Question 1

The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.

Accepted Answer

Online marketing research communities are often less expensive and can be assembled more quickly than traditional research methods, due to digital platforms allowing for rapid recruitment and interaction.

Question 2

Participants in marketing research online communities are selected according to their demographics or interests.

Accepted Answer

Participants in marketing research online communities are typically recruited based on certain demographic or interest criteria that align with the research goals of the community. This helps ensure that the insights gained are relevant and representative of the target audience.

Question 3

The notion behind neuromarketing research is that psychological reactions cannot be consciously controlled,so they possibly reveal reactions that the individual is unaware of or unwilling to divulge.

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The answer of The notion behind neuromarketing research is that...

Question 4

Marketing research online communities allow unique perspectives of consumers' lives by providing live examples of how social influences work and allowing researchers a greater understanding of community dynamics.

Accepted Answer

The answer of Marketing research online communities allow unique perspectives...

Question 5

The objective of protocol analysis is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them.

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The answer of The objective of protocol analysis is to...

Question 6

What is neuromarketing? What are three techniques used in neuromarketing? Why is neuromarketing considered an emerging but yet controversial research technique?

Accepted Answer

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Question 7

Define observation as a qualitative research technique and the different observation techniques.Describe the differences in these techniques.

Accepted Answer

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Question 8

Neuromarketing is the study of an individual's involuntary responses to marketing stimuli,including eye movement,heart rate,and skin conductance,breathing,and brain activity.

Accepted Answer

Neuromarketing is indeed the study of an individual's involuntary responses to marketing stimuli using various physiological measures such as eye movement, heart rate, skin conductance, breathing, and brain activity.

Question 9

Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

Accepted Answer

Protocol analysis is a legitimate research technique that involves analyzing verbal or written statements made by individuals as they perform tasks or make decisions. It is commonly used in fields such as psychology, education, human factors engineering, and cognitive science. In consumer research, protocol analysis can provide insights into what factors consumers consider when making purchasing decisions and how they go about weighing those factors.

Question 10

Define and describe ethnographic research.What is mobile ethnolography? What are the strengths and weaknesses of using mobile ethnography?

Accepted Answer

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Question 11

Types of neuromarketing include neuroimaging,eye tracking,and facial coding.

Accepted Answer

This statement is true. Neuroimaging, eye tracking, and facial coding are all common types of neuromarketing techniques.

Question 12

Neuroimaging,or viewing brain activity,may aid marketing researchers to better understand consumers' unconscious as well as conscious emotions.

Accepted Answer

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Question 13

Describe the differences among qualitative research,quantitative research,and mixed methods research.

Accepted Answer

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Question 14

Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Accepted Answer

Projective techniques are designed to encourage individuals to express their thoughts and feelings indirectly or through a series of prompts, which can be helpful when respondents are hesitant or unable to share their opinions directly. These techniques allow for deeper insights into people's attitudes, beliefs, and motivations.

Question 15

What is the objective of the in-depth interview(IDI)? What are the advantages and disadvantages of using IDIs as a research technique?

Accepted Answer

The answer of What is the objective of the in-depth...

Question 16

Focus groups,or moderated small-group discussions,are a popular form of qualitative research.Discuss the advantages and disadvantages of this type of qualitative research.

Accepted Answer

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Question 17

Wearable technology,such as Google Glass and Apple Watch,may add to the credibility of neuromarketing by measuring consumers' responses to marketing stimuli under more natural conditions.

Accepted Answer

Wearable technology allows for more accurate and natural measurement of consumer responses to marketing stimuli, thus increasing the credibility of neuromarketing.

Question 18

Socially undesirable behaviors such as smoking or road rage,illegal practices such as betting on football games,or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.

Accepted Answer

This statement is false. Projective techniques can be used to explore sensitive or socially undesirable behaviors and attitudes, as they can reveal unconscious or hidden thoughts and feelings. However, it is important to ensure that the use of such techniques is ethical and respectful of the participants' privacy and well-being.

Question 19

A popular and growing trend in marketing research is the use of marketing research online communities(MROC).What are MROCs? Describe the benefits and drawbacks of using this type of technique.What is the role of the moderator in this setting?

Accepted Answer

The answer of A popular and growing trend in marketing...

Question 20

How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?

Accepted Answer

The answer of How are focus groups analyzed and what...

Quiz 6: Utilizing Exploratory and Qualitative Research Techniques