Chapter 6

Conducting quantitative and qualitative research simultaneously

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants.

Understand findings from quantitative studies

A bank image survey showed that a particular branch consistently received lower scores on "employee friendliness." Focus group research later identified the problem. What objective did the bank have when it conducted the focus groups?

a specific survey

A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

Covert observational research

A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research?

In situ observational research

A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of.

Projective technique

A picture or thematic apperception test involves providing a picture to participants, who are instructed to describe their reactions by writing a short story about the picture. This is used as part of what type of qualitative technique?

marketing research online communities

A popular and growing trend in marketing research is the use of ________ to gain insights, with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

in-depth interviews (IDIs)

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

Focus group

A research technique that can be used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insights into basic needs and attitudes is.

Stimulus imaging

All of the following are types of neuromarketing EXCEPT which one of the following?

Qualitative research

Any study that is conducted using an observational technique or unstructured questioning can be classified as ________, which is becoming increasingly popular in a number of research situations.

neuroimaging

By using ________ and understanding the neuroscience behind it, marketing researchers hope to more accurately posit what consumers really want (which can be different from what they say they want), what appeals to them, and what drives them to buy.

Qualitative research

Collecting, analyzing, and interpreting data by observing what people do and say is.

Descriptive study

Ethnographic research, an approach borrowed from anthropology, is defined as a detailed, ________ of a group and its behavior, characteristics, and culture.

direct observational research

General Mills used ________ to understand how children eat breakfast, leading to the launch of Go-Gurt, a midmorning snack for schoolchildren.

role playing

If Ray-Ban is developing a new "Astronaut" sunglasses model with superior ultraviolet-light filtration, space-age styling, and a cost of about $200, ________ might be used to fathom consumers' initial reactions.

a high-stakes decision

If ________ is at hand, research that is representative of some population and that has some known margin of error (quantitative research) should be used.

unstructured observational research

In ________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he or she deems interesting or relevant.

Overt observational research

Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is.

Behavior patterns over lengthy time periods

Of the following circumstances, which is NOT suited to an observational study?

inexpensive and flexible

One of the main advantages of online communities is that they are ________, allowing a wide variety of data to be collected, including posts, photos, and videos.

Body language visible and apparent

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?.

Transcripts cannot be captured in real time

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?.

Quantitative research

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is,

Cartoon or balloon test

Showing a line drawing of a situation in which one of the characters is making a statement, and asking the participant how the other character in the drawing would respond is using which type of projective technique?

Observational research

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is.

Mixed methods research

The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of.

demographic and buyer behavior characteristics

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

uncover authentic behavior and feelings

The advantage of mobile ethnography is that it can ________ that a researcher might miss, with respondents viewed as the experts of their own lives.

Quantitative

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

Understand consumer vocabulary

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

Qualitative research consultants

What are the focus group company principals often referred to as?.

Reveal consumer needs motives perceptions and attitudes

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

Protocol analysis

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

Qualitative research

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent, it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using?

Indirect

When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls, he or she is using what type of observational research?

explore or describe rather than predict

When the research objective is to ________, focus groups may be an alternative.

Seeing what consumers actually do

Which of the following is NOT a major disadvantage of observational research?

Mandatory versus voluntary

Which of the following is NOT one of the four general ways of organizing observations.

In-depth interviews

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

Projective techniques

With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique?

Focus groups

are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

Projective techniques

involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

Neuromarketing

involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]).

Netnography

is the name for the ethnographic study of online activities.