Exam 4 (Final) MKT 352 Qi GVSU Question and answers
100% correct 2025/2026
Key Terms (CH. 1-6.
w/o 2)
1. Internal Validity is concerned with the extent to which the change in the dependent
variable is
actually due to the change in the independent
variable. is this actually caused by that?
2. External refers to the extent that the relationship observed between the
validity independent and dependent variables during the experiment is
(generalizabili
generalizable to the "real world."
ty)
systematically recording the behavioral patterns of people, objects,
and events in order to obtain marketing information
3. Observational
Re- search observing behavior as it occurs
4. direct
observation
observing the results of a behavior rather than a behavior itself
research
(audits, phys- ical traces)
5. indirect
researcher identifies beforehand which behaviors are to observed and
observa- tion
record- ed
research
no restriction is placed on what the observer would note: all
6. structured
obser- vation behavior in the episode under study is monitored
7. unstructured
ob- servation
8. Overt observation subject is aware that he/she is being observed
9. Covert observation subject is unaware of observation
10. In Situ Observation the researcher observes the behavior exactly as it happens
1/
59
,11. invented the researcher creates the situation
observa- tion
2/
59
, Exam 4 (Final) MKT 352 Qi GVSU
12. Mixed methods a combination of both quantitative and qualitative research methods
re- search in order to gain the advantages of both. Commonly qualitative first,
13. descriptive re- then quantitative
search
cross-sectional studies and longitudinal studies
classifica-
tions
14. cross
measures units from a sample of the population at only one point in
sectional
studies time. (snapshot).
15. longitudinal repeatedly measure the same sample units of a population over a
stud- ies period of time
same group with same
question can be used for
casual research
16. Focus Group small groups of people brought together and guided by a moderator
through
an unstructured, spontaneous discussion for the purpose of gaining
informa- tion relevant to the research problem.
17. Types of Traditional focus group: Select 6 to 12 persons and meet in a dedicated
Focus room with one-way mirror for client viewing.
Groups
Online focus group: the respondents and/or clients communicate
and/or observe by use of the Internet
Advantages of Focus Groups
18. Advantages
-Can generate fresh ideas
and
-Allow clients to observe their participants
disadvantages
of focus -May be directed at understanding a wide variety of issues
groups -Allow fairly easy access to special respondent groups
Disadvantages of Focus Groups
3/
59
, -Representativeness of
participants
-Dependence on the
moderator
-Interpretation sometimes
diflcult
4/
59
100% correct 2025/2026
Key Terms (CH. 1-6.
w/o 2)
1. Internal Validity is concerned with the extent to which the change in the dependent
variable is
actually due to the change in the independent
variable. is this actually caused by that?
2. External refers to the extent that the relationship observed between the
validity independent and dependent variables during the experiment is
(generalizabili
generalizable to the "real world."
ty)
systematically recording the behavioral patterns of people, objects,
and events in order to obtain marketing information
3. Observational
Re- search observing behavior as it occurs
4. direct
observation
observing the results of a behavior rather than a behavior itself
research
(audits, phys- ical traces)
5. indirect
researcher identifies beforehand which behaviors are to observed and
observa- tion
record- ed
research
no restriction is placed on what the observer would note: all
6. structured
obser- vation behavior in the episode under study is monitored
7. unstructured
ob- servation
8. Overt observation subject is aware that he/she is being observed
9. Covert observation subject is unaware of observation
10. In Situ Observation the researcher observes the behavior exactly as it happens
1/
59
,11. invented the researcher creates the situation
observa- tion
2/
59
, Exam 4 (Final) MKT 352 Qi GVSU
12. Mixed methods a combination of both quantitative and qualitative research methods
re- search in order to gain the advantages of both. Commonly qualitative first,
13. descriptive re- then quantitative
search
cross-sectional studies and longitudinal studies
classifica-
tions
14. cross
measures units from a sample of the population at only one point in
sectional
studies time. (snapshot).
15. longitudinal repeatedly measure the same sample units of a population over a
stud- ies period of time
same group with same
question can be used for
casual research
16. Focus Group small groups of people brought together and guided by a moderator
through
an unstructured, spontaneous discussion for the purpose of gaining
informa- tion relevant to the research problem.
17. Types of Traditional focus group: Select 6 to 12 persons and meet in a dedicated
Focus room with one-way mirror for client viewing.
Groups
Online focus group: the respondents and/or clients communicate
and/or observe by use of the Internet
Advantages of Focus Groups
18. Advantages
-Can generate fresh ideas
and
-Allow clients to observe their participants
disadvantages
of focus -May be directed at understanding a wide variety of issues
groups -Allow fairly easy access to special respondent groups
Disadvantages of Focus Groups
3/
59
, -Representativeness of
participants
-Dependence on the
moderator
-Interpretation sometimes
diflcult
4/
59
