Observation Techniques and Types Quiz

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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?

Eye positions and eye movement Signup and view all the answers

What is a theme in the context of qualitative analysis?

A pattern found across data related to research objectives Signup and view all the answers

When is the project outline due?

January 30th, 4:59PM Signup and view all the answers

What is the purpose of projective techniques?

To simulate activities and uncover information that may not be revealed under direct questioning 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?

Picture test Signup and view all the answers

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

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

What is the focus of neuromarketing?

Studying participants' involuntary responses to marketing stimuli Signup and view all the answers

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

Sentence completion test Signup and view all the answers

What distinguishes projective techniques from direct questioning?

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

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

Netnography 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?

Shopalongs Signup and view all the answers

What does protocol analysis involve?

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

What is the purpose of laddering in marketing research?

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

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

In-depth interview (IDI) Signup and view all the answers

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

Mobile ethnography Signup and view all the answers

What is the difference between direct observation and indirect observation?

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. Signup and view all the answers

Which of the following is an example of indirect observation?

Monitoring media exposure using Nielsen's People Meters Signup and view all the answers

What are physical traces as mentioned in the text?

Tangible evidence of some past event Signup and view all the answers

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

Covert observation Signup and view all the answers

What is the aim of covert observation?

To observe typical behaviors without the subject being aware Signup and view all the answers

Which type of observation involves observing behavior as it occurs?

In situ observation Signup and view all the answers

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

Small number of subjects observed Signup and view all the answers

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

To generate ideas and gain insight into consumer needs Signup and view all the answers

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

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

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

Excellent observation, interpersonal, and communication skills Signup and view all the answers

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

Observing consumer behavior in controlled environments Signup and view all the answers

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

Motivations, attitudes, and other internal conditions Signup and view all the answers