Question 1

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Accepted Answer

A) True 
 B)False

Question 2

Mystery shopping is a popular observation technique in the Canadian retail sector.

Accepted Answer

A) True 
 B)False

Question 3

Focus groups should NOT be used when:

Accepted Answer

A)  there is a need to understand the consumers' vocabulary. 
B)  there is a need to determine consumers' attitudes. 
C)  there is a need to predict the sales volume for a new product in a market territory. 
D)  there is a need to understand consumers' motives. 
E)  there is a need to know how accepting consumers are of a proposed new package design. 
A)  there is a need to understand the consumers' vocabulary. 
B)  there is a need to determine consumers' attitudes. 
C)  there is a need to predict the sales volume for a new product in a market territory. 
D)  there is a need to understand consumers' motives. 
E)  there is a need to know how accepting consumers are of a proposed new package design.

Question 4

Faulty recall occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behaviour under question. It is a reason for NOT using an observation technique.

Accepted Answer

A) True 
 B)False

Question 5

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved?

Accepted Answer

A)  quantitative research 
B)  qualitative research 
C)  pluralistic research 
D)  survey research 
E)  idea-generation research 
A)  quantitative research 
B)  qualitative research 
C)  pluralistic research 
D)  survey research 
E)  idea-generation research

Question 6

A college checks the garbage bins in the classrooms to determine if the new recycling program is changing behaviours. This is an example of:

Accepted Answer

A)  direct observation 
B)  archives 
C)  physical traces 
D)  human observation 
E)  undisguised observation 
A)  direct observation 
B)  archives 
C)  physical traces 
D)  human observation 
E)  undisguised observation

Question 7

Quantitative techniques deal with the "soft side" of marketing research.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT an advantage of online focus groups over traditional focus groups?

Accepted Answer

A)  no physical set up is necessary 
B)  participants from different geographic areas can participate 
C)  participants are comfortable in their homes or offices 
D)  private messages can exchanged between the moderator and participants 
E)  participants' "body language" may be observed 
A)  no physical set up is necessary 
B)  participants from different geographic areas can participate 
C)  participants are comfortable in their homes or offices 
D)  private messages can exchanged between the moderator and participants 
E)  participants' "body language" may be observed

Question 9

Using structured observation techniques, the research ignores all behaviours that are not on the standardized observation form.

Accepted Answer

A) True 
 B)False

Question 10

Focus group moderators are sometimes called Qualitative Research Consultants.

Accepted Answer

A) True 
 B)False

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Mystery shopping is a popular observation technique in the Canadian retail sector.

Focus groups should NOT be used when:

Faulty recall occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behaviour under question. It is a reason for NOT using an observation technique.

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved?

A college checks the garbage bins in the classrooms to determine if the new recycling program is changing behaviours. This is an example of:

Quantitative techniques deal with the "soft side" of marketing research.

Which of the following is NOT an advantage of online focus groups over traditional focus groups?

Using structured observation techniques, the research ignores all behaviours that are not on the standardized observation form.

Focus group moderators are sometimes called Qualitative Research Consultants.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 5: Qualitative Research Methods

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Mystery shopping is a popular observation technique in the Canadian retail sector.

Focus groups should NOT be used when:

Faulty recall occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behaviour under question. It is a reason for NOT using an observation technique.

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved?

A college checks the garbage bins in the classrooms to determine if the new recycling program is changing behaviours. This is an example of:

Quantitative techniques deal with the "soft side" of marketing research.

Which of the following is NOT an advantage of online focus groups over traditional focus groups?

Using structured observation techniques, the research ignores all behaviours that are not on the standardized observation form.

Focus group moderators are sometimes called Qualitative Research Consultants.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters