Market research Quiz 2

Identify the true statements about focus group research.

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

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.

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

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

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

Which of the following is true of convenience sampling?

The data are not generalizable to the members of the defined target population.

What are the disadvantages of focus group interviews? (Check all that apply.) They do not inspire new ideas and thoughts or elicit wide-ranging participant responses. They do not allow client participation. 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.

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.

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

Which of the following is a feature of judgment sampling?

The representativeness of the sample cannot be measured.

True or false: Typically, researchers prefer to collect data from lower traffic forums with smaller numbers of discrete message posters and lower between-member interactions.

This is false. Reason: Generally, researchers prefer to gather information from higher traffic forums with larger numbers of discrete message posters and greater between-member interactions.Generally, researchers prefer to gather information from higher traffic forums with larger numbers of discrete message posters and greater between-member interactions.

Social mention

This tool enables a business to easily monitor and measure in real time what people are saying about it.

Photo voice

This tool enables participant discussions that aim to develop effective solutions to deal with company issues.

True or false It is essential to define a target population precisely, which is done in terms of elements, sampling units, and time frames.

True

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

Systematic random sampling is frequently used because _____.

it is a relatively easy way to draw a sample while ensuring randomness

Identify the formula used to estimate the sample size for a simple random sample when the situation involves estimating a population mean.

n = (Z2B,CL)Z2B,CL (σ2e2)

Collection of data using mechanical devices to capture human behavior, events, or marketing phenomena is called _____. scanner-based panels opinion mining social media monitoring technology-mediated observation

technology-mediated observation

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 _____. case study ethnography in-depth interview focus group interview

ethnography

Identify a true statement about in-depth interviewing.

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

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

Content analysis

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 Interview

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

In-depth interviewing

Which of the following is a disadvantage of qualitative research? Multiple choice question. It has low reliability. It provides only superficial data. It is more time-consuming than quantitative research. It costs more than quantitative research.

It has low reliability.

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

It is difficult to set up and record behaviors using observation methods. Behaviors cannot be explained unless observation methods are combined with another method.

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

Moderators Guide

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 Listening platform Opinion mining Ethnography

Netnography

A bias that occurs in a research study regardless of whether a sample or census is used is called

Non-sampling error

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

Observational Research

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

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

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

Purposive sampling

Identify an advantage of QUALITATIVE research methods.

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

Observational research based on analyzing conversations in social media is called

Social Media Monitoring

is a social media search and analysis platform that aggregates user-generated content into a single stream of information for a common purpose.

Social Mention

Identify the true statements about the factors that play an important role in determining sample sizes with probability designs. (Check all that apply.)

The higher the level of confidence desired, the larger the sample size required. The greater the variability in the data being estimated, the larger the sample size required.

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? What types of behavior are relevant to the research problem? How much detail of the behavior needs to be recorded?

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

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

Understand initial questions or problems

When is snowball sampling typically used? (Check all that apply.)

When it is very difficult to compile a complete list of sampling units When the defined target population is unique and small

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. thematic apperception tests cartoon or balloon tests word association tests sentence completion tests

Word association tests

An exploratory research technique that comprehensively investigates one or several existing situations that are similar to the current problem/opportunity situation is called _____. in-depth interviewing case study focus group interviewing participant observation

case study

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 _____. content analysis mechanistic analysis predictive analysis debriefing analysis

debriefing analysis

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

focus group moderator

A _______ ___________ or post is an integrated approach to monitoring and analyzing social media sources to provide insights that will support marketing decision making.

listening Platform

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 _____. balloon test sentence completion test word association test thematic apperception test

word association test

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

-Need for experts -sample size

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

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

Bulletin Board

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? Ethnography Case study research Focus group interviews Participant observation

Case study research

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

Content analysis

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

Opinion mining, or sentiment analysis, depends on the growing field of _____ that enables automatic categorization of online comments into positive or negative categories. text-to-speech processing handwriting analysis spoken dialogue system natural language processing (NLP)

natural language processing (NLP)

A group of participating households that have a unique bar-coded card as an identification feature for being included in a research study is called a _____. scanner-based panel networked focus group private community purposed community

scanner-based panel

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 _____. a picture test the Minnesota Multiphasic Personality Inventory (MMPI) the Zaltman Metaphor Elicitation Technique (ZMET) a cartoon test

the Zaltman Metaphor Elicitation Technique (ZMET)

A true statement about focus groups is that _____. -the most common problem that inexperienced moderators have is personal and political biases -the ideal number of group members in face-to-face focus group interviews is from 10 to 12 -the first questions in selecting a sample ensure that potential respondents meet the demographic criteria -the best location to hold focus group discussions in most instances is a church or civic organization

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

Multisource sampling

_____ is sometimes used in stratified random sampling when no single source can generate a large or low incidence sample.

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

What are the roles of a focus group moderator? (Check all that apply.) He or she must be able to ask the right questions. He or she must refrain from directly participating in the group's discussions. He or she must be able to activate and manage the direction of the group members' discussions over predetermined topics. He or she is responsible for generating positive group dynamics. He or she is responsible for creating an environment in which participants have to watch what they say and speak in an inhibited manner.

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. He or she is responsible for generating positive group dynamics.

Identify a true statement about cluster sampling.

It is easy to implement and is cost-effective.

Identify the major advantages of in-depth interviewing over focus groups. (Check all that apply.) -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 -Rich detail that can be uncovered when concentrating on one participant at a time -Wide-ranging participant responses that are elicited -Stimulating new ideas, thoughts, and feelings about a topic

-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 -Rich detail that can be uncovered when concentrating on one participant at a time

Which of the following is true of cluster sampling?

The homogeneous nature of clusters leads to less precise sample estimates.

Which of the following tasks can be performed by a researcher who understands the basics of the central limit theorem (CLT)? (Check all that apply.) -Obtaining sample statistics from a random sample that work as accurate estimates of the target population's parameters -Identifying sampling error before the sample is drawn and data are collected -Drawing representative samples from any target population -Determining null or alternative hypotheses

-Obtaining sample statistics from a random sample that work as accurate estimates of the target population's parameters -Drawing representative samples from any target population

Identify the true statements about projective techniques. (Check all that apply.) -Interpretation of data collected by projective techniques is independent of the background and experience of researchers. -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. -Projective techniques have a relatively low degree of subjectivity.

-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.

In the context of qualitative data collection methods, identify the features of online focus groups. (Check all that apply.) Multiple select question. -Asking follow-up questions is much easier than in traditional offline focus groups. -Responses tend to be more candid as there is less social pressure when participants are not face to face. -They are relatively slow to conduct because the focus group transcript must be prepared manually. -Low incidence populations are easier to reach online. -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. -Software can be used to slow down the responses of dominant group members and thus ensure that everyone gets a chance to participate.

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 -Wide-ranging participant responses that are elicited -Stimulating new ideas, thoughts, and feelings about a topic -Lower likelihood of participants responding in a manner that is socially desirable -Less cross talk that may restrict some people from participating in a focus group

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

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

-Some social media sites are not publicly available for researchers to mine. -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.

What are the advantages of focus group interviews? (Check all that apply.) -They bring out wide-ranging participant responses. -Hard-to-reach informants are brought together in focus group interviews. -Findings from focus group interviews are easily generalizable to the target population. -They stimulate new thoughts, feelings, and ideas about a topic. -They allow the participation of clients. -The data collected is highly reliable and trustworthy irrespective of a researcher's insightfulness.

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

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

-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.

Arrange the steps in conducting in-depth interviews in their order of occurrence. (Place the first step at the top.) - Determining the ideal environment for conducting interviews - Selecting and screening respondents - Greeting respondents, providing interview guidelines, and ensuring the respondents are comfortable -conducting interviews and examining the narrative responses of respondents of respondents -Writing a summary report of the results -Understanding the initial problem or questions and creating a set of research questions

-Understanding the initial problem or questions and creating a set of research questions - Determining the ideal environment for conducting interviews - Selecting and screening respondents - Greeting respondents, providing interview guidelines, and ensuring the respondents are comfortable -conducting interviews and examining the narrative responses of respondents of respondents -Writing a summary report of the results

Arrange the types of questions used to select participants for a focus group in the order in which they are asked. (Place the first type at the top.) -open ended questions that are used to analyze how willing individual might be to discuss openly about a particular topic -questions that disqualify people who might provide biased commitments in the discussion or report results to competitors -questions that ensure that potential participants meet the demographic criteria and can be present at the scheduled time

1. questions that disqualify people who might provide biased commitments in the discussion or report results to competitors 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 analyze how willing individual might be to discuss openly about a particular topic

Match the numbers of participants in a focus group (in the left column) with their descriptions (in the right column). 10 to 12, 5 to 7, 14 to 16 -Ideal number of participants in a face-to-face focus group -Limited opportunity for individuals to contribute their opinions -Unlikely to create synergy between group members

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

Identify the features of a typical professional focus group facility. (Check all that apply.) A small table and chairs for up to six people A comfortable atmosphere Built-in equipment for recording Two-way glass windows

A comfortable atmosphere Built-in equipment for recording

Identify a true statement about groupthink. -It is most likely when all participants discuss the topics of discussion before the meeting and present their ideas coherently during the meeting. -It occurs when researchers separate participants and ask them for their opinions individually without other group members. -It happens when each member of a group has his or her own independent opinion, which is not influenced by social pressure. -It is most likely when group members do not have a previously well-formed opinion on topics discussed in the group.

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

Observing mechanism

It refers to how the activities, behavior, or events are observed and recorded.

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.

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. It should be a briefing about the ground rules for the discussion. It should allow sociable small talk so that participants get to know each other. It should be complex and require critical thinking.

It should be easy to talk about and interesting.

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

Awareness

Observation can be disguised or undisguised.

Observing mechanism

Observation can be done using technological devices or human observers.

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

Online Community

is a tool that enables participants to document and reflect their perceptions of reality about photographs and digital videos related to a particular topic.

Photovoice

Purposed communities whose primary purpose is research are called

Private Communities

_____________. 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

A list of all eligible sampling units that are developed by a researcher is called a(n)

Sampling Frame

Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size is called ___ ___

Sampling error

Which of the following is true of detecting sampling errors in a research study?

Sampling error determination can be done only after a sample is drawn and data collection is completed

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 _____. picture tests word association tests sentence completion tests thematic apperception tests

Sentence Completion

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 Tests

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

Sentiment analysis

Identify a disadvantage of focus group interviews. -They fail to foster an understanding of why consumers act in certain market situations. -They are unable to elicit wide-ranging participant responses. -Hard-to-reach informants are not represented in such interviews. -The findings are not generalizable to the target population.

The findings are not generalizable to the target population.

Which of the following are factors that play a significant role in determining sample sizes with probability designs? (Check all that apply.)

The level of confidence desired in the sample estimate The degree of precision desired in estimating the population characteristic The population variance

Which of the following are advantages of quota sampling? (Check all that apply.)

The sample generated consists of specific subgroups in the proportions desired by researchers. It ensures the identification and inclusion of appropriate subgroups in a survey.

Which of the following is a benefit of observation methods?

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

Identify a true statement about scanner-based panels.

They allow researchers to monitor and develop a purchase behavior database on each household.

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.

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

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

Identify a feature of devices used for technology-mediated observation. They decrease the accuracy of the collected data. They reduce the reliability of the gathered data. They reduce the flexibility of data collection. They decrease the cost of data collection.

They decrease the cost of data collection.

Identify an advantage of using focus group interviews. The trustworthiness of the interpretation is independent of the insightfulness of researchers. The findings of focus group interviews are easily generalizable to the target population. The data gathered through focus groups is highly reliable. They promote understanding of why consumers behave or act in certain market situations.

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

Which of the following should moderators do during the main session of focus group discussions? (Check all that apply.) They should put forward their views on the topic of discussion before the session starts. They should try to view the topic of discussion from a participant's point of view. They should generally avoid interrupting. They should look to move from one topic of discussion to another very quickly.

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

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. Reason: 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.

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

This is true. Reason: 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: In most instances, the best place to conduct a face-to-face focus group interview is a professional focus group facility.

This is 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.

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

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

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

True: Reason: 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.

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.

True: Reasoning: 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.

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.

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? A picture test Minnesota Multiphasic Personality Inventory (MMPI) A cartoon test Zaltman Metaphor Elicitation Technique (ZMET)

Zaltman Metaphor Elicitation Technique (ZMET)

A marketing researcher hired by an electronics company wants to identify the impact of the new features of the company's toasters on its sales. She identifies the names of the people who bought the toasters from January 2013 to January 2014 and sends them a survey. The sampling unit in the scenario given above is _____.

the people who bought the toasters

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. Multiple choice question.

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?

A limitation of observation methods is that _____.

they lead to findings that are difficult to generalize