Exam 6: Utilizing Exploratory and Qualitative Research Techniques

Borrowed from anthropology,which type of research listed requires marketing researchers to directly observe,interview,and audio and video record consumers over time?

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing.

A researcher is to observe supermarket meat-shopping behavior.She has carefully laid out an observation form that contains a list of all possible relevant behaviors.This is an example of structured observation.

Which of the following was NOT discussed in the textbook as an appropriate condition for the use of an observation study?

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos.This "traffic counting" machine would be an example of mechanical observation.

A device that determines the level of excitement by measuring the electrical activity in the respondent's skin is known as:

Rooms designed especially for focus groups are referred to as focus group facilities.

In ethnographic research,marketing researchers act exactly as anthropologists,in that they enter into an "immersion" state with consumers and observe their behavior by living with them.

Marketing researchers walking with seniors in their walking groups and listening to them discuss their hopes,fears,worries,health,family and friends would be an example of an application of ethnographic research.

Using a device attached to a family's TV or recording a sales presentation in a laboratory are examples of overt observation techniques.

In understanding the Hispanic market,researchers have found that they prefer to call themselves Latinos,and that there are vast differences between Latinos in California,Texas and Florida,the Caribbean,South America and Mexico.Your book describes this understanding of a market segment as stemming from which type of research?

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

In which technique below are consumers' values determined,followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example,it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."

When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,which type of observation is being used?

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

There is only one form of online focus group;focus group members meet in a focus group facility and the focus group is communicated via the Internet to clients who may be in remote locations.

Which of the following is a unique aspect of qualitative research?

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet.McDonald's decides to reintroduce the McLean burger.This example illustrates the use of a qualitative research technique known as laddering.

Nissan allegedly placed a Japanese observer in a couple's home,and the couple thought he was there as part of an educational exchange program.Rather,he was observing the couple's automobile buying behavior for Nissan.This example illustrates that there are ethical issues associated with observation studies.

A researcher for Lipton tea is interested in learning how teenagers think of iced tea,and she gives a sample of teens the following incomplete sentence: "Teens who drink tea instead of cola are..." and asks them to finish the sentence.This is an example of a(n):