Data Collection & Analysis Flashcards

Which sampling technique divides the population into subgroups and randomly samples within each subgroup proportionally?

Answer: Stratified random sampling

Stratified random sampling divides the population into strata (e.g., age groups) and randomly selects from each, improving representation.

A researcher records every 10th customer entering a store. This is called:

Answer: Systematic sampling

Systematic sampling selects participants at fixed intervals (every kth unit) from an ordered list or sequential stream.

Content analysis is BEST described as:

Answer: A method for systematically categorizing and quantifying patterns in communication content

Content analysis systematically codes and quantifies themes, words, or concepts within textual, visual, or audio content.

What is the risk of using a convenience sample for a national study?

Answer: The sample may not represent the broader population, reducing generalizability

Convenience samples consist of easily accessible participants and may systematically differ from the population, limiting external validity.

Which type of validity refers to how well a measure covers all facets of the construct it intends to measure?

Answer: Content validity

Content validity ensures the measure comprehensively represents all dimensions of the construct, not just a subset.

In a Likert-scale survey, collapsing 'Strongly Agree' and 'Agree' into a single category is known as:

Answer: Top-box scoring

Top-box (or top-two-box) scoring combines the most favorable response categories to simplify reporting of agreement or satisfaction.

Which data quality issue occurs when respondents skip questions they find sensitive or irrelevant?

Answer: Item non-response

Item non-response is missing data on specific questions due to respondents' refusal, inability, or discomfort in answering.