Business Research

Chapter 8 Discussion Questions & Key Terms.

Key Terms

Communication Approach- involves surveying or interviewing people and recording their responses for analysis.

Computer-administered telephone survey- is when a computer call the phone number, conducts the interview, places data into a file for later tabulation, and terminates the contact.

Computer-assisted personal interview (CAPI)- Interviewers also can adjust the language of the interview as they observe the problems and effects the interview is having on the participant.

Computer-assisted self-interview - is a computer-delivered self-administered questionnaire which uses organizational intranets, the internet, or online service to reach their participants.

Computer-assisted telephone interview (CATI) - A CATI facility consists of acoustically isolated interviewing carrels organized around supervisory stations. The telephone interviewer in each carrel has a personal computer or terminal that is networked to the phone system and to the central data processing unit.

Disk-by-mail survey (DBM) - the questionnaire and its managing software may be resident on the computer or its network, or both may be sent to the participant by this type of mail.

Intercept interview- targets participants in centralized locations such as retail malls. This reduces costs associated with the need for several interviewers, training, and travel.

Interview error-is a major source of sampling error and response bias, Is caused by numerous actions.

Mail survey- are delivered not only the U.S. Postal service but also via fax and courier service.

Noncontact rate- is a ratio of potential but unreached contacts to all potential contacts.

Non-response error- occurs when the responses of participants differ in some systematic way from the responses of nonparticipants.

Panel- Can track trends in attitudes toward issues or products.

Random dialing- normally requires choosing phone exchanges or exchange blocks and then...