Question 1

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Accepted Answer

Story elicitation encourages consumers to tell stories about their lives and includes the use of artifacts, such as photos and treasured objects, as prompts for storytelling.

Question 2

Which of the following tells media planners exactly what programs and ads consumers watched?

Accepted Answer

The answer of Which of the following tells media planners...

Question 3

Which projective technique do researchers use to see how people solve problems and search for information?

Accepted Answer

Purpose-driven games are used to observe how individuals solve problems and search for information in a simulated environment.

Question 4

Using ________,researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

Accepted Answer

Observational research involves observing and recording the natural behavior of consumers in their authentic environments without interfering or participating in their lives. This method provides researchers with valuable insights into consumers' behavior and decision-making processes.

Question 5

________ research involves the researcher living the lives of the people being studied.

Accepted Answer

Ethnographic research involves the researcher immersing themselves in the environment or culture being studied in order to gain an in-depth understanding of the behaviors and beliefs of the people involved. This type of research often involves observation, interviews, and participation in the community or group being studied. It is particularly useful for understanding social and cultural phenomena.

Question 6

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

Accepted Answer

Triangulating research methods means using a combination of different research methods to verify the findings and strengthen the validity of the results. This could include using both quantitative and qualitative methods, conducting surveys, focus groups, interviews, and analyzing secondary data. By using multiple methods, marketers can reduce the potential bias of any one method and gain a more comprehensive understanding of the research question.

Question 7

In general,________ methods are more useful for gathering data (e.g. ,how many do this or believe that?),and ________ methods are better at uncovering reasons and motives (e.g. ,why do they do or believe?).

Accepted Answer

Quantitative methods are more useful for gathering numerical data, such as frequencies or percentages, which answer questions like "how many?" Qualitative methods, on the other hand, are better suited for exploring reasons, motives, and deeper insights, answering "why?" questions through methods like interviews or observations.

Question 8

How does participant observation have an advantage over standard observational research?

Accepted Answer

Participant observation allows the researcher to have a more in-depth understanding of the experiences, attitudes, and behaviors of the group being observed because the observer is a participant in the group. The observer can gain insights and information that may not be available through standard observational research, where the observer is an outsider. Participant observation allows for a more subjective viewpoint and a more complete understanding of the group being observed.

Question 9

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use ________ to collect your data.

Accepted Answer

The best choice for collecting data on political preferences of different age groups would be survey research, which involves asking individuals questions about their opinions, beliefs, or behaviors. Surveys can be conducted through phone calls, online forms, or in-person interviews, and can provide valuable insights into the attitudes and behaviors of specific populations, such as young or middle-aged Americans. Ethnographic research, which involves studying a particular culture or community in depth, may not be as effective for answering this particular question, since political preferences may not be a salient aspect of identity or social interaction among the groups in question. Observational research and experimental research are also not well suited for this question, since they involve observing behavior rather than opinion or belief. Projective techniques, which aim to uncover unconscious or hidden motivations, may also not be appropriate for this question, since political preferences are likely to be a consciously held belief rather than an unconscious impulse.

Question 10

________ means that you can run the same test again and get the same answer.

Accepted Answer

Reliability refers to the consistency of a measure or test. If a test is reliable, it means that if you run the same test or measure multiple times, you will get the same result each time.

Question 11

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

Accepted Answer

Diaries allow consumers to record their activities and thoughts over a period of time, providing valuable insights into their behaviors and attitudes. Surveys and focus groups typically involve more direct questioning or discussion, while monitors and purpose-driven games may not be as feasible or effective for this type of data collection.

Question 12

Which research method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

Accepted Answer

Observational research allows the researcher to observe and collect data without directly asking individuals for information. This can be useful if people are unwilling or unable to provide certain information through surveys, questionnaires, or interviews.

Question 13

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

Accepted Answer

Artifact creation involves the use of various materials (such as magazines, photographs, and objects) to create a physical representation or manifestation of thoughts and feelings. This may include life collages, day mapping, and instruction book construction, which can help to elicit stories about the role of brands in daily life.

Question 14

Which of the following is TRUE of ethnographic research?

Accepted Answer

Ethnographic research is a qualitative research approach that combines anthropology and marketing. It involves observing and understanding individuals and groups in their natural environments to gain insights into their behaviors, attitudes, and cultural norms. This information can then be used to inform marketing strategies, product development, and other business decisions. It is not a type of experimental research, and it is not limited to online research methods. Ethnographic research can be used to answer a wide range of questions, not just well-defined ones.

Question 15

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

Accepted Answer

This is an example of ethnographic research, which involves observing and interacting with people in their natural environment to gain insights into their behavior and perspectives. This type of research is often used in anthropology and sociology, as well as in market research to understand consumer behavior.

Question 16

________ means that the research actually measures what it says it measures.

Accepted Answer

Validity refers to the accuracy of a measure or research instrument in assessing the concept or variable it is intended to measure. In other words, if a study has high validity, it means that the results are meaningful and truly reflect what the study is trying to measure.

Question 17

An expert panel is ________.

Accepted Answer

An expert panel is made up of experts from various fields of study.

Question 18

Which of the following is a disadvantage of observation and ethnographic research methods?

Accepted Answer

Observation and ethnographic research methods can reveal behaviors and contexts but may not provide deep insights into participants' internal motives or reasons behind their actions.

Question 19

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Accepted Answer

This technique is known as photo elicitation, where consumers are asked to take pictures of their experiences and then explain their thoughts and behaviors during those experiences.

Question 20

Which of the following would most likely increase the reliability of research?

Accepted Answer

Selecting a sample that truly represents its population increases the reliability of research because it ensures that the findings can be generalized to the entire population.

Quiz 6: Strategic Research

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Which of the following tells media planners exactly what programs and ads consumers watched?

Which projective technique do researchers use to see how people solve problems and search for information?

Using ________,researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

________ research involves the researcher living the lives of the people being studied.

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

In general, methods are more useful for gathering data (e.g. ,how many do this or believe that?) ,and methods are better at uncovering reasons and motives (e.g. ,why do they do or believe?) .

How does participant observation have an advantage over standard observational research?

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use ________ to collect your data.

________ means that you can run the same test again and get the same answer.

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

Which research method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

Which of the following is TRUE of ethnographic research?

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

________ means that the research actually measures what it says it measures.

An expert panel is ________.

Which of the following is a disadvantage of observation and ethnographic research methods?

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Which of the following would most likely increase the reliability of research?

Quiz 6: Strategic Research

Which projective technique asks consumers to explain the artifacts in their lives,such as photos in their homes and treasured objects?

Which of the following tells media planners exactly what programs and ads consumers watched?

Which projective technique do researchers use to see how people solve problems and search for information?

Using ________,researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

________ research involves the researcher living the lives of the people being studied.

What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

In general,________ methods are more useful for gathering data (e.g. ,how many do this or believe that?) ,and ________ methods are better at uncovering reasons and motives (e.g. ,why do they do or believe?) .

How does participant observation have an advantage over standard observational research?

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use ________ to collect your data.

________ means that you can run the same test again and get the same answer.

Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

Which research method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

Which projective technique uses life collages,day mapping,and the construction of instruction books to elicit stories that discuss brands and their roles in daily life?

Which of the following is TRUE of ethnographic research?

Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store.This is an example of ________.

________ means that the research actually measures what it says it measures.

An expert panel is ________.

Which of the following is a disadvantage of observation and ethnographic research methods?

Which projective technique involves asking consumers to visually record something with a camera,such as a shopping trip,and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

Which of the following would most likely increase the reliability of research?

In general, methods are more useful for gathering data (e.g. ,how many do this or believe that?) ,and methods are better at uncovering reasons and motives (e.g. ,why do they do or believe?) .