Methods 1

Question 1

What are the 6 steps of the consumer research process?

Answer 1

1. Define the problem or question
2. Determine the research design
3. Design data collection method and forms
4. Sampling and data collection
5. Analysis and interpretation of results
6. Recommendations

Question 2

2 types of research design

Answer 2

Exploratory research
Conclusive research

Question 3

2 types of Conclusive Research

Answer 3

Descriptive/correlational
Causal

Question 4

2 types of data

Answer 4

Primary data
-> New data

Secondary data
-> Already exists
-> Accessible
-> Collected by a different entity

Question 5

2 types of consumer research methods

Answer 5

Qualitative method
Quantitative method

Question 6

Examples of Qualitative Research Methods

Answer 6

1. In-depth interview
2. Focus group
3. Observation

Question 7

Examples of Quantitative Research Methods

Answer 7

1. Systematic observation
2. Survey
3. Experiment
4. Analysis of secondary data

Question 8

Characteristics of Qualitative Research Methods

Answer 8

Objective
-> Exploratory
-> Setting the hypothesis

Format
-> Unstructured

Sample
-> Small number of non-representative cases

Question 9

Characteristics of Quantitative Research Methods

Answer 9

Objective
-> Conclusive
-> Testing the hypothesis

Format
-> Structured

Sample
-> Large number of representative cases

Question 10

What is Qualitative Research?

Answer 10

A process of LESS STRUCTURED interface between the consumer & the researcher that is usually EXPLORATORY in nature

Question 11

When to use Qualitative Research

Answer 11

1. Done when relatively little is known about the problem or issue
2. To generate ideas or help formulate problems for further research

Question 12

Characteristics of Qualitative Research

Answer 12

1. Open-ended
2. Purposive sampling
3. Probing rather than suggesting

Question 13

2 details regarding Purposive Sampling

Answer 13

1. Homogeneity on variables relevant to group dynamics
2. Heterogeneity on variables that needs a variety of opinions

Question 14

Pros of Qualitative Research

Answer 14

1. Provides insights and understanding of research questions for generating testable hypotheses
   -> Open-ended questions
   -> Dynamic& interactive
   -> Rational & emotional
   -> Flexible ordering of questions
2. Frequently used as a precursor to a survey study

Question 15

Cons of Qualitative Research

Answer 15

Lacks precision
-> Small, focused sample sizes
-> More subjective interpretation of data
-> Interactions among respondents

Question 16

What are the main techniques in Qualitative Research?

Answer 16

1. Focus Group Discussions (6-7)
2. In-depth interview
3. Observation (Ethnography)
4. Projective techniques

Question 17

Pros & Cons of Focus Group Discussions

Answer 17

Pros
1. Saves money & time
2. Interaction helps people to produce responses

Cons
1. However the same interaction can affect responses

Question 18

When is an In-depth Interview more appropriate?

Answer 18

When the topic is sensitive, confidential, or emotionally charged

Question 19

What are the 4 types of Projective Techniques?

Answer 19

1. Role playing
2. Personification (Analogies)
3. Fantasy solutions
4. Psychodrawings

Question 20

3 Characteristics of Systematic Observational Methods

Answer 20

1. Descriptive
2. Designed to test specific hypotheses
3. Causal

Question 21

2 types of observable variables

Answer 21

1. Behavioral variable
   -> Captures some aspect of the consumer’s actions
2. Descriptive variable
   -> Describes the consumer

Question 22

What are limitations of Observation

Answer 22

1. Cannot observe motives, attitudes, or intentions
2. Can sometimes be time consuming
3. Ethical problems