Chapter 4

Cards (9)

  • Content analysis
    A system for quantifying responses to open-ended questions by categorizing them according to objective rules or guidelines.
  • Context effects
    • Effects produced by the position of a question.
    • Where it falls within the question order can influence how the question is interpreted.
  • Continuous dimension
    • The concept that traits, attitudes, and preferences can be viewed as a continuous dimension, and each individual can fall at any point along each dimension.
    • For example: sociability can be viewed as a continuous dimension ranging from very unsociable to very sociable.
  • Manifest content
    The plain meaning of the words or questions that actually appear on the page.
  • Position preference
    When in doubt about answers to multiple-choice questions, some people always select a response in a certain position, such as answer c.
  • Random number table
    A table of numbers generated by a computer so that every number has an equal chance of being selected for each position in the table.
  • Response set
    A tendency to answer questions based on their latent content with the goal of creating a certain impression of ourselves.
  • Response style
    Tendency for subjects to respond to questions or test items in a specific way, regardless of the content.
  • Survey research
    • A useful way of obtaining data about people's opinions, attitudes, preferences and experiences that are hard to observe directly.
    • Data may be obtained using questionnaires or interviews.