or observations have low reliability they are too weak relative to all of the noise in the environmentAnother issue could be that the relationship youre looking for may be a weak one and seeing it is a bit like looking for a needle in a haystack sometimes problemdidnt collect enough info 111 A Threats to Conclusion validityType 1 Error Finding a Relationship When There Is Not One In social sciences researchers often use the rather arbitrary value the 95 level ofto decide whether their result is credible or could be considered a flukeAlpha level is the probability of concluding that there us a treatment effect when in r
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