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Consumer Behavior #3

AB
ANONYMITYwhen the identity of the research subjects is not known to the researchers
CASEone individual subject participating in the research is a
CONFIDENTIALITYthe ethical principle of not disclosing the identity of the research subjects
COERCIONforced participation in research; this is unethical
CONSTANTwhen a measure does not vary, it is a
VARIABLEsomething that varies and can be measured empirically
PREDICTORa variable used to predict a future outcome; this may be a stimulus, background factors, previous behavior, attitudes
CRITERIONa future outcome that we are trying to predict
INDEPENDENTa stimulus or background factor is this kind of variable
DEPENDENTa response or decision made by the subject is this kind of variable
INFORMED CONSENTwe must obtain this from our research subjects in order for the research to be ethical
NARRATIVEdata which are descriptive words rather than numbers
FOCUS GROUPa qualitative research technique which interviews a group of people
SAMPLEthose subjects selected from the population who were actually observed
HYPOTHESISa prediction about what we expect the data to show
INTROSPECTIONresearch in which the researcher merely self-reflects
QUALITATIVEresearch which produces data in narrative or visual form
RICHNESSqualitative research produces data that are high in
PRECISIONqualitative research produces data that are low in
HAWTHORNEthe name for the effect that observation has on the behavior being observed


Professor of Psychology
Crafton Hills College
Long Beach, CA

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