Observation Techniques and Types Quiz
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Questions and Answers

What is the purpose of thematic analysis?

  • To measure eye positions and eye movement
  • To uncover themes or patterns in qualitative data related to research objectives (correct)
  • To conduct marketing research techniques on new products
  • To view brain activity and understand consumers’ unconscious emotions

    • Which technique is used to measure universal expressions of emotions based on facial appearances?

  • Facial coding (correct)
  • Thematic analysis
  • Neuroimaging
  • Eye tracking

    • What is a verbatim in the context of qualitative research?

  • A quote from a research participant used as evidence (correct)
  • A substantiating example from qualitative data
  • An example from qualitative data providing evidence for a theme
  • A pattern found across qualitative data

    • What does eye tracking measure?

    <p>Eye positions and eye movement</p> Signup and view all the answers

    What is a theme in the context of qualitative analysis?

    <p>A pattern found across data related to research objectives</p> Signup and view all the answers

    When is the project outline due?

    <p>January 30th, 4:59PM</p> Signup and view all the answers

    What is the purpose of projective techniques?

    <p>To simulate activities and uncover information that may not be revealed under direct questioning</p> Signup and view all the answers

    Which projective technique involves providing a picture to participants and asking them to describe their reactions by writing a short story about the picture?

    <p>Picture test</p> Signup and view all the answers

    In the context of projective techniques, what does the 'balloon' represent in the cartoon or balloon test?

    <p>An empty space for writing what the actor is saying or thinking</p> Signup and view all the answers

    What is the focus of neuromarketing?

    <p>Studying participants' involuntary responses to marketing stimuli</p> Signup and view all the answers

    Which projective technique involves asking respondents to complete incomplete sentences in their own words?

    <p>Sentence completion test</p> Signup and view all the answers

    What distinguishes projective techniques from direct questioning?

    <p>Projective techniques involve simulated activities; direct questioning does not.</p> Signup and view all the answers

    What is the name for the ethnographic study of online activities?

    <p>Netnography</p> Signup and view all the answers

    Which type of research involves a researcher accompanying a shopper on a shopping trip and observing and recording the shopper’s activities?

    <p>Shopalongs</p> Signup and view all the answers

    What does protocol analysis involve?

    <p>Placing a person in a decision-making situation and asking them to verbalize their thought process</p> Signup and view all the answers

    What is the purpose of laddering in marketing research?

    <p>To discover how product attributes are associated with consumer values</p> Signup and view all the answers

    Which qualitative technique involves posing probing questions one-on-one to a subject by a trained interviewer?

    <p>In-depth interview (IDI)</p> Signup and view all the answers

    In which type of research do respondents document their own experiences through their mobile phones?

    <p>Mobile ethnography</p> Signup and view all the answers

    What is the difference between direct observation and indirect observation?

    <p>Direct observation involves observing behavior as it occurs, while indirect observation involves observing the effects or results of the behavior rather than the behavior itself.</p> Signup and view all the answers

    Which of the following is an example of indirect observation?

    <p>Monitoring media exposure using Nielsen's People Meters</p> Signup and view all the answers

    What are physical traces as mentioned in the text?

    <p>Tangible evidence of some past event</p> Signup and view all the answers

    In which type of observation is the subject unaware that they are being observed?

    <p>Covert observation</p> Signup and view all the answers

    What is the aim of covert observation?

    <p>To observe typical behaviors without the subject being aware</p> Signup and view all the answers

    Which type of observation involves observing behavior as it occurs?

    <p>In situ observation</p> Signup and view all the answers

    What is one limitation of observational data mentioned in the text?

    <p>Small number of subjects observed</p> Signup and view all the answers

    What is the purpose of bringing people together in focus groups?

    <p>To generate ideas and gain insight into consumer needs</p> Signup and view all the answers

    What is a characteristic of a traditional focus group as described in the text?

    <p>Includes a dedicated room with a one-way mirror for client viewing</p> Signup and view all the answers

    What skills are essential for a good focus group moderator according to the text?

    <p>Excellent observation, interpersonal, and communication skills</p> Signup and view all the answers

    Which of the following is NOT an advantage of using focus groups as mentioned in the text?

    <p>Observing consumer behavior in controlled environments</p> Signup and view all the answers

    What is one unobserved aspect mentioned in relation to limitations of observational data?

    <p>Motivations, attitudes, and other internal conditions</p> Signup and view all the answers

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