Question 1

Exploratory focus groups can also be used to generate hypotheses for testing of concepts for future research.

Accepted Answer

A) True 
 B)False  True

Question 2

Observation methods

Accepted Answer

A) may supplement other research methods. 
B) may be the only way to collect the needed data. 
C) may be the cheapest way to collect behavior data. 
D) may be the most accurate way to collect behavior data. 
E) all of these. 
A) may supplement other research methods. 
B) may be the only way to collect the needed data. 
C) may be the cheapest way to collect behavior data. 
D) may be the most accurate way to collect behavior data. 
E) all of these. E

Question 3

A focus group moderator should avoid the use of jargon or technical terms when dealing with an unsophisticated group.

Accepted Answer

A) True 
 B)False  True

Question 4

The easiest way to conduct a taste test for a soft drink is

Accepted Answer

A)  interview people at home 
B)  interview them over telephone 
C)  intercept people in the mall 
D)  none of the above 
A)  interview people at home 
B)  interview them over telephone 
C)  intercept people in the mall 
D)  none of the above

Question 5

When third-person techniques are used, a respondent will say that his likes and dislikes are the same as his neighbor's.

Accepted Answer

A) True 
 B)False

Question 6

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

Accepted Answer

A) True 
 B)False

Question 7

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

Accepted Answer

A) True 
 B)False

Question 8

An) ___________ focus group enables the researcher to experience the emotional framework in which the product is being used.

Accepted Answer

A) exploratory 
B) experiential 
C) clinical 
D) traditional 
E) electronic 
A) exploratory 
B) experiential 
C) clinical 
D) traditional 
E) electronic

Question 9

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following information should the interviewer posses prior to conducting the interview?

Accepted Answer

A) Background details of the company being studied 
B) Research objectives) 
C) Terminologies likely to be encountered 
D) All of the above 
A) Background details of the company being studied 
B) Research objectives) 
C) Terminologies likely to be encountered 
D) All of the above

Question 11

The following are all examples of projective techniques except

Accepted Answer

A) picture interpretation. 
B) direct observation. 
C) role playing. 
D) third-person techniques. 
E) word association. 
A) picture interpretation. 
B) direct observation. 
C) role playing. 
D) third-person techniques. 
E) word association.

Question 12

____________ focus groups are used on the premise that a person's true motivations and feelings are subconscious in nature.

Accepted Answer

A) Exploratory 
B) Experiential 
C) Clinical 
D) Traditional 
E) Electronic 
A) Exploratory 
B) Experiential 
C) Clinical 
D) Traditional 
E) Electronic

Question 13

The interviewers should be well trained to listen and record responses in verbatim.

Accepted Answer

A) True 
 B)False

Question 14

During the interview, interviewers can express their personal judgments.

Accepted Answer

A) True 
 B)False

Question 15

The moderator's required skill level is the highest in an)

Accepted Answer

A) clinical focus group. 
B) exploratory focus group. 
C) experiential focus group. 
D) traditional focus group. 
E) electronic focus group. 
A) clinical focus group. 
B) exploratory focus group. 
C) experiential focus group. 
D) traditional focus group. 
E) electronic focus group.

Question 16

The success of nondirective interviews depends on:

Accepted Answer

A)  establishing a relaxed and sympathetic relationship 
B)  the ability to probe in order to clarify and elaborate on interesting responses 
C)  the skill of guiding the discussion back to the topic outline 
D)  pursuing reasons behind the comments and answers 
E)  all of the above 
A)  establishing a relaxed and sympathetic relationship 
B)  the ability to probe in order to clarify and elaborate on interesting responses 
C)  the skill of guiding the discussion back to the topic outline 
D)  pursuing reasons behind the comments and answers 
E)  all of the above

Question 17

Strategically designed and well executed telephone interviews are better than focus groups when information is needed from business decision-makers.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is not true about projective techniques?

Accepted Answer

A) They are used in clinical motivation research studies. 
B) They present the respondent with an ambiguous, unstructured object, activity, or person. 
C) They require that an interviewer be able to project himself or herself into the respondent's situation. 
D) They are often used in conjunction with individual nondirective interviews. 
E) None of the above are true. 
A) They are used in clinical motivation research studies. 
B) They present the respondent with an ambiguous, unstructured object, activity, or person. 
C) They require that an interviewer be able to project himself or herself into the respondent's situation. 
D) They are often used in conjunction with individual nondirective interviews. 
E) None of the above are true.

Question 19

Using a suitable software to capture interview responses in verbatim enhances credibility.

Accepted Answer

A) True 
 B)False

Question 20

When doing in-depth interviews, a researcher should not ask respondents to recommend other knowledgeable sources because such an unrepresentative sample may bias the results of the research.

Accepted Answer

A) True 
 B)False

Exam 8: Information Collection: Qualitative and Observational Methods

Exploratory focus groups can also be used to generate hypotheses for testing of concepts for future research.

Observation methods

A focus group moderator should avoid the use of jargon or technical terms when dealing with an unsophisticated group.

The easiest way to conduct a taste test for a soft drink is

When third-person techniques are used, a respondent will say that his likes and dislikes are the same as his neighbor's.

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

An) ___________ focus group enables the researcher to experience the emotional framework in which the product is being used.

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

Which of the following information should the interviewer posses prior to conducting the interview?

The following are all examples of projective techniques except

____________ focus groups are used on the premise that a person's true motivations and feelings are subconscious in nature.

The interviewers should be well trained to listen and record responses in verbatim.

During the interview, interviewers can express their personal judgments.

The moderator's required skill level is the highest in an)

The success of nondirective interviews depends on:

Strategically designed and well executed telephone interviews are better than focus groups when information is needed from business decision-makers.

Which of the following is not true about projective techniques?

Using a suitable software to capture interview responses in verbatim enhances credibility.

When doing in-depth interviews, a researcher should not ask respondents to recommend other knowledgeable sources because such an unrepresentative sample may bias the results of the research.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters