Marketing Research Chapter 6

Which of the following is NOT one of the four general ways of organizing observations? Covert versus overt Direct versus indirect Mandatory versus voluntary In situ versus invented

Mandatory versus voluntary

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:

Mixed methods research

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

Seeing what consumers actually do

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

a high-stakes decision

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?

covert

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

demographic and buyer behavior characteristics

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

descriptive study

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

direct observational research

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

explore or describe rather than predict

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:

focus group

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?

in depth interviews

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.

neuroimaging

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

observational research

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?

projective technique

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?

protocol analysis

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?

qualitative research

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

quantitative

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

quantitative

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.

role playing

All of the following are types of neuromarketing EXCEPT which one of the following? Neuroimaging Facial coding Stimulus imaging Eye tracking

stimulus imaging