CHAPTER 4

• close questions

  • yes or no
• open-ended

  • more than yes or no
• content analysis

  • assigned to categories using objective
• nominal scale

  • categories that can be named using a shared feature
• ordinal scale

  • using ranks /
• ratio scale

  • using equal intervals between values and an absolute zero
• willingness to answer

  • tendency to guess or omit when unsure
• position

  • selecting an answer based on its position
• yea-saying

  • agreeing
• buffer items

  • unrelated questions
• social desirability

  • representing ourselves in a socially appropriate fashion when responding to a question's latent content
• structured interview

  • questions are asked the same way each time
• unstructured interview

  • interviewers can explore interesting topics as they arise
• population

  • consists of all people, animals, or objects that share at least one characteristics
• sample

  • subset of population
• four main probability sampling methods

  • simple random sampling
• four main nonprobability sampling methods

  • quota sampling
  • convenience sampling
  • purposive sampling
  • snowball sampling