Marketing Research Chapter 5!

What is a word cloud?

A graphical depiction of the frequency with which words occur Words occurring more frequently are shown in correspondingly large type face Also called a tag cloud

Ethnography is a qualitative research orientation originating in ____. a. marketing b. psychology c. anthropology d. sociology

C

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____. a. case study b. experiential survey c. laddering interview d. projective technique

D

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? a. grounded theory b. phenomenology c. ethnography d. case study

B

Which approach to probing asks respondents to compare differences between brands at different levels? a. interrogating b. elaborating c. linking d. laddering

D

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____. a. interloper b. participant-observer c. moderator d. mystery shopper

B

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____. a. an experiment b. a test market c. a case study d. causal research

C

All of the following are qualitative research orientations EXCEPT ____. a. phenomenology b. grounded theory c. case studies d. regression analysis

D

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____. a. valid b. replicable c. homogeneous d. scrutinized

B

Which situation is LEAST conducive for qualitative research? a. when developing difficult but actionable decision statements b. when needing conclusive evidence to be drawn from data c. when learning how consumers use a product in natural settings d. when needing a fresh approach to studying some problem

B

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted? a. hermeneutics b. field notes c. discussion guides d. expositions

B

A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____. a. depth interview b. concept test c. focus interview d. hermeneutic analysis

A

Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using? a. conversation b. focus group c. depth interview d. case study

A

A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____. a. thematic exploration b. laddering site c. focus blog d. real-time survey

C

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____. a. causal research study b. descriptive research study c. concept test d. case study

C

Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____. a. aptitude test b. focus interview c. thematic apperception test d. focus blog

C

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry? a. phenomenology b. ethnography c. grounded theory d. case study

C

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____. a. case study b. grounded research study c. depth interview d. focus group interview

D

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. a. themes b. threats c. links d. ladders

A

One advantage of focus group interviews is that they ____. a. provide multiple perspectives b. have a low degree of scrutiny c. are inexpensive and easy to run d. encourage discussion of sensitive topics

A

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____. a. quantitative marketing research b. qualitative marketing research c. extensive marketing research d. grounded marketing research

A

Research that is conducted to clarify the nature of a research problem is called _____ research. a. exploratory b. judgmental c. descriptive d. convenience

A

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n) ____. a. discussion guide b. survey instrument c. thematic guide d. ethnographic structure

A

When the researcher must extract meaning from open-ended responses, the results are: a. subjective b. objective c. primary d. secondary

A

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself? a. hermeneutics b. ethnography c. psychographics d. psychodynamics

A

Which qualitative research orientation originated in philosophy and psychology? a. phenomenology b. grounded theory c. ethnography d. anthropology

A

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____. a. picture completion b. picture frustration c. scenario test d. projective picture

B

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting? a. independent marketing research b. dependent marketing research c. quantitative marketing research d. qualitative marketing research

D

Qualitative research ____. a. tests specific research hypotheses b. typically has a large number of participants c. yields objective data d. has an unstructured approach to data collection

D

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____. a. word association test b. concept test c. case study d. sentence completion test

D