Which of the following types of people would eat a

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Chapter 13 / Exercise 11
Basic Marketing Research
Brown/Churchill
Expert Verified
Which of the following types of people would eat a lot and which would eat a little hot cereal? Eat a lot Eat a little Professional athletes __________ __________ Wall Street bankers __________ __________ Farmers __________ __________ College teachers __________ __________ The structure is obvious. The disguise is related to the purpose of the questions, which is to use the responses to determine the image people have of hot cereal. It is easy to tabulate Rawpixel.com/Shutterstock.com
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Basic Marketing Research
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Chapter 13 / Exercise 11
Basic Marketing Research
Brown/Churchill
Expert Verified
148 Part 3 Measurement, Data Collection, and Sampling the responses but considerably more difficult to interpret what the responses mean with regard to the respondents’ image of the product. (What does it mean that 23 percent of respondents said professional athletes eat a lot of hot cereal, while 18 percent said they eat only a little compared to 31 percent and 22 percent, respectively, for college teachers?) Unstructured-Undisguised Questions Unstructured-undisguised questions are appropriate for in-depth interviews and focus group interviews. They allow the interviewer or moderator to begin with a general question or series of questions and allow the discussion to develop following a general series of ques- tions in a discussion guide. Because of the nature of these types of questions, the effective- ness of the depth or focus group interview depends largely upon the skills of the interviewer or moderator. Advantages of this method are that more in-depth and accurate responses can be obtained, particularly for complex and sensitive issues, and greater cooperation and involvement can be obtained from the respondent. The unstructured-undisguised interview is well-suited for exploratory research, gaining background, and generating and clarifying research questions. Unstructured-Disguised Questions Unstructured-disguised questions are often used in motivation research to determine the whys of an individual’s behavior. Projective methods are often used to get at the subtle issues that are not easily explored by direct questioning. Word association, storytelling, and sentence completion are methods that can be used to try to gain information about a subject without revealing the actual purpose of the research (see Chapter 5). Descriptive-research questionnaires largely consist of structured-undisguised questions. They are highly structured data-gathering instruments compared to the less structured in- struments used in focus groups or in-depth interview guides. In the descriptive-research questionnaire each respondent hears (or sees) the same question and has the same response options. This is obviously true with questions such as: Would you say you eat away from home more often, less often, or about the same as you did three years ago? More _____ Less ______ Same ______ Here, both the question and the response categories are highly structured. Open-ended questions are structured but the response is not, at least at the point of gathering the data.

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