Chapter 6: Qualitative Research Techniques

Question 1

The means of data collection during the research process can be classified into two broad categories:

Answer 1

quantitative and qualitative.

Question 2

__________ is defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents.

Answer 2

Quantitative research

Question 3

__________ involves collecting, analyzing, and interpreting data by observing what people do and say.

Answer 3

Qualitative research

Question 4

________ is a term used to emphasize the importance of gaining qualitative insights of phenomena to complement the quantitative knowledge provided by big data.

Answer 4

Thick data

Question 5

__________ is defined as the integration of qualitative and quantitative research methods, with the aim of gaining the advantages of both.

Answer 5

Mixed methods research

Question 6

Three types of mixed methods research include: .

Answer 6

qualitative before quantitative,
quantitative before qualitative,
qualitative and quantitative concurrently

Question 7

_________ are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.

Answer 7

Observation methods

Question 8

Four general ways of organizing observations are:

Answer 8

(1) direct versus indirect;
(2) covert versus overt;
(3) structured versus unstructured;
(4) in situ versus invented.

Question 9

__________ as it occurs is called direct observation.

Answer 9

Observing behavior

Question 10

With ___________, the researcher observes the effects or results of the behavior rather than the behavior itself. Types of indirect observations include archives and physical traces.

Answer 10

indirect observation

Question 11

________ are secondary sources, such as historical records, that can be applied to the present problem.

Answer 11

Archives

Question 12

_________ are tangible evidence of some past event.

Answer 12

Physical traces

Question 13

With _________, the subject is unaware that he or she is being observed.

Answer 13

covert observation

Question 14

When the respondent knows he or she is being observed, this form of research is known as ________.

Answer 14

overt observation

Question 15

In _________, the researcher identifies beforehand which behaviors are to be observed and recorded.

Answer 15

structured observation,

Question 16

In ________, there are no predetermined restrictions on what the observer records.

Answer 16

unstructured observation

Question 17

With in _________, the researcher observes the behavior exactly as it happens in a natural environment.

Answer 17

situ observation

Question 18

_________ occurs when the researcher creates a simulated environment in order to improve understanding of a phenomenon.

Answer 18

Invented observation

Question 19

________ means that the event must begin and end within a reasonably short time span.

Answer 19

Short time interval

Question 20

_______ refers to behavior that occurs in a setting the researcher can readily observe.

Answer 20

Public behavior

Question 21

_______ occurs when actions or activities are so repetitive or automatic that the observed person cannot recall specifics about the behavior under question.

Answer 21

Faulty recall

Question 22

_______ has the advantage of seeing what consumers actually do, instead of relying on their reports of what they think they do.

Answer 22

Observational research

Question 23

The major _______ of observational research include a smaller sample size which may not be representative of the population, and the inability to determine consumers’ motives, attitudes, and intentions.

Answer 23

disadvantages

Question 24

________ 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.

Answer 24

Focus groups

Question 25

Information from focus groups can be used to:

Answer 25

generate ideas, to learn the respondents’ “vocabulary” when relating to a product, to gain some insight into basic consumer needs and attitudes.

Question 26

Focus group participants’ comments are encouraged and guided by _______.

Answer 26

moderators

Question 27

A ________ summarized the information provided by the focus group participants relative to the research questions.

Answer 27

focus group report

Question 28

Respondents to an ________ communicate via the Internet, and clients may observe the virtual chat.

Answer 28

online focus group

Question 29

The optimal size of a focus group is:

Answer 29

6 to 12 people.

Question 30

Ideally, focus group members should be _______ in some way.

Answer 30

homogeneous

Question 31

More than _____ focus group should always be conducted.

Answer 31

one

Question 32

Selection of ________ is determined by the purpose of the focus group.

Answer 32

focus group members

Question 33

The four major advantages of focus groups are that:

Answer 33

(1) they generate fresh ideas; (2) they allow clients to observe participants; (3) they may be directed at understanding a wide variety of issues, such as reactions to a new food product, brand logo, or television ad; (4) they allow fairly easy access to special respondent groups such as lawyers or doctors, where it would otherwise be very difficult to find a representative sample of these groups.

Question 34

There are three major disadvantages to focus groups:

Answer 34

(1) They do not constitute representative samples; therefore, caution must be exercised in generalizing findings; (2) success is greatly dependent on the ability of the moderator; (3) it is sometimes difficult to interpret the results of focus groups (the moderator’s report is based on a subjective evaluation of participants’ statements and interactions).

Question 35

There are four main objectives of focus groups:

Answer 35

(1) to generate ideas; (2) to understand consumer vocabulary; (3) to reveal consumer needs, motives, perceptions, and attitudes about products or services; (4) to understand findings from quantitative studies.

Question 36

Focus groups _______ for managers to consider.

Answer 36

generate ideas

Question 37

To _________ entails using a focus group to stay abreast of the words and phrases consumers use when describing products in order to improve communications about those products or services.

Answer 37

understand consumer vocabulary

Question 38

The third objective—_________—involves using a focus group to refresh the marketing team’s understanding of what customers really feel or think about a product or service.

Answer 38

to reveal consumer needs, motives, perceptions, and attitudes about products or services

Question 39

Finally, to __________ requires using focus groups to better comprehend data gathered from other surveys

Answer 39

understand findings from quantitative studies

Question 40

________ is a term borrowed from anthropology that describe a detailed, descriptive study of a group and its behavior, characteristics, and culture.

Answer 40

Ethnographic research

Question 41

_______ are a type of research in which a researcher accompanies a shopper (with permission) on a shopping trip and observes and records the shopper’s activities.

Answer 41

Shopalongs

Question 42

______ is a type of marketing research in which respondents document their own experiences through their mobile phones.

Answer 42

Mobile ethnography

Question 43

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

Answer 43

Netnography

Question 44

__________ (MROCs), also called online panels, are groups of respondents that are brought together online to interact, provide opinions and ideas, and complete tasks.

Answer 44

Marketing research online communities

Question 45

An __________ or IDI is defined as a set of probing questions posed one-on-one to a respondent by a trained interviewer to gain insight into what the respondent thinks or why he or she behaves in a certain way.

Answer 45

in-depth interview

Question 46

________ is a technique used in in-depth interviews in an attempt to discover how product attributes are associated with desired consumer values.

Answer 46

Laddering

Question 47

________ places people in a decision making situation and asks them to verbalize everything they consider in their decision.

Answer 47

Protocol analysis

Question 48

_________ involve situations in which participants are placed in (projected into) simulated activities in hopes that they will divulge things about themselves that they might not reveal under direct questioning.

Answer 48

Projective techniques

Question 49

A ________ involves reading words to a respondent who then answers with the first word that comes to mind.

Answer 49

word-association test

Question 50

With a _________, respondents are given incomplete sentences and asked to complete them in their own words. The researcher then inspects these sentences to identify themes or concepts.

Answer 50

sentence-completion test

Question 51

With a ________, a picture is provided to participants who are instructed to describe their reactions by writing a short story about the picture.

Answer 51

picture test

Question 52

With a _________, a line drawing with an empty “balloon” above the head of one of the actors is provided to respondents, who are instructed to write in the balloon what the actor is saying or thinking.

Answer 52

balloon test

Question 53

With _________, participants are asked to pretend they are a “third person” such as a friend or neighbor, and to describe how they would act in a certain situation or react to a specific statement.

Answer 53

role playing,

Question 54

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

Answer 54

Neuromarketing

Question 55

__________ is viewing activity in the brain to better understand consumers’ unconscious emotions.

Answer 55

Neuroimaging

Question 56

_______ is a technique for measuring eye positions and eye movement.

Answer 56

Eye tracking

Question 57

_______ is a system that is used to measure universal expressions of emotions such as happiness, sadness, fear, and surprise.

Answer 57

Facial coding

Question 58

________ involves examining qualitative data to uncover themes or patterns which relate to the objectives of the research.

Answer 58

Thematic analysis

Question 59

A __________ is an example from qualitative data that provides evidence for a theme.

Answer 59

substantiating example

Question 60

A ________ is a quote from a research participant that is used as a substantiating example of findings from qualitative research.

Answer 60

verbatim

Question 61

A ________ is a visual display of words and phrases in a text, with the size of the words and phrases representing the frequency of their occurrence in the text.

Answer 61

word cloud