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Marketing Research, 8e (Burns/Bush) Chapter 6 Utilizing Exploratory and Qualitative Research Techniques 1) Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: A) Quantitative research.

B) Primary research.

C) Qualitative research.

D) Secondary research.

Answer: A LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 2) The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

A) qualitative B) quantitative C) strategic D) tactical Answer: B LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 3) Collecting, analyzing, and interpreting data by observing what people do and say is: A) Quantitative research.

B) Primary research.

C) Qualitative research.

D) Secondary research.

Answer: C LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge

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4) Any study that is conducted using an observational technique or unstructured questioning can be classified as ________, which is becoming increasingly popular in a number of research situations.

A) quantitative research B) secondary research C) strategic research D) qualitative research Answer: D LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 5) When Procter & Gamble is interested in improving its Ultra Tide laundry detergent, it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using?

A) Qualitative research B) Quantitative research C) Mixed methods research D) Product research Answer: A LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Moderate Classification: Application AACSB: Application of knowledge 6) The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of: A) Product research.

B) Mixed methods research.

C) Readership research.

D) Media research.

Answer: B LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Moderate Classification: Application AACSB: Application of knowledge

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7) A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of: A) Conducting product testing simultaneously.

B) Conducting primary and secondary research concurrently.

C) Conducting quantitative and qualitative research simultaneously.

D) Conducting market tests and taste tests concurrently.

Answer: C LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Difficult Classification: Application AACSB: Application of knowledge 8) Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is: A) Observational research.

B) Behavioral research.

C) Mixed methods research.

D) Product research.

Answer: A LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 9) Which of the following is NOT one of the four general ways of organizing observations?

A) Direct versus indirect B) Mandatory versus voluntary C) Covert versus overt D) In situ versus invented Answer: B LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 10) General Mills used ________ to understand how children eat breakfast, leading to the launch of Go-Gurt, a midmorning snack for schoolchildren.

A) indirect observational research B) in situ observational research C) direct observational research D) covert observational research Answer: C LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 3 Copyright © 2017 Pearson Education, Inc.

11) When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls, he or she is using what type of observational research?

A) Direct B) Structured C) Covert D) Indirect Answer: D LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 12) 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?

A) Covert observational research B) Structured observational research C) Invented observational research D) Direct observational research Answer: A LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 13) Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is: A) Unstructured observational research.

B) Overt observational research.

C) Invented research D) Indirect research.

Answer: A LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge

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14) In ________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he or she deems interesting or relevant.

A) covert observational research B) unstructured observational research C) invented observational research D) direct observational research Answer: B LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 15) A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of: A) Covert observational research.

B) In situ observational research.

C) Unstructured observational research.

D) Direct observational research.

Answer: B LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 16) Of the following circumstances, which is NOT suited to an observational study?

A) Short time interval B) Behavior patterns over lengthy time periods C) Public behavior D) Likelihood of faulty recall if respondents are asked about previous experiences Answer: B LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge

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17) Which of the following is NOT a major disadvantage of observational research?

A) Generally small sample size, which may not be representative of the population B) Inability to determine consumers' motives, attitudes, and intentions C) Seeing what consumers actually do D) Subjective interpretation required to explain observed behavior Answer: C LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 18) ________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

A) Experimental groups B) Focus groups C) Observation groups D) Control groups Answer: B LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 19) A research technique that can be used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insights into basic needs and attitudes is: A) In-depth interview.

B) Protocol analysis.

C) Role playing.

D) Focus group.

Answer: D LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 20) What are the focus group company principals often referred to as?

A) Qualitative research consultants B) Moderator consultants C) Quantitative research consultants D) Observation group consultants Answer: A LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 6 Copyright © 2017 Pearson Education, Inc.

21) The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

A) demographic and socio-economic characteristics B) demographic and buyer behavior characteristics C) buying power and demographic characteristics D) geographic and buyer-behavior characteristics Answer: B LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge 22) A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

A) a specific question B) a specific method C) a specific survey D) a specific group Answer: C LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge 23) Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

A) No physical setup necessary B) Transcripts captured in real time C) Participants can be in different geographic locations D) Body language visible and apparent Answer: D LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 24) Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

A) Transcripts cannot be captured in real time B) Observation of participants' body language is not possible C) Participants cannot physically inspect products or taste food items D) Participants can lose interest or become distracted Answer: A LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 7 Copyright © 2017 Pearson Education, Inc.

25) When the research objective is to ________, focus groups may be an alternative.

A) explore or describe rather than predict B) describe and predict C) describe, explore, and predict D) explore and predict Answer: A LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge 26) If ________ is at hand, research that is representative of some population and that has some known margin of error (quantitative research) should be used.

A) a low-level decision B) a high-stakes decision C) an operational decision D) a tactical decision Answer: B LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge 27) Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

A) Understand consumer vocabulary B) Reveal consumer needs, motives, perceptions, and attitudes C) Idea generation D) Understand findings from quantitative studies Answer: A LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 28) What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

A) Understand consumer vocabulary B) Reveal consumer needs, motives, perceptions, and attitudes C) Idea generation D) Understand findings from quantitative studies Answer: B LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 8 Copyright © 2017 Pearson Education, Inc.

29) A bank image survey showed that a particular branch consistently received lower scores on "employee friendliness." Focus group research later identified the problem. What objective did the bank have when it conducted the focus groups?

A) Understand consumer vocabulary B) Reveal consumer needs, motives, perceptions, and attitudes C) Idea generation D) Understand findings from quantitative studies Answer: D LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 30) Ethnographic research, an approach borrowed from anthropology, is defined as a detailed, ________ of a group and its behavior, characteristics, and culture.

A) descriptive study B) longitudinal study C) cross-sectional study D) academic study Answer: A LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Difficult Classification: Application AACSB: Application of knowledge 31) The advantage of mobile ethnography is that it can ________ that a researcher might miss, with respondents viewed as the experts of their own lives.

A) uncover true entertainment habits B) uncover authentic behavior and feelings C) uncover gaming purchase and use behaviors D) uncover authentic shopping behavior Answer: B LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Moderate Classification: Application AACSB: Application of knowledge 32) ________ is the name for the ethnographic study of online activities.

A) Onlineography B) Mobileorgraphy C) Netnography D) Digitalography Answer: C LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Moderate Classification: Application AACSB: Application of knowledge 9 Copyright © 2017 Pearson Education, Inc.

33) A popular and growing trend in marketing research is the use of ________ to gain insights, with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

A) focus groups B) ethnographic research groups C) shopalong research communities D) marketing research online communities Answer: D LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge 34) One of the main advantages of online communities is that they are ________, allowing a wide variety of data to be collected, including posts, photos, and videos.

A) inexpensive and flexible B) easy to recruit and flexible C) flexible and diverse D) expensive but flexible Answer: A LO: 6:5: How marketing research online communities (MROCs) are used Diff: Easy Classification: Application AACSB: Application of knowledge 35) A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

A) online panels B) in-depth interviews (IDIs) C) online ethnographic research D) social media interactive research Answer: B LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge

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36) Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

A) Focus groups B) Mail surveys C) In-depth interviews D) Online panels Answer: C LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 37) 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?

A) In-depth interviews B) Decision analysis research C) Protocol analysis D) Focus group research Answer: C LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 38) ________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

A) Focus groups B) In-depth interviews C) Protocol analyses D) Projective techniques Answer: D LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge \

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39) With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique?

A) Projective techniques B) Protocol analyses C) Focus groups D) In-depth interviews Answer: A LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 40) A picture or thematic apperception test involves providing a picture to participants, who are instructed to describe their reactions by writing a short story about the picture. This is used as part of what type of qualitative technique?

A) In-depth interviews B) Projective technique C) Protocol analysis D) Focus groups Answer: B LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 41) 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.

A) an online panel survey B) a mail survey C) role playing D) in-depth interviews Answer: C LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge

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42) Showing a line drawing of a situation in which one of the characters is making a statement, and asking the participant how the other character in the drawing would respond is using which type of projective technique?

A) Role playing B) Thematic apperception test C) Sentence completion test D) Cartoon or balloon test Answer: D LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 43) ________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]).

A) Neuromarketing B) Neuroscience C) Cerebromarketing D) Stimulus marketing Answer: A LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 44) By using ________ and understanding the neuroscience behind it, marketing researchers hope to more accurately posit what consumers really want (which can be different from what they say they want), what appeals to them, and what drives them to buy.

A) neurofocusing B) neuroimaging C) cerebroimaging D) stimulus imaging Answer: B LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge

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

A) Neuroimaging B) Eye tracking C) Stimulus imaging D) Facial coding Answer: C LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Easy Classification: Application AACSB: Application of knowledge 46) Neuromarketing is an emerging field that may offer additional ________ into consumer behavior.

A) quantitative insights B) brain science insights C) secondary research insights D) qualitative insights Answer: D LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Easy Classification: Application AACSB: Application of knowledge 47) Quantitative research uses undetermined structured questions with undetermined structured response options. It is also normally characterized by undetermined samples sizes.

Answer: FALSE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 48) The type of research characterized by collecting, analyzing, and interpreting data by observing what people do or say is qualitative research.

Answer: TRUE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge

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49) The primary advantage of quantitative research is that it allows researchers to gather deeper, richer information from respondents.

Answer: FALSE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 50) Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research, which is becoming increasingly unpopular in a number of research situations Answer: FALSE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Moderate Classification: Application AACSB: Application of knowledge 51) Often marketing researchers find that a large-scale survey is inappropriate and, instead, use a "soft approach" to the research.

Answer: TRUE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Moderate Classification: Application AACSB: Application of knowledge 52) The majority of marketing researchers have adopted mixed methods research, also known as pluralistic or hybrid research.

Answer: TRUE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Moderate Classification: Application AACSB: Application of knowledge 53) Armed with the knowledge that one research method builds on another, the researcher's design and execution of the qualitative phase are invariably superior to what they might have been without the quantitative phase.

Answer: FALSE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Difficult Classification: Application AACSB: Application of knowledge

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54) There are four general ways of making observations: (1) direct versus indirect, (2) overt versus covert, (3) structured versus unstructured, and (4) in situ versus invented.

Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 55) 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.

Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 56) Types of indirect observations include archives and physical traces.

Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Easy Classification: Application AACSB: Application of knowledge 57) A "mystery shopper" who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses overt observation.

Answer: FALSE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Easy Classification: Application AACSB: Application of knowledge 58) Structured versus unstructured observation refers to the degree to which the phenomena to be observed are predetermined Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 59) Midas improved its service quality by having customers make videos of themselves as they made car service appointments. This is an example of using in situ observation.

Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 16 Copyright © 2017 Pearson Education, Inc.

60) Observation is not typically used when the possibility of faulty recall rules out collecting information by asking the subject.

Answer: FALSE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 61) People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping. This is an example of public behavior observation.

Answer: FALSE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Moderate Classification: Application AACSB: Application of knowledge 62) 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.

Answer: TRUE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Easy Classification: Application AACSB: Application of knowledge 63) Only when feelings are relatively important or are not inferred from the behavior is it appropriate to use observational research methods.

Answer: FALSE LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge 64) Focus groups represent a useful technique for gathering information from a limited sample of respondents.

Answer: TRUE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge

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65) The focus group report lists most of the themes that became apparent during the research, notes any diversity of opinions or thoughts expressed by the participants, and contains abbreviated excerpts provided as evidence.

Answer: FALSE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 66) The traditional size of a focus group is about 6 to 12 people.

Answer: TRUE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 67) It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

Answer: FALSE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 68) The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.

Answer: TRUE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Moderate Classification: Application AACSB: Application of knowledge 69) The selection of focus group participants is determined largely by the purpose of the focus group and how many participants the research firm can recruit.

Answer: FALSE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 70) Focus group results are qualitative and not perfectly representative of the general population.

Answer: TRUE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 18 Copyright © 2017 Pearson Education, Inc.

71) Focus groups are a unique research method because they permit marketing managers to see and hear the market.

Answer: TRUE LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Easy Classification: Application AACSB: Application of knowledge 72) Ethnographic research is a term borrowed from archaeology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on.

Answer: FALSE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Moderate Classification: Application AACSB: Application of knowledge 73) Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing.

Answer: TRUE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Moderate Classification: Application AACSB: Application of knowledge 74) Mobile ethnography is sometimes called mobile qualitative, or simply mobile qual.

Answer: TRUE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Easy Classification: Application AACSB: Application of knowledge 75) Mobile ethnography can be especially useful for documenting public behavior, such as waking up in the morning or administrating medical treatments.

Answer: FALSE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Easy Classification: Application AACSB: Application of knowledge 76) The advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss, with respondents viewed as the experts of their own lives.

Answer: TRUE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Easy Classification: Application AACSB: Application of knowledge 19 Copyright © 2017 Pearson Education, Inc.

77) 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.

Answer: FALSE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Difficult Classification: Application AACSB: Application of knowledge 78) Netnography is used to examine the online interactions of individuals and communities on the Internet, as well as the relationships between people and electronics.

Answer: TRUE LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Moderate Classification: Application AACSB: Application of knowledge 79) Online panels are groups of respondents that are brought together online to interact, provide opinions and ideas, and complete tasks.

Answer: TRUE LO: 6:5: How marketing research online communities (MROCs) are used Diff: Easy Classification: Application AACSB: Application of knowledge 80) Online communities are particularly effective for gaining insights from Millennials, since these consumers are the most avid users of social media.

Answer: TRUE LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge 81) Participants in marketing research online communities are selected according to their demographics or interests.

Answer: TRUE LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge 82) The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.

Answer: FALSE LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge 20 Copyright © 2017 Pearson Education, Inc.

83) Marketing research online communities allow unique perspectives of consumers' lives by providing live examples of how social influences work and allowing researchers a greater understanding of community dynamics.

Answer: FALSE LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge 84) The objective of protocol analysis is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them.

Answer: FALSE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 85) Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

Answer: TRUE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 86) Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Answer: TRUE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 87) Socially undesirable behaviors such as smoking or road rage, illegal practices such as betting on football games, or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.

Answer: FALSE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 21 Copyright © 2017 Pearson Education, Inc.

88) Neuromarketing is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, and skin conductance, breathing, and brain activity.

Answer: TRUE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 89) The notion behind neuromarketing research is that psychological reactions cannot be consciously controlled, so they possibly reveal reactions that the individual is unaware of or unwilling to divulge.

Answer: FALSE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge 90) Neuroimaging, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious as well as conscious emotions.

Answer: FALSE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 91) Types of neuromarketing include neuroimaging, eye tracking, and facial coding.

Answer: TRUE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Easy Classification: Application AACSB: Application of knowledge 92) 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.

Answer: TRUE LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Moderate Classification: Application AACSB: Application of knowledge 22 Copyright © 2017 Pearson Education, Inc.

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

Answer: Student comments should demonstrate clear understanding of the differences between quantitative, qualitative, and mixed methods research. Answers should furnish concise but knowledgeable definitions of the three. Definitions of quantitative research may be similar to the following: Quantitative research is defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents.

Answers regarding qualitative research should be similar to: Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Advanced answers may note that qualitative research techniques afford rich insight into consumer behavior.

Discussion of mixed methods research should be similar to the following: Mixed methods research is defined as the combination of qualitative and quantitative research methods with the aim of gaining the advantages of both.

LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 94) Define observation as a qualitative research technique and the different observation techniques. Describe the differences in these techniques.

Answer: Comments should note that observation methods are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented. Answers will note that the four general ways of organizing observations are 1.

Direct versus indirect, 2. Covert versus overt, 3. Structured versus unstructured, and 4. In situ versus invented. Students will distinguish among the methods by saying that 1. Observing behavior, as it occurs, is called direct observation. With indirect observation, the researcher observes the effects or results of the behavior rather than the behavior itself. Types of indirect observations include archives and physical traces. 2. With covert observation, the subject is unaware that he or she is being observed. When the respondent knows he or she is being observed, this form of research is known as overt observation. 3. The researcher identifies beforehand which behaviors are to be observed and recorded in structured observation. In using unstructured observation, there are no predetermined restrictions on what the observer records. 4.

With in situ observation, the researcher observes the behavior exactly as it happens in a natural environment. Invented observation occurs when the researcher creates a simulated environment to improve understanding of a phenomenon.

LO: 6:2: The pros and cons of using observation as a means of gathering data Diff: Difficult Classification: Application AACSB: Application of knowledge

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95) 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.

Answer: Answers will show a clear understanding of both advantages and disadvantages of focus groups. Comments will note that there are four major advantages of focus groups: 1. They generate fresh ideas. 2. They allow clients to observe their participants. 3. They may be directed at understanding a wide variety of issues, such as reactions to a new food product, brand logo, or television ad, and 4. They allow fairly easy access to special respondent groups, such as lawyers or doctors (whereas it may be very difficult to find a representative sample of these groups).

Discussion related to disadvantages of focus groups may outline that 1. They do not constitute representative samples; therefore, caution must be exercised in generalizing findings; 2. Success is greatly dependent on the ability of the moderator, and 3. It is sometimes difficult to interpret the results of focus groups (the moderator's report is based on a subjective evaluation of participants' statements and interactions).

LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge 96) How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?

Answer: Comments should include a statement that a focus group report summarizes the information provided by the focus group participants relative to the research questions. Two factors are crucial when analyzing the data: Making sense out of the groups and analyzing demographic and buyer behavior characteristics. Answers will note that some sense must be made by translating the statements of participants into categories or themes and then reporting the degree of consensus apparent in the focus groups. Comments should note that the demographic and buyer behavior characteristics of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

Discussion will clearly state that the focus group report reflects the qualitative aspect of this research method. The report lists all themes that have become apparent, and it notes any diversity of opinions or thoughts expressed by the participants. It will also have numerous verbatim excerpts provided as evidence. Advanced answers will discuss that some reports include complete transcripts or video recordings of the focus group LO: 6:3: What focus groups are and how they are conducted and analyzed Diff: Difficult Classification: Application AACSB: Application of knowledge

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97) Define and describe ethnographic research. What is mobile ethnolography? What are the strengths and weaknesses of using mobile ethnography?

Answer: Students should define ethnographic research with something similar to: Ethnographic research is a term borrowed from anthropology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on. Comments may state that ethnographic research is used in marketing to gain a deeper and more comprehensive understanding of the consumer and consumer behavior by studying the behavior where it occurs for prolonged periods. Ethnography is particularly effective for studying trends, personal habits, lifestyle factors, and the effect of social and cultural context on consumption behavior. Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing. Ethnographers pay close attention to words, metaphors, symbols, and stories people use to explain their lives and communicate with one another. Student comments will define mobile ethnography as a type of marketing research in which respondents document their own experiences through their mobile phones. Answers should note that the advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss, with respondents viewed as the experts of their own lives. Comments should note that limitation is that respondents are often not aware of their own habitual or unconscious behavior as they interact with products and services. As a result, they might miss important insights that a trained researcher would notice. Some researchers say that while mobile methods are valuable, they cannot legitimately be called ethnography.

LO: 6:4: What ethnographic research is and its strengths and weaknesses Diff: Difficult Classification: Application AACSB: Application of knowledge

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98) A popular and growing trend in marketing research is the use of marketing research online communities (MROC). What are MROCs? Describe the benefits and drawbacks of using this type of technique. What is the role of the moderator in this setting?

Answer: Students will note that marketing research online communities (MROCs), also called online panels, are groups of respondents that are brought together online to interact, provide opinions and ideas, and complete tasks. The discussion will note that online communities are inexpensive and flexible, allowing a wide variety of data to be collected, including posts, photos, and videos. Online communities can complete a number of tasks, including responding to openended questions, providing product and advertising feedback, keeping journals, and taking minipolls using computers, tablets, or mobile phones. Comments regarding drawbacks might include observations that online communities are only appropriate for populations that are online constantly since the best members respond to queries promptly. Because of this, there is a real danger that community members do not represent the population of interest well. Also, it is difficult to keep community members motivated over extended periods of time and members drop out frequently. In contrast to focus groups, moderators cannot ensure that every community member participates. In addition, due to the anonymity provided by online communities, there is no way that moderators can ascertain if community members are honest. Another disadvantage of online communities is the large amount of data that they generate. It is often difficult for managers to keep up on a regular basis with the posts. Answers should note that like focus groups, marketing research online communities have moderators to manage the conversations.

Moderators strive to get truthful, authentic responses from members while maintaining a positive environment. Since the strength of online communities comes from collaboration among members, moderators attempt to generate peer-to-peer interactions in the communities.

LO: 6:5: How marketing research online communities (MROCs) are used Diff: Moderate Classification: Application AACSB: Application of knowledge

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99) What is the objective of the in-depth interview (IDI)? What are the advantages and disadvantages of using IDIs as a research technique?

Answer: Students should first note that an in-depth interview, commonly 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 respondent thinks about something or why he or she behaves in a certain way. Answers should discuss that the objective of in-depth interviews is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them. Of primary importance is the compilation of the data into a summary report to identify common themes.

New concepts, designs, advertising, and promotional messages can arise from this method.

Advanced answers will compare IDIs to focus groups by stating that IDIs are better at investigating complex interrelationships, needs, and motivations for purchasing behaviors.

Answers will note advantages of IDIs by stating that interviewers have the ability to probe by asking many additional questions based on a participant's responses. IDIs help generate rich, deep responses. In-depth responses may be more revealing in some research situations than responses to predetermined, yes-no questions typical of a structured survey. IDIs can offer great insight into consumer behavior if properly used. Answers regarding disadvantages will note that the major disadvantage of in-depth interviewing is the lack of structure in the process. Unless interviewers are well trained, the results may be too varied to give sufficient insight into the problem. IDIs are especially useful when the researcher wants to understand decision-making on the individual level, details about how products are used, or the emotional and sometimes private aspects of consumers' lives.

LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge

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Marketing Research, 8th Edition Alvin C. Burns Test Bank

100) What is neuromarketing? What are three techniques used in neuromarketing? Why is neuromarketing considered an emerging but yet controversial research technique?

Answer: Students should demonstrate an understanding of neuromarketing by stating that neuromarketing is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity. Advanced answers will note that the notion behind neuromarketing research is that physiological reactions cannot be consciously controlled, so they possibly reveal reactions that the individual is unaware of or unwilling to divulge. Practitioners claim that these methods can reveal people's emotions and intensity of opinions in ways that would not be possible with other types of research methods. Answers should mention three techniques used in neuromarketing research: 1.

Neuroimaging 2. Eye tracking and 3. Facial coding. Discussion regarding neuromarketing as an emerging technique should also include that the two main criticisms of neuromarketing are somewhat contradictory. The first is that the methods are used to manipulate consumers while the second is that neuromarketing is "pseudoscience" and is not actually effective.

Neuromarketing techniques are evolving rapidly and, for the most part; best practices have yet to be established for their use. While some researchers remain skeptical that neuromarketing methods are superior to less expensive and invasive methods of research, a limited amount of recent research has demonstrated that neuromarketing can be superior to traditional methods for some purposes.

LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing Diff: Difficult Classification: Application AACSB: Application of knowledge

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