Week_4_Exploratory Research & Descriptive Research Design & Survey & Observation

Question 1

Qualitative data consists of

Answer 1

Direct (includes focus group and depth interview) and indirect (includes project technique)

Question 2

Key qualifications of focus group moderator

Answer 2

kindness, need to interaction.
permissive such as alert people to focus on topic, not disintegrating
Make sure everyone involved
Encourage people to answer specific and being participate
Flexibility such as alter the direction
sensitive

Question 3

Procedure for Planning and Conducting Focus Groups

Answer 3

1. Determine the objectives and problem.
2. Specify the objective of qualitative research.
3. State the questions to focus groups.
4. Write questionnaire.
5. Develop moderator’s outline.
6. Conduct the interviews.
7. Review the tapes and analyze data.
8. Summarize findings and plan follow-up research or action.

Question 4

Two-ways focus group meaning

Answer 4

such as one group of physicians view the other arthritis patients discussing the treatment they desired

Question 5

Respondent-moderator group meaning

Answer 5

the moderator ask participant play the role of moderator temporarily to improve dynamic

Question 6

Focus group pros

Answer 6

Synergism (协同作用), snowball, simulation, all about collaboration.
Security, let people feel secured and give more information.

Question 7

Focus group cons

Answer 7

Misuse and misjudge, maybe get information whatever we want.
Moderation
Group people must select carefully.

Question 8

What is technique of depth interview?

Answer 8

laddering, hidden issue questioning, and symbolic analysis

Question 9

What can “hidden issue questioning” do?

Answer 9

the focus is not on socially shared values but rather on personal “sore spots;” (Dig in)

Question 10

What is symbolic analysis of depth interview?

Answer 10

“What would it be like if you could no longer use airplanes”. Try to analyze and compare with original question answer and the opposite of the question answer

Question 11

What is projective technique meaning?

Answer 11

1. Word Association - An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
2. Completion techniques - sentence completion and story completio respondents are given incomplete sentences and asked to complete them with first word or phrase come to mind.
3. Construction technique - Respondent describe a conclusion for a given story.
4. Express technique

Question 12

What is construction technique meaning?

Answer 12

1. Picture response - describe a series of pictures of ordinary
2. Cartoon test - indicate what cartoon character might say, simpler than picture response

Question 13

Expressive technique meaning?

Answer 13

1. respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation
2. Role playing
3. Third-person technique

Question 14

Projective technique pros and cons

Answer 14

Pros: elicit response that unwilling for people, easy to get response of sensitive question etc, find the underlying thinking at subconscious level.
Cons: Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent.
Require highly-trained interviewers.
Skilled interpreters are also required to analyze the
responses.
risk of interpretation bias.
tend to be expensive.
May require respondents to engage in unusual behavior.

Question 15

A Comparison of Focus Groups, Depth Interviews, and Projective Techniques

Answer 15

See silde chart

Question 16

Analyze the qualitative data

Answer 16

Reduce data
data display, need to interpret the meaning.
Conclusion drawing and verification

Question 17

What is the crucial factor for international marketing research?

Answer 17

Qualitative research

Question 18

How many survey method can be adopted?

Answer 18

Telephone methods, personal methods, mail methods, electronic method (internet/email), mobile method

Question 19

Critical factors for Survey methods

Answer 19

Task factors
Situational factors
Respondent factors

Question 20

Observation of survey result is important

Answer 20

Can’t just believe what people tell you.

Question 21

Unstructured observation VS. structured observation

Answer 21

For unstructured, people won’t be told what they gonna observe, people can say whatever they saw.
For structured, the researcher specifies in detail what is to be observed and how the measurements are to be recorded.

Question 22

Disguised observation & Undisguised observation

Answer 22

When adopting disguised observation, people may pretend to be normal

Question 23

Audit Observation

Answer 23

collects data by examining physical records or performing inventory analysis. (Walmart inventory analysis)

Question 24

Trace analysis

Answer 24

Data collection is based on physical traces, or evidence, of past behavior. (古董，字画目光停留处）（指纹检验，查哪些功能用的多）（wholefoods门口的汽车款式）

Question 25

What is laddering of technique in depth interview?

Answer 25

The line of questioning proceeds from product characteristics to user characteristics

Question 26

Two types of methodologies for collecting descriptive data

Answer 26

Survey and observation

Question 27

What is Symbolic analysis

Answer 27

attempts to analyze the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary “non-product,” and opposite types of products.

Question 28

What are five modes of observation research?

Answer 28

Personal
Mechanical 
Audit
Content
Trace

Question 29

Structured Versus Unstructured Observation

Answer 29

Structured observation: the researcher specifies in detail what is to be observed and how the measurements are to be recorded
Unstructured observation: the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand

Question 30

Disguised Versus Undisguised Observation

Answer 30

unaware of being observed and aware of being observed.

Question 31

Natural Versus Contrived Observation

Answer 31

Natural observation involves observing behavior as it takes place in the environment.
Contrived observation means respondents’ behavior is observed in an artificial environment, such as a test kitchen set up in a shopping mall.

Question 32

Which mode doesn’t require respondents’ direct participation?

Answer 32

Mechanical observation. It is used for continuously recording ongoing behavior for later analysis.

Question 33

Which observation methods is the lowest degree of structure?

Answer 33

personal observation, then trace analysis.