ch 4 smartbook

Question 1

identify an advantage of qualitative research methods

Answer 1

researchers can complete investigations quicker and at a significantly lower cost than is true with quantitative methods

Question 2

dis

Question 3

advantages of qualitative research

Answer 3

small sample sizes

need for well - trained interviews or observers

Question 4

Qualitative Research Methods

Answer 4

Goal: new ideas, feelings
Type of research: exploratory
Type of questions: open-ended, unstructured
Time of execution: Relatively short time frame

Small sample size

Type of analysis: Content analysis
Researcher skills: interpersonal communications, observations

Generalixabilty: may be limited

Question 5

Quantitative methods

Answer 5

goals: validate facts, estimates relationships

Type of research: Descriptive
questions: structured
large samples
type of analysis: Statistical descriptive predictions

Statistical analysis

Question 6

4 goals of quantitative research

Answer 6

1. Accurate predictions about relationships between market factors and behaviors
2. gain meaningful insights into those relationships
3. validate relationships
4. Test hypothesis

Question 7

Qualitative research methods

Answer 7

open - ended questions and data consists of text, image, audio or digital data.

understand research participants

consumer motivation

Question 8

advantages of qualitative research

Answer 8

1. richness of data
2. accuracy of recording marketplace behaviors
3. quick and at a low cost
4. training in social and behavioral sciences

Question 9

Disadvantages of qualitative research

Answer 9

1. Lack of generalizability
2. phenomena being investigated
3. low reliability
4. difficult to find well trained
5. interpretive skills

Question 10

in the planning phase of a focus group study, researchers must

Answer 10

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

Question 11

What are the roles of a focus group moderator?

Answer 11

1. he or she must be able to ask the right questions
2. He or she is responsible for generating positive group dynamics
3. he or she must be able to activate and manage the direction of the group

Question 12

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

Answer 12

debriefing analysis

Question 12

identify an advantage of using focus group interviews

Answer 12

they promote understanding of why consumers behave or act in a certain market situations

Question 13

identify a true statement about groupthink

Answer 13

it is most likely group members do not have a previously well-formed opinion on tips discussed in the group

Question 14

1 or 2 members of the focus group state na opinion and other members join the bandwagon

Answer 14

groupthink

Question 15

are online social networks that may be specific to marketing research

Answer 15

purposed communities

Question 16

are purposed communities
primary purpose is research

Answer 16

private communities

Question 17

identify true statements about projective techniques

Answer 17

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.

Question 18

a ____ _____ or post is an integrated approach to monitoring and analyzing social media sources to provide insights that will support marketing decision making.

Answer 18

listening platform

Question 19

is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

Answer 19

focus group moderator

Question 20

what are the 4 advantages of focus group interviews?

Answer 20

1. they bring out wide ranging participant responses
2. They allow the participants of clients
3. Stimulate new thoughts, feelings, and ideas about a topic
4. Hard to reach informants are brought together in focus group interviews

Question 21

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.

Answer 21

projective techniques

Question 22

Which of the following should moderators do during the main session of focus group discussions? (Check all that apply.)

Answer 22

1. They should try to view the topic of discussion from a participants point of view
2. they should generally avoid interrupting

Question 23

which of the following are true of qualitative research

Answer 23

1. used to obtain preliminary insights into research problems
2. Used to explore more deeply into areas that quantitative research may be too superficial to access

Question 24

T/F: Qualitative researchers try to understand research participants instead of fitting their answers into set categories

Answer 24

TRUE

Question 25

Identify true statements about focus group research

Answer 25

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

Question 26

Identify a disadvantage go focus group interviews

Answer 26

the findings are not generalizable to the target population

Question 27

The steps to researcher has to take when selecting an observation method

Answer 27

1. Comprehend the information requirements and consider how information will be used later 2. Evaluate the various methods of observing behaviors 3. Determine the ability of the proposed method to accurately observe and record an activity or behavior 4. Determine and evaluate the costs involved 5. Consider the potential ethical issues associated with the proposed method of observation.

Question 28

Identify the true statements about qualitative research. (Check all that apply.)

Answer 28

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

Question 29

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

Answer 29

Focus group research

Question 30

a limitation of observation methods is that

Answer 30

they lead to findings that are difficult to generalize

Question 30

identify the weaknesses of social media monitoring

Answer 30

1. Some social media sites are not publicly available to researchers to mine 2. The accuracy of data is unknown because most automated techniques for classifying textual data are unproven 3. the sample of ppl interacting about a brand may not be representative of consumer reactions in the target market because the sample is usually self selected.

Question 31

what are the disadvantages of focus group interviews

Answer 31

1. data has limited reliability 2. Trustworthiness of the interpretation of the data is dependent on the insightfulness and care of researchers 3. The results could be contaminated by group dynamics

Question 32

identify the issues a researcher should consider when evaluating various methods of observing behaviors what questions should they answer (2)

Answer 32

is a setting available to observe the events or behaviors? To what extent are the events or behaviors repetitious and frequently exhibited. ?

Question 33

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

Answer 33

netnography

Question 34

true statements of quantitative research methods (3)

Answer 34

research problems are well defined and precise statistically projectable to the target population of interest used with descriptive and casual research designs

Question 35

In the context of qualitative data collection methods, identify the features of online focus groups. (Check all that apply.)

Answer 35

1. Low incidence populations are easier to reach online 2. Responses tend to be more candid as there is less social pressure when participants are not face to face 3. Software can be used to slow down the response of dominant group members and this ensure that everyone gets a chance to participate

Question 36

10 to 12 group members

Answer 36

ideal number for face to face focus groups

Question 37

14-16

Question 38

5 to 7 members

Answer 38

unlikely to create synergy

Question 39

features of a professional group facility

Answer 39

1. comfortable atmostphere 2. built in equipment for recording

Question 40

benefits of obersvation methods

Answer 40

they reduce interview errors they enable data collection at a low cost and in relatively less time than others types of procedures

Question 41

advantages of social media monitoring (2)

Answer 41

1. ppl who may not agree to focus groups or fill out surveys may share their experiences on social media platforms 2. Researchers can observe interaction b/w ppl unprompted by the potential bias of interviews

Question 42

observational research based on analyzing conversations in social media is called

Answer 42

social media monitoring

Question 43

Opinion mining, or sentiment analysis, depends on the growing field of Blank______ that enables automatic categorization of online comments into positive or negative categories.

Answer 43

natural language processing

Question 44

Identify the true statements about qualitative research.

Answer 44

in most cases, data are gathered in relatively short periods of time it helps researchers and clients get slower to their existing and potential customers than does quantitative research

Question 45

qualitative data collection methods: true statement about online focus groups

Answer 45

they are especially suitable for web-based advertising of products and services.

Question 46

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

Answer 46

in - depth interview

Question 47

Which of the following approaches is particularly good to use with projective techniques?

Answer 47

in depth interviewing

Question 48

Which of the following is a benefit of observation methods?

Answer 48

they allow collection of actual activities or behavior rather than reported activities.

Question 49

The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns is called

Answer 49

content analysis

Question 50

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

Answer 50

participant observation

Question 51

advantages of in dept interviews over focus groups

Answer 51

reich Detail when focusing on 1 participant less cross talk lower likelihood of social responses