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Research Methods: Quantitative, Qualitative, and Mixed Approaches, Exams of Advanced Education

Haverford CollegeAdvanced Education

A concise overview of quantitative and qualitative research methods, including mixed methods, direct and indirect observation techniques, and focus groups. It covers advantages and disadvantages of observational data, objectives and uses of focus groups, and key considerations for conducting traditional and online focus groups. Additionally, it touches on ethnographic research, in-depth interviews, projective techniques, neuromarketing, and survey methodologies, highlighting their respective advantages and disadvantages. The document also discusses measurement scales, questionnaire design, and data collection modes, offering a comprehensive guide to various research approaches and their practical applications in marketing and social sciences. It is approximately 460 characters long.

Typology: Exams

2024/2025

Available from 08/22/2025

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donmartin-cruz 🇺🇸

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Quantitative Research - ANSW-Research involving the use of structured questions in which response
options have been predetermined and a large number of respondents involved
Qualitative Research is researching inolving - ANSW-Collecting, analyzing, and interpreting data by
observing what people do/say
Mixed Method Research - ANSW-Combination of both quantitative and qualitative research methods in
order to gain the advantage of both
Direct observation - ANSW-Observing behavior as it occurs
Indirect observation - ANSW-Observing the effects/results of the behavior rather the behavior itself
Covert observation - ANSW-Subject is unaware that he/she is being observed
Overt Observation - ANSW-Respondent is aware of observation
Structured Observation - ANSW-Researcher Id's beforehand which behaviors are to be observed and
recorded (usually a checklist)
Unstructured Observation - ANSW-All behavior is observed and the observer determines what is to be
recorded
In situ observation - ANSW-The researcher observes the behavior exactly as it happens
Invented observation - ANSW-Researcher creates the situation
Why is public behavior observation used by researchers? - ANSW-Cannot observe private behaviors
Faulty recall conditions - ANSW-Behaviors are so "automatic" that the consumer cannot recall them
Advantages of observational data (4) - ANSW-1. Insight into actual behaviors
2. No chance for recall error
3. Better accuracy
4. Less cost
Limitations of observational data (4) - ANSW-1. Small number of subjects
2. Results are subjective to interpretations
3. Inability to pry beneath the behavior observed
4. Motivations, attitudes, and other internal conditions are unobserved
Focus Groups - ANSW-Small groups of people, guided by a moderation through an unstructured
discussion for the purpose of gaining info relevant to the problem
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Quantitative Research - ANSW-Research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved Qualitative Research is researching inolving - ANSW-Collecting, analyzing, and interpreting data by observing what people do/say Mixed Method Research - ANSW-Combination of both quantitative and qualitative research methods in order to gain the advantage of both Direct observation - ANSW-Observing behavior as it occurs Indirect observation - ANSW-Observing the effects/results of the behavior rather the behavior itself Covert observation - ANSW-Subject is unaware that he/she is being observed Overt Observation - ANSW-Respondent is aware of observation Structured Observation - ANSW-Researcher Id's beforehand which behaviors are to be observed and recorded (usually a checklist) Unstructured Observation - ANSW-All behavior is observed and the observer determines what is to be recorded In situ observation - ANSW-The researcher observes the behavior exactly as it happens Invented observation - ANSW-Researcher creates the situation Why is public behavior observation used by researchers? - ANSW-Cannot observe private behaviors Faulty recall conditions - ANSW-Behaviors are so "automatic" that the consumer cannot recall them Advantages of observational data (4) - ANSW-1. Insight into actual behaviors

  1. No chance for recall error
  2. Better accuracy
  3. Less cost Limitations of observational data (4) - ANSW-1. Small number of subjects
  4. Results are subjective to interpretations
  5. Inability to pry beneath the behavior observed
  6. Motivations, attitudes, and other internal conditions are unobserved Focus Groups - ANSW-Small groups of people, guided by a moderation through an unstructured discussion for the purpose of gaining info relevant to the problem

Objectives of Focus Groups(4) - ANSW-1. To generate ideas

  1. To understand consumer vocabulary
  2. To reveal consumer motives, perceptions, attitudes about product services
  3. To understand findings from quantitative studies When should a focus group be used - ANSW-when the research objective is to Describe rather than predict Advantage of focus groups (4) - ANSW-1. Can generate fresh ideas
  4. Allow clients to observe their participants
  5. May be directed at understanding a wide variety of issues
  6. Allow fairly easy access to special respondent groups Disadvantages of Focus Groups (3) - ANSW-1. Representativeness of participants
  7. Dependence on the moderator
  8. Interpretation of data sometimes difficult Difference between traditional focus group and an online focus group - ANSW-Traditional selects 6- people and meet in a room with a 1 way for a client Online - the respondents communicate and observe by use of the internet Important questions to answer when conducting a traditional focus group (5) - ANSW-1. How many focus groups should be conducted
  9. How many people should be in the groups?
  10. Who should be in the group
  11. How should focus group participants be selected
  12. Where should the group meet Online focus group advantages (5) - ANSW-1. No physical setup
  13. Transcripts are captured on file in real time
  14. Participants can be in separated geographical areas
  15. The moderator can exchange private messages with individual participants
  16. Participants are more comfortable in their homes
  1. Ability to tap the unseen
  2. Suitability to tabulation/statistical analysis
  3. Sensitivity to subgroup differences chp 7 ppt slide 6 table 7. Person administered surveys Advantages - ANSW-1. Feedback
  4. Builds rapport between the administer and the respondent
  5. Quality Control
  6. Adaptability Person administered surveys disadvantages - ANSW-1. Humans make errors
  7. Slow speed
  8. High cost
  9. Fear of interview evaluation Computer assisted surveys advantages - ANSW-1. Speed
  10. Relatively error-free interviews
  11. Use of pictures
  12. Immediate capture of data computer assisted surveys disadvantages - ANSW-1. Technical skills may be needed
  13. Setup costs may be high Self administered surveys advantages - ANSW-1. Reduced cost
  14. Respondent control
  15. Reduced interview evaluation apprehension Self administered surveys disadvantages - ANSW-1. Respondent control
  16. Lack of monitoring
  17. High questionnaire requirements Computer administered surveys advantages (3) and disadvantages (1) - ANSW-1. Breadth of user friendly features
  1. Relatively inexpensive
  2. Reduction of interview evaluation concern in respondents
  3. Requires computer literate and internet connected respondents Mixed mode aka hybrid surveys - ANSW-Use multiple data collection methods Mixed mode advantages (1) and disadvantages (2) - ANSW-1. Multiple advantages to achieve data collection goal
  4. Survey mode may affect response
  5. Additional complexity In home survey definition and key advantage - ANSW-speed: slow cost: high data quality: high Mall intercept survey - ANSW-speed: fast cost: medium data quality: medium In office survey - ANSW-speed: slow cost: high data quality: high Telephone survey - ANSW-speed: fast cost: low data quality: low full automated interview - ANSW-speed: fast cost: medium data quality: medium online survery - ANSW-speed: fast cost: medium data quality: medium
  1. Task (what interaction is needed)
  2. Overall (how good is the data quality) Measurement - ANSW-How much of a property is possessed by an object Objective Properties - ANSW-Physically verifiable characteristics such as age Subjective properties - ANSW-Mental cons that cant be directly observed such as attitudes Nominal measures - ANSW-Those that use only labels (Only numbers correlate with a label) Ordinal measures - ANSW-Those which the researcher can rank-order the responses to show preference Interval Scales - ANSW-Rating scale for subjective properties in which the distance between each descriptor is one scale unit - can find the amount of preference Likert scale - ANSW-indicate degree of agreement/disagreement on a symmetric scale Semantic differential scale - ANSW-An interval scale that uses bipolar end points for properties of the object under study What is the halo effect - ANSW-A general overall feeling about a brand/store could bias responses on its specific properties Ratio Scale - ANSW-A scale in which a true zero exists - usually done to figure out an amount (how many times have you purchased ______) The stapel scale relies on - ANSW-Positive and negative numbers, typically ranging from +5 to -5 (scale may have a neutral 0) Reliability - ANSW-Responds in the same manner to an identical measure Validity - ANSW-Accuracy of the measurement A questionnaire is the - ANSW-Vehicle used to present the questions the researcher wants respondents to answer Key functions of a questionnaire (5) - ANSW-1. Translate research objective into specific questions
  3. Standardize questions and response categories
  4. Serve as a record of research
  5. It can speed up the process of data analysis
  6. Contains the info on which reliability and validity assessments may be made

Question development and questionnaire design process (4) - ANSW-1. Determine what and how to measure

  1. Decide on wording
  2. Organize questionnaire
  3. Finalize and launch The 4 Do's of question wording - ANSW-1. focused on a single topic
  4. brief
  5. grammatically simple
  6. crystal clear The 4 Dont's of question wording - ANSW-1. leading question
  7. loaded wording
  8. double barreled question
  9. words that overstate the case What does the introduction include (7) - ANSW-1. It states what the survey is about
  10. It may or may not ID the sponsor
  11. Purpose of research
  12. Means of respondent selection
  13. Time amount of commitment required
  14. Summary of incentives
  15. Screening questions (weed out respondents who are unfit for the survey) Logical sequence of survey questions (5) - ANSW-1. Screening
  16. Warm ups
  17. Transitions
  18. Hard questions
  19. Demographic/classification questions Codes are - ANSW-Numbers associated with question responses to facilitate data entry analysis
  1. equity (equal chance) Convenience sample - ANSW-Sample drawn at the convenience of the interviewer Purposive samples require a - ANSW-Judgement or an educated guess as to who should represent the population Chain referral samples and the snowball effect - ANSW-1. Requires respondents to provide the names of prospective respondents
  2. Respondents only find prospects who are similar to them Quota sample - ANSW-Specified percentages of the total sample for various types of individuals to be interviewed Online panels - ANSW-Large number of individuals who have agreed to participate in online surveys River samples - ANSW-Created via the use of banners, pop ups, or other online devices that invite website visitors to take part in the survey Email list samples - ANSW-Purchased from some company that has compiled email addresses of opt in members of the population of interest Steps in a sample plan (6) - ANSW-1. Define the population
  3. Obtain a sample frame
  4. Decide on the sample method
  5. Decide on the sample size
  6. draw the sample
  7. validate the sample Drop down method - ANSW-Take the next person on the list Oversample - ANSW-Take a larger sample to offset individuals who dont participate Resample - ANSW-Doing sample again but with a new sample selection Sample accuracy refers to how close a - ANSW-random sample's statistic is to the true population's value it represents The axioms of random sample size and sample accuracy (8) - ANSW-1. The only perfect sample is a census
  8. A sample will always have a sample error
  1. The larger the sample, the more accurate
  2. Margin of sample error can be calculated and expressed as +/- %
  3. You can take any finding in the survey, replicate the survey with a random sample of the same size and will likely find the same results
  4. Margin of sample error of a random sample is independent of the size of the population
  5. A random sample size can be a tiny percent of the population size and still have a small margin of sample error
  6. The size of a random sample depends on the client's desired accuracy Nonsampling error - ANSW-Pertains to all sources of error other than sample selection method and sample size Sampling error involves (2) - ANSW-1. sample selection
  7. sample size Confidence interval - ANSW-A range whose endpoints define a certain percentage of the responses to a question The percentage formula is used for __________ data (2) and the mean formula is used for _________ data (2) - ANSW-1. Nominal and ordinal data
  8. Interval and ratio data Variability refers to how - ANSW-Similar or dissimilar responses are to a given question For the mean formula, if p and q are unknown use the _______ for both p and q - ANSW- When S is unknown, use - ANSW-Divide the points scale range by 6 Practical considerations when calculating sample errors (3) - ANSW-1. How much error is tolerable?
  9. Which confidence level is to be used?
  10. How to balance sample size with cost of data collection Arbitrary "percentage rule of thumb" - ANSW-Assumes that "x" amount of people for a sample size should work Conventional sample size - ANSW-There is a "standard" sample size (1000), so that is how many we will use Statistical analysis approach requirements - ANSW-Used when a certain analysis method wants to be applied

LA TECH MKTG 482 FLURRY EXAM 2 (6-11)

QUESTIONS WITH DETAILED ANSWERS

Confidentiality - ANSW-Occurs when the respondent is given assurances that his/her answers will remain private How to control unintentional respondent error (3) - ANSW-1. Well drafted questionnaire instructions and examples

  1. Reversal of scale endpoints
  2. Prompters Errors with collecting data online (3) - ANSW-1. Multiple submissions by the same person
  3. Bogus responses
  4. Misrepresentation of the population Refusals occurs when - ANSW-A prospective respondent declines to take part in the survey Break off occurs when a - ANSW-Respondent reaches a certain point and then decides not to answer any more questions Item omission is the phrase sometimes used to ID the percentage of the - ANSW-Sample that did not answer a particular question Datasets are created by an operation called _____, what is it? - ANSW-1. Data coding
  5. Defined as the ID code that values are associated with possible responses for each question on the questionnaire A code book ID's (3) - ANSW-1. The questions on the questionnaire
  6. The variable name that is associated with each question or question part
  7. The code numbers associated with each possible response to each question