MKTG 482 Test 2 With Complete Solutions 100% Verified
Quantitative research - ANSWER research involving the use of structured questions in
which response options have been predetermined and a large number of respondents
involved
- Goal: take subset or sample, ask them standardized questions (the same exact
question), taking those results and using statistics to generalize results to target
audience; generalize findings to larger population
- Typically the type associated with marketing research
- Tend to have larger sample
- Structured or standardized
Qualitative research - ANSWER research involving collecting, analyzing, and
interpreting data by observing what people do and say
- Goal: typically looks for understanding and the idea of thick data. Looks to get more in
depth knowledge from a fewer number of respondents
- Includes numerous methods
- Not standardized; each respondent might have different experience
- Questions asked can change
- Intent on getting depth of understanding from fewer number of respondents
- Larger volume of information per respondent
- Ex: Compare and contrast different competitive brands
Thick data - ANSWER a term used to emphasize the importance of gaining qualitative
insights of phenomena to complement the quantitative knowledge provided by big data.
Mixed method research - ANSWER integration of both quantitative and qualitative
research methods in order to gain the advantages of both
- Will provide best information
,Three types of mixed methods research include: - ANSWER - qualitative before
quantitative
- quantitative before qualitative
- qualitative and quantitative concurrently
Observation methods - ANSWER techniques in which phenomena of interest involving
people, objects, and/or activities are systematically observed and documented.
Types of observation - ANSWER - Direct versus indirect
- Overt versus covert
- Structured versus unstructured
- In situ versus invented
Direct versus indirect - ANSWER Direct observation: observing behavior as it occurs
Indirect observation: observing the effects or results ofthe behavior rather than the
behavior itself
- Archives: secondary sources, such as historical records, that can be applied to the
present problem
- Physical traces: tangible evidence of some past event
Difference: whether you are actively observing research as its happening (direct) or
studying it after it occurs (indirect)
Overt versus covert - ANSWER Covert observation: subject is unaware that he or she
is being observed
- Ex: mystery shopping
,Overt observation: respondent is aware of observation
- Ex: Nielsen's People Meters to monitor media to which a consumer is exposed
Difference: Respondent knows or does not know they're being observed
Structured versus unstructured - ANSWER Structured: researcher identifies
beforehand which behaviors are to be observed and recorded. Often there is a
checklist.
Unstructured - all behavior is observed and the observer determines what is to be
recorded (with no predetermined restrictions).
In situ versus invented - ANSWER In situ observation: the researcher observes the
behavior exactly as it happens
Invented observation: the researcher creates a simulated situation
- Ex: Virtual reality shopping experiences
Appropriate conditions for use of observation - ANSWER - Short time interval: event
must begin and end in a reasonably short time. You cannot "observe" a process of
purchasing that lasts months.
- Public behavior: cannot observe private behaviors.
- Faulty recall conditions: behaviors are so "automatic" that consumer cannot recall
them.
Advantages of observational data - ANSWER - Insight into actual, not reported,
behaviors
- No chance for recall error
- Better accuracy
- Less costly
, Limitations of observational data - ANSWER - Small number of subjects
- Subjective interpretations (influenced by personal feelings or opinions)
- Inability to pry beneath the behavior observed
- Motivations, attitudes, and other internal conditions are unobserved
Focus Groups - ANSWER - Focus groups are small groups of people brought together
and guided by a moderator through an unstructured, spontaneous discussion for the
purpose of gaining information relevant to the research problem.
- Information from focus groups can be used to generate ideas, to learn the
respondents' "vocabulary" when relating to a product, or to gain some insight into basic
consumer needs and attitudes.
- Goal: to have moderator guide group through series of questions and gain better
understanding of target market thoughts and reason behind action
- Basically large group interviews
- Put a group of people through open ended questions that are posed to gain a depth of
understanding of why they feel a certain way
- Frequently used for product content testing
- Unstructured and spontaneous
Traditional focus group - ANSWER Select 6 to 12 persons and meet in a dedicated
room with one-way mirror for client viewing.
How a Focus Group Works - ANSWER - Moderator: responsible for creating the correct
atmosphere in the group and guiding discussion
- Focus group report: summarizes the information provided by the focus group
participants relative to the research questions
Online Focus Groups - ANSWER the respondents and/or clients communicate and/or
observe by use of the Internet. Clients can observe the virtual chat.
- A newer focus group, focus groups are moving toward this
Quantitative research - ANSWER research involving the use of structured questions in
which response options have been predetermined and a large number of respondents
involved
- Goal: take subset or sample, ask them standardized questions (the same exact
question), taking those results and using statistics to generalize results to target
audience; generalize findings to larger population
- Typically the type associated with marketing research
- Tend to have larger sample
- Structured or standardized
Qualitative research - ANSWER research involving collecting, analyzing, and
interpreting data by observing what people do and say
- Goal: typically looks for understanding and the idea of thick data. Looks to get more in
depth knowledge from a fewer number of respondents
- Includes numerous methods
- Not standardized; each respondent might have different experience
- Questions asked can change
- Intent on getting depth of understanding from fewer number of respondents
- Larger volume of information per respondent
- Ex: Compare and contrast different competitive brands
Thick data - ANSWER a term used to emphasize the importance of gaining qualitative
insights of phenomena to complement the quantitative knowledge provided by big data.
Mixed method research - ANSWER integration of both quantitative and qualitative
research methods in order to gain the advantages of both
- Will provide best information
,Three types of mixed methods research include: - ANSWER - qualitative before
quantitative
- quantitative before qualitative
- qualitative and quantitative concurrently
Observation methods - ANSWER techniques in which phenomena of interest involving
people, objects, and/or activities are systematically observed and documented.
Types of observation - ANSWER - Direct versus indirect
- Overt versus covert
- Structured versus unstructured
- In situ versus invented
Direct versus indirect - ANSWER Direct observation: observing behavior as it occurs
Indirect observation: observing the effects or results ofthe behavior rather than the
behavior itself
- Archives: secondary sources, such as historical records, that can be applied to the
present problem
- Physical traces: tangible evidence of some past event
Difference: whether you are actively observing research as its happening (direct) or
studying it after it occurs (indirect)
Overt versus covert - ANSWER Covert observation: subject is unaware that he or she
is being observed
- Ex: mystery shopping
,Overt observation: respondent is aware of observation
- Ex: Nielsen's People Meters to monitor media to which a consumer is exposed
Difference: Respondent knows or does not know they're being observed
Structured versus unstructured - ANSWER Structured: researcher identifies
beforehand which behaviors are to be observed and recorded. Often there is a
checklist.
Unstructured - all behavior is observed and the observer determines what is to be
recorded (with no predetermined restrictions).
In situ versus invented - ANSWER In situ observation: the researcher observes the
behavior exactly as it happens
Invented observation: the researcher creates a simulated situation
- Ex: Virtual reality shopping experiences
Appropriate conditions for use of observation - ANSWER - Short time interval: event
must begin and end in a reasonably short time. You cannot "observe" a process of
purchasing that lasts months.
- Public behavior: cannot observe private behaviors.
- Faulty recall conditions: behaviors are so "automatic" that consumer cannot recall
them.
Advantages of observational data - ANSWER - Insight into actual, not reported,
behaviors
- No chance for recall error
- Better accuracy
- Less costly
, Limitations of observational data - ANSWER - Small number of subjects
- Subjective interpretations (influenced by personal feelings or opinions)
- Inability to pry beneath the behavior observed
- Motivations, attitudes, and other internal conditions are unobserved
Focus Groups - ANSWER - Focus groups are small groups of people brought together
and guided by a moderator through an unstructured, spontaneous discussion for the
purpose of gaining information relevant to the research problem.
- Information from focus groups can be used to generate ideas, to learn the
respondents' "vocabulary" when relating to a product, or to gain some insight into basic
consumer needs and attitudes.
- Goal: to have moderator guide group through series of questions and gain better
understanding of target market thoughts and reason behind action
- Basically large group interviews
- Put a group of people through open ended questions that are posed to gain a depth of
understanding of why they feel a certain way
- Frequently used for product content testing
- Unstructured and spontaneous
Traditional focus group - ANSWER Select 6 to 12 persons and meet in a dedicated
room with one-way mirror for client viewing.
How a Focus Group Works - ANSWER - Moderator: responsible for creating the correct
atmosphere in the group and guiding discussion
- Focus group report: summarizes the information provided by the focus group
participants relative to the research questions
Online Focus Groups - ANSWER the respondents and/or clients communicate and/or
observe by use of the Internet. Clients can observe the virtual chat.
- A newer focus group, focus groups are moving toward this
