Exam 6: Utilizing Exploratory and Qualitative Research Techniques

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

(Multiple Choice)

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Question 41

Ethnography uses several different types of research,including immersion,participant observation,and informal and ongoing in-depth interviewing.

(True/False)

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Question 42

Focus groups,or moderated small-group discussions,are a popular form of qualitative research.Discuss the advantages and disadvantages of this type of qualitative research.

(Essay)

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Question 43

Describe the differences among qualitative research,quantitative research,and mixed methods research.

(Essay)

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Question 44

A limitation of ethnographic research is that respondents are overly aware of their own habitual or conscious behaviors as they interact with products and services.

(True/False)

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Question 45

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

(Multiple Choice)

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Question 46

Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

(True/False)

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Question 47

Online panels are groups of respondents that are brought together online to interact,provide opinions and ideas,and complete tasks.

(True/False)

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Question 48

Types of indirect observations include archives and physical traces.

(True/False)

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Question 49

A major retailer uses shoppers to observe and record sales clerks' assistance,courtesy,and efficiency.This is an example of what type of observational research?

(Multiple Choice)

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Question 50

The advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do is a characteristic of observational research.

(True/False)

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Question 51

If Ray-Ban is developing a new"Astronaut"sunglasses model with superior ultraviolet-light filtration,space-age styling,and a cost of about $200,________ might be used to fathom consumers' initial reactions.

(Multiple Choice)

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Question 52

Ethnographic research,an approach borrowed from anthropology,is defined as a detailed,________ of a group and its behavior,characteristics,and culture.

(Multiple Choice)

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Question 53

Structured versus unstructured observation refers to the degree to which the phenomena to be observed are predetermined

(True/False)

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Question 54

Wearable technology,such as Google Glass and Apple Watch,may add to the credibility of neuromarketing by measuring consumers' responses to marketing stimuli under more natural conditions.

(True/False)

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Question 55

Quantitative research uses undetermined structured questions with undetermined structured response options.It is also normally characterized by undetermined samples sizes.

(True/False)

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Question 56

All of the following are types of neuromarketing EXCEPT which one of the following?

(Multiple Choice)

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Question 57

Only when feelings are relatively important or are not inferred from the behavior is it appropriate to use observational research methods.

(True/False)

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Question 58

Neuroimaging,or viewing brain activity,may aid marketing researchers to better understand consumers' unconscious as well as conscious emotions.

(True/False)

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Question 59

Direct observation has been used by General Mills to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

(True/False)

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Question 60

Showing 41 - 60 of 100

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

Ethnography uses several different types of research,including immersion,participant observation,and informal and ongoing in-depth interviewing.

Focus groups,or moderated small-group discussions,are a popular form of qualitative research.Discuss the advantages and disadvantages of this type of qualitative research.

Describe the differences among qualitative research,quantitative research,and mixed methods research.

A limitation of ethnographic research is that respondents are overly aware of their own habitual or conscious behaviors as they interact with products and services.

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

Online panels are groups of respondents that are brought together online to interact,provide opinions and ideas,and complete tasks.

Types of indirect observations include archives and physical traces.

A major retailer uses shoppers to observe and record sales clerks' assistance,courtesy,and efficiency.This is an example of what type of observational research?

The advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do is a characteristic of observational research.

If Ray-Ban is developing a new"Astronaut"sunglasses model with superior ultraviolet-light filtration,space-age styling,and a cost of about $200,________ might be used to fathom consumers' initial reactions.

Ethnographic research,an approach borrowed from anthropology,is defined as a detailed,________ of a group and its behavior,characteristics,and culture.

Structured versus unstructured observation refers to the degree to which the phenomena to be observed are predetermined

Wearable technology,such as Google Glass and Apple Watch,may add to the credibility of neuromarketing by measuring consumers' responses to marketing stimuli under more natural conditions.

Quantitative research uses undetermined structured questions with undetermined structured response options.It is also normally characterized by undetermined samples sizes.

All of the following are types of neuromarketing EXCEPT which one of the following?

Only when feelings are relatively important or are not inferred from the behavior is it appropriate to use observational research methods.

Neuroimaging,or viewing brain activity,may aid marketing researchers to better understand consumers' unconscious as well as conscious emotions.

Direct observation has been used by General Mills to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Research Design

Secondary Data & Packaged Information

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

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