Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Mktg 3350 chapter 6
vocab
| Question | Answer |
|---|---|
| Qualitative Research | An unstructured exploratory research methodology based on small samples that provides insights and understanding of the problem setting |
| Quantitative Research | A research methodology that seeks to quantify the data and typically applies some form of statistical analysis |
| Direct Approach | A type of qualitative research in which the purpose of the project are disclosed to the respondent or are obvious given the nature of the interview |
| Indirect Approach | A type of qualitative research in which the purpose of the project are disguised from the respondents |
| Focus Groups | An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner |
| Depth Interview | An unstructured direct personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic |
| Grounded Theory | An inductive and more structured approach in which each subsequent depth interview is adjusted based on the cumulative findings from previous depth interviews with the purpose of developing general concepts or theories |
| Projective Technique | An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or fellings regarding the issues of concern |
| Association techniques | a type of projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind |
| Word Association | A projective technique in which respondents are presented with a list of words, one at a time. After each word is presented , respondents are asked to give the first word that comes to mind |
| Completion Technique | A projective technique that requires the respondent to complete an incomplete stimulus situation |
| Sentence Completion | A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them |
| Story Completion | A projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words |
| Constructive Technique | A projective technique in which the respondent is required to construct a required to construct a response in the form of a story, dialogue, or description |
| Picture-Resonse Technique | A projective technique in which the respondent is shown a picture and asked to tell a story descibing it |
| Cartoon Tests | Cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character might make in response to the comments of another character. |
| Expressive Techniques | Projective techniques in which the respondent is presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation |
| Role playing | respondents are asked to play the role or assume the behavior of someone else |
| Third Person Technique | A projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation |
Created by:
moses2434
Popular Marketing sets