MKTG 482 Exam 2 questions with answers

MKTG 482 Exam 2 questions with |\ |\ |\ |\ |\ |\




answers


Quantitative research - CORRECT ANSWERS ✔✔research involving |\ |\ |\ |\ |\ |\


the use of structured questions in which response options have
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been predetermined and a large number of respondents involved
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Qualitative research - CORRECT ANSWERS ✔✔research involving
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collecting, analyzing, and interpreting data by observing what
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people do and say |\ |\ |\




Mixed method research - CORRECT ANSWERS ✔✔combination of
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both quantitative and qualitative methods in order to gain the
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advantages of both |\ |\




Observation methods - CORRECT ANSWERS ✔✔techniques in |\ |\ |\ |\ |\ |\ |\


which the researcher relies on his or her powers of observation
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rather than communicating with a person in order to obtain
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information


Types of observation - CORRECT ANSWERS ✔✔- Direct versus
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indirect
|\ - Overt versus covert
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|\ - Structured versus unstructured
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|\ - In situ versus invented
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,Direct observation - CORRECT ANSWERS ✔✔observing behavior
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as it occurs
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Indirect observation - CORRECT ANSWERS ✔✔observing the
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effects or results of the behavior rather that the behavior itself
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Archives - CORRECT ANSWERS ✔✔secondary sources such as
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historical records that can be applied to the present problem
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Physical traces - tangible evidence of some past event
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Covert observation - CORRECT ANSWERS ✔✔subject in unaware
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that he or she is being observed mystery shopping as an
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example


Overt observation - CORRECT ANSWERS ✔✔respondent is aware
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of observation Nielsen's people meters to monitor media to which
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a consumer is exposed as an example
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Structured - CORRECT ANSWERS ✔✔researcher identifies |\ |\ |\ |\ |\ |\


beforehand which behaviors are to be observed and recorded. |\ |\ |\ |\ |\ |\ |\ |\ |\


Often there is a checklist
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Unstructured - CORRECT ANSWERS ✔✔all behavior is observed |\ |\ |\ |\ |\ |\ |\ |\


and the observer determines what is to be recorded
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In situ - CORRECT ANSWERS ✔✔the researcher observes the
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behavior exactly as it happens |\ |\ |\ |\

, Invented - CORRECT ANSWERS ✔✔the researcher creates the
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situation


Appropriate conditions for use of observation - CORRECT
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ANSWERS ✔✔- Short time interval |\ |\ |\ |\




|\ - Public behavior
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|\ - Faulty recall conditions
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Advantages of observational data - CORRECT ANSWERS ✔✔-
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Insight into actual not reported behaviors
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|\ - No chance for recall error
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|\ - Better accuracy
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|\ - Less cost
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Limitations of observational data - CORRECT ANSWERS ✔✔-
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Smaller number of subjects|\ |\ |\




|\ - Subjective interpretations
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|\ - Inability to pry beneath the behavior observed
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Motivations, attitudes, and other internal conditions are
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unobserved


Focus groups - CORRECT ANSWERS ✔✔small groups of people
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brought together and guided by a moderator through as
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unstructured spontaneous discussion for the purpose of gaining
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information relevant to the research problem |\ |\ |\ |\ |\