MKTG 323 Exam 1 - FLASHCARDS - Section 4

Question 1

What is collection of data in the form of text or images using open-ended questions or observation?

Answer 1

Qualitative research

Question 2

What is emphasis on using standard questions and predetermined response options in questionnaires or surveys administered to large numbers of responders?

Answer 2

Quantitative research

Question 3

What is the goal of qualitative research?

Answer 3

Discovery of new ideas, thoughts, feelings; understanding relationships and psychological processes

Question 4

What is the goal of quantitative research?

Answer 4

Validation of facts, estimates, and relationships

Question 5

What type of research is an interview?

Answer 5

Qualitative research

Question 6

What type of research is a focus group?

Answer 6

Qualitative research

Question 7

What type of research is a survey?

Answer 7

Quantitative research

Question 8

What research method has exploratory research?

Answer 8

Qualitative research

Question 9

What type of research has open-ended questions and is unstructured?

Answer 9

Qualitative research

Question 10

What is the time frame of qualitative research?

Answer 10

Relatively short time frame

Question 11

What type of research represents only sampled individuals and has small samples?

Answer 11

Qualitative research

Question 12

What type of research has subjective, content analysis, and interpretative?

Answer 12

Qualitative research

Question 13

What type of research has limited generalizability?

Answer 13

Qualitative research

Question 14

What type of research is descriptive and causal?

Answer 14

Quantitative research

Question 15

What type of research is mostly structured?

Answer 15

Quantitative research

Question 16

What type of research has a significantly longer time frame?

Answer 16

Quantitative research

Question 17

What type of research represents large samples, with proper sampling to represent the population?

Answer 17

Quantitative research

Question 18

What type of research generally has very good generalizability and can infer facts and relationships?

Answer 18

Quantitative research

Question 19

What type of research deals with numbers?

Answer 19

Quantitative research

Question 20

What type of research deals with descriptions?

Answer 20

Qualitative research

Question 21

What type of data is data which can be measured?

Answer 21

Quantitative

Question 22

What type of data is data that can be observed but not measured?

Answer 22

Qualitative

Question 23

What type of data is this: Height, volume, cost, ROI, sales, ages?

Answer 23

Quantitative

Question 24

What type of data is this: Colors, textures, smells, tastes, appearance, beauty?

Answer 24

Qualitative

Question 25

True or false: Qualitative research is used in exploratory research designs when the research objectives are to gather background information?

Answer 25

TRUE

Question 26

True or false: Qualitative research is used in exploratory research designs when the research objectives are to clarify the research problems?

Answer 26

TRUE

Question 27

True or false: Qualitative research is used in exploratory research designs when the research objectives are to create hypotheses or establish research priorities?

Answer 27

TRUE

Question 28

What type of research is a conversation?

Answer 28

Qualitative research

Question 29

What type of research is a case study?

Answer 29

Qualitative research

Question 30

What type of research is an in-depth interview?

Answer 30

Qualitative research

Question 31

How many people does a focus group have?

Answer 31

6-10 people

Question 32

Who is a focus group led by?

Answer 32

Led by a moderator who encourages dialogue among respondents

Question 33

What are advantages of a focus group?

Answer 33

1. Relatively fast 2. Easy to execute 3. Allow respondents to piggyback off each other’s ideas 4. Provide multiple perspectives 5. Flexibility to allow more detailed descriptions 6. High degree of scrutiny

Question 34

Are focus groups homogenous or heterogenous?

Answer 34

Homogenous

Question 35

What does TED stand for?

Answer 35

Tell, Explain, Describe

Question 36

What are weaknesses of focus groups?

Answer 36

Findings lack generalizability to the target population Reliability of the data is limited Trustworthiness of the interpretation is based on care and insightfulness of researchers

Question 37

What is a projective technique where respondents are read a series of words and asked to respond with the first word that comes to mind?

Answer 37

Word association

Question 38

What involves showing respondents a picture or series of pictures and asking them to tell a story about what they see?

Answer 38

Storytelling