1.3 Research Terms

• Primary research is research that is conducted by you. These include questionnaires, surveys, and observations.
• Secondary research is research that is cited by other researchers
• Data is the information collected from the research.
• Qualitative data is descriptive and you can't put numbers on this type of Data. (i.e Mood, Emotion, etc.)
• Quantitative data is numerical and relates to the quantity of something. (i.e 80% of people enjoyed the burger at mcdonalds).
• Sample size is the size of the group in a set of data (amount of people used for research).
• Respondents are the people who respond to your research questions.
• Subjects are the people of your case studies/experiment/structured interview.
• An analysis is an examination of primary data and converting it into a more organized form.
• Ethnocentrism is the judgement of other people's cultures based on your own values. (An ethnocentric perspective looks down on other cultures as inferior).
• Linguistic Anthropology is the study of how language changes over time and how it is used in different cultures. Edward Sapir hypothesized that the way we speak influences how we think.
• Social Anthropology is the study of origins/cultures of the varying races of people in past and present (varying times).