Exam 6: Utilizing Exploratory and Qualitative Research Techniques

Focus groups are a unique research method because they permit marketing managers to see and hear the market.

Online communities are particularly effective for gaining insights from Millennials,since these consumers are the most avid users of social media.

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

A picture or thematic apperception test involves providing a picture to participants,who are instructed to describe their reactions by writing a short story about the picture.This is used as part of what type of qualitative technique?

Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned.The type of observational research that this represents is:

Often marketing researchers find that a large-scale survey is inappropriate and,instead,use a"soft approach"to the research.

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent,it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent.What type of research method are they using?

Focus groups represent a useful technique for gathering information from a limited sample of respondents.

Mobile ethnography is sometimes called mobile qualitative,or simply mobile qual.

Which of the following is NOT one of the four general ways of organizing observations?

Ethnographic research is a term borrowed from archaeology to describe a detailed,descriptive study of a group and its behavior,characteristics,culture,and so on.

________ involves the study of an individual's involuntary responses to marketing stimuli,including eye movement,heart rate,skin conductance,breathing,brain activity(using functional magnetic resonance imaging [fMRI]),and brain waves(electroencephalography [EEG]).

Define and describe ethnographic research.What is mobile ethnolography? What are the strengths and weaknesses of using mobile ethnography?

Marketing research online communities allow unique perspectives of consumers' lives by providing live examples of how social influences work and allowing researchers a greater understanding of community dynamics.

With a sentence-completion test,respondents are given incomplete sentences and asked to complete them in their own words.This is used as part of what type of qualitative technique?

A popular and growing trend in marketing research is the use of marketing research online communities(MROC).What are MROCs? Describe the benefits and drawbacks of using this type of technique.What is the role of the moderator in this setting?

Armed with the knowledge that one research method builds on another,the researcher's design and execution of the qualitative phase are invariably superior to what they might have been without the quantitative phase.

When the research objective is to ________,focus groups may be an alternative.

In ________ no restriction is placed on what the observer notes.All behavior in the episode under study is monitored.The observer watches the situation and records what he or she deems interesting or relevant.

What is neuromarketing? What are three techniques used in neuromarketing? Why is neuromarketing considered an emerging but yet controversial research technique?