Quiz H

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

Body language visible and apparent

Each form of observation carries advantages and disadvantages. Below you will find forms of observation and their associated advantages. Match each form (and associated advantage) on the left with its counterpart (and associated advantage) on the right.

In situ observation allows the researcher to observe participants in the actual situation of interest.- Correct A. Use of an invented situation allows the researcher to eliminate or reduce the impact of extraneous variables. In-person observation allows the researcher to see the entire scene and document all elements of the situation.- Correct B. Remote observation minimizes the impact of the researcher on the situation., even though the participants know they are under observation. Overt observation allows the researcher to engage with the participant, possibly probing to understand thoughts and motivations driving actions.- Correct C. Covert observation minimizes the influence of the researcher, resulting in the capture of more natural behaviors in the context of interest. Direct measurement, observing the actual behavior, increases confidence in assertions about behavioral drivers. -Correct D. Indirect measurement, observing the effects of behavior, increases confidence that the behaviors came about naturally (and not as a result of observation and measurement).

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:

In situ observational 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:

Mixed methods research

________ 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.

Projective techniques

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

Qualitative research

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

Quantitative research

Which of the following is NOT a consideration in the design and execution of focus groups?

The conversation should be tightly structured, ensuring that participants answer all of the necessary questions in a consistent form using similar terms and descriptions.

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.

marketing research online communities

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

uncover authentic behavior and feelings