Exam 1

Question 1

Qualitative research methods

Answer 1

Are descriptive, non-empirical data collected that describe an individual consumers subjective experience with the product or service

Question 2

An alternative research approach to behavioral science that relies less on scientific and technological methodology

Answer 2

Interpretivism

Question 3

Quantitative research methods

Answer 3

Empirical data are collected. Numerical, based on observation, experience, experiment, not speculation.

Question 4

What are the six steps of the marketing research process?

Answer 4

1) defined the problem or opportunity
2) determine the research design
3) design data collection methods and forms
4) sampling and data collection
5) analysis and interpretation of results
6) recommendations

Question 5

Broad, qualitative research done to generate ideas or help further formulate problems for further research

Answer 5

Exploratory research

Question 6

What is it called when a person is aware of being observed?

Answer 6

Obtrusive observation

Question 7

What is it called when a person is unaware that they are being observed?

Answer 7

Unobtrusive observation

Question 8

What is participant observation?

Answer 8

When a researcher joins a family or group for an extended period and observes members behaviors. Also called ethnographic research.

Question 9

What is a longitudinal study?

Answer 9

Data that are collected at various points in time, over time

Question 10

What are the three types of consumer behavior research?

Answer 10

Exploratory, descriptive, and casual

Question 11

What is casual research?

Answer 11

Identifying an understanding, cause-and-effect relationships through experimentation

Question 12

What is descriptive research?

Answer 12

More structured and rigid than exploratory research, done to describe the characteristics of some group or their behaviors, or to make predictions about trends or variables

Question 13

What is customer delight

Answer 13

Goes a step beyond customer perceived value, suggesting customer benefits that not only meet, but also exceed expectations and unanticipated Waze

Question 14

What is the marketing concept?

Answer 14

The idea that firms to discover in satisfy customer needs and wants in an efficient and profitable manner while benefiting the long term interests of the company’s stakeholders

Question 15

What is behavioral science?

Answer 15

Applies the scientific method, relying on systematic rigorous procedures to explain control and predict consumer behavior

Question 16

What is applied research?

Answer 16

Examines many of the same variables as basic research, but within a specific context of interest to a marketer. Researchers want to solve particular business related problems.

Question 17

What is a projective technique?

Answer 17

Techniques that you seemingly meaningless exercises to uncover consumers unconscious points of view