Terms Ch. 6 Flashcards
Quantitative research
defined as research involving the administration of a set of structured questions with predetermined response options to a larger number of respondents.
Qualitative research
research involving collecting, analyzing, and interrupting data by observing what people do and say
Pluralistic research
defined as the combination of qualitative and quantitative research methods to gain the advantage of both
Observation methods
techniques in which the researcher relies on his or her powers of observation to obtain information.
Direct observation
observing behavior as it occurs
Indirect observation
observing the effects or results of the behavior rather than the behavior itself
Archives
are secondary sources, such as historical records, that can be applied to present problems
Physical traces
tangible evidence of some past event
Covert observation
the subject is unaware that he or she is being observed
Overt observation
all of which require the subjects’ knowledge, include laboratory settings, recording of sales calls, People meters (minimize the presence of the observer)
Structured observation
the researcher identifies beforehand which behaviors are to be observed and recorded, all others are ignored
Unstructured observation
no restriction on what the observer notes, all behavior is monitored
In situ observation; the researcher observes the behavior exactly as it happens
Invented observation
when the researcher creates the situation
Focus group
are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
Traditional focus group
about 6 to 12 people who interact in a dedicated room, with a one-way mirror for client viewing, for about 2 hours
Contemporary focus group
have emerged that differ in that they are online and the client can observe the online activity from any remote location
Moderators
someone who guides the group participants
Focus group report
; summarizes the information provided by the focus group participants relative to the research question
Online focus group
form of contemporary focus group in which respondents communicate via an internet forum, which clients can observe
In-depth interview
only referred to as an IDI, is defined as a set of probing questions posed one on one to a subject by a trained interviewer to gain an idea of what the subject thinks about something or why he or she behaves in a certain way
Laddering
technique used in in-depth interviews in an attempt to discover how product attributes are associated with desired consumer values.
Protocol analysis
placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision
Projective technique
situation in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning
Word-association test
involves reading words to a respondent who then answers with the first word that comes to his or hers mind
