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Questions and Answers
Which projective technique involves asking individuals to complete sentences with their immediate thoughts?
What is a primary advantage of using exploratory research methods like picture interpretation tests?
What is a significant downside of the word association test in exploratory research?
According to exploratory research, which bias can be reduced when using projective techniques?
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In exploratory research, what is one of the main benefits of observational studies?
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Which of the following is NOT considered an indirect method of exploratory research?
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What is the primary purpose of exploratory research?
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Which of the following is an example of projective techniques in exploratory research?
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When conducting exploratory research, which method is most likely to provide insights into consumer emotions?
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In qualitative research, what distinguishes indirect methods from direct methods?
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What type of exploratory research might a company use if they want to observe consumers in their natural environment?
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Which exploratory research method relies heavily on creative interpretation of consumer responses?
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Why might an association test be preferable over a survey when trying to uncover hidden consumer preferences?
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What is a potential disadvantage of projective techniques in exploratory research?
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Which type of exploratory research method is associated with measuring the time taken for responses?
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Which statement best describes a key benefit of using projective techniques?
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Which of the following is not a type of association test used in exploratory research?
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How do researchers indirectly tap into the minds of consumers using projective techniques?
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What aspect of word association tests can indicate the strength of a brand's presence in consumers' minds?
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What limitation is common with the responses collected through projective techniques?
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In what way do association tests contribute to understanding consumer behavior?
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Study Notes
Exploratory Research
- Explores markets and consumers where knowledge is limited
- Seeks to gain preliminary information
- Is preparatory in nature
- Uses a range of methods, both direct and indirect
Indirect Methods
- Tap into consumer minds using implicit and unobtrusive techniques
- Include projective techniques, association tests, and observation studies
Projective Techniques
- Ask people to interpret the behavior of others
- People project their own motivations, beliefs, attitudes, or feelings onto the situation
- Researchers gain insights into consumer minds indirectly
Association Tests
- Ask people to make associations for a brand, company, or product
- Use three types of association tests: word association, sentence completion, and picture interpretation
Word Association Test
- Presents a list of words one at a time
- Asks respondents to respond with the first word that comes to mind
- Measures the amount of time taken to respond
- Checks if people know a particular brand/company/product
- Checks whether people can associate a topic with a brand/company/product
- Checks whether a particular brand/company/product is on top of mind
Sentence Completion Test
- People are given incomplete sentences and asked to complete them with the first word/phrase that comes to mind
- Gauges association towards brand, company, product, and promotion campaign effectiveness
Picture Interpretation Test
- People bring pictures they think represent a brand, company, or product to the interview
- Pictures serve as entries into thought processes
- Increases participant involvement
Association Test Pros
- Reduces researcher biases
- Reduces demand bias (people are directed to respond in a particular way)
- Reduces social desirability bias (people respond in socially acceptable ways)
- Reduces reactance bias (people respond opposite to what the researcher suggests)
Association Test Cons
- Word association tests can produce off-topic responses
- Picture interpretation tests require a trained person to interpret pictures
- Active participation by respondents is required
- Bringing pictures may sometimes be impossible (for example with social media)
Observation Studies
- Observe people in their natural surroundings to understand their unarticulated needs
- Are effective for understanding identified populations
Direct Methods
- Tap into consumer minds using obtrusive techniques
- Include depth interviews and focus group discussions
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Description
Test your knowledge on exploratory research and its various indirect methods. This quiz covers techniques like projective methods, association tests, and word association. It's designed to help you understand how researchers gather preliminary insights into consumer behavior.
