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?

Accepted Answer

Procter & Gamble is gathering opinions and ideas from a small group of women for improving Ultra Tide detergent. This type of research involves open-ended questioning and is focused on exploring perceptions, attitudes, and experiences. Therefore, it aligns with the characteristics of qualitative research.

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:

Accepted Answer

This is an example of in situ observational research because the camera is placed in the natural environment where the behavior of interest is occurring (the kitchen). It is not covert because the family members are aware of the camera's presence, and it is not unstructured or direct because there is a specific behavior being observed (kitchen activities).

Question 3

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

Accepted Answer

Observational research is a technique in which the behavior of people, objects, and/or activities are systematically observed and documented. It involves observing and recording the behavior of people in natural settings or in controlled situations. This method allows researchers to study behavior as it occurs naturally, without any influence from the researcher. Behavioral research, mixed methods research, and product research do not necessarily involve systematic observation and documentation of behavior. Therefore, the best choice is A) Observational research.

Question 4

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

Accepted Answer

The description given in the question best fits the definition of quantitative research, which involves gathering numerical data through structured and standardized methods such as surveys or questionnaires.

Question 5

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

Accepted Answer

Focus group company principals are typically referred to as qualitative research consultants because they specialize in conducting qualitative research through focus groups.

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.

Accepted Answer

Unstructured observational research is a type of observation in which there are no predetermined categories or behaviors to be observed. The observer simply records everything that is deemed relevant or interesting. In this type of observation, no restriction is placed on what the observer notes.

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:

Accepted Answer

The activity described involves both quantitative (rating the flavor of the pastry on different characteristics) and qualitative (discussing reactions with other participants) research methods conducted simultaneously. Therefore, the best choice is C - conducting quantitative and qualitative research simultaneously.

Question 8

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

Accepted Answer

The four general ways of organizing observations are direct versus indirect, covert versus overt, in situ versus invented, and participant versus non-participant. "Mandatory versus voluntary" is not one of the ways of organizing observations.

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?

Accepted Answer

This is an example of covert observational research because the sales clerks are unaware that they are being observed by the shoppers.

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.

Accepted Answer

The description given matches that of focus groups, which are commonly used in qualitative research to gain insights and understanding from a small group of individuals. Experimental, observation, and control groups are terms more commonly associated with quantitative research methods.

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:

Accepted Answer

Focus group is the best choice because it allows the moderator to gather insights from a group of people at the same time, generating a wider range of ideas and opinions. It also allows for the moderator to learn the vocabulary and language used by the respondents in relation to the product or topic being discussed. Additionally, role playing and protocol analysis may not be suitable for generating ideas or gaining insights into attitudes and basic needs. In-depth interviews can be effective, but they are typically more time-consuming and may not generate the same level of interaction and exchange of ideas as a focus group.

Question 12

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

Accepted Answer

Qualitative research involves collecting data through observation and interpretation of what people say and do, rather than numerical measurements or statistical analysis.

Question 13

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

Accepted Answer

Seeing what consumers actually do is not a major disadvantage of observational research. It is actually one of its main advantages as it provides a direct and objective view of consumer behavior. A, B, and D are all major disadvantages that can limit the reliability and validity of observational research.

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.

Accepted Answer

Quantitative research is specific and used when precise information is needed, often involving numerical data and statistical analysis.

Question 15

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

Accepted Answer

Direct observational research involves observing behavior firsthand, which would have allowed General Mills to directly observe how children eat breakfast and inform the development of Go-Gurt. Indirect observational research involves collecting data through secondary sources, in situ research involves studying behavior in its natural setting, and covert observational research would involve secretly observing behavior, all of which are not mentioned in the scenario.

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:

Accepted Answer

The answer of Nielsen Media Research uses a device that...

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.

Accepted Answer

Qualitative research involves conducting research through observation or unstructured questioning, which is the scenario mentioned in the question. It is becoming increasingly popular in research situations where understanding human behavior and experiences is essential. Therefore, the correct answer is D.

Question 18

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

Accepted Answer

The answer of Of the following circumstances,which is NOT suited...

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:

Accepted Answer

This is an example of mixed methods research because it involves both qualitative (online focus groups) and quantitative (online surveys) research methods. The purpose of the online focus groups is to generate ideas and gather in-depth feedback, which is then used to design more structured online surveys for larger-scale data collection.

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?

Accepted Answer

Indirect observational research involves analyzing past behaviors without direct interaction at the time those behaviors occurred. In this case, examining records of sales calls to assess the frequency of cold calls is an example of indirect observation, as the manager is not directly observing the salespeople during their calls but rather analyzing recorded data after the fact.

Quiz 6: Utilizing Exploratory and Qualitative Research Techniques