MKT 352 Exam 2: Chapter 4

social media monitoring

Observational research based on analyzing conversations in social media is called ___ ___ ___.

focus group research

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 ___ ___ ___.

Observation research

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

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

An advantage of using focus group interviews.

participant observation

An ethnographic research technique that involves comprehensive observation of behavior in natural settings in order to completely experience cultural or subcultural contexts is called ___ ___.

case study

An exploratory research technique that comprehensively investigates one or several existing situations that are similar to the current problem/opportunity situation is called ___ ___.

Debriefing analysis

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

Netnography

An observational research technique that requires deep engagement with one or more online communities is called ___

technology-mediated observation

Collection of data using mechanical devices to capture human behavior, events, or marketing phenomena is called ___.

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

Identify a true statement about in-depth interviewing

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

Identify an advantage of using focus group interviews.

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

Identify the true statements about focus group research.

- Interpretation is very complex in projective techniques - Projective techniques were developed by clinical psychologists and can be used in conjunction with focus groups and in-depth interviews

Identify the true statements about projective techniques.

- In most cases, data are gathered in relatively short periods of time - It helps researchers and clients get closer to their existing and potential customers than does quantitative research.

Identify the true statements about qualitative research.

- They are most often used with descriptive and causal research designs - Research problems are precise and well defined - They are often statistically projectible to the target population of interest

Identify the true statements about quantitative research methods.

- Some sites are not publicly available - The accuracy is unknown - The sample may not be representative

Identify the weaknesses of social media monitoring.

have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements.

In the planning phase of a focus group study, researchers must ___.

private communities

Purposed communities whose primary purpose is research are called ___.

Quantitative research

Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents is known as ___ ___.

- Eliminate - Meet demographics - Open ended

Types of questions used to select participants for a focus group in the order in which they are asked.

Ecploratpry, descriptive, causal

What are the major types of research designs?

- Must ask the right questions - Activate and manage direction of the group members' discussions over predetermined topics - Is responsible for generating positive group dynamics.

What are the roles of a focus group moderator?

the objective/purpose of the focus group

What ultimately determines whether online or face-to-face focus groups are the most relevant to use for a focus group study?

True

When selecting and recruiting participants for a focus group, researchers should ensure that the participants typify the general makeup of the target population.

- It is used to explore more deeply into areas that quantitative research may be too superficial to access - It is used to obtain preliminary insights into research problems.

Which of the following are true of qualitative research?

Purposive

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

A stratified purposive sample

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?

Purposed communities

___ ___ 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.