Chapter 4: Exploratory and Observational Research Designs and Data Collection

After conducting a focus group session, Jacob, a researcher, compares notes with Melissa, the moderator of the session, to discuss the responses of the participants to the session's topics. This procedure is called _____.

debriefing analysis

A true statement about focus groups is that _____.

the ideal number of group members in face-to-face focus group interviews is from 10 to 12

Jill is conducting a study on the decision-making skills of middle managers of an organization. For this purpose, her initial focus group included middle managers of that organization. During her study, she found out that many decisions are influenced by lower level managers. She then decided to create a focus group with lower level managers, who were not initially considered for that study. In this scenario, Jill is using _____ to collect data.

theoretical sampling

Selecting sample members based on earlier interviews that indicate that specific types of participants will assist researchers better understand a research topic is called _____.

theoretical sampling

When successful, sentence completion tests reveal hidden aspects about individuals' thoughts and feelings toward the objects studied.

true

What ultimately determines whether online or face-to-face focus groups are the most relevant to use for a focus group study?

The objective of the focus group

What are the main objectives of quantitative research? (Check all that apply.)

To validate relationships To make accurate predictions about relationships between behaviors and market factors To obtain meaningful insights into relationships between market factors and behaviors To test research hypotheses

The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns is called _____.

content analysis

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

false

The major advantage of projective techniques is the simplicity of interpretation.

false

Collection of data using mechanical devices to capture human behavior, events, or marketing phenomena is called _____.

technology-mediated observation

An advantage of social media monitoring is individuals who may not fill out surveys or agree to focus groups might nevertheless share their experiences with online social networks.

true

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

true

An objective of quantitative research is to _____.

validate facts, estimates, and relationships

What are the roles of a focus group moderator?

He or she is responsible for generating positive group dynamics. He or she must be able to ask the right questions. He or she must be able to activate and manage the direction of the group members' discussions over predetermined topics.

Which of the following is a disadvantage of qualitative research?

It has low reliability.

Identify the disadvantages of qualitative research. (Check all that apply.)

Need for well-trained interviewers or observers Small sample sizes

True or false: The fundamental idea behind the focus group approach is that one individual's response will set off comments from other participants, thus creating synergy among group members.

True. By encouraging group members to talk in detail about a topic, the moderator draws out as many ideas, attitudes, and experiences as possible about the specified issue. The fundamental idea behind the focus group approach is that one individual's response will set off comments from other participants, thus creating synergy among group members.

In the context of conducting in-depth interviews, what must researchers do before developing research questions?

Understand initial questions or problems

Observational research based on analyzing conversations in social media is called _____________ ______________ ____________

social media monitoring

A true statement about qualitative researchers is that they _____.

try to understand research participants instead of fitting their answers into set categories

A detailed outline of the topics, questions, and subquestions used by a moderator to lead focus group sessions is called a(n) _______________ _________________

moderator's guide

Purposed communities whose primary purpose is research are called__________________ ________________________

private communities

A data-collection method in which a well-trained interviewer asks a participant a set of semistructured questions in a face-to-face setting is called a(n) _____.

in-depth interview

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

purposed communities

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

Arrange the types of questions used to select participants for a focus group in the order in which they are asked.

1. Questions that eliminate people who might report results to competitors or provide biased comments in the discussion 2. Questions that ensure that potential participants meet the demographic criteria and can be present at the scheduled time 3. Open-ended questions that are used to assess how able and willing an individual might be to discuss a specific topic openly

Arrange the steps in conducting in-depth interviews in their order of occurrence.

1. Understanding initial problems or questions and creating a set of research questions 2. Determining the ideal environment for conducting interviews 3. Selecting and screening respondents Greeting respondents, providing interviewing guidelines, and ensuring the respondents are comfortable 5. Conducting interviews and examining the narrative responses of respondents 6. Writing a summary report of the results

Match the numbers of participants in a focus group with their descriptions

10 to 12 -Ideal number of participants in a face-to-face focus group 5 to 7 -Unlikely to create synergy between group members 14 to 16 -Limited opportunity for individuals to contribute their opinions

Identify a true statement about in-depth interviewing.

An interviewer asks probing questions to elicit more comprehensive information on a topic.

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 _____________ ____________________ ______________

Blank 1: focus or group Blank 2: group or depth Blank 3: research or interview

The term "____________ ______________" refers to a group of individuals with common interests who communicate via the Internet and interact together for a common purpose.

Blank 1: online or purposed Blank 2: community

Match the major types of research designs (in the left column) with their objectives (in the right column).

Exploratory research -To find ideas and insights to better comprehend the problem Descriptive research -To gather information that helps answer research questions Causal research - To examine cause-and-effect relationships among market variables that are specifically defined

Identify the true statements about qualitative research. (Check all that apply.)

In most cases, data are gathered in relatively short periods of time It helps researchers and clients get closer to their existing and potential customers than does quantitative research.

__________ _______________involves systematic observation and recording of behavioral trends of objects, people, events, and other phenomena.

Observation Research

What are the advantages of using social media monitoring? (Check all that apply.)

People who may not agree to focus groups or fill out surveys may share their experiences on social media platforms. Researchers can observe interactions between people unprompted by the potential bias of interviewers.

______________ ___________________ are an indirect method of questioning that enables a participant to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.

Projective techniques

identify the true statements about projective techniques. (Check all that apply.)

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

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

Purposive sampling

Research that involves the collection of data in the form of text or images using open-ended questions, observation, or "found" data is known as ________________ _______________

Qualitative research

Which of the following are advantages of qualitative research? (Check all that apply.)

Qualitative techniques allow decision makers to obtain firsthand experiences with customers. Qualitative research methods often provide preliminary insights that are useful in developing ideas about how variables are related.

Identify an advantage of qualitative research methods.

Researchers can complete investigations quicker and at a significantly lower cost than is true with quantitative methods.

Identify the major advantages of in-depth interviewing over focus groups. (Check all that apply)

Rich detail that can be uncovered when concentrating on one participant at a time Less cross talk that may restrict some people from participating in a focus group Lower likelihood of participants responding in a manner that is socially desirable

In the context of qualitative data collection methods, identify the features of online focus groups. (Check all that apply.)

Software can be used to slow down the responses of dominant group members and thus ensure that everyone gets a chance to participate. Responses tend to be more candid as there is less social pressure when participants are not face to face. Low incidence populations are easier to reach online.

Identify the weaknesses of social media monitoring. (Check all that apply.)

The sample of people interacting about a brand may not be representative of consumer reactions in the target market because the sample is usually self-selected. The accuracy of data is unknown because most automated techniques for classifying textual data are unproven. Some social media sites are not publicly available for researchers to mine.

Which of the following is a benefit of observation methods?

They allow collection of actual activities or behavior rather than reported activities.

True or false: The difference between private communities and social media monitoring is that in private communities, the information is already available and is not created by interaction with researchers.

This is false. The difference between private communities and social media monitoring is that in social media monitoring, the information is already available and is not created by interaction with researchers. Blogs, social networking sites, and online communities provide a natural platform for consumers to share experiences about brands, products, and organizations.

Which of the following is a visual research technique used in in-depth interviewing that encourages research subjects to share emotional and subconscious reactions to a particular topic?

Zaltman Metaphor Elicitation Technique (ZMET)

An online research format in which participants agree to post regularly over a period of four to five days is called _______ __________

bulletin board

Mark, a researcher, goes to a classroom to collect data for a research project. He gives 25 students the details of a link to a forum in which they have to discuss the topics posted by him over a period of five days. To collect data, Mark is using a method called _____.

bulletin boards

An exploratory research technique that comprehensively investigates one or several existing situations that are similar to the current problem/opportunity situation is called _____.

case study

To create meaningful findings from focus group discussions, qualitative researchers use _____.

content analysis

While not as extensive as traditional ethnography, mobile ethnography provides the ability for researchers to analyze consumers in context.

true

Arrange the steps a researcher has to take when selecting the observation method in their order of occurrence.

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 a behavior. 4. Determine and evaluate the costs involved. 5. Consider the potential ethical issues associated with the proposed method of observation.

Identify the features of a typical professional focus group facility. (Check all that apply.)

A comfortable atmosphere Built-in equipment for recording

Match the characteristics of observation methods used in research with their descriptions

Awareness -Observation can be disguised or undisguised. Observing mechanism -Observation can be done using technological devices or human observers.

What are the major types of research designs? (Check all that apply.)

Descriptive Causal Exploratory

Match the characteristics of observation methods used in research with their definitions.

Directness -It refers to the degree to which a trained observer or researcher actually observes the event or behavior as it occurs. Awareness -It refers to the degree to which people consciously know their behavior is being observed and recorded. Structure - It refers to the degree to which the activities, behavior, or events to be observed are known to the researcher before doing the observations. Observing mechanism It refers to how the activities, behavior, or events are observed and recorded.

Identify the technologically enhanced version of a service that was paid for by large companies for reading and clipping articles from newspapers and magazines.

Listening platforms

Identify a disadvantage of focus group interviews.

The findings are not generalizable to the target population.

True or false: Observation methods require an observable behavior or event and a system of recording it.

This is true. Observation is used to gather data about real behavior, as opposed to surveys in which respondents may incorrectly report behavior. Observation methods require two elements: an observable behavior or event and a system of recording it.

True or false: When selecting and recruiting participants for a focus group, researchers should ensure that the participants typify the general makeup of the target population.

This is true. Selecting and recruiting appropriate participants are important to the success of any focus group. The general makeup of the target population needs to be represented in the focus groups.

Identify the issues a researcher should consider when evaluating various methods of observing behaviors. (Check all that apply.)

To what extent are the events or behaviors repetitious and frequently exhibited? Is a setting available to observe the events or behaviors?

True or false: In most instances, the best place to conduct a face-to-face focus group interview is a professional focus group facility.

True. Face-to-face focus groups may be held in the client's conference room, the moderator's home, a meeting room at a church or civic organization, or an office or hotel meeting room, to name a few. Although all of these locations are acceptable, in most instances the best location is a professional focus group facility.

A(n)______________ _________________ ______________ is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

focus group moderator

The application of technological tools to identify, extract, and quantify participant information in textual data is called _____.

sentiment analysis

Trisha, a researcher using a projective technique to collect data, encourages research subjects to share their thoughts and feelings. She makes note of subconscious reactions to the research topic. To do this, she uses a visual research technique that involves in-depth interviewing. In this scenario, Trisha is using _____.

the Zaltman Metaphor Elicitation Technique (ZMET)

Identify the true statements about focus group research. (Check all that apply.)

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

Identify a true statement about the first topic area introduced in the main session of a focus group discussion.

It should be easy to talk about and interesting.

An observational research technique that requires deep engagement with one or more online communities is called ____________________

Netnography

Which of the following is unique due to its extensive contact and analysis of social media communities and the use of participant observation?

Netnography

What are the disadvantages of focus group interviews? (Check all that apply.)

The data has limited reliability. The results could be contaminated by group dynamics. The trustworthiness of the interpretation of the data is dependent on the insightfulness and care of researchers.

In the context of qualitative data collection methods, identify a true statement about online focus groups.

They are especially suitable for web-based advertising of products and services.

Identify a true statement about focus groups.

They are managed by a qualified moderator through a semistructured discussion.

Identify the true statements about quantitative research methods. (Check all that apply.)

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

In the context of emerging qualitative data collection methods, which of the following are true of online communities? (Check all that apply.)

They are the most frequently used emerging data collection method. They are virtual.

Identify a feature of devices used for technology-mediated observation.

They decrease the cost of data collection.

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

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

false

A phenomenon in which one or two members of a group state an opinion and other members of the group are unduly influenced is called

groupthink

A(n)________________ _________________ or post is an integrated approach to monitoring and analyzing social media sources to provide insights that will support marketing decision making.

listening platform

Opinion mining, or sentiment analysis, depends on the growing field of _____ that enables automatic categorization of online comments into positive or negative categories.

natural language processing (NLP)

An ethnographic research technique that involves comprehensive observation of behavior in natural settings in order to completely experience cultural or subcultural contexts is called ___________ ________________

participant observation

Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents is known as ____________________ ______________________

quantitative research

Projective techniques where participants are provided with a set of partial sentences and asked to complete them in their own words are called _____________ _____________________ ___________________

sentence completion test

Laura, a researcher, is using a projective technique to collect qualitative data. She gives the participants of the study a set of partial statements and asks them to fill the remainder of the statements in their own words. In this scenario, Laura uses _____.

sentence completion tests

A projective technique in which a participant is given a list of terms or short phrases, one at a time, and requested to respond with the first thought that comes to mind is called _____.

word association test

Identify the benefits of observation methods. (Check all that apply.)

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

Which of the following should moderators do during the main session of focus group discussions? (Check all that apply.)

They should generally avoid interrupting. They should try to view the topic of discussion from a participant's point of view.

Rachel, a researcher, is using projective techniques to collect qualitative data. She gives the subjects a list of terms: tree, river, house, knife, garden, and keys. She asks them to respond with the first thought that comes to their minds. Rachel is using _____ to collect data.

word association tests

What are the advantages of focus group interviews? (Check all that apply.)

They bring out wide-ranging participant responses. They stimulate new thoughts, feelings, and ideas about a topic. They allow the participation of clients. Hard-to-reach informants are brought together in focus group interviews.

Identify an advantage of using focus group interviews.

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

True or false: Probes or follow-up questions should be included in a moderator's guide to assist the moderator elicit additional information.

This is true. A moderator's guide is a detailed framework of the topics and questions that will be used to create spontaneous interactive conversations among group participants. Probes or follow-up questions should be included in a moderator's guide to assist the moderator elicit additional information.

Identify a true statement about groupthink.

It is most likely when group members do not have a previously well-formed opinion on topics discussed in the group.

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

Which of the following approaches is particularly good to use with projective techniques?

In-depth interviewing

In the planning phase of a focus group study, researchers must _____.

have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements

Jenny, a researcher, focuses on only a few people for her research. She conducts in-depth research on them by tracking their thoughts using multiple interviews conducted over several weeks. Which data collection method is Jenny using?

Case study research

Which of the following are true of qualitative research? (Check all that apply.)

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

Using PathTracker, a system that consists of RFID tags affixed to shopping carts, researchers can match purchase records with path data.

true