MKTG 482 Marketing Research Flurry |\ |\ |\ |\ |\
Exam 2 questions with answers |\ |\ |\ |\
Quantitative Research - CORRECT ANSWERS ✔✔research |\ |\ |\ |\ |\ |\
involving the structured questions in which response options
|\ |\ |\ |\ |\ |\ |\ |\
predetermined and a large number of respondents involved |\ |\ |\ |\ |\ |\ |\
Qualitative research - CORRECT ANSWERS ✔✔research involving
|\ |\ |\ |\ |\ |\ |\
collecting, analyzing, and interpreting data by observing what
|\ |\ |\ |\ |\ |\ |\ |\
people do and say |\ |\ |\
Mixed method research - CORRECT ANSWERS ✔✔combination of
|\ |\ |\ |\ |\ |\ |\ |\
both quantitative and qualitative research methods in gain the
|\ |\ |\ |\ |\ |\ |\ |\ |\
advantages of both |\ |\
Observation methods - CORRECT ANSWERS ✔✔techniques in
|\ |\ |\ |\ |\ |\ |\
which the researcher relies on his or her powers of observation
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
rather than communicating with a person in order to obtain
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
information
Direct observation - CORRECT ANSWERS ✔✔observing behavior
|\ |\ |\ |\ |\ |\ |\
as it occurs
|\ |\
Indirect observation - CORRECT ANSWERS ✔✔observing the
|\ |\ |\ |\ |\ |\ |\
effects or results of the behavior rather than the behavior itself
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
,Covert observation - CORRECT ANSWERS ✔✔subject is unaware
|\ |\ |\ |\ |\ |\ |\ |\
that he or she is being observed, mystery shopping, as an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example
Overt Observation - CORRECT ANSWERS ✔✔respondent is aware
|\ |\ |\ |\ |\ |\ |\ |\
of observation, Nielson's People Meters to monitor media to
|\ |\ |\ |\ |\ |\ |\ |\ |\
which a consumer is exposed, as an example
|\ |\ |\ |\ |\ |\ |\
Structured - CORRECT ANSWERS ✔✔researcher identifies
|\ |\ |\ |\ |\ |\
beforehand which behaviors are to be observed and recorded.
|\ |\ |\ |\ |\ |\ |\ |\ |\
Often there is a checklist.
|\ |\ |\ |\
Unstructured - CORRECT ANSWERS ✔✔all behavior is observed |\ |\ |\ |\ |\ |\ |\ |\
and the observer determines what is being recorded
|\ |\ |\ |\ |\ |\ |\
In Situ Observation - CORRECT ANSWERS ✔✔the researcher
|\ |\ |\ |\ |\ |\ |\ |\
observes the behavior exactly as it happens
|\ |\ |\ |\ |\ |\
Invented Observation - CORRECT ANSWERS ✔✔the researcher
|\ |\ |\ |\ |\ |\ |\
creates the situation |\ |\
What are some advantages of observational data? - CORRECT
|\ |\ |\ |\ |\ |\ |\ |\ |\
ANSWERS ✔✔Insight into actual behaviors, no chance for recall
|\ |\ |\ |\ |\ |\ |\ |\ |\
error, better accuracy, less cost
|\ |\ |\ |\
Focus Groups - CORRECT ANSWERS ✔✔small groups of people
|\ |\ |\ |\ |\ |\ |\ |\ |\
brought together and guided by a moderator through an
|\ |\ |\ |\ |\ |\ |\ |\ |\
, unstructured, spontaneous discussion for the purpose of gaining
|\ |\ |\ |\ |\ |\ |\ |\
info relevant to the research problem
|\ |\ |\ |\ |\
When should focus groups be used? - CORRECT ANSWERS
|\ |\ |\ |\ |\ |\ |\ |\ |\
✔✔when the research objective is to describe rather than predict
|\ |\ |\ |\ |\ |\ |\ |\ |\
When should Focus Groups not be used? - CORRECT ANSWERS
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
✔✔when the research questions require a prediction or when a
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
major decision affecting the company's livelihood rests on the
|\ |\ |\ |\ |\ |\ |\ |\ |\
research results |\
What are some advantages of Focus Groups? - CORRECT
|\ |\ |\ |\ |\ |\ |\ |\ |\
ANSWERS ✔✔can generate fresh ideas, allow clients to observe
|\ |\ |\ |\ |\ |\ |\ |\ |\
participants, may be directed at understanding a wide variety of
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
issues, allow fairly easy access to special groups
|\ |\ |\ |\ |\ |\ |\
Disadvantages of Focus Groups - CORRECT ANSWERS |\ |\ |\ |\ |\ |\ |\
✔✔representativeness of participants, dependence on the |\ |\ |\ |\ |\ |\
moderator, interpretation sometimes difficult
|\ |\ |\
Moderator - CORRECT ANSWERS ✔✔responsible for creating the
|\ |\ |\ |\ |\ |\ |\ |\
correct atmosphere in the group and guiding discussion
|\ |\ |\ |\ |\ |\ |\
Focus group report - CORRECT ANSWERS ✔✔summarizes the info
|\ |\ |\ |\ |\ |\ |\ |\
provided by the focus group participants relative to the research
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
questions
Exam 2 questions with answers |\ |\ |\ |\
Quantitative Research - CORRECT ANSWERS ✔✔research |\ |\ |\ |\ |\ |\
involving the structured questions in which response options
|\ |\ |\ |\ |\ |\ |\ |\
predetermined and a large number of respondents involved |\ |\ |\ |\ |\ |\ |\
Qualitative research - CORRECT ANSWERS ✔✔research involving
|\ |\ |\ |\ |\ |\ |\
collecting, analyzing, and interpreting data by observing what
|\ |\ |\ |\ |\ |\ |\ |\
people do and say |\ |\ |\
Mixed method research - CORRECT ANSWERS ✔✔combination of
|\ |\ |\ |\ |\ |\ |\ |\
both quantitative and qualitative research methods in gain the
|\ |\ |\ |\ |\ |\ |\ |\ |\
advantages of both |\ |\
Observation methods - CORRECT ANSWERS ✔✔techniques in
|\ |\ |\ |\ |\ |\ |\
which the researcher relies on his or her powers of observation
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
rather than communicating with a person in order to obtain
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
information
Direct observation - CORRECT ANSWERS ✔✔observing behavior
|\ |\ |\ |\ |\ |\ |\
as it occurs
|\ |\
Indirect observation - CORRECT ANSWERS ✔✔observing the
|\ |\ |\ |\ |\ |\ |\
effects or results of the behavior rather than the behavior itself
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
,Covert observation - CORRECT ANSWERS ✔✔subject is unaware
|\ |\ |\ |\ |\ |\ |\ |\
that he or she is being observed, mystery shopping, as an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example
Overt Observation - CORRECT ANSWERS ✔✔respondent is aware
|\ |\ |\ |\ |\ |\ |\ |\
of observation, Nielson's People Meters to monitor media to
|\ |\ |\ |\ |\ |\ |\ |\ |\
which a consumer is exposed, as an example
|\ |\ |\ |\ |\ |\ |\
Structured - CORRECT ANSWERS ✔✔researcher identifies
|\ |\ |\ |\ |\ |\
beforehand which behaviors are to be observed and recorded.
|\ |\ |\ |\ |\ |\ |\ |\ |\
Often there is a checklist.
|\ |\ |\ |\
Unstructured - CORRECT ANSWERS ✔✔all behavior is observed |\ |\ |\ |\ |\ |\ |\ |\
and the observer determines what is being recorded
|\ |\ |\ |\ |\ |\ |\
In Situ Observation - CORRECT ANSWERS ✔✔the researcher
|\ |\ |\ |\ |\ |\ |\ |\
observes the behavior exactly as it happens
|\ |\ |\ |\ |\ |\
Invented Observation - CORRECT ANSWERS ✔✔the researcher
|\ |\ |\ |\ |\ |\ |\
creates the situation |\ |\
What are some advantages of observational data? - CORRECT
|\ |\ |\ |\ |\ |\ |\ |\ |\
ANSWERS ✔✔Insight into actual behaviors, no chance for recall
|\ |\ |\ |\ |\ |\ |\ |\ |\
error, better accuracy, less cost
|\ |\ |\ |\
Focus Groups - CORRECT ANSWERS ✔✔small groups of people
|\ |\ |\ |\ |\ |\ |\ |\ |\
brought together and guided by a moderator through an
|\ |\ |\ |\ |\ |\ |\ |\ |\
, unstructured, spontaneous discussion for the purpose of gaining
|\ |\ |\ |\ |\ |\ |\ |\
info relevant to the research problem
|\ |\ |\ |\ |\
When should focus groups be used? - CORRECT ANSWERS
|\ |\ |\ |\ |\ |\ |\ |\ |\
✔✔when the research objective is to describe rather than predict
|\ |\ |\ |\ |\ |\ |\ |\ |\
When should Focus Groups not be used? - CORRECT ANSWERS
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
✔✔when the research questions require a prediction or when a
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
major decision affecting the company's livelihood rests on the
|\ |\ |\ |\ |\ |\ |\ |\ |\
research results |\
What are some advantages of Focus Groups? - CORRECT
|\ |\ |\ |\ |\ |\ |\ |\ |\
ANSWERS ✔✔can generate fresh ideas, allow clients to observe
|\ |\ |\ |\ |\ |\ |\ |\ |\
participants, may be directed at understanding a wide variety of
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
issues, allow fairly easy access to special groups
|\ |\ |\ |\ |\ |\ |\
Disadvantages of Focus Groups - CORRECT ANSWERS |\ |\ |\ |\ |\ |\ |\
✔✔representativeness of participants, dependence on the |\ |\ |\ |\ |\ |\
moderator, interpretation sometimes difficult
|\ |\ |\
Moderator - CORRECT ANSWERS ✔✔responsible for creating the
|\ |\ |\ |\ |\ |\ |\ |\
correct atmosphere in the group and guiding discussion
|\ |\ |\ |\ |\ |\ |\
Focus group report - CORRECT ANSWERS ✔✔summarizes the info
|\ |\ |\ |\ |\ |\ |\ |\
provided by the focus group participants relative to the research
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
questions
