MK4200 Exam 2 Study Guide
To succeed in Exam 2, students should be able to answer:
• CHPT 8 How do observation and questioning methods compare? Observational method is performed
by humans and machines through clickstream data, eye-tracking, motion capturing measures.
Questioning method is qualitative (Focus Groups, In-depth Interviews, Projective Techniques) and
quantitative methods(survey methods & experiments)
• What are Qualitative methods, why they are important, and how they can be characterized? Qualitative
method is the collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand
concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or
generate new ideas for research. They are important to access the mind and to surface inner thoughts.
They are characterized by being less structured, more intensive, flexible relationship with the
respondent, deep and rich data, potential for new insights, and longer than other research methods.
• What are the most common qualitative methods and how do they compare to each other in terms of
methodology, and advantages and disadvantages? Some are Individual In-Depth Interviews, Focus
Groups, and Projective Techniques. Individual In-Depth interviews are done face to face and includes
two types: non-directive and semi-structured or focused. Some of the techniques for in-depth
interviews include Laddering (progress approach, step by step methodology to break the ice/create
empathy). Hidden Issue is also a technique( Focuses on what’s unique about the interviewee and their
sore spots). Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them
with their opposites. Focus group is an open group discussion that is led by a moderator in an
in-depth discussion. Projective is an unstructured, indirect form of questioning that encourages
respondents to project their underlying subconscious motivations, beliefs, attitudes or feelings
regarding the issues of concern.
, • What are qualitative projective techniques and what are some main methods available?
Projective Techniques relates to ambiguous and unstructured objects or activities that are
used to ask a respondent their interpretation and explanations. Some categories include
word association, completion test, picture interpretation, 3rd person technique, role
playing case studies, and other projective techniques.
• What are observational methods, what methods exist and how do they compare?
Observational methods are based on observing. It is a qualitative research technique where
researchers observe participants' ongoing behavior in a natural situation/environment. The
methods that exist are causal observation, direct observation, contrived observation, physical
trace measures, and recording measures). Causal Observation is the general monitoring of
environmental factors to help identify problems or opportunities (length and wait of customer
lines). Direct Observation is a specific observational goal (watch shoppers behaviors when
approaching product categories). Contrived Observation- participants are placed in fabricated
situations to observe their reactions and responses in controlled settings (product flavors,
display locations). Physical trace measures- the natural “residue” or physical trace of behavior
is recorded (package disposal during home audits/Indirect). Recording Devices- use of
mechanical methods (traffic counters, eye tracking).
•Chpt 9. What are surveys and their benefits and limitations? Surveys are a structured
method of data collection. Some benefits are speed, cheap cost, accuracy, efficient
(multiple measures at once), versatile (applicable to various types of research and
settings). Limitations include survey error- prone to many sources of error. (Requires a
thorough planning and design) and communication- each survey method has unique
problems.
• What sources of errors exist when collecting information from respondents?
Sampling error- the difference between the true value of the population and the
value measured in the sample. Non-response error- non-response due to
refusals/not at home. Ambiguity of question- the question developed by the
interviewer in the questionnaire is not as clear ( inaccurate response, unwilling to
respond due to lack of knowledge, ambiguous answer leads to misinterpretation of
To succeed in Exam 2, students should be able to answer:
• CHPT 8 How do observation and questioning methods compare? Observational method is performed
by humans and machines through clickstream data, eye-tracking, motion capturing measures.
Questioning method is qualitative (Focus Groups, In-depth Interviews, Projective Techniques) and
quantitative methods(survey methods & experiments)
• What are Qualitative methods, why they are important, and how they can be characterized? Qualitative
method is the collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand
concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or
generate new ideas for research. They are important to access the mind and to surface inner thoughts.
They are characterized by being less structured, more intensive, flexible relationship with the
respondent, deep and rich data, potential for new insights, and longer than other research methods.
• What are the most common qualitative methods and how do they compare to each other in terms of
methodology, and advantages and disadvantages? Some are Individual In-Depth Interviews, Focus
Groups, and Projective Techniques. Individual In-Depth interviews are done face to face and includes
two types: non-directive and semi-structured or focused. Some of the techniques for in-depth
interviews include Laddering (progress approach, step by step methodology to break the ice/create
empathy). Hidden Issue is also a technique( Focuses on what’s unique about the interviewee and their
sore spots). Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them
with their opposites. Focus group is an open group discussion that is led by a moderator in an
in-depth discussion. Projective is an unstructured, indirect form of questioning that encourages
respondents to project their underlying subconscious motivations, beliefs, attitudes or feelings
regarding the issues of concern.
, • What are qualitative projective techniques and what are some main methods available?
Projective Techniques relates to ambiguous and unstructured objects or activities that are
used to ask a respondent their interpretation and explanations. Some categories include
word association, completion test, picture interpretation, 3rd person technique, role
playing case studies, and other projective techniques.
• What are observational methods, what methods exist and how do they compare?
Observational methods are based on observing. It is a qualitative research technique where
researchers observe participants' ongoing behavior in a natural situation/environment. The
methods that exist are causal observation, direct observation, contrived observation, physical
trace measures, and recording measures). Causal Observation is the general monitoring of
environmental factors to help identify problems or opportunities (length and wait of customer
lines). Direct Observation is a specific observational goal (watch shoppers behaviors when
approaching product categories). Contrived Observation- participants are placed in fabricated
situations to observe their reactions and responses in controlled settings (product flavors,
display locations). Physical trace measures- the natural “residue” or physical trace of behavior
is recorded (package disposal during home audits/Indirect). Recording Devices- use of
mechanical methods (traffic counters, eye tracking).
•Chpt 9. What are surveys and their benefits and limitations? Surveys are a structured
method of data collection. Some benefits are speed, cheap cost, accuracy, efficient
(multiple measures at once), versatile (applicable to various types of research and
settings). Limitations include survey error- prone to many sources of error. (Requires a
thorough planning and design) and communication- each survey method has unique
problems.
• What sources of errors exist when collecting information from respondents?
Sampling error- the difference between the true value of the population and the
value measured in the sample. Non-response error- non-response due to
refusals/not at home. Ambiguity of question- the question developed by the
interviewer in the questionnaire is not as clear ( inaccurate response, unwilling to
respond due to lack of knowledge, ambiguous answer leads to misinterpretation of
