MKT 450 EXAM 2 QUESTIONS AND ANSWERS
Qualitative Data - CORRECT ANSWER✅✅Non-numerical data concerned with meaning
Advantages of Qualitative Data - CORRECT ANSWER✅✅Helps us understand more about the 'why' and
'how'
Disadvantages of Qualitative Data - CORRECT ANSWER✅✅Difficult to analyze and relies on subjective
interpretations of the researcher
Focus Groups Pros and Cons - CORRECT ANSWER✅✅Diverse, real-time, and in-depth information from
participants but can be cost-effective (time/money) and potentially dominated by group dynamics
Screening - CORRECT ANSWER✅✅Selecting participants based on certain criteria met
In-depth Interviews Pros and Cons - CORRECT ANSWER✅✅Detailed, insider knowledge, but is time-
consuming and resource-intensive
Ethnography - CORRECT ANSWER✅✅An intensive observation of people in their natural environments
often done to gain a holistic understanding of group's behaviors, beliefs, practices, and dynamics
Quantitative Data - CORRECT ANSWER✅✅Numerical data used for prediction
Measurment - CORRECT ANSWER✅✅Assigning values to non-numerical concepts and abstractions
(e.g., happiness, satisfaction, attitudes)
Scaling - CORRECT ANSWER✅✅Involves creating a continuum upon which measured object are located
(i.e., how do you feel on a scale of 1-10)
Manipulation - CORRECT ANSWER✅✅The intentional altering of levels of an independent variable
Qualitative Data - CORRECT ANSWER✅✅Non-numerical data concerned with meaning
Advantages of Qualitative Data - CORRECT ANSWER✅✅Helps us understand more about the 'why' and
'how'
Disadvantages of Qualitative Data - CORRECT ANSWER✅✅Difficult to analyze and relies on subjective
interpretations of the researcher
Focus Groups Pros and Cons - CORRECT ANSWER✅✅Diverse, real-time, and in-depth information from
participants but can be cost-effective (time/money) and potentially dominated by group dynamics
Screening - CORRECT ANSWER✅✅Selecting participants based on certain criteria met
In-depth Interviews Pros and Cons - CORRECT ANSWER✅✅Detailed, insider knowledge, but is time-
consuming and resource-intensive
Ethnography - CORRECT ANSWER✅✅An intensive observation of people in their natural environments
often done to gain a holistic understanding of group's behaviors, beliefs, practices, and dynamics
Quantitative Data - CORRECT ANSWER✅✅Numerical data used for prediction
Measurment - CORRECT ANSWER✅✅Assigning values to non-numerical concepts and abstractions
(e.g., happiness, satisfaction, attitudes)
Scaling - CORRECT ANSWER✅✅Involves creating a continuum upon which measured object are located
(i.e., how do you feel on a scale of 1-10)
Manipulation - CORRECT ANSWER✅✅The intentional altering of levels of an independent variable
