SOLVED

31) In which technique below are consumers’ values determined, followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example, it is determined that “good health” is highly valued and “soy products replacing beef” is viewed as a means of achieving “good health.” A) value salience analysis B) qualitative value interviews C) quantitative value interviews D) laddering E) value gradient analysis 32) D.E.C.I.D.E. Research conducted a study where participants to determine how consumers decide which restaurant to go to for dinner. Participants were then asked to verbalize everything they would consider in making the decision. Which qualitative technique was being used? A) depth interview B) protocol analysis C) probing question survey D) role-playing activity E) ethnographic research 33) Which of the statements below do NOT represent role-playing as presented in the textbook? A) By reviewing participants’ comments, latent reactions can be spotted B) Participants’ true feelings are revealed C) Highly skilled professionals are needed to interpret the results D) Participants are asked to pretend they are a ”third person” in a scenario E) Cost per respondent is low compared to other survey methods 34) Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions? A) depth interview B) probing question survey C) projective technique D) coercion exercises E) ethosgraphy 35) A researcher for Lipton tea is interested in learning how teenagers think of iced tea, and she gives a sample of teens the following incomplete sentence: “Teens who like to drink iced tea are ________.” The teenagers were then asked to finish the sentence. This is an example of a(n): A) in-depth interview B) balloon test C) word differences test D) Sentence-completion test E) “Sort Me Up” 36) Borrowed from anthropology, which type of research listed requires marketing researchers to directly observe, interview, and record consumers over time? A) anthropologic research B) ethnographic research C) ecologic research D) physiological research E) psychological research 37) Which of the following qualitative techniques involves determines the amount of attention or interest a participant has by measuring the dilation of the pupil in the eye? A) pupil dilation test B) eye-o-gram C) retinalmeter D) pupilometer E) galvanometer 38) Which of the following statements does NOT reflect the use of a galvanometer as a research method? A) When one encounters an interesting stimulus, the electrical impulses in the body become excited. B) The galvanometer is a device that determines excitement levels by measuring blood flow. C) When a participant is hooked up to a galvanometer they may be nervous and produce false readings. D) The galvanometer requires sensing pads to be attached to a participant’s body. E) The galvanometer can be useful in testing sexually oriented stimuli. 39) A study was conducted on online buyers to determine purchasing differences among buyer segments such as males and females. The research began with a series of focus groups followed by in-depth interviews. Finally, an online survey was conducted of several thousand online buyers. This research project would be classified as: A) qualitative. B) quantitative. C) Socratic. D) pluralistic. E) exploratory. 40) A college checks the garbage bins in the classrooms to determine if the new recycling program is changing behaviours. This is an example of: A) direct observation B) archives C) physical traces D) human observation E) undisguised observation