Basic Marketing Research with Excel

Business

Quiz 4 :

Research Design Alternatives and Qualitative Research

Quiz 4 :

Research Design Alternatives and Qualitative Research

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When should focus groups be used? When should focus groups not be used?
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Focus groups comprise a smaller group of citizens that are brought together and led by a mediator through an unstructured conversation. It helps to gain the relevant information required for an investigation.
Focus groups can be utilized in the following situations:
• Focus groups help to understand the taste and preference of customers. Hence, it helps to study the consumer behavior regarding a particular product or service.
• It helps to conduct a research for large number of variables.
• Helps to predict the performance of a new product.
• Focus groups provide fast and unbiased results.
Focus groups can't be utilized for the following situations:
• When major decisions of marketing depend on the outcome of a research work, focus groups should not be referred. Quantitative research should be preferred in this case.
• Focus groups should not be utilized to predict the customer response for a new product.
Hence, focus group helps to conduct the exploratory reaserach for a company.

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Why are focus groups called "focus" groups?
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Focus groups comprise a smaller group of citizens that are brought together and led by a mediator through an unstructured conversation. It helps to gain the relevant information required for an investigation.
Focus group encourages the openness of applicants. However, mediator of the program should keep the converstaion focused on some common area of interest. It would increase the productivity of a research work.

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Explain the two types of validity in experimentation and also explain why different types of experiments are better suited for addressing one type of validity versus another.
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Two forms of validity used to assess an experiment are internal and external.
Internal validity:
Internal validity can occur when there is a cause-effect relationship exists between the variables to be studied. Therefore, it can be said that Internal Validity exists for dependent variables.
External validity:
External validity exists when the relationship experimental between the independent and dependent variables during the experiment is normal to the real world.
Laboratory experiments are example of internal validity. In these experiments the variables are dependent to each other and there exists a cause-effect relationship. In these experiments each and every variable is controlled and can be manipulated as per the requirement.
Field experiments are those in which the variables are manipulated are independent. The factors are out of control as the an effect is not necessarily the result of one or more known variables.Therefore these variables can not be manipulated.

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What type of research design answers the questions of who, what, where, when, and how?
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What type of panel is an omnibus panel?
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Define each of the following types of variables and give an example of each in an experiment designed to determine the effects of an advertising campaign: independent, dependent, extraneous, control group, experimental group.
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What is the role of a focus group moderator and what is meant by QRC?
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What is meant by "protocol analysis"?
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How does qualitative research differ from quantitative research?
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Give some examples illustrating the uses of exploratory research.
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What are the differences between longitudinal studies and cross-sectional studies?
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What are the independent, dependent, and possible extraneous variables in our chapter opening vignette written by Herb Sorensen?
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What is meant by pluralistic research?
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Explain how "laddering" works.
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Discuss the advantages and disadvantages of in-depth interviewing.
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Distinguish among the various types of test marketing.
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Explain why studies of the "if-then" variety are considered to be causal studies.
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What are the different methods of observation?
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What is the difference between traditional and nontraditional focus groups?
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In what situation would a continuous panel be more suitable than a discontinuous panel? In what situation would a discontinuous panel be more suitable than a continuous panel?
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