Question 1

Which of the following is not an ethical issue of concern to the researcher?

Accepted Answer

A) disguising the purpose of the research and the use of deceptive procedures 
B) videotaping and recording the proceedings 
C) comfort level of the respondents 
D) none of the above 
A) disguising the purpose of the research and the use of deceptive procedures 
B) videotaping and recording the proceedings 
C) comfort level of the respondents 
D) none of the above

Question 2

With ________ respondents are presented with a list of words,one at a time.After each word,they are asked to give the first word that comes to mind.

Accepted Answer

A) word association 
B) sentence completion 
C) story completion 
D) none of the above 
A) word association 
B) sentence completion 
C) story completion 
D) none of the above

Question 3

Use of a moderator's outline reduces some of the validity problems inherent in focus groups,such as those caused by different moderators not covering the same content areas in comparable ways.

Accepted Answer

A) True 
 B)False

Question 4

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

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 5

________ require the respondent to construct a response in the form of a story,dialogue,or description.

Accepted Answer

A) Association techniques 
B) Expressive techniques 
C) Construction techniques 
D) Impression techniques 
A) Association techniques 
B) Expressive techniques 
C) Construction techniques 
D) Impression techniques

Question 6

A way to conduct a focus group type of research on social media involves participant blogs.

Accepted Answer

A) True 
 B)False

Question 7

Resources permitting,one should conduct additional focus groups until the participants can anticipate what will be said.

Accepted Answer

A) True 
 B)False

Question 8

Qualitative research is an unstructured,exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

Accepted Answer

A) True 
 B)False

Question 9

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

Accepted Answer

A) qualitative;quantitative 
B) observational;experimental 
C) quantitative;qualitative 
D) experimental;observational 
A) qualitative;quantitative 
B) observational;experimental 
C) quantitative;qualitative 
D) experimental;observational

Question 10

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

Accepted Answer

A) picture response techniques 
B) cartoon tests 
C) third-person techniques 
D) role playing 
A) picture response techniques 
B) cartoon tests 
C) third-person techniques 
D) role playing

Question 11

Why is the online focus group process faster to analyze than the traditional method?

Accepted Answer

The online focus group process is faster

Question 12

________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A) Role playing 
B) Sentence completion 
C) Cartoon test 
D) Third-person technique 
A) Role playing 
B) Sentence completion 
C) Cartoon test 
D) Third-person technique

Question 13

A disadvantage of focus groups is that the unstructured nature of the responses makes coding,analysis,and interpretation difficult.

Accepted Answer

A) True 
 B)False

Question 14

One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30,except for special occasions.The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?

Accepted Answer

A) misuse 
B) misrepresentation 
C) messy 
D) Both A and B are correct. 
A) misuse 
B) misrepresentation 
C) messy 
D) Both A and B are correct.

Question 15

Synergism,snowballing,simulation,and security are some of the advantages of focus groups.

Accepted Answer

A) True 
 B)False

Question 16

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

Accepted Answer

A) two-way focus group 
B) dueling-moderator group 
C) dual-moderator group 
D) respondent-moderator group 
A) two-way focus group 
B) dueling-moderator group 
C) dual-moderator group 
D) respondent-moderator group

Question 17

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk.Which qualitative technique would you choose and why?

Accepted Answer

The student should choose a direct appro

Question 18

Discuss the disadvantages of online focus groups.

Accepted Answer

Only people that have and know how to us

Question 19

Quantitative research seeks to quantify the data and,typically,applies some form of statistical analysis.

Accepted Answer

A) True 
 B)False

Question 20

In word association,responses are analyzed by calculating ________.

Accepted Answer

A) the frequency with which any word is given as a response 
B) the amount of time that elapses before a response is given 
C) the number of respondents who do not respond at all to a test word within a reasonable period of time 
D) all of the above 
A) the frequency with which any word is given as a response 
B) the amount of time that elapses before a response is given 
C) the number of respondents who do not respond at all to a test word within a reasonable period of time 
D) all of the above

Exam 5: Exploratory Research Design: Qualitative Research

Which of the following is not an ethical issue of concern to the researcher?

With ________ respondents are presented with a list of words,one at a time.After each word,they are asked to give the first word that comes to mind.

Use of a moderator's outline reduces some of the validity problems inherent in focus groups,such as those caused by different moderators not covering the same content areas in comparable ways.

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

________ require the respondent to construct a response in the form of a story,dialogue,or description.

A way to conduct a focus group type of research on social media involves participant blogs.

Resources permitting,one should conduct additional focus groups until the participants can anticipate what will be said.

Qualitative research is an unstructured,exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

Why is the online focus group process faster to analyze than the traditional method?

________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

A disadvantage of focus groups is that the unstructured nature of the responses makes coding,analysis,and interpretation difficult.

Synergism,snowballing,simulation,and security are some of the advantages of focus groups.

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk.Which qualitative technique would you choose and why?

Discuss the disadvantages of online focus groups.

Quantitative research seeks to quantify the data and,typically,applies some form of statistical analysis.

In word association,responses are analyzed by calculating ________.

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

Whenever a new marketing research problem is being addressed, research must be preceded by appropriate research.