TCU RESEARCH EXAM 2 QUESTIONS & ANSWERS
Ethnography - Answers - Ethno: people Graphy: describe
= takes research to people; involves describing and observing them in natural
environments
Ethnography is the importance of _________________ - Answers - listening
Ethnography's origins lie in _____________ - Answers - anthropology
Etic - Answers - (aligns more with observational term)
• Without questioning or communicating with subject
• Need to make intelligent inferences based on what you observe
Emic - Answers - (aligns more with ethnographic term)
• More holistic
• Requires a variety of data-gathering techniques to understand thoughts and feelings
How to begin ethnography - Answers - Identifying your site/sample
Gaining access
Building trust
Recruiting participants
Ethnography Data - Answers - • Photos
• Collages
• Videos
• Diaries
• Selfies
• Social media
Pros to ethnography - Answers - Helps you to anticipate consumer needs before they
can express them
Marketing problems are harder to solve these days
Consumers are not always accurate (Ex: children)
Cons to ethnography - Answers - Highly labor intensive and expensive
Can be swamped with tons of data
Tiny samples
May not necessarily lead to greater sales
Ethnography in class reading- Harley Davidson Motorcycles - Answers - •Goal: figure
out the biker culture and marketing, we can understand people better by knowing what
they consume/purchase
•How: Interviews, participant observation, photography, built relationships for 3 years
, •Data analysis: triangulation on all their research, transcribing and analyzing as they go
along
•Evidence to showcase these 4 things:
•Subculture- people identify with certain objects
•Investigate ethos and core values of participants
•The most committed members of a subculture are the arbiters of meaning and opinion
leaders
•Subcultures of consumption Symbiotic relationships
Projective Techniques - Answers - Psychological approaches using stimuli that allow
participants to project their subjective or deep-seated beliefs onto other people or
objects.
General idea of projective techniques... - Answers - is that unconscious desires and
feelings can be explored by presenting a participant with a stimulus in an unthreatening
situation so the participant is free to interpret and respond to the stimulus.
Technique example - Answers - If this brand were an animal, what would it be?
(Great for group interviews, focus groups, and in- depth interviews)
Cons to direct questioning - Answers - -People are not always conscious of their
underlying motivations,
-People tell you what they think you want to hear,
-People are sometimes embarrassed to admit their real motivations, thinking that
divulging them would reflect negatively on them,
-Most people think of themselves as being completely rational in their decision making,
so they discount or dismiss non-rational reasons for their behaviors, and
-Some people fear how marketers might use the information "if they were to learn the
truth about me" so they withhold that information to avoid being manipulated.
Word Association Test - Answers - the researcher presents a series of words to
individual respondents. For each word, participants are instructed to respond with the
first word that comes to mind
Sentence Completion Test - Answers - typically provide respondents with beginnings
of sentences and respondents then complete the sentences in ways that are meaningful
to them. The responses are believed to provide indications of attitudes, beliefs,
motivations, or other mental states
Choice Ordering - Answers - Why are certain things more important than other
qualities?
Cartoon Test - Answers - Character in cartoon says ???, respondent fills in
Constructive Technique - Answers - Make up a story or picture from a stimulus
concept. Word clouds.
Ethnography - Answers - Ethno: people Graphy: describe
= takes research to people; involves describing and observing them in natural
environments
Ethnography is the importance of _________________ - Answers - listening
Ethnography's origins lie in _____________ - Answers - anthropology
Etic - Answers - (aligns more with observational term)
• Without questioning or communicating with subject
• Need to make intelligent inferences based on what you observe
Emic - Answers - (aligns more with ethnographic term)
• More holistic
• Requires a variety of data-gathering techniques to understand thoughts and feelings
How to begin ethnography - Answers - Identifying your site/sample
Gaining access
Building trust
Recruiting participants
Ethnography Data - Answers - • Photos
• Collages
• Videos
• Diaries
• Selfies
• Social media
Pros to ethnography - Answers - Helps you to anticipate consumer needs before they
can express them
Marketing problems are harder to solve these days
Consumers are not always accurate (Ex: children)
Cons to ethnography - Answers - Highly labor intensive and expensive
Can be swamped with tons of data
Tiny samples
May not necessarily lead to greater sales
Ethnography in class reading- Harley Davidson Motorcycles - Answers - •Goal: figure
out the biker culture and marketing, we can understand people better by knowing what
they consume/purchase
•How: Interviews, participant observation, photography, built relationships for 3 years
, •Data analysis: triangulation on all their research, transcribing and analyzing as they go
along
•Evidence to showcase these 4 things:
•Subculture- people identify with certain objects
•Investigate ethos and core values of participants
•The most committed members of a subculture are the arbiters of meaning and opinion
leaders
•Subcultures of consumption Symbiotic relationships
Projective Techniques - Answers - Psychological approaches using stimuli that allow
participants to project their subjective or deep-seated beliefs onto other people or
objects.
General idea of projective techniques... - Answers - is that unconscious desires and
feelings can be explored by presenting a participant with a stimulus in an unthreatening
situation so the participant is free to interpret and respond to the stimulus.
Technique example - Answers - If this brand were an animal, what would it be?
(Great for group interviews, focus groups, and in- depth interviews)
Cons to direct questioning - Answers - -People are not always conscious of their
underlying motivations,
-People tell you what they think you want to hear,
-People are sometimes embarrassed to admit their real motivations, thinking that
divulging them would reflect negatively on them,
-Most people think of themselves as being completely rational in their decision making,
so they discount or dismiss non-rational reasons for their behaviors, and
-Some people fear how marketers might use the information "if they were to learn the
truth about me" so they withhold that information to avoid being manipulated.
Word Association Test - Answers - the researcher presents a series of words to
individual respondents. For each word, participants are instructed to respond with the
first word that comes to mind
Sentence Completion Test - Answers - typically provide respondents with beginnings
of sentences and respondents then complete the sentences in ways that are meaningful
to them. The responses are believed to provide indications of attitudes, beliefs,
motivations, or other mental states
Choice Ordering - Answers - Why are certain things more important than other
qualities?
Cartoon Test - Answers - Character in cartoon says ???, respondent fills in
Constructive Technique - Answers - Make up a story or picture from a stimulus
concept. Word clouds.
