Terms Ch. 6

Question 1

Quantitative research

Answer 1

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

Question 2

Qualitative research

Answer 2

research involving collecting, analyzing, and interrupting data by observing what people do and say

Question 3

Pluralistic research

Answer 3

defined as the combination of qualitative and quantitative research methods to gain the advantage of both

Question 4

Observation methods

Answer 4

techniques in which the researcher relies on his or her powers of observation to obtain information.

Question 5

Direct observation

Answer 5

observing behavior as it occurs

Question 6

Indirect observation

Answer 6

observing the effects or results of the behavior rather than the behavior itself

Question 7

Archives

Answer 7

are secondary sources, such as historical records, that can be applied to present problems

Question 8

Physical traces

Answer 8

tangible evidence of some past event

Question 9

Covert observation

Answer 9

the subject is unaware that he or she is being observed

Question 10

Overt observation

Answer 10

all of which require the subjects’ knowledge, include laboratory settings, recording of sales calls, People meters (minimize the presence of the observer)

Question 11

Structured observation

Answer 11

the researcher identifies beforehand which behaviors are to be observed and recorded, all others are ignored

Question 12

Unstructured observation

Answer 12

no restriction on what the observer notes, all behavior is monitored
In situ observation; the researcher observes the behavior exactly as it happens

Question 13

Invented observation

Answer 13

when the researcher creates the situation

Question 14

Focus group

Answer 14

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.

Question 15

Traditional focus group

Answer 15

about 6 to 12 people who interact in a dedicated room, with a one-way mirror for client viewing, for about 2 hours

Question 16

Contemporary focus group

Answer 16

have emerged that differ in that they are online and the client can observe the online activity from any remote location

Question 17

Moderators

Answer 17

someone who guides the group participants

Question 18

Focus group report

Answer 18

; summarizes the information provided by the focus group participants relative to the research question

Question 19

Online focus group

Answer 19

form of contemporary focus group in which respondents communicate via an internet forum, which clients can observe

Question 20

In-depth interview

Answer 20

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

Question 21

Laddering

Answer 21

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

Question 22

Protocol analysis

Answer 22

placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision

Question 23

Projective technique

Answer 23

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

Question 24

Word-association test

Answer 24

involves reading words to a respondent who then answers with the first word that comes to his or hers mind

Question 25

Sentence-completion test

Answer 25

; respondents are given incomplete sentences and asked to complete them in their own words

Question 26

Picture test

Answer 26

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

Question 27

Balloon test

Answer 27

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

Question 28

Role playing

Answer 28

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

Question 29

Ethnographic research

Answer 29

a detailed, descriptive study of a group and it behavior, characteristics, culture, and so on

Question 30

Physiological measurement

Answer 30

involves studying an individual’s involuntary responses to marketing stimuli via the use of equipment that monitors eye dilation, respiration, voice pitch, brain waves, or some other body processes

Question 31

Pupilometer

Answer 31

a device that attaches to a person’s head and determines interest and attention by measuring the amount of dilation in the pupil of the eye

Question 32

Eye tracking

Answer 32

measuring where the eyes are looking at

Question 33

Galvanometer

Answer 33

a device that determines excitement levels by measuring the electrical activity in the respondent’s skin

Question 34

Neuroimaging

Answer 34

viewing of brain activity, shows the unconscious activity of a participant