ch 4 smartbook Flashcards
identify an advantage of qualitative research methods
researchers can complete investigations quicker and at a significantly lower cost than is true with quantitative methods
dis
advantages of qualitative research
small sample sizes
need for well - trained interviews or observers
Qualitative Research Methods
Goal: new ideas, feelings
Type of research: exploratory
Type of questions: open-ended, unstructured
Time of execution: Relatively short time frame
Small sample size
Type of analysis: Content analysis
Researcher skills: interpersonal communications, observations
Generalixabilty: may be limited
Quantitative methods
goals: validate facts, estimates relationships
Type of research: Descriptive
questions: structured
large samples
type of analysis: Statistical descriptive predictions
Statistical analysis
4 goals of quantitative research
- Accurate predictions about relationships between market factors and behaviors
- gain meaningful insights into those relationships
- validate relationships
- Test hypothesis
Qualitative research methods
open - ended questions and data consists of text, image, audio or digital data.
understand research participants
consumer motivation
advantages of qualitative research
- richness of data
- accuracy of recording marketplace behaviors
- quick and at a low cost
- training in social and behavioral sciences
Disadvantages of qualitative research
- Lack of generalizability
- phenomena being investigated
- low reliability
- difficult to find well trained
- interpretive skills
in the planning phase of a focus group study, researchers must
have a distinct understanding of the objective of the study, a definition of the problem and particular data requirements
What are the roles of a focus group moderator?
- he or she must be able to ask the right questions
- He or she is responsible for generating positive group dynamics
- he or she must be able to activate and manage the direction of the group
After conducting a focus group session, Jacob, a researcher, compares notes with Melissa, the moderator of the session, to discuss the responses of the participants to the session’s topics. This procedure is called
debriefing analysis
identify an advantage of using focus group interviews
they promote understanding of why consumers behave or act in a certain market situations
identify a true statement about groupthink
it is most likely group members do not have a previously well-formed opinion on tips discussed in the group
1 or 2 members of the focus group state na opinion and other members join the bandwagon
groupthink
are online social networks that may be specific to marketing research
purposed communities
are purposed communities
primary purpose is research
private communities
identify true statements about projective techniques
interpretation is very complex in projective techniques
projective techniques were developed by clinical psychologists and can be used in conjunction with focus groups and in depth interviews.
a ____ _____ or post is an integrated approach to monitoring and analyzing social media sources to provide insights that will support marketing decision making.
listening platform
is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.
focus group moderator
what are the 4 advantages of focus group interviews?
- they bring out wide ranging participant responses
- They allow the participants of clients
- Stimulate new thoughts, feelings, and ideas about a topic
- Hard to reach informants are brought together in focus group interviews
are an indirect method of questioning that enables a participant to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.
projective techniques
Which of the following should moderators do during the main session of focus group discussions? (Check all that apply.)
- They should try to view the topic of discussion from a participants point of view
- they should generally avoid interrupting
which of the following are true of qualitative research
- used to obtain preliminary insights into research problems
- Used to explore more deeply into areas that quantitative research may be too superficial to access
T/F: Qualitative researchers try to understand research participants instead of fitting their answers into set categories
TRUE
Identify true statements about focus group research
It is rooted in the behavioral sciences
it is most widely used in qualitative research method in marketing
Identify a disadvantage go focus group interviews
the findings are not generalizable to the target population
The steps to researcher has to take when selecting an observation method
- Comprehend the information requirements and consider how information will be used later
- Evaluate the various methods of observing behaviors
- Determine the ability of the proposed method to accurately observe and record an activity or behavior
- Determine and evaluate the costs involved
- Consider the potential ethical issues associated with the proposed method of observation.
Identify the true statements about qualitative research. (Check all that apply.)
In most cases, data are gathered in relatively short periods of time
It helps researchers and clients get slower to their existing and potential customers than does quantitive research
A qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher is called
Focus group research
a limitation of observation methods is that
they lead to findings that are difficult to generalize
identify the weaknesses of social media monitoring
- Some social media sites are not publicly available to researchers to mine
- The accuracy of data is unknown because most automated techniques for classifying textual data are unproven
- the sample of ppl interacting about a brand may not be representative of consumer reactions in the target market because the sample is usually self selected.
what are the disadvantages of focus group interviews
- data has limited reliability
- Trustworthiness of the interpretation of the data is dependent on the insightfulness and care of researchers
- The results could be contaminated by group dynamics
identify the issues a researcher should consider when evaluating various methods of observing behaviors
what questions should they answer (2)
is a setting available to observe the events or behaviors?
To what extent are the events or behaviors repetitious and frequently exhibited. ?
what is
An observational research technique that requires deep engagement with one or more online communities is called
netnography
true statements of quantitative research methods (3)
research problems are well defined and precise
statistically projectable to the target population of interest
used with descriptive and casual research designs
In the context of qualitative data collection methods, identify the features of online focus groups. (Check all that apply.)
- Low incidence populations are easier to reach online
- Responses tend to be more candid as there is less social pressure when participants are not face to face
- Software can be used to slow down the response of dominant group members and this ensure that everyone gets a chance to participate
10 to 12 group members
ideal number for face to face focus groups
14-16
5 to 7 members
unlikely to create synergy
features of a professional group facility
- comfortable atmostphere
- built in equipment for recording
benefits of obersvation methods
they reduce interview errors
they enable data collection at a low cost and in relatively less time than others types of procedures
advantages of social media monitoring (2)
- ppl who may not agree to focus groups or fill out surveys may share their experiences on social media platforms
- Researchers can observe interaction b/w ppl unprompted by the potential bias of interviews
observational research based on analyzing conversations in social media is called
social media monitoring
Opinion mining, or sentiment analysis, depends on the growing field of Blank______ that enables automatic categorization of online comments into positive or negative categories.
natural language processing
Identify the true statements about qualitative research.
in most cases, data are gathered in relatively short periods of time
it helps researchers and clients get slower to their existing and potential customers than does quantitative research
qualitative data collection methods: true statement about online focus groups
they are especially suitable for web-based advertising of products and services.
a data collection method in which a well trained interviewer asks a participant a set of semistructured questions in a face to face setting is called
in - depth interview
Which of the following approaches is particularly good to use with projective techniques?
in depth interviewing
Which of the following is a benefit of observation methods?
they allow collection of actual activities or behavior rather than reported activities.
The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns is called
content analysis
An ethnographic research technique that involves comprehensive observation of behavior in natural settings in order to completely experience cultural or subcultural contexts is called
participant observation
advantages of in dept interviews over focus groups
reich Detail when focusing on 1 participant
less cross talk
lower likelihood of social responses
