Deck 6: Utilizing Exploratory and Qualitative Research Techniques

Question 1

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent,it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent.What type of research method are they using?

A)Qualitative research
B)Quantitative research
C)Mixed methods research
D)Product research

Answer 1

A

Question 2

A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator,prepare breakfast,unpack groceries,and conduct the many other routine activities that occur in kitchens.This is an example of:

A)Covert observational research.
B)In situ observational research.
C)Unstructured observational research.
D)Direct observational research.

Answer 2

B

Question 3

Techniques in which phenomena of interest involving people,objects,and/or activities are systematically observed and documented is:

A)Observational research.
B)Behavioral research.
C)Mixed methods research.
D)Product research.

Answer 3

A

Question 4

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:

A)Quantitative research.
B)Primary research.
C)Qualitative research.
D)Secondary research.

Question 5

What are the focus group company principals often referred to as?

A)Qualitative research consultants
B)Moderator consultants
C)Quantitative research consultants
D)Observation group consultants

Question 6

In ________ no restriction is placed on what the observer notes.All behavior in the episode under study is monitored.The observer watches the situation and records what he or she deems interesting or relevant.

A)covert observational research
B)unstructured observational research
C)invented observational research
D)direct observational research

Question 7

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants.This is an example of:

A)Conducting product testing simultaneously.
B)Conducting primary and secondary research concurrently.
C)Conducting quantitative and qualitative research simultaneously.
D)Conducting market tests and taste tests concurrently.

Question 8

Which of the following is NOT one of the four general ways of organizing observations?

A)Direct versus indirect
B)Mandatory versus voluntary
C)Covert versus overt
D)In situ versus invented

Question 9

A major retailer uses shoppers to observe and record sales clerks' assistance,courtesy,and efficiency.This is an example of what type of observational research?

A)Covert observational research
B)Structured observational research
C)Invented observational research
D)Direct observational research

Question 10

________ are small groups of people brought together and guided through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

A)Experimental groups
B)Focus groups
C)Observation groups
D)Control groups

Question 11

A research technique that can be used to generate ideas,to learn the respondents'"vocabulary"when relating to a certain type of product,or to gain some insights into basic needs and attitudes is:

A)In-depth interview.
B)Protocol analysis.
C)Role playing.
D)Focus group.

Question 12

Collecting,analyzing,and interpreting data by observing what people do and say is:

A)Quantitative research.
B)Primary research.
C)Qualitative research.
D)Secondary research.

Question 13

Which of the following is NOT a major disadvantage of observational research?

A)Generally small sample size,which may not be representative of the population
B)Inability to determine consumers' motives,attitudes,and intentions
C)Seeing what consumers actually do
D)Subjective interpretation required to explain observed behavior

Question 14

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

A)qualitative
B)quantitative
C)strategic
D)tactical

Question 15

General Mills used ________ to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

A)indirect observational research
B)in situ observational research
C)direct observational research
D)covert observational research

Question 16

Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned.The type of observational research that this represents is:

A)Unstructured observational research.
B)Overt observational research.
C)Invented research
D)Indirect research.

Question 17

Any study that is conducted using an observational technique or unstructured questioning can be classified as ________,which is becoming increasingly popular in a number of research situations.

A)quantitative research
B)secondary research
C)strategic research
D)qualitative research

Question 18

Of the following circumstances,which is NOT suited to an observational study?

A)Short time interval
B)Behavior patterns over lengthy time periods
C)Public behavior
D)Likelihood of faulty recall if respondents are asked about previous experiences

Question 19

The Arizona Republic newspaper has used online focus groups for brainstorming,and the outcomes of these sessions are then used to devise online surveys.This is an example of:

A)Product research.
B)Mixed methods research.
C)Readership research.
D)Media research.

Question 20

When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls,he or she is using what type of observational research?

A)Direct
B)Structured
C)Covert
D)Indirect

Question 21

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

A)In-depth interviews
B)Decision analysis research
C)Protocol analysis
D)Focus group research

Question 22

A bank image survey showed that a particular branch consistently received lower scores on"employee friendliness."Focus group research later identified the problem.What objective did the bank have when it conducted the focus groups?

A)Understand consumer vocabulary
B)Reveal consumer needs,motives,perceptions,and attitudes
C)Idea generation
D)Understand findings from quantitative studies

Question 23

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

A)Focus groups
B)Mail surveys
C)In-depth interviews
D)Online panels

Question 24

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

A)Understand consumer vocabulary
B)Reveal consumer needs,motives,perceptions,and attitudes
C)Idea generation
D)Understand findings from quantitative studies

Question 25

________ is the name for the ethnographic study of online activities.

A)Onlineography
B)Mobileorgraphy
C)Netnography
D)Digitalography

Question 26

When the research objective is to ________,focus groups may be an alternative.

A)explore or describe rather than predict
B)describe and predict
C)describe,explore,and predict
D)explore and predict

Question 27

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

A)No physical setup necessary
B)Transcripts captured in real time
C)Participants can be in different geographic locations
D)Body language visible and apparent

Question 28

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

A)Transcripts cannot be captured in real time
B)Observation of participants' body language is not possible
C)Participants cannot physically inspect products or taste food items
D)Participants can lose interest or become distracted

Question 29

One of the main advantages of online communities is that they are ________,allowing a wide variety of data to be collected,including posts,photos,and videos.

A)inexpensive and flexible
B)easy to recruit and flexible
C)flexible and diverse
D)expensive but flexible

Question 30

If ________ is at hand,research that is representative of some population and that has some known margin of error(quantitative research)should be used.

A)a low-level decision
B)a high-stakes decision
C)an operational decision
D)a tactical decision

Question 31

With a sentence-completion test,respondents are given incomplete sentences and asked to complete them in their own words.This is used as part of what type of qualitative technique?

A)Projective techniques
B)Protocol analyses
C)Focus groups
D)In-depth interviews

Question 32

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

A)demographic and socio-economic characteristics
B)demographic and buyer behavior characteristics
C)buying power and demographic characteristics
D)geographic and buyer-behavior characteristics

Question 33

A picture or thematic apperception test involves providing a picture to participants,who are instructed to describe their reactions by writing a short story about the picture.This is used as part of what type of qualitative technique?

A)In-depth interviews
B)Projective technique
C)Protocol analysis
D)Focus groups

Question 34

A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

A)a specific question
B)a specific method
C)a specific survey
D)a specific group

Question 35

The advantage of mobile ethnography is that it can ________ that a researcher might miss,with respondents viewed as the experts of their own lives.

A)uncover true entertainment habits
B)uncover authentic behavior and feelings
C)uncover gaming purchase and use behaviors
D)uncover authentic shopping behavior

Question 36

Ethnographic research,an approach borrowed from anthropology,is defined as a detailed,________ of a group and its behavior,characteristics,and culture.

A)descriptive study
B)longitudinal study
C)cross-sectional study
D)academic study

Question 37

________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

A)Focus groups
B)In-depth interviews
C)Protocol analyses
D)Projective techniques

Question 38

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

A)online panels
B)in-depth interviews(IDIs)
C)online ethnographic research
D)social media interactive research

Question 39

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

A)Understand consumer vocabulary
B)Reveal consumer needs,motives,perceptions,and attitudes
C)Idea generation
D)Understand findings from quantitative studies

Question 40

A popular and growing trend in marketing research is the use of ________ to gain insights,with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

A)focus groups
B)ethnographic research groups
C)shopalong research communities
D)marketing research online communities

Question 41

If Ray-Ban is developing a new"Astronaut"sunglasses model with superior ultraviolet-light filtration,space-age styling,and a cost of about $200,________ might be used to fathom consumers' initial reactions.

A)an online panel survey
B)a mail survey
C)role playing
D)in-depth interviews

Question 42

Quantitative research uses undetermined structured questions with undetermined structured response options.It is also normally characterized by undetermined samples sizes.

Question 43

By using ________ and understanding the neuroscience behind it,marketing researchers hope to more accurately posit what consumers really want(which can be different from what they say they want),what appeals to them,and what drives them to buy.

A)neurofocusing
B)neuroimaging
C)cerebroimaging
D)stimulus imaging

Question 44

Armed with the knowledge that one research method builds on another,the researcher's design and execution of the qualitative phase are invariably superior to what they might have been without the quantitative phase.

Question 45

Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research,which is becoming increasingly unpopular in a number of research situations

Question 46

Showing a line drawing of a situation in which one of the characters is making a statement,and asking the participant how the other character in the drawing would respond is using which type of projective technique?

A)Role playing
B)Thematic apperception test
C)Sentence completion test
D)Cartoon or balloon test

Question 47

Neuromarketing is an emerging field that may offer additional ________ into consumer behavior.

A)quantitative insights
B)brain science insights
C)secondary research insights
D)qualitative insights

Question 48

________ involves the study of an individual's involuntary responses to marketing stimuli,including eye movement,heart rate,skin conductance,breathing,brain activity(using functional magnetic resonance imaging [fMRI]),and brain waves(electroencephalography [EEG]).

A)Neuromarketing
B)Neuroscience
C)Cerebromarketing
D)Stimulus marketing

Question 49

Direct observation has been used by General Mills to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

Question 50

Often marketing researchers find that a large-scale survey is inappropriate and,instead,use a"soft approach"to the research.

Question 51

A"mystery shopper"who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses overt observation.

Question 52

Midas improved its service quality by having customers make videos of themselves as they made car service appointments.This is an example of using in situ observation.

Question 53

All of the following are types of neuromarketing EXCEPT which one of the following?

A)Neuroimaging
B)Eye tracking
C)Stimulus imaging
D)Facial coding

Question 54

The majority of marketing researchers have adopted mixed methods research,also known as pluralistic or hybrid research.

Question 55

There are four general ways of making observations: (1)direct versus indirect, (2)overt versus covert, (3)structured versus unstructured,and(4)in situ versus invented.

Question 56

The type of research characterized by collecting,analyzing,and interpreting data by observing what people do or say is qualitative research.

Question 57

Structured versus unstructured observation refers to the degree to which the phenomena to be observed are predetermined

Question 58

The primary advantage of quantitative research is that it allows researchers to gather deeper,richer information from respondents.

Question 59

Types of indirect observations include archives and physical traces.

Question 60

Observation is not typically used when the possibility of faulty recall rules out collecting information by asking the subject.

Question 61

Netnography is used to examine the online interactions of individuals and communities on the Internet,as well as the relationships between people and electronics.

Question 62

Mobile ethnography is sometimes called mobile qualitative,or simply mobile qual.

Question 63

Mobile ethnography can be especially useful for documenting public behavior,such as waking up in the morning or administrating medical treatments.

Question 64

Focus groups are a unique research method because they permit marketing managers to see and hear the market.

Question 65

The traditional size of a focus group is about 6 to 12 people.

Question 66

Focus group results are qualitative and not perfectly representative of the general population.

Question 67

Ethnography uses several different types of research,including immersion,participant observation,and informal and ongoing in-depth interviewing.

Question 68

Online communities are particularly effective for gaining insights from Millennials,since these consumers are the most avid users of social media.

Question 69

The selection of focus group participants is determined largely by the purpose of the focus group and how many participants the research firm can recruit.

Question 70

The focus group report lists most of the themes that became apparent during the research,notes any diversity of opinions or thoughts expressed by the participants,and contains abbreviated excerpts provided as evidence.

Question 71

The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.

Question 72

The advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do is a characteristic of observational research.

Question 73

Ethnographic research is a term borrowed from archaeology to describe a detailed,descriptive study of a group and its behavior,characteristics,culture,and so on.

Question 74

Only when feelings are relatively important or are not inferred from the behavior is it appropriate to use observational research methods.

Question 75

It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

Question 76

People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping.This is an example of public behavior observation.

Question 77

The advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss,with respondents viewed as the experts of their own lives.

Question 78

Online panels are groups of respondents that are brought together online to interact,provide opinions and ideas,and complete tasks.

Question 79

Focus groups represent a useful technique for gathering information from a limited sample of respondents.

Question 80

A limitation of ethnographic research is that respondents are overly aware of their own habitual or conscious behaviors as they interact with products and services.