AACSB Analytic Arens Blooms Understand Difficulty 2 Medium

Aacsb analytic arens blooms understand difficulty 2

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AACSB: AnalyticArens - Chapter 06 #94Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 06-04 Explain the common methods used in qualitative and quantitative research.Topic: Steps in the Research Process95.How has the development of product labels with the Universal Product Code (UPC) benefited the observation method of conducting marketing research? Technology has greatly facilitated the observation method. One example is the Universal Product Code (UPC) label, an identifying series of vertical bars with a 12-digit number that adorns every consumer packaged goods. By reading the codes with optical scanners, researchers can tell which products are selling and how well. The UPC label not only increases speed and accuracy at the checkout counter; it also enables timely inventory control and gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising. AACSB: TechnologyArens - Chapter 06 #95Blooms: UnderstandDifficulty: 3 HardLearning Objective: 06-04 Explain the common methods used in qualitative and quantitative research.Topic: Steps in the Research Process96.What is a focus group? How do focus groups contribute to research studies? A focus group is a qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more. Focus groups don't represent a valid sample of the population, but the participants' responses are useful for several purposes. They can provide input about the viability of prospective spokespeople, determine the effectiveness of visuals, concepts, and strategies, and identify elements in ads that are unclear or claims that don't seem plausible.AACSB: AnalyticArens - Chapter 06 #96Blooms: UnderstandDifficulty: 3 HardLearning Objective: 06-04 Explain the common methods used in qualitative and quantitative research.Topic: Steps in the Research Process
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97.Distinguish between direct questioning and experimental method. Direct questioning: A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development.Experimental method: A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.AACSB: AnalyticArens - Chapter 06 #97Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 06-04 Explain the common methods used in qualitative and quantitative research.Topic: Steps in the Research Process98.What is an inquiry test? What is a researcher trying to determine with an inquiry test? What are the advantages and disadvantages of inquiry tests?
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