Question 1

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.

Accepted Answer

A) Word association 
B) Sentence completion 
C) Story completion 
D) Expression completion 
A) Word association 
B) Sentence completion 
C) Story completion 
D) Expression completion

Question 2

Focus groups can be used to address substantive issues such as ________.

Accepted Answer

A) defining a problem more precisely 
B) generating new ideas about older products 
C) developing an approach to a problem 
D) interpreting previously obtained quantitative results 
A) defining a problem more precisely 
B) generating new ideas about older products 
C) developing an approach to a problem 
D) interpreting previously obtained quantitative results

Question 3

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

Accepted Answer

A) True 
 B)False

Question 4

Briefly discuss the role of qualitative techniques in mobile market research.

Accepted Answer

Mobile market research (MMR)can be appro

Question 5

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group,and (4)time and cost.

Accepted Answer

A) True 
 B)False

Question 6

Because the researcher is often not familiar with the foreign product market to be examined,qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

Accepted Answer

Because the researcher is often not fami

Question 7

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Accepted Answer

A) completion techniques 
B) focus groups 
C) association techniques 
D) depth interviews 
A) completion techniques 
B) focus groups 
C) association techniques 
D) depth interviews

Question 8

Focus groups can be misused and abused by considering the results as conclusive.

Accepted Answer

A) True 
 B)False

Question 9

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

Accepted Answer

The differences in the two methodologies

Question 10

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Accepted Answer

A) information on the mall visit experience 
B) information on mall brand identity versus other malls 
C) information on the brand value of the mall 
D) all of the above 
A) information on the mall visit experience 
B) information on mall brand identity versus other malls 
C) information on the brand value of the mall 
D) all of the above

Question 11

Which statement is not true about online focus groups?

Accepted Answer

A) The group interaction lasts for about an hour. 
B) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
C) The whole process is much faster than the traditional method. 
D) To enter the online focus group,participants must supply the room name,user name,and password to the moderator via email. 
A) The group interaction lasts for about an hour. 
B) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
C) The whole process is much faster than the traditional method. 
D) To enter the online focus group,participants must supply the room name,user name,and password to the moderator via email.

Question 12

List at least five (5)applications of depth interviews.Give a specific example of each.

Accepted Answer

Depth interview applications include all

Question 13

Which of the following statements is not a disadvantage of online focus groups?

Accepted Answer

A) Moderators may also be able to carry on side conversations with individual respondents,probing deeper into interesting areas. 
B) It can be difficult to verify that a respondent is a member of a target group. 
C) Only audio and visual stimuli can be tested. 
D) Only people that have and know how to use a computer can participate. 
A) Moderators may also be able to carry on side conversations with individual respondents,probing deeper into interesting areas. 
B) It can be difficult to verify that a respondent is a member of a target group. 
C) Only audio and visual stimuli can be tested. 
D) Only people that have and know how to use a computer can participate.

Question 14

In role playing,the researcher assumes that the respondents will project their own feelings into the role.

Accepted Answer

A) True 
 B)False

Question 15

Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.

Accepted Answer

Ethical issues related to the respondent

Question 16

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Accepted Answer

A) depth interview 
B) projective technique 
C) association technique 
D) focus group 
A) depth interview 
B) projective technique 
C) association technique 
D) focus group

Question 17

Online focus group participants don't have the potential to be distracted by external stimuli.

Accepted Answer

A) True 
 B)False

Question 18

Depth interviews uncover less depth of insights than focus groups.

Accepted Answer

A) True 
 B)False

Question 19

The two main expressive techniques are ________ and ________.

Accepted Answer

A) role playing;word association 
B) role playing;third-person technique 
C) word association;sentence completion 
D) third-person technique;word association 
A) role playing;word association 
B) role playing;third-person technique 
C) word association;sentence completion 
D) third-person technique;word association

Question 20

In a study the researcher was investigating attitudes toward airlines among male middle managers.Each airline attribute,such as wide-body aircrafts,was probed (why do you like to travel in wide-body aircrafts?)to determine why it was important (I can get more work done)and then that reason was probed (I accomplish more),and so on (I feel good about myself).The depth interview techniques used in the study is called ________.

Accepted Answer

A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above 
A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above

Exam 5: Exploratory Research Design: Qualitative Research

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.

Focus groups can be used to address substantive issues such as ________.

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

Briefly discuss the role of qualitative techniques in mobile market research.

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group,and (4)time and cost.

Because the researcher is often not familiar with the foreign product market to be examined,qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Focus groups can be misused and abused by considering the results as conclusive.

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Which statement is not true about online focus groups?

List at least five (5)applications of depth interviews.Give a specific example of each.

Which of the following statements is not a disadvantage of online focus groups?

In role playing,the researcher assumes that the respondents will project their own feelings into the role.

Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Online focus group participants don't have the potential to be distracted by external stimuli.

Depth interviews uncover less depth of insights than focus groups.

The two main expressive techniques are ________ and ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

The two main expressive techniques are and .