scaled-response question
a closed-ended question designed to measure the intensity of a respondent's answer
observation research
a research method that relies on three types of observation:
- people watching people
- people watching an activity
- machines watching people
ethnographic research
the study of human behavior in its natural context; involves observation of behavior and physical setting
probability sample
a sample in which every element in the population has a known statistical likelihood of being selected
random sample
a sample arranged so that every element of the population has an equal chance of being selected
nonprobability sample
any sample in which little or no attempt is made to get a representative cross-section of the population
convenience sample
a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher
measurement error
error when there is a difference between the information desired and the information provided by research