Research and Strategic Planning Midterm

Probing questions most often begin with...

what, why, how

A discussion or moderator's guide is used to follow precisely and in exact order what is to be covered in the group.

False

A participant may receive an initial screening email or phone call about qualitative research If you receive this, you are guaranteed a spot to participate.

False

A research question and a research objective are the same thing

False

During an unobtrusive observation, the person observing does not speak to the person they are observing, but that person does know they're being watched.

False

Examples of internal secondary research include sales figures, internal database data, industry articles, and case studies.

False

If a survey is getting too long, an acceptable way to shorten it is to not include any demographic questions such as age, gender, or location.

False

In a closed-ended question, the yes/no response should be avoided as they tend to limit the response.

False

In market research, it's always advisable to collect the largest sample size as possible no matter the cost or timing involved.

False

It's important to determine what type of research to conduct before deciding what you want to learn or the objective.

False

It's ok to include as many open-ended questions as is desired in a quantitative study.

False

Secondary research is conducted second.

False

The length of a survey is not important as long as everything is covered and the respondent will be ok with the time it takes to complete.

False

When sourcing information in a report, just listing the title of the resource is enough.

False

When writing a report for secondary research findings, it's common to add your own opinion about findings.

False

You are engaging in secondary research for your client that will lead to primary research. You find a quantitative study that fits your research objectives, is the same client and product category and was conducted in 2010. Which response below is the best choice? - Don't use this study for any part of your research - Use this study for secondary purposes, but recommend new primary research as well. - Use this study to replace your plan to conduct primary research since it fits your clients objectives and category.

Use this study for secondary purposes, but recommend new primary research as well.

If you have any open-ended questions in a survey, what do they require to understand the finding?

Utilize a coding methodology

Which of the following would be an example of a type of research which would include the participants to provide vlogs, pictures, and essay diaries that detail feelings and opinions?

Virtual ethnography

Generally, demographic questions are asked near the end of a survey unless they are used for screening or security purposes. What purpose do they serve being asked near the end?

While they reveal useful information about the consumer, demographics aren't necessarily connected to the survey results.

A drawback to observational research is that is doesn't address:

Why

Ambiguous

You aren't given enough information to clearly know what the question is specifically asking How often do you buy X? OR what do you usually buy?

In-home Observation

a form of ethnographic research where the researcher immerses himself or herself in the participants' household

Descriptive

describes demographic characteristics - Describes psychographic behaviors as well as opinions held by a market, including consumers and other stakeholders - Used to help describe phenomena taking place in the marketplace itself, such as competitor behaviours and market trends - Helps answer questions related to who, what, where, why, and how

Demographic segmentation

divides the market into segments based on variables such as age, life cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

Income segmentation

dividing a market into different income segments

Gender segmentation

dividing a market into different segments based on gender

Psychological segmentation

dividing a market into different segments based on lifestyle or personality characteristics

Leading

framing the question with language that implies or assumes something about the respondent we don't already know. What about your unpleasant experience would you change?

The results from a census are called a parameter. The results from a survey are called a

statistic

The market research standards for BOTH confidence level and confidence interval.

95% confidence level +/-5% confidence interval

You come across a statement in a blog post that has a piece of information that fits what you're trying to find out for your client. You want to use this piece of information. Under what circumstances can you feel confident in using it?

A blog isn't a trust source so should not be used. An exception would be going to a source they quote

Ethnographic research

A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"

Why insights are important in advertising

Customer insights allow your business teams to gain a deeper understanding of how your customers think and feel about your products and services. By knowing this, you're able to build deep customer empathy beyond understanding what they need, but exactly why they need it

What is a variable?

Data that has a quantity that can vary

Which of the following is NOT an example of psychographics? Activities Opinions Demographics Interests

Demographic

Which type of research attempts to explore questions to flesh out the who, what, why, where, and how?

Descriptive

The first step in research is to:

Determine the objectives

Which research is conducted in authentic situations and locations where observers record what naturally occurs as it happens?

Direct observation

The goal of Exploratory research is to:

Discover new ideas

Standard participant size for focus groups generally include:

Eight to ten respondents

What is the first step in determining the sample size for a survey?

Estimate the population size

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Ethnographic market Research

When conducting observational research in public spaces, you must inform and receive authorization from the person observed after the observation has been completed.

False. In a public space, you may conduct observational research without alerting or receiving permission to observe them. It is considered both ethical and legal. You must, however, keep them anonymous in your findings.

One approach to apply when thinking about question ordering in a survey is: Funnel Method Inverted Method Pie Method Tulip Method

Funnel Method

What resource is available to find focus group facilities in a city you may want to conduct qualitative research?

GreenBook Directory

Which of the following are examples of demographic questions? Hobbies Income Education Level Geographic Location

Income Education Level Geographic Location

Examples of primary research

Interviews (telephone or face-to-face) Surveys (online or mail) Questionnaires (online or mail) Focus groups. Visits to competitors' locations.

At an in-person focus group, the respondents and moderator are in a room and clients are often in an adjacent room behind a two-way mirror. What is true about unseen observers of qualitative research?

It's necessary to reveal that there are some observers behind the glass

Which of the following statements is true about Primary research: It's usually less expensive and faster to get results It's usually more expensive and more time consuming Less reliable and has a smaller sample size Is more accurate and includes a larger sample size

It's usually more expensive and more time consuming

Quantitative research is

Measurable and projectable

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery Shopping

In research reports, what is the difference between "N" and "n"?

N = population and n = sample

What sampling technique has the disadvantage of not being projectable to the entire population?

Non-probability sampling

If your objective involves better understanding how consumers make decisions, the more likely methodology you would utilize is ______________________.

Observational research

Which type of sampling technique uses random selection to ensure members of a population segment have an equal chance of being chosen to participate in the survey?

Probability sampling

A technique used by focus group moderators to dig for deeper and more meaningful responses is:

Probing questions

Which sampling source allows for potential respondents to opt in to participate in research studies?

Research panels

Which one of the following is an example of causal research?

Research to learn about how a new flavor will impact sales of other flavors

Is work conducted by you/your brand but has been completed primary or secondary?

Secondary

Each of the following is part of the research plan, except ______. Cost/investment Research Objective Secondary Report Study Timeline Method

Secondary Report

Environmental scanning is a type of

Secondary Research

Loaded

Setting up something from a question that implies the right thing to do or think Knowing that a well maintained community park increases overall property values, what would be your interest in increasing the care of our community park?

Complex

To many variables which make it confusing and not clear on what to answer When thinking about your typical shopping week, how often do you shop for household items, not including groceries or baby food, but including baby diapers.

A research objective helps drive the type of research that is most appropriate to conduct.

True

A screening or security question is used to determine if someone qualifies to participate in a survey.

True

Branching questions enable respondents to skip to an applicable question based on their answer to a previous question.

True

It's important for the moderator to convey that they are neutral in this process to respondents so they feel comfortable sharing all reactions to what is talked about and not feel inhibited about saying something negative

True

Sample size is important to a study as it conveys how many people need to be surveyed to be representative of the target market and determine the quota. It's also important to know as it can help determine the pricing of the survey cost.

True

True or False: Multiple methodologies can be deployed during the course of a single research project.

True

When writing a survey question, a good rule of thumb is to write it to a 6th-grade reading level or to the educational level likely for your respondent audience.

True

Contrived observation

a study where researchers create artificial environments to observe behaviors under controlled conditions

Demographics

age, gender, household income, Demographics refers to statistical data

Positioning

arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers

Geographic segmentation

calls for dividing the market into different geographical units, such as nations, regions, states, counties, cities, or even neighborhoods

Two focus group projective technique activities that could be used to help respondents think more objectively and beyond just words are:

cartoons, voting, word association, usability tests, surveys, storytelling, collages, conversations, fill in the blank, word sorts, photo sorts, etc.

Direct observation

conducted in authentic situations and locations

When considering secondary research, it's important to consider the appropriate ______________ of the data to use.

fit

Diaries

form of ethnographic market research that is often structured by day of use, particularly if the purpose is to get feedback on a new product or concept

In qualitative research that needs national representation it's common to hold it in a few key locations that are primarily determined by and reflect:

geographic representation for the brand and target audience

Psychographics

information about a particular population's attitudes, aspirations, and other psychological criteria.

An important consideration of the Likert scale when selecting the range of response to include is that

it be balanced

Double Barreled

more than one item in question which you could base your response on Based on your store experience and online experience, please give a rating on a scale of 1-5 with 1 being poor and 5 being excellent.

Secondary Research

past research which has already been performed and often already published

Primary Research

research that you conduct

Visible Observation

subjects are aware of the observer's presence

Examples of secondary research

textbooks, encyclopedias, news articles, review articles, and meta analyses.

What are artifacts in research?

the clothes, accessories, and belongings of a subject

Unobtrusive Observation

the observer does not interact with or make himself or herself known to research subjects in order to capture subjects in authentic scenarios

In research, the term population refers to the population of

the target

Exploratory

to clarify a question - Used to discover new ideas or brainstorm solutions - In market research, often used in new product or service development when testing concepts or generating ideas

Causal

to determine if changes in one variable impacts changes in another variable - A variable is anything that has a quantity that varies (survey ratings and sales figures) - An independent variable can be tested to see if it causes an effect on other variables - The variable that the independent variable may impact are called dependent variables - Often carried out by conducting an experiment to prove causality

Secondary research is a great way to begin to better understand the brand or a product category. Especially when it serves as exploratory research or as a phased approach to primary research.

true