MKTG 3633 - Chapter 4

A limitation of observation methods is that ______. A. they lead to findings that are difficult to generalize B. they increase the likelihood of recall errors C. they prevent the collection of actual behavior or activities D. they increase the cost of data collection compared to other methods

A

A true statement about qualitative researchers is that they ______. A. try to understand research participants instead of fitting their answers into set categories B. mostly use structured questions and administer tests to large numbers of respondents C. most often use qualitative research methods with descriptive and causal research designs D. seek to validate facts, estimates, and relationships through statistical analysis and interpretation of numbers

A

Identify a true statement about the first topic area introduced in the main session of a focus group discussion. A. It should be easy to talk about and interesting. B. It should allow sociable small talk so that participants get to know each other. C. It should be complex and require critical thinking. D. It should be a briefing about the ground rules for the discussion.

A

Identify an advantage of qualitative research methods. A. Researchers can complete investigations quicker and at a significantly lower cost than is true with quantitative methods. B. They often involve a large sample size, and the results can be generalized to a diverse population. C. It is easy to find well-trained investigators, interviewers, and observers for data collection. D. Researchers typically find it easy to estimate the magnitude of the phenomena being investigated.

A

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

A

Selecting sample members based on earlier interviews that indicate that specific types of participants will assist researchers better understand a research topic is called ______. A. theoretical sampling B. systematic sampling C. purposive sampling D. convenience sampling

A

Which of the following is unique due to its extensive contact and analysis of social media communities and the use of participant observation? A. Netnography B. Opinion mining C. Ethnography D. Listening platform

A

Match the numbers of participants in a focus group with their descriptions . A. 10 to 12 B. 5 to 7 C. 14 to 16 1. Ideal number of participants in a face-to-face focus group 2. Unlikely to create synergy between group members 3. Limited opportunity for individuals to contribute their opinions

A 1 B 2 C 3

Identify the disadvantages of observation methods. (Check all that apply.) A. It is difficult to set up and record behaviors using observation methods. B. Behaviors cannot be explained unless observation methods are combined with another method. C. The number of data collection errors increases in this type of data collection. D. They take more time and are more expensive than other types of procedures.

A, B

Which of the following are true of qualitative research? (Check all that apply.) A. It is used to explore more deeply into areas that quantitative research may be too superficial to access. B. It is used to obtain preliminary insights into research problems. C. It is used to make accurate predictions about relationships between market factors and behaviors. D. It is used to validate facts, estimates, and relationships.

A, B

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.) A. Questions that eliminate people who might report results to competitors or provide biased comments in the discussion B. Questions that ensure that potential participants meet the demographic criteria and can be present at the scheduled time C. Open-ended questions that are used to assess how able and willing an individual might be to discuss a specific topic openly

A, B, C

Identify the major advantages of in-depth interviewing over focus groups. (Check all that apply.) A. Rich detail that can be uncovered when concentrating on one participant at a time B. Less cross talk that may restrict some people from participating in a focus group C. Lower likelihood of participants responding in a manner that is socially desirable D. Wide-ranging participant responses that are elicited E. Stimulating new ideas, thoughts, and feelings about a topic

A, B, C

Identify the true statements about quantitative research methods. A. Research problems are precise and well defined. B. They are most often used with descriptive and causal research designs. C. They are often statistically projectible to the target population of interest. D. Their unstructured approach enables researchers to collect in-depth data about respondents' attitudes, beliefs, and emotions. E. Researchers usually collect detailed data from relatively small samples by observing behavior.

A, B, C

What are the main objectives of quantitative research? (Check all that apply.) A. To test research hypotheses B. To make accurate predictions about relationships between behaviors and market factors C. To obtain meaningful insights into relationships between market factors and behaviors D. To understand hidden psychological and social processes that influence consumers E. To validate relationships F. To gain a preliminary understanding of relationships

A, B, C, F

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

A, B, D

What are the main objectives of quantitative research? (Check all that apply.) A. To test research hypotheses B. To obtain meaningful insights into relationships between market factors and behaviors C. To gain a preliminary understanding of relationships D. To make accurate predictions about relationships between behaviors and market factors E. To understand hidden psychological and social processes that influence consumers F. To validate relationships

A, B, D, F

Identify the weaknesses of social media monitoring. (Check all that apply.) A. 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. B. Some social media sites are not publicly available for researchers to mine. C. The findings are affected by the bias of interviewers and their questions. D. People who refuse to fill out surveys or agree to focus groups most often do not share their experiences with online social networks. E. The accuracy of data is unknown because most automated techniques for classifying textual data are unproven.

A, B, E

Identify the issues a researcher should consider when evaluating various methods of observing behaviors. (Check all that apply.) A. Is a setting available to observe the events or behaviors? B. How much detail of the behavior needs to be recorded? C. To what extent are the events or behaviors repetitious and frequently exhibited? D. What types of behavior are relevant to the research problem?

A, C

Identify the true statements about focus group research. (Check all that apply.) A. It is the most widely used qualitative research method in marketing. B. It encourages group members to talk briefly on multiple topics. C. It is rooted in the behavioral sciences. D. It typically lasts about seven to eight hours.

A, C

What are the advantages of using social media monitoring? (Check all that apply.) A. Researchers can observe interactions between people unprompted by the potential bias of interviewers. B. The accuracy of the collected data is known because most automated techniques for classifying textual data are proven. C. People who may not agree to focus groups or fill out surveys may share their experiences on social media platforms. D. The sample of people interacting about a brand or product is typically representative of consumer reactions in the target market.

A, C

Which of the following are advantages of qualitative research? (Check all that apply.) A. Qualitative techniques allow decision makers to obtain firsthand experiences with customers. B. Qualitative research has a large sample size, and therefore the results are generalizable to a large population. C. Qualitative research methods often provide preliminary insights that are useful in developing ideas about how variables are related. D. Qualitative research data are highly reliable and do not involve the subjective interpretations of researchers.

A, C

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

A, C, E, F

Identify the benefits of observation methods. (Check all that apply.) A. They enable data collection at a low cost and in relatively less time than other types of procedures. B. They explain behaviors without the support of any other method. C. They lead to findings that are generalizable to the target population and to the general population. D. They reduce interviewer errors, recall error, and response bias.

A, D

Identify the true statements about qualitative research. (Check all that apply.) A. In most cases, data are gathered in relatively short periods of time. B. In most cases, it is used with descriptive and causal research designs and occasionally with exploratory designs. C. It provides data that are often statistically projectible to the target population of interest. D. It helps researchers and clients get closer to their existing and potential customers than does quantitative research.

A, D

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

A, E, F, B, D, C

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

Observation Research

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 ______. A. purposed community B. scanner-based panel C. networked focus group D. private community

B

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

B

Identify a true statement about focus groups. A. They are exclusively conducted in a face-to-face context. B. They are managed by a qualified moderator through a semistructured discussion. C. They most often last about nine hours. D. They typically consist of 25 to 30 participants.

B

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

B

Identify a true statement about in-depth interviewing. A. Participants are highly likely to respond in a socially desirable manner to impress others. B. An interviewer asks probing questions to elicit more comprehensive information on a topic. C. Participants are less likely to reveal detailed information as compared to quantitative methods. D. An interviewer discourages explanation of a participant's response in order to leave the response open to interpretation.

B

Identify the technologically enhanced version of a service that was paid for by large companies for reading and clipping articles from newspapers and magazines. A. Focus groups B. Listening platforms C. Purposed communities D. Private communities

B

In the context of conducting in-depth interviews, what must researchers do before developing research questions? A. Greet respondents and put them at ease B. Understand initial questions or problems C. Decide on the best environment for conducting interviews D. Select and screen respondents

B

In the planning phase of a focus group study, researchers must ______. A. ensure that all the participants of the focus group study participate in the discussion of given topics B. have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements C. analyze the data obtained from the participants of the study by using advanced content analysis techniques D. debrief all the important people involved in the study to compare notes and come to a conclusion about the study

B

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

B

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. A. sentence completion tests B. word association tests C. thematic apperception tests D. cartoon or balloon tests

B

Which of the following involves choosing sample members because they possess specific characteristics? A. Convenience sampling B. Purposive sampling C. Systematic sampling D. Theoretical sampling

B

Which of the following is a benefit of observation methods? A. Setting up and recording behaviors are very convenient. B. They allow collection of actual activities or behavior rather than reported activities. C. They explain activities or behavior without the support of any other method. D. Findings are easily generalizable to the target or general population.

B

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

B, C

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

B, C, D

What are the major types of research designs? A. Cohort B. Causal C. Descriptive D. Exploratory E. Historical

B, C, D

A data-collection method in which a well-trained interviewer asks a participant a set of semistructured questions in a face-to-face setting is called a(n) ______. A. case study B. observational research C. in-depth interview D. ethnography

C

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 ______. A. in-depth interview B. focus group interview C. ethnography D. case study

C

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 ______. A. balloon test B. sentence completion test C. word association test D. thematic apperception test

C

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

C

An objective of quantitative research is to ______. A. understand hidden psychological and social processes that influence consumers B. discover new ideas, thoughts, and feelings C. validate facts, estimates, and relationships D. gain a preliminary understanding of relationships

C

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

C

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

C

In the context of qualitative data collection methods, identify a true statement about online focus groups. A. Participant responses tend to be longer than those of offline focus groups. B. They involve more social pressure than the traditional face-to-face method. C. They are especially suitable for web-based advertising of products and services. D. Response rates are lower because of decreased convenience for participants.

C

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? A. Participant observation B. Ethnography C. Case study research D. Focus group interviews

C

The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns is called ______. A. mechanistic analysis B. inferential analysis C. content analysis D. debriefing analysis

C

What ultimately determines whether online or face-to-face focus groups are the most relevant to use for a focus group study? A. The convenience of the participants of the focus group B. The method used to select the participants of the focus group C. The objective of the focus group D. The means currently available to the researchers

C

Identify the disadvantages of qualitative research. (Check all that apply.) A. Lack of accuracy in recording marketplace behaviors B. Tedious data collection processes C. Small sample sizes D. Need for well-trained interviewers or observers

C, D

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

C, D

Identify the true statements about projective techniques. (Check all that apply.) A. Projective techniques have a relatively low degree of subjectivity. B. Interpretation of data collected by projective techniques is independent of the background and experience of researchers. C. Interpretation is very complex in projective techniques. D. Projective techniques were developed by clinical psychologists and can be used in conjunction with focus groups and in-depth interviews.

C, D

What are the disadvantages of focus group interviews? (Check all that apply.) A. They do not allow client participation. B. They do not inspire new ideas and thoughts or elicit wide-ranging participant responses. C. The trustworthiness of the interpretation of the data is dependent on the insightfulness and care of researchers. D. The data has limited reliability. E. The results could be contaminated by group dynamics.

C, D, E

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 ______. A. predictive analysis B. mechanistic analysis C. content analysis D. debriefing analysis

D

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

D

Awareness

Observation can be disguised or undisguised.

Identify a true statement about scanner-based panels. A. They lack the ability to observe and collect data from the general population and are limited to participating households. B. They exclusively use online-generated information for households, which provides complete customer profiles. C. They are largely unsuccessful in replacing traditional consumer purchase diary methods due to limitations of the Internet. D. They allow researchers to monitor and develop a purchase behavior database on each household.

D

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 ______. A. thematic apperception tests B. word association tests C. picture tests D. sentence completion tests

D

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 ______. A. in-depth interviews B. case study C. ethnography D. bulletin boards

D

To create meaningful findings from focus group discussions, qualitative researchers use ______. A. debriefing analysis B. inferential analysis C. mechanistic analysis D. content analysis

D

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

D

Which of the following approaches is particularly good to use with projective techniques? A. Case study B. Ethnography C. Survey D. In-depth interviewing

D

Which of the following is a disadvantage of qualitative research? A. It is more time-consuming than quantitative research. B. It provides only superficial data. C. It costs more than quantitative research. D. It has low reliability.

D

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. A picture test B. A cartoon test C. Minnesota Multiphasic Personality Inventory (MMPI) D. Zaltman Metaphor Elicitation Technique (ZMET)

D

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. A theoretical sample B. A systematic sample C. A convenience selection sample D. A stratified purposive sample

D

Descriptive research

Descriptive research Drop zone To gather information that helps answer research

Arrange the steps a researcher has to take when selecting the observation method in their order of occurrence. (Place the first step at the top.) A. Determine the ability of the proposed method to accurately observe and record an activity or a behavior. B. Consider the potential ethical issues associated with the proposed method of observation. C. Determine and evaluate the costs involved. D. Evaluate the various methods of observing behaviors. E. Comprehend the information requirements and consider how the information will be used later.

E, D, A, C, B

T/F 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.

F

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.

Observing mechanism

Observation can be done using technological devices or human observers.

____ ____ 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

Research that involves the collection of data in the form of text or images using open-ended questions, observation, or "found" data is known as ____ ____

Qualitative 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 ____ ____

Qualitative research

____ _____ 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

T/F In most instances, the best place to conduct a face-to-face focus group interview is a professional focus group facility.

T

T/F Observation methods require an observable behavior or event and a system of recording it.

T

T/F Probes or follow-up questions should be included in a moderator's guide to assist the moderator elicit additional information.

T

T/F 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.

T

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

T

Causal research

To examine cause-and-effect relationships among market variables that are specifically defined

Exploratory research

To find ideas and insights to better comprehend the problem

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

bulletin board

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

A(n) ____ ____ ____ is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

focus group moderator

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 group/depth research/interview

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

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

moderator's guide

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

Purposed communities whose primary purpose is research are called ____ ____

private 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.

purposed communities

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 test

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

social media monitoring