Question 1

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Accepted Answer

A) a small number of nonrepresentative cases 
B) non-statistical data analysis 
C) unstructured form of data collection 
D) outcome is used to recommend a final course of action 
A) a small number of nonrepresentative cases 
B) non-statistical data analysis 
C) unstructured form of data collection 
D) outcome is used to recommend a final course of action

Question 2

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

Accepted Answer

Projective techniques have a major advan

Question 3

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

Accepted Answer

A) True 
 B)False

Question 4

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements is not an advantage of online focus groups?

Accepted Answer

A) The researcher can reach segments that are usually hard to survey. 
B) Researchers can re-contact group participants at a later date. 
C) The cost of the online focus group is much less. 
D) Only people that have and know how to use a computer can participate. 
A) The researcher can reach segments that are usually hard to survey. 
B) Researchers can re-contact group participants at a later date. 
C) The cost of the online focus group is much less. 
D) Only people that have and know how to use a computer can participate.

Question 6

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Accepted Answer

A) True 
 B)False

Question 7

Unlike traditional focus groups,online focus group participation is by invitation only.

Accepted Answer

A) True 
 B)False

Question 8

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Accepted Answer

A) True 
 B)False

Question 9

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

Accepted Answer

A) language 
B) culture 
C) patterns of social interaction 
D) all of the above 
A) language 
B) culture 
C) patterns of social interaction 
D) all of the above

Question 10

During depth interviews,probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.

Accepted Answer

A) True 
 B)False

Question 11

Word association is the best known of the ________ techniques.

Accepted Answer

A) expressive 
B) association 
C) completion 
D) construction 
A) expressive 
B) association 
C) completion 
D) construction

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Which of the following statements is not an advantage of online focus groups?

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Unlike traditional focus groups,online focus group participation is by invitation only.

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

During depth interviews,probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.

Word association is the best known of the ________ techniques.

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

Exam 5: Exploratory Research Design: Qualitative Research

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Which of the following statements is not an advantage of online focus groups?

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Unlike traditional focus groups,online focus group participation is by invitation only.

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

During depth interviews,probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.

Word association is the best known of the ________ techniques.

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