Question 1

The advantages of the communication method,as compared to the observation method,are all of the following except

Accepted Answer

A)  respondents willingness to participate 
B)  higher versatility 
C)  faster data collection 
D)  lower cost 
A)  respondents willingness to participate 
B)  higher versatility 
C)  faster data collection 
D)  lower cost

Question 2

What does versatility mean in regard to communication methods with respondents.

Accepted Answer

Versatility refers to the abil

Question 3

Discuss the advantages of focus group interviews compared to other data collection techniques.

Accepted Answer

1.synergism among group members
2.snowba

Question 4

All of the following are components of attitude except

Accepted Answer

A)  cognitive 
B)  affective 
C)  behavioral 
D)  lifestyle 
A)  cognitive 
B)  affective 
C)  behavioral 
D)  lifestyle

Question 5

Discuss the group design issues to consider when designing an effective focus group and give typical guidelines where possible.

Accepted Answer

Guidelines include:
1.homogeneity: gener

Question 6

_______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.

Accepted Answer

A)  Psychographics 
B)  Lifestyles 
C)  AIO 
D)  Depth interviews 
A)  Psychographics 
B)  Lifestyles 
C)  AIO 
D)  Depth interviews

Question 7

All of the following are purposes for focus groups except

Accepted Answer

A)  to help generate hypotheses that can be further tested quantitatively 
B)  to generate information helpful in structuring consumer questionnaires 
C)  to provide overall background information on a product category 
D)  to conclusively identify causes of specific marketing problems 
A)  to help generate hypotheses that can be further tested quantitatively 
B)  to generate information helpful in structuring consumer questionnaires 
C)  to provide overall background information on a product category 
D)  to conclusively identify causes of specific marketing problems

Question 8

Personal interviews are used extensively in international research.

Accepted Answer

A) True 
 B)False

Question 9

Key qualifications for a moderator include

Accepted Answer

A)  conveyance of incomplete understanding 
B)  rigid structure 
C)  detachment from group 
D)  both a and c 
A)  conveyance of incomplete understanding 
B)  rigid structure 
C)  detachment from group 
D)  both a and c

Question 10

The problem with using unskilled moderators for focus groups is that they typically conduct individual interviews with each of the participants rather than stimulating interaction among the group participants.

Accepted Answer

A) True 
 B)False

Question 11

The sampling frame is the

Accepted Answer

A)  group of respondents used for the research project 
B)  list of population units from which the sample will be drawn 
C)  target population represented by the sample 
D)  framework of consumer segments targeted by the sample 
A)  group of respondents used for the research project 
B)  list of population units from which the sample will be drawn 
C)  target population represented by the sample 
D)  framework of consumer segments targeted by the sample

Question 12

Qualitative techniques are noted for their ability to provide statistically and scientifically accurate data.

Accepted Answer

A) True 
 B)False

Question 13

"Listening to the voice of the consumer" is a premise of what kind of research?

Accepted Answer

"Listening to the vo

Question 14

One of the main disadvantages of the observation method is respondent's unwillingness to provide data.

Accepted Answer

A) True 
 B)False

Question 15

A major disadvantage of the focus group interview is that

Accepted Answer

A)  the decision maker cannot use the evidence as part of conclusive research 
B)  participants feel uncomfortable in groups and are therefore less willing to express their views 
C)  data is not provided for analysis 
D)  scientific scrutiny is not possible 
A)  the decision maker cannot use the evidence as part of conclusive research 
B)  participants feel uncomfortable in groups and are therefore less willing to express their views 
C)  data is not provided for analysis 
D)  scientific scrutiny is not possible

Question 16

The raw data of focus groups include all of the following except

Accepted Answer

A)  emotions 
B)  answers to questionnaire 
C)  body movements 
D)  verbatim comments 
A)  emotions 
B)  answers to questionnaire 
C)  body movements 
D)  verbatim comments

Question 17

When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.

Accepted Answer

A) True 
 B)False

Question 18

The depth interview may be defined as an unstructured personal interview that uses extensive probing to get a small group of respondents to talk freely and to express detailed beliefs and feelings on a topic.

Accepted Answer

A) True 
 B)False

Question 19

The depth interview is used primarily

Accepted Answer

A)  for conclusive research 
B)  for exploratory research 
C)  to test specific hypotheses 
D)  to reduce costs when focus groups are not deemed necessary 
A)  for conclusive research 
B)  for exploratory research 
C)  to test specific hypotheses 
D)  to reduce costs when focus groups are not deemed necessary

Question 20

The _______________ measures the movement of the eye and is used to determine how a person reads printed material.

Accepted Answer

A)  psychogalvanometer 
B)  pupilometer 
C)  eye-camera 
D)  audimeter 
A)  psychogalvanometer 
B)  pupilometer 
C)  eye-camera 
D)  audimeter

The advantages of the communication method,as compared to the observation method,are all of the following except

What does versatility mean in regard to communication methods with respondents.

Discuss the advantages of focus group interviews compared to other data collection techniques.

All of the following are components of attitude except

Discuss the group design issues to consider when designing an effective focus group and give typical guidelines where possible.

_______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.

All of the following are purposes for focus groups except

Personal interviews are used extensively in international research.

Key qualifications for a moderator include

The problem with using unskilled moderators for focus groups is that they typically conduct individual interviews with each of the participants rather than stimulating interaction among the group participants.

The sampling frame is the

Qualitative techniques are noted for their ability to provide statistically and scientifically accurate data.

"Listening to the voice of the consumer" is a premise of what kind of research?

One of the main disadvantages of the observation method is respondent's unwillingness to provide data.

A major disadvantage of the focus group interview is that

The raw data of focus groups include all of the following except

When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.

The depth interview may be defined as an unstructured personal interview that uses extensive probing to get a small group of respondents to talk freely and to express detailed beliefs and feelings on a topic.

The depth interview is used primarily

The _______________ measures the movement of the eye and is used to determine how a person reads printed material.

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters

Exam 5: Data Collection: Exploratory and Conclusive Research

The advantages of the communication method,as compared to the observation method,are all of the following except

What does versatility mean in regard to communication methods with respondents.

Discuss the advantages of focus group interviews compared to other data collection techniques.

All of the following are components of attitude except

Discuss the group design issues to consider when designing an effective focus group and give typical guidelines where possible.

_______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.

All of the following are purposes for focus groups except

Personal interviews are used extensively in international research.

Key qualifications for a moderator include

The problem with using unskilled moderators for focus groups is that they typically conduct individual interviews with each of the participants rather than stimulating interaction among the group participants.

The sampling frame is the

Qualitative techniques are noted for their ability to provide statistically and scientifically accurate data.

"Listening to the voice of the consumer" is a premise of what kind of research?

One of the main disadvantages of the observation method is respondent's unwillingness to provide data.

A major disadvantage of the focus group interview is that

The raw data of focus groups include all of the following except

When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.

The depth interview may be defined as an unstructured personal interview that uses extensive probing to get a small group of respondents to talk freely and to express detailed beliefs and feelings on a topic.

The depth interview is used primarily

The _______________ measures the movement of the eye and is used to determine how a person reads printed material.

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters