©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
MKTG 482 Test 2 Exam Questions And
Answers 100% Guaranteed Pass.
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
1|Page
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- 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).
2|Page
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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
3|Page
MKTG 482 Test 2 Exam Questions And
Answers 100% Guaranteed Pass.
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
1|Page
, ©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
- 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).
2|Page
, ©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
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
3|Page
