Marketing Research Study Guide Chapter8

Front 1

Why is “qualitative research” NOT the same as “observation?”

Back 1

Observations can be quantitative because we can observe things from afar and count them (how long someone is in a store), but an observation cannot be qualitative because qualitative research needs communication.

Front 2

Observation is Quantitative research when...?

Back 2

when it counts specific things consumers do

Front 3

Observation is Qualitative research when...?

Back 3

it looks for an understanding of what consumers do

Front 4

Observation (when and why is it useful instead of communication?)

Back 4

?

Front 5

What are the types of observation?

Back 5

?

Front 6

What is a focus group?

Back 6

Groups of people brought together and guided by a moderator through a spontaneous discussion for the purpose of gaining info relevant to the research problem.

Front 7

How should one be set up?

Back 7

?

Front 8

What are the advantages of focus groups?

Back 8

•Generate fresh ideas
•Allows clients to observe their participants
•May be directed at understanding a wide variety of issues
•Allows easy access to special respondent groups

Front 9

What are the disadvantages of focus groups?

Back 9

•The group may not be representative of the population
•Sometimes interpretation can be difficult
•There’s a high cost per participant

Front 10

Besides focus groups, name 1 of 3 other useful types of qualitative research studies?

Back 10

Depth Interviewing:
A trained interviewer interviews a subject one on one with a set of questions that’s purpose is to gain an idea of how the subject behaves.

Front 11

Besides focus groups, name 1 of 3 other useful types of qualitative research studies?

Back 11

Protocol Analysis:
Places a person in a decision making situation and asks him to verbalize everything he considers in making a decision.

Front 12

Besides focus groups, name 1 of 3 other useful types of qualitative research studies?

Back 12

Projective Techniques:
Participants are placed in simulated activities in hopes that they will divulge things about themselves that they might not reveal under normal questioning (word association test, sentence completion, picture test, cartoon test, role playing activity).