MKTG 482 Marketing Research Flurry
Exam 2
Quantitative Research - answer research involving the structured questions in which
response options predetermined and a large number of respondents involved
Qualitative research - answer research involving collecting, analyzing, and interpreting
data by observing what people do and say
Mixed method research - answer combination of both quantitative and qualitative
research methods in gain the advantages of both
Observation methods - answer 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 - answerobserving behavior as it occurs
Indirect observation - answerobserving the effects or results of the behavior rather than
the behavior itself
Covert observation - answersubject is unaware that he or she is being observed,
mystery shopping, as an example
Overt Observation - answerrespondent is aware of observation, Nielson's People
Meters to monitor media to which a consumer is exposed, as an example
Structured - answerresearcher identifies beforehand which behaviors are to be
observed and recorded. Often there is a checklist.
Unstructured - answerall behavior is observed and the observer determines what is
being recorded
In Situ Observation - answerthe researcher observes the behavior exactly as it happens
Invented Observation - answerthe researcher creates the situation
What are some advantages of observational data? - answerInsight into actual
behaviors, no chance for recall error, better accuracy, less cost
, Focus Groups - answersmall 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? - answerwhen the research objective is to describe
rather than predict
When should Focus Groups not be used? - answerwhen 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? - answercan 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 - answerrepresentativeness of participants,
dependence on the moderator, interpretation sometimes difficult
Moderator - answerresponsible for creating the correct atmosphere in the group and
guiding discussion
Focus group report - answersummarizes the info provided by the focus group
participants relative to the research questions
traditional focus group - answerselect 6-12 persons and meet in a dedicated room with
one-way mirror for client viewing
Online focus group - answerthe respondents and/or clients communicate and/or
observe by use of the internet
marketing research online communities - answergroups of people that are brought
together online to interact, provide ideas and opinions, and complete tasks
Ethnographic research - answerborrowed from anthropology to describe a detailed,
descriptive study of a group and its behavior, characteristics, culture, and so on
Shopalongs - answertypes of research in which a researcher accompanies a shopper
on a shopping trip and observers and records the shoppers activities
In-Depth interview - answerset of prpobing questions posed one-on-one to a subject by
a trained interviewer so as to gain an idea of what the subject thinks about something or
why he or she behaves a certain way
Laddering - answerattempts to discover how product attributes are associated with
consumer values
Exam 2
Quantitative Research - answer research involving the structured questions in which
response options predetermined and a large number of respondents involved
Qualitative research - answer research involving collecting, analyzing, and interpreting
data by observing what people do and say
Mixed method research - answer combination of both quantitative and qualitative
research methods in gain the advantages of both
Observation methods - answer 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 - answerobserving behavior as it occurs
Indirect observation - answerobserving the effects or results of the behavior rather than
the behavior itself
Covert observation - answersubject is unaware that he or she is being observed,
mystery shopping, as an example
Overt Observation - answerrespondent is aware of observation, Nielson's People
Meters to monitor media to which a consumer is exposed, as an example
Structured - answerresearcher identifies beforehand which behaviors are to be
observed and recorded. Often there is a checklist.
Unstructured - answerall behavior is observed and the observer determines what is
being recorded
In Situ Observation - answerthe researcher observes the behavior exactly as it happens
Invented Observation - answerthe researcher creates the situation
What are some advantages of observational data? - answerInsight into actual
behaviors, no chance for recall error, better accuracy, less cost
, Focus Groups - answersmall 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? - answerwhen the research objective is to describe
rather than predict
When should Focus Groups not be used? - answerwhen 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? - answercan 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 - answerrepresentativeness of participants,
dependence on the moderator, interpretation sometimes difficult
Moderator - answerresponsible for creating the correct atmosphere in the group and
guiding discussion
Focus group report - answersummarizes the info provided by the focus group
participants relative to the research questions
traditional focus group - answerselect 6-12 persons and meet in a dedicated room with
one-way mirror for client viewing
Online focus group - answerthe respondents and/or clients communicate and/or
observe by use of the internet
marketing research online communities - answergroups of people that are brought
together online to interact, provide ideas and opinions, and complete tasks
Ethnographic research - answerborrowed from anthropology to describe a detailed,
descriptive study of a group and its behavior, characteristics, culture, and so on
Shopalongs - answertypes of research in which a researcher accompanies a shopper
on a shopping trip and observers and records the shoppers activities
In-Depth interview - answerset of prpobing questions posed one-on-one to a subject by
a trained interviewer so as to gain an idea of what the subject thinks about something or
why he or she behaves a certain way
Laddering - answerattempts to discover how product attributes are associated with
consumer values
