MKT 220 E AND F SPRING 10 11. Content analysis is: an interactive procedure in which a researcher and moderator discuss the subjects responses to the topics that outlined a focus group session. ataile outline of the topics, questions, and subquestions B. used by a moderator to n interviewer's ability to articulate questions in a direct and clear manner D, the process of collecting both attitudinal and behavioral data from a subject that spans all time frames. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns. 12. A()mative hypothesis states that there is a relationship between two variables. A. B. test C. default D. null E. limited 13. consist of large samples of households that have agreed to provide detailed data for an extended period of time. A. Mystery shoppers B. Focus groups C. Ethnographers D. Netnographers E. Consumer panels 14. Which of the following situations treats "deal proneness" as a dependent variable in a relationship? A. Deal proneness leads to greater brand loyalty. B. Deal proneness predicts the time spent by a person shopping. C. Deal proneness results in greater price sensitivity. D. Deal proneness does not depend on a person's age. E. Deal proneness is predicted by a person's household income. 15. In the context of qualitative research, the triangulation technique requires that: A. textual data be converted to numerical data. B. research inquiry be addressed from multiple perspectives. C. data collection occur during a single time period. D. the analysis of data begin after the complete collection of data. E. a single data set be used for the entire study. MKT 220 E AND F SPRING 10 11. Content analysis is: an interactive procedure in which a researcher and moderator discuss the subjects responses to the topics that outlined a focus group session. ataile outline of the topics, questions, and subquestions B. used by a moderator to n interviewer's ability to articulate questions in a direct and clear manner D, the process of collecting both attitudinal and behavioral data from a subject that spans all time frames. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns. 12. A()mative hypothesis states that there is a relationship between two variables. A. B. test C. default D. null E. limited 13. consist of large samples of households that have agreed to provide detailed data for an extended period of time. A. Mystery shoppers B. Focus groups C. Ethnographers D. Netnographers E. Consumer panels 14. Which of the following situations treats "deal proneness" as a dependent variable in a relationship? A. Deal proneness leads to greater brand loyalty. B. Deal proneness predicts the time spent by a person shopping. C. Deal proneness results in greater price sensitivity. D. Deal proneness does not depend on a person's age. E. Deal proneness is predicted by a person's household income. 15. In the context of qualitative research, the triangulation technique requires that: A. textual data be converted to numerical data. B. research inquiry be addressed from multiple perspectives. C. data collection occur during a single time period. D. the analysis of data begin after the complete collection of data. E. a single data set be used for the entire study