Chapter 3 Determining Research Needs And Options Test Bank

CHAPTER 3 DETERMINING RESEARCH NEEDS AND OPTIONS

Type: E

1. If you were charged with an effort to reduce texting while driving: What types of existing research would you investigate? What types of new research would you want to conduct?

a. Local statistics on incidence and related crashes, injuries and deaths; primary research conducted by others; journal articles; key informant interviews. Focus groups; personal interviews; observation research; crowdsourcing; quantitative surveys

2. Which one of the following is not related to research characterized by Research Objectives?

a. Exploratory research

b. Evaluation research

c. Descriptive research

d. Causal research

3. Which one of the following is not related to research characterized by Stage in the Planning Process?

a. Pretest research

b. Formative research

c. Evaluation research

d. Focus group research

e. Monitoring research

4. Which one of the following is not related to research characterized by Source of Information?

a. Secondary data

b. Ethnographic research

c. Primary data

5. Which one of the following is not related to research characterized by Approach to Collecting Primary Data?

a. Key informant interviews

b. Focus groups

c. Surveys

d. Crowdsourcing

e. Formative research

f. Participatory action research

g. Experimental research

h. Observation research

i. Ethnographic research

j. Mystery shoppers

k. Mobile technology

l. Zaltman Metaphor Solicitation Technique

m. Neuromarketing research

6. Which one of the following is not related to research characterized by Rigor of the Technique?

a. Qualitative research

b. Observation research

c. Quantitative research

Type: E

7. For the case example on increasing seatbelt usage, why did the state decide to emphasize the fine and enforcement versus saving your life?

a. Those not wearing a seatbelt didn’t want to be caught and fined; they didn’t see themselves at risk of having an accident or getting injured

Type: E

8. Assume you were developing a campaign to increase seatbelt usage in your state. Assume as well that you learned that California had the highest seatbelt usage in the country. What are questions you would ask a program manager in that state?

a. What target audiences did you choose? Why? Did you conduct primary research? Can you share the findings? What strategies did you use? What do you think worked best to get these high rates? What would you do differently? Are there elements of your campaign that we could consider using for our program?

Type: E

9. Relative to Focus Groups: When planning the focus group, what is the first question to answer? What decision are we trying to make that this group is intended to inform? What do the authors recommend as the ideal number of participants in a focus group?

a. 8-12 Why should you avoid presenting results from a focus group using percentage points? The findings are not quantifiable unless doing “dozens” of groups.

Type: E

10. Describe a situation where observation research might provide valuable insights for a social marketing effort: First, what is the social issue/problem this observation research is being conducted to support? What behavior would you want to observe?

a. Some aspect of public health, injury prevention, environmental protection, community involvement, financial wellbeing Responses would fit within one of the social issues/problems noted in 10a. It should be clear that it is a behavior they are using the research to support.

Type: E

11. Briefly describe each of the steps in the research planning process: Purpose, Audience, Informational Objectives, Respondents, Technique, Sample Size, source, and Selection, Pretest and Fielding, Analysis, Report.

a. What decisions will this help inform? What questions do you need this research to answer? For whom is the research being conducted? Who will it be presented to? What specific information do you need to make this decision or answer your questions? Who do you need this information from? What is the most efficient and effective way to gather this information? How many respondents? Where get names/contacts? How will you select among potential respondents? Who will you pretest the survey instrument with? Who will conduct the research and when? How and by whom will the data be analyzed? What information should be included in the report? What format?

Type: E

12. Several low-cost research approaches were mentioned in the text. List two of them.

a. Use available data. Conduct systematic observations. Try low-cost experimentation/test-marketing/pilots. Use quota sampling. Participate in shared cost studies. Ask professors and students at universities and colleges to volunteer their assistance.