ch 4

Question 1

*qualitative research

Answer 1

probing questions, small sample size, substantial info from each respondent, interviewer w special skills, subjective, interpretive data, low replicability exploratory research

Question 2

*quanataive reserch

Answer 2

limited probing questions, large sample size, info from respondent varies, high replicability, causal or descriptive research

Question 3

direct - focus groups

Answer 3

group of 8 to 12 participants led by a moderator to discuss in depth questions, high structure, low probing, medium moderator bias, low interpretation bias, high innovative info, no unusual behavior

Question 4

*adv focus groups

Answer 4

snowballing and synergism

Question 5

*dis focus groups

Answer 5

can not use collective evidence in researc

Question 6

online focus groups

Answer 6

4-6 people, 1-1,5 hours, hard to varify

Question 7

*adv in depth interviews

Answer 7

greater depth of insight uncovered

Question 8

*dis in depth

Answer 8

reliant on interviewer, hard to average results

Question 9

*projective techniques include

Answer 9

word association, completion test, picture interpretation, third person techniques, role playing, case studies, PAT

Question 10

word assocaition

Answer 10

respond w first word that comes to mind

Question 11

sentence completition

Answer 11

respond to complete sentence by being given incomplete ones

Question 12

construction- picture response:

Answer 12

describe a series of pictures of usual and unusual events

Question 13

construction- cartoon tests:

Answer 13

cartoon characters show in relation to the problem,respondent might be asked what one character might say in response to another

Question 14

expressive techniques

Answer 14

verbal or visual stimulation and asked to relate feelings people in situation

Question 15

role playing

Answer 15

asked to play role or assume behavior of someone else

Question 16

third-person technique

Answer 16

asked to relate to beliefs of third person in a given situation

Question 17

*in depth interviews comparison

Answer 17

medium structure, high probing, high moderator bias, medium interpreter bias, medium to high uncovering of subconscious info, medium obtaining sensitive info

Question 18

*projective techniques comparion

Answer 18

low structure, medium probing, low to high moderator bias, high interpretation bias, high uncover of subconscious info, low discovering innovative info ,high obtaining sensitive info, yes unusual behavior

Question 19

*observational research

Answer 19

recording patterns of behavior without normally communicating with people involved (needed info must be observable, predictive or repetitive behavior, short in duration)

Question 20

*advs of observational research

Answer 20

see what people do rather than what they say, less prone to bias, executed quickly and relatively accurately

Question 21

*dis of observational reseach

Answer 21

only physical or behavior can be measured, can’t measure attitudes beliefs or feelings, expensive and time consuming if subjects not readily avaialbe

Question 22

*dis of observational reseach

Answer 22

only physical or behavior can be measured, can’t measure attitudes beliefs or feelings, expensive and time consuming if subjects not readily avaialbe, watching people unethical- don’t know intent

Question 23

*mystery shopping

Answer 23

shoppers who pose as customers and shop at companies own store

Question 24

ethnographic research

Answer 24

study of human behavior in its natural context

Question 25

*conditions for valid causal inferences (names)

Answer 25

condition of concomitant variation

Question 26

*condition of concomitant outcome

Answer 26

evidence that a strong association exists between observation and a strong outcome

Question 27

*conditon of time order of occurance

Answer 27

evidence that action precedes the outcome

Question 28

*abscence of competition causal explinations

Answer 28

evidence that there is no strong competition explanation for the relationship

Question 29

*experiment definiton

Answer 29

one variable is manipulated and the effect on the other variable is observed

Question 30

*experiment variables:

Answer 30

independent dependent treatment extraneous factors

Question 31

experiment variables independent:

Answer 31

variable ones controls directly such as price

Question 32

dependent

Answer 32

variable one does not control directly such as sales

Question 33

treatment

Answer 33

independent variable manipulated during the experiment

Question 34

extraneous factors

Answer 34

one does not control but has to live with, such as the weather

Question 35

*stages of conducting an experiment

Answer 35

1. state problem 2. formulate hypothesis 3. construct experimental design 4. perform experiment 5. apply statistical analysis procedures 6. draw conclusions

Question 36

*expiermental validity

Answer 36

internal: competiting explanations can be ruled out external: causal relationships can be generalized to outside persons settings and times

Question 37

*threats to internal validity

Answer 37

history (external to experiment but occur at same time), mortality (drop out), maturation, main testing effect (prior observation affects latter observation), instrumentation(changes in measuring instrument), selection bias(improper assignmen of test units to treatment conditions)

Question 38

*lab experiments

Answer 38

artificial environment, high control, high reactive error demand artifacts and internal validity, low external validity, short time, small units, high ease of completions low cost

Question 39

*field experiments

Answer 39

realistic environment, low control, low reactive error, low demand artifacts, high external validity, long time, large units, low ease of completion, high costs

Question 40

*limitation of experimentation

Answer 40

time consuming, expensive, difficult to administer, competitors may deliberately contaminant results