MKT 352 CH4

What is true of qualitative research?

It is used to explore more deeply into areas that quantitative research may be too superficial to access. It is used to obtain preliminary insights into research problems.

the steps a researcher has to take when selecting an observation method

1) comprehend the information requirements and consider how the information will be used later 2) evaluate the various methods of observing behaviors 3) determine the ability of the proposed method to accurately observe and record an activity or behavior 4) determine and evaluate the costs involved 5) consider the potential ethical issues associated with the proposed method of observation

Which of the following is selected so that various target group members, such as low-income and high-income consumers, are included or to compare groups?

A stratified purposive sample

What are the major types of research designs?

Causal Exploratory Descriptive

true statements about projective techniques

Interpretation is very complex in projective techniques. Projective techniques were developed by clinical psychologists and can be used in conjunction with focus groups and in-depth interviews.

true statements about qualitative research.

It helps researchers and clients get closer to their existing and potential customers than does quantitative research. In most cases, data are gathered in relatively short periods of time. It is used to explore more deeply into areas that quantitative research may be too superficial to access. It is used to obtain preliminary insights into research problems.

true statements about focus group research

It is the most widely used qualitative research method in marketing. It is rooted in the behavioral sciences.

true statements about quantitative research methods

They are most often used with descriptive and causal research designs. Research problems are precise and well defined. They are often statistically projectible to the target population of interest.

Identify an advantage of using focus group interviews.

They promote understanding of why consumers behave or act in certain market situations.

benefits of observation methods.

They reduce interviewer errors, recall error, and response bias. They enable data collection at a low cost and in relatively less time than other types of procedures.

To examine cause-and-effect relationships among market variables that are specifically defined

causal research

An interactive procedure in which the researcher and moderator discuss the subjects' responses to the topics that outlined a focus group session is called

debriefing analysis

To gather information that helps answer research questions

descriptive research

A form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individuals' behaviors and experiences is called

ethnography

To find ideas and insights to better comprehend the problem

exploratory research

a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

focus group moderator

A qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher is called

focus group research

Purposed communities whose primary purpose is research are called

private communities

online social networks that may be specific to marketing research, or they may be broader brand communities, the primary objective of which is marketing are called

purposed communities

Which of the following involves choosing sample members because they possess specific characteristics?

purposive sampling