Research Methodology Flashcards
6 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Research Methodology flashcards as text
What is 'snowball sampling'?
Answer: A technique where existing study subjects recruit future subjects from their networks
Snowball sampling is a non-probability technique where existing participants recruit new participants, useful for hard-to-reach populations.
What is the main advantage of using a mixed-methods research approach?
Answer: It combines quantitative breadth with qualitative depth for richer insights
Mixed-methods research integrates both quantitative and qualitative approaches to provide a more comprehensive understanding of the research problem.
What is 'response bias' in survey research?
Answer: When respondents systematically answer in a way that does not reflect their true feelings
Response bias occurs when respondents give answers that do not accurately reflect their true opinions, often due to social desirability or question wording.
In market research, what is 'ecological validity'?
Answer: The degree to which research findings can be generalized to real-world settings
Ecological validity refers to how well the research findings can be applied to real-world environments beyond the specific study setting.
What is the purpose of stratified random sampling?
Answer: To ensure proportional representation of subgroups within the population
Stratified random sampling divides the population into subgroups (strata) and randomly samples from each, ensuring proportional representation.
What does 'Type I error' mean in hypothesis testing for market research?
Answer: Rejecting a true null hypothesis (false positive)
A Type I error, or false positive, occurs when a researcher incorrectly rejects a true null hypothesis, concluding an effect exists when it does not.