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Exam 6: Utilizing Exploratory and Qualitative Research Techniques

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Question 31

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Ethnography uses several different types of research,including immersion,participant observation,and informal and ongoing in-depth interviewing.

A) True
B) False

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Question 32

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A limitation of ethnographic research is that respondents are overly aware of their own habitual or conscious behaviors as they interact with products and services.

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B) False

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Question 33

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The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

All of the following are types of neuromarketing EXCEPT which one of the following?

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

Online panels are groups of respondents that are brought together online to interact,provide opinions and ideas,and complete tasks.

Quantitative research uses undetermined structured questions with undetermined structured response options.It is also normally characterized by undetermined samples sizes.

Neuroimaging,or viewing brain activity,may aid marketing researchers to better understand consumers' unconscious as well as conscious emotions.

Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

Only when feelings are relatively important or are not inferred from the behavior is it appropriate to use observational research methods.

Ethnographic research,an approach borrowed from anthropology,is defined as a detailed,________ of a group and its behavior,characteristics,and culture.

The advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do is a characteristic of observational research.

Focus groups,or moderated small-group discussions,are a popular form of qualitative research.Discuss the advantages and disadvantages of this type of qualitative research.

Wearable technology,such as Google Glass and Apple Watch,may add to the credibility of neuromarketing by measuring consumers' responses to marketing stimuli under more natural conditions.

Direct observation has been used by General Mills to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

If Ray-Ban is developing a new"Astronaut"sunglasses model with superior ultraviolet-light filtration,space-age styling,and a cost of about $200,________ might be used to fathom consumers' initial reactions.

Describe the differences among qualitative research,quantitative research,and mixed methods research.

Types of indirect observations include archives and physical traces.

A major retailer uses shoppers to observe and record sales clerks' assistance,courtesy,and efficiency.This is an example of what type of observational research?

Structured versus unstructured observation refers to the degree to which the phenomena to be observed are predetermined