MKT-497-001 Test #2 JSU (Dr. Thomas)

Define "QUALITATIVE marketing research"

Aims to gain an understanding of phenomena, focusing on the discovery of new insights & inner meanings, & interested more in QUALITIES than QUANTITIES

Define "Researcher-dependent research"

The researcher must extract meaning from unstructured, open-ended responses

Identify which situation calls for qualitative research:

A) It is difficult to develop specific/actionable decision statements/research objectives

B) The research objective is to develop a detailed understanding of some phenomena

C) The research objective is to learn how consumers use a product in its natural setting or to learn how to express some concept in informal terms

D) The behavior the researcher is studying is context-dependent

E) A fresh approach to studying the problem is needed

F) A, B, & C

G) D & E

H) All of the above

H) All of the above

T/F) QUALITATIVE research CAN accomplish research objectives that QUANTITATIVE research CANNOT, but QUANTITATIVE research CANNOT accomplish research objectives that QUALITATIVE research cannot.

False (QUALITATIVE research CAN accomplish research objectives that QUANTITATIVE research CANNOT, and vice versa)

Define "QUANTITATIVE marketing research"

Addresses research objectives through empirical assessments which involve numerical measurement and statistical analysis

T/F) Most good research projects include solely QUANTITATIVE research.

False (Many good research projects combine BOTH qualitative and quantitative research)

Discovering ideas in exploratory research occurs in _____ (qualitative/quantitative) research.

Qualitative

Testing hypotheses or specific research questions occurs in _____ (qualitative/quantitative) research.

Quantitative

Observing and interpreting occurs in _____ (qualitative/quantitative) research.

Qualitative

Measuring and testing occurs in _____ (qualitative/quantitative) research.

Quantitative

Unstructured, free-form research occurs in _____ (qualitative/quantitative) research.

Qualitative

Structured response categories occur in _____ (qualitative/quantitative) research.

Quantitative

Research where the researcher is involved and the results are subjective occurs in _____ (qualitative/quantitative) research.

Qualitative

Research where the researcher is uninvolved and the results are objective occurs in _____ (qualitative/quantitative) research.

Quantitative

Small samples in natural settings occur in _____ (qualitative/quantitative) research.

Qualitative

Large samples occur in _____ (qualitative/quantitative) research.

Quantitative

T/F) Quantitative researchers are more interested in observing, listening, and interpreting than qualitative researchers.

False (Qualitative researchers are more interested in observing, listening, and interpreting than quantitative researchers)

T/F) Smaller sample sizes = research cost savings

False (Smaller sample sizes do not necessarily equate to cost savings. Research involvement in the data collection and analysis are what drive up costs)

When researchers have limited experience or knowledge about an issue, _____ research is useful.

Exploratory

_____ (Exploratory/Confirmatory) research plays a key role in developing ideas which lead to research hypotheses.

Exploratory

Most exploratory research designs produce _____ (qualitative/quantitative) data.

Qualitative

_____ (Exploratory/Confirmatory) research tests hypotheses.

Confirmatory

_____ (Qualitative/Quantitative) data is not characterized by numbers, but rather, textual, visual, and oral.

Qualitative

_____ (Qualitative/Quantitative) data focuses on stories, visuals, characterizations, and interpretations.

Qualitative

_____ (Qualitative/Quantitative) data represents phenomena by assigning numbers in an ordered and meaningful way.

Quantitative

The following 4 statements complete the checklist for a _____ _____.

1) Quantity leads to quality

2) Wilder is better

3) Do not judge

4) Question assumptions

Creative mindset

_____ _____ consists of screening new or repositioned ideas.

Concept

T/F) Concept testing processes work best when they not only identify ideas with the most potential, but also lead to important refinements.

True

What are the 4 categories of qualitative research?

1) Phenomenology

2) Ethnography

3) Grounded theory

4) Case studies

_____ originate(s) in philosophy and psychology.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

A) Phenomenology

_____ originate(s) in anthropology.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B) Ethnography

_____ originate(s) in sociology.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

C) Grounded theory

_____ originate(s) in psychology and business research.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

D) Case studies

_____ is a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the contexts in which people live.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studying

A) Phenomenology

_____ focuses on how relationships between a person and the physical environment, objects, people, or situations shape a person's behavior.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studying

A) Phenomenology

_____ seeks to describe, reflect upon, and interpret a respondents' experiences from an interview.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studying

A) Phenomenology

_____ is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself.

A) Ethnography

B) Netnography

C) Hermeneutics

D) A focus group interview

C) Hermeneutics

_____ extract(s) meaning by connecting text passages to one another or to themes expressed outside the story.

A) Ethnography

B) Netnography

C) Hermeneutics

D) A focus group interview

C) Hermeneutics

A hermeneutic _____ is a text passage from a respondent's story that is linked with a key theme from within the respondent's story or provided by the researcher.

Unit

_____-_____ is an ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations.

Participant-observation

_____ represent(s) ways of studying cultures through methods that involve becoming highly active within that culture.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B) Ethnography

_____ is/are the application of ethnography to online phenomena.

A) Phenomenology

B) Netnography

C) Hermeneutics

D) A focus group interview

B) Netnography

_____ represent(s) an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

C) Grounded theory

T/F) Case studies are particularly applicable in highly dynamic situations involving rapid and significant change.

False (Grounded theory is particularly applicable in these situations)

What are the 2 key questions asked by a grounded theory researcher?

1) What is happening here?

2) How is it different?

_____ is/are the documented history of a particular person, group, organization, or event.

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

D) Case studies

Case study _____ are identified by the frequency with which the same term arises in the narrative description.

Themes

T/F) Case studies are rarely applied to business.

False (They are commonly applied to business)

What is the primary advantage to case studies?

An entire organization can be studied in depth with attention to detail

A(n) _____ is a small, relaxed, group discussion with 6-10 people, led by a trained moderator who encourages dialogue among respondents, and takes place in a studio-like room.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

D) Focus group interview

The key advantages of a _____ are that it can be done quickly, multiple perspectives are gained, and it's flexible.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

D) Focus group interview

The key disadvantages of a _____ are that they require sensitive and effective moderators, results are not a good representative of the target population, and they're difficult to use for sensitive topics.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

D) Focus group interview

Choose the category which "focus group interviews" fall under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B & D

T/F) Focus group respondents are screened based on some relevant characteristic, and they must be appropriate (willing to express their views but not overbearing)

True

T/F) Participants of a focus group interview should never receive refreshments prior to the interview.

False (They should receive refreshments prior to the interview to create a more relaxed atmosphere, which allows for the free exchange of ideas)

A _____ is a person who leads a focus group interview and ensures that everyone gets a chance to speak and contribute to the discussion.

Moderator

The following are 7 habits of effective _____.

1) Establish personal contact with each respondent

2) Help respondents feel relaxed early on

3) Win respondents to your side

4) Deal with loud respondents (but don't intimidate others)

5) Deal with unclear answers by mobilizing the group to help

6) Create an environment where anything a respondent wants to say is acceptable

7) Don't assume you know what a respondent means by an ambiguous answer

Moderators

Focus groups should not be used in which of the following situations?

A) Emotionally charged environment

B) Researcher has lost control over critical aspects of the study

C) Statistical projections are needed

D) Other methodologies can product better quality information

E) Other methodologies can produce more economical information of the same quality

F) Researcher cannot ensure the confidentiality of sensitive information

G) A, C, & E

H) D, E, & F

I) All of the above

I) All of the above

T/F) Mature products can be "focus-grouped" for improvements.

True

Select the ADVANTAGES of online focus groups. (Select all that apply)

A) Fast

B) Inexpensive

C) Less control over who participates

D) Bring together many participants from wide-spread geographical areas

E) Participants cannot touch or taste anything

F) Facial expression and body language cannot be seen

G) Transcript automatically recorded

H) Reduced ability of moderator to probe and ask questions

A, B, D, & G

Select the DISADVANTAGES of online focus groups. (Select all that apply)

A) Fast

B) Inexpensive

C) Less control over who participates

D) Bring together many participants from wide-spread geographical areas

E) Participants cannot touch or taste anything

F) Facial expression and body language cannot be seen

G) Transcript automatically recorded

H) Reduced ability of moderator to probe and ask questions

C, E, F, & H

A focus group _____ _____ includes written introductory comments informing the group about the focus group purpose and rules, and then outlines topics or questions to be addressed in the group session.

Discussion guide

The amount of content in a focus group _____ _____ depends on the nature and experience of the research her and the complexity of the topic.

Discussion guide

What are the 4 types of questions that can be included in a focus group interview?

1) Opening question

2) Introductory question

3) Key question

4) Ending question

A(n) _____ question is generally a round robin question and factual vs opinion, and it's also designed to be answered quickly and to identify common characteristics among focus group participants.

A) Opening

B) Introductory

C) Key

D) Ending

A) Opening

A(n) _____ question introduces the general topic of the focus group discussion.

A) Opening

B) Introductory

C) Key

D) Ending

B) Introductory

A(n) _____ question is the one you really want an answer to and there are generally 2-5 of them during the focus group interview.

A) Opening

B) Introductory

C) Key

D) Ending

C) Key

A(n) _____ question brings closure to the focus group discussion.

A) Opening

B) Introductory

C) Key

D) Ending

D) Ending

Define "Dichotomous question"

A question which is answerable with "yes" or "no"

T/F) One of the best questions to ask during a focus group interview is "Why?"

False (Avoid asking "Why?" because it feels like an interrogation)

During a focus group interview, ask _____ (cued/uncued) questions 1st and _____ (cued/uncued) questions 2nd.

Uncued; cued

Define "Uncued" question"

An open-ended question, usually based on recent experiences

Define "Cued question"

A question which specifies some topic

A(n) _____ is a one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

A) Depth interview

The key advantages of a _____ are that they gain considerable insight from each individual and they're good for understanding unusual behaviors.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

A) Depth interview

The key disadvantages of a _____ are that the results are not generalizing of a target population and each interview is very expensive.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

A) Depth interview

Choose the category which "depth interviews" fall under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B, C, & D

_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.

Probing

_____ is a particular approach to probing which asks respondents to compare differences between brands at different levels.

Laddering

A(n) _____ is an informal (almost completely unstructured), qualitative data-gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

B) Conversation

The key advantages of a _____ are that they gain unique insights, can cover sensitive topics, and are less expensive than depth interviews or focus groups because they don't have to pay the respondents. (Social media conversations can also be used!)

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

B) Conversation

The key disadvantages of a _____ are that they tend to be easy to get off course and the interpretations of participant responses are very researcher-dependent.

A) Depth interview

B) Conversation

C) Observation

D) Focus group interview

B) Conversation

Choose the category which "conversations" fall under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

A & C

_____ _____ refers to marketing research using prompted or unprompted social media conversations to gather data.

Social listening

A(n) _____ is a written interview which asks respondents for short essay responses to specific open-ended questions.

A) Depth interview

B) Semi-structured interview

C) Collage

D) Focus group interview

B) Semi-structured interview

The key advantages of a _____ are that they can address more specific issues, the results are easier to interpret, and they can be relatively cost effective without the presence of an interviewer.

A) Conversation

B) Semi-structured interview

C) Collage

D) Focus group interview

B) Semi-structured interview

The key disadvantage of a _____ is that they lack the flexibility which is likely to produce truly creative or novel explanations.

A) Depth interview

B) Semi-structured interview

C) Collage

D) Focus group interview

B) Semi-structured interview

Choose the category which "semi-structured interviews" fall under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B & C

T/F) Semi-structured interviews are typically part of a survey.

True

A _____ records a respondent's first cognitive reaction (top-of-mind) to some stimulus.

A) Depth interview

B) Semi-structured interview

C) Collage

D) Word association / sentence completion

D) Word association / sentence completion

T/F) The key advantages of a "word association/sentence completion" research tool are that they are economical and can be done quickly.

True

T/F) The key disadvantage of a "word association/sentence completion" is that they lack the flexibility which is likely to produce truly creative or novel explanations.

True

Choose the category which "word association/sentence completion" falls under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

C & D

A(n) _____ is simply recorded notes describing observed events.

A) Conversation

B) Semi-structured interview

C) Collage

D) Observation

D) Observation

The key _____ (advantages/disadvantages) of observations are that they can be unobtrusive and can yield actual behavior patterns that respondents will not verbalize.

Advantages

The key _____ (advantage/disadvantage) of observations is that they can be very expensive with participant observer series.

Disadvantage

Choose the category which "observation" falls under. (Select all that apply)

A) Phenomenology

B) Ethnography

C) Grounded theory

D) Case studies

B, C, & D

_____ _____ are the researcher's descriptions of what actually happened in the field.

Field notes

A(n) _____ is a participant-assembled diagram involving pictures which represent their thoughts/feelings about a product or brand.

A) Conversation

B) Semi-structured interview

C) Collage

D) Observation

C) Collage

T/F) Collages are too structured and not flexible for the participant.

False (Collages are flexible enough to allow novel insights)