BusML 4202 Midterm 2 tricky concepts reminder.docx

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Ohio State University
Business Admin:Marketing & Log
BUSML 4202
Roger Bailey

BusML4202 Midterm 2 tricky concepts reminder The concepts included in this notes are the ones that I get wrong and they are very tricky!! High chance to be on the exam!! Attitude and scaling - understand the difference between Likert scale and graphing continuum. He doesn’t ask much in the sample midterm so I don’t think there‘s a need to worry about it. Questionnaire design - Remember the major steps of setting a survey: 1) What should be asked, 2) The layout, 3) and finishing and refining questionnaire - Understand questionnaire definition and objectives - Remember a questionnaire should not be a burden to respondents, have to be clear, avoid making assumptions and the solutions to each problem i) avoid complexity: use complete sentence to ask questions ii) double- barreled: one question, one item iii) avoid vague wordings in terms of time (i.e. regularly) iv) avoid burdensome questions in terms of time frame v) avoid making assumptions: allow respondents to skip questions vi) make sure no overlapping in questionnaire options e.g. Don’t say stuff like 1-10, 10-20 vii) leaded and loaded questions: clue respondents what to answer solution: third person technique purpose of funneling and how that relates to the objective of setting up a questionnaire Observation research - In an observation study, you can observe physical behavior and characteristics, but definitely NOT cognitive process (no one can do mind reading!!) - observational research is less likely to have social desirability bias than survey research (that’s why observational research is preferred to questionnaire/survey research!) Reason: you can have biased wordings in a questionnaire! For observation, you can have greater control ( if it is contrived) or even rely on machinery for observation! - main difference between human vs machine observation  human: they observe  machine: they record e.g. physiological observation - Dimensions of observational research  definition of contrived: artificial, physiological measure, control extraneous factors  know the definition of direct and indirect observation!! - Cons of observation research: applicable to real world situation?? (external validity) Experimental research - The disadvantage of one group pretest-posttest design is extraneous variable are largely uncontrolled (It doesn’t even have a control group btw) - The disadvantage of static group is it has selection bias (lack of randomization) - Matching (one-to-one match) can be used to replace randomization. - Randomization is crucial in posttest-only control group design because it helps guarantee experimental and control group are equal - understand extraneous variables (testing effects, history, maturation, and mortality), especially the difference between maturation and history - understand how external and internal validity is related to lab and field experiments. Review of basic statistics Part I and II - difference between population parameter and sample statistics  Again, is the value of parameter/statistics known or unknown?  Again, which one can be depicted by a smooth line? Sample/population?! This is very
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