MKT-497-001 Test #2 JSU (Dr. Thomas) Exam Questions And Answers
3 views 0 purchase
Course
MKT-497-001
Institution
MKT-497-001
Define "QUALITATIVE marketing research" - ANS Aims to gain an understanding of phenomena, focusing on the discovery of new insights & inner meanings, & interested more in QUALITIES than QUANTITIES
Define "Researcher-dependent research" - ANS The researcher must extract meaning fr...
MKT-497-001 Test #2 JSU (Dr. Thomas)
Exam Questions And Answers
Define "QUALITATIVE marketing research" - ANS Aims to gain an understanding of
phenomena, focusing on the discovery of new insights & inner meanings, & interested more in
QUALITIES than QUANTITIES
Define "Researcher-dependent research" - ANS The researcher must extract meaning
from unstructured, open-ended responses
Identify which situation calls for qualitative research:
A) It is difficult to develop specific/actionable decision statements/research objectives
B) The research objective is to develop a detailed understanding of some phenomena
C) The research objective is to learn how consumers use a product in its natural setting or to
learn how to express some concept in informal terms
D) The behavior the researcher is studying is context-dependent
E) A fresh approach to studying the problem is needed
F) A, B, & C
G) D & E
H) All of the above - ANS H) All of the above
T/F) QUALITATIVE research CAN accomplish research objectives that QUANTITATIVE
research CANNOT, but QUANTITATIVE research CANNOT accomplish research objectives that
QUALITATIVE research cannot. - ANS False (QUALITATIVE research CAN accomplish
research objectives that QUANTITATIVE research CANNOT, and vice versa)
Define "QUANTITATIVE marketing research" - ANS Addresses research objectives
through empirical assessments which involve numerical measurement and statistical analysis
T/F) Most good research projects include solely QUANTITATIVE research. - ANS False
(Many good research projects combine BOTH qualitative and quantitative research)
Discovering ideas in exploratory research occurs in _____ (qualitative/quantitative) research. -
ANS Qualitative
Testing hypotheses or specific research questions occurs in _____ (qualitative/quantitative)
research. - ANS Quantitative
,Observing and interpreting occurs in _____ (qualitative/quantitative) research. - ANS
Qualitative
Measuring and testing occurs in _____ (qualitative/quantitative) research. - ANS
Quantitative
Unstructured, free-form research occurs in _____ (qualitative/quantitative) research. - ANS
Qualitative
Structured response categories occur in _____ (qualitative/quantitative) research. - ANS
Quantitative
Research where the researcher is involved and the results are subjective occurs in _____
(qualitative/quantitative) research. - ANS Qualitative
Research where the researcher is uninvolved and the results are objective occurs in _____
(qualitative/quantitative) research. - ANS Quantitative
Small samples in natural settings occur in _____ (qualitative/quantitative) research. - ANS
Qualitative
Large samples occur in _____ (qualitative/quantitative) research. - ANS Quantitative
T/F) Quantitative researchers are more interested in observing, listening, and interpreting than
qualitative researchers. - ANS False (Qualitative researchers are more interested in
observing, listening, and interpreting than quantitative researchers)
T/F) Smaller sample sizes = research cost savings - ANS False (Smaller sample sizes do
not necessarily equate to cost savings. Research involvement in the data collection and
analysis are what drive up costs)
When researchers have limited experience or knowledge about an issue, _____ research is
useful. - ANS Exploratory
_____ (Exploratory/Confirmatory) research plays a key role in developing ideas which lead to
research hypotheses. - ANS Exploratory
Most exploratory research designs produce _____ (qualitative/quantitative) data. - ANS
Qualitative
_____ (Exploratory/Confirmatory) research tests hypotheses. - ANS Confirmatory
_____ (Qualitative/Quantitative) data is not characterized by numbers, but rather, textual, visual,
and oral. - ANS Qualitative
, _____ (Qualitative/Quantitative) data focuses on stories, visuals, characterizations, and
interpretations. - ANS Qualitative
_____ (Qualitative/Quantitative) data represents phenomena by assigning numbers in an
ordered and meaningful way. - ANS Quantitative
The following 4 statements complete the checklist for a _____ _____.
1) Quantity leads to quality
2) Wilder is better
3) Do not judge
4) Question assumptions - ANS Creative mindset
_____ _____ consists of screening new or repositioned ideas. - ANS Concept
T/F) Concept testing processes work best when they not only identify ideas with the most
potential, but also lead to important refinements. - ANS True
What are the 4 categories of qualitative research? - ANS 1) Phenomenology
2) Ethnography
3) Grounded theory
4) Case studies
_____ originate(s) in philosophy and psychology.
A) Phenomenology
B) Ethnography
C) Grounded theory
D) Case studies - ANS A) Phenomenology
_____ originate(s) in anthropology.
A) Phenomenology
B) Ethnography
C) Grounded theory
D) Case studies - ANS B) Ethnography
_____ originate(s) in sociology.
A) Phenomenology
B) Ethnography
C) Grounded theory
D) Case studies - ANS C) Grounded theory
_____ originate(s) in psychology and business research.
A) Phenomenology
B) Ethnography
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller DocLaura. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.39. You're not tied to anything after your purchase.
