Question 1

In a short essay, discuss at least two applications of projective techniques and provide three basic guidelines that can enhance the usefulness of these techniques.

Accepted Answer

With the exception of word associations,

Question 2

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

Accepted Answer

A) association technique 
B) completion technique 
C) picture response technique 
D) third person technique 
E) laddering 
A) association technique 
B) completion technique 
C) picture response technique 
D) third person technique 
E) laddering

Question 3

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Accepted Answer

A) Quantitative research 
B) Qualitative research 
C) Experimental research 
D) Hypothetical research 
E) Thorough research 
A) Quantitative research 
B) Qualitative research 
C) Experimental research 
D) Hypothetical research 
E) Thorough research

Question 4

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Accepted Answer

A) True 
 B)False

Question 5

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Accepted Answer

A) hiring moderators with at least 5 years of experience 
B) putting prospective moderators through company-specific training 
C) including video or voice recording devices in the focus group 
D) doing focus groups after the survey work on the project is completed 
E) preparing a detailed moderator discussion guide 
A) hiring moderators with at least 5 years of experience 
B) putting prospective moderators through company-specific training 
C) including video or voice recording devices in the focus group 
D) doing focus groups after the survey work on the project is completed 
E) preparing a detailed moderator discussion guide

Question 6

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Accepted Answer

A) True 
 B)False

Question 7

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Accepted Answer

A) True 
 B)False

Question 8

Depth interviews are described as loosely structured, one-on-one conversations with individuals drawn from the target audience.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Accepted Answer

A) Depth interviews can uncover deeper insights than focus groups. 
B) Depth interviews result in a free exchange of information that may not be possible in focus groups. 
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. 
D) With probing, it is possible to get at the real issue when topics are complex. 
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators. 
A) Depth interviews can uncover deeper insights than focus groups. 
B) Depth interviews result in a free exchange of information that may not be possible in focus groups. 
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. 
D) With probing, it is possible to get at the real issue when topics are complex. 
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

Question 10

Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?

Accepted Answer

A) quantitative research 
B) experimental research 
C) qualitative research 
D) hypothetical research 
E) lead research 
A) quantitative research 
B) experimental research 
C) qualitative research 
D) hypothetical research 
E) lead research

Question 11

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.

Accepted Answer

A) projective technique 
B) quantitative technique 
C) survey technique 
D) evaluation technique 
E) motivation elicitation 
A) projective technique 
B) quantitative technique 
C) survey technique 
D) evaluation technique 
E) motivation elicitation

Question 12

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

Accepted Answer

A) True 
 B)False

Question 13

Focus groups are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

Accepted Answer

A) True 
 B)False

Question 14

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Accepted Answer

A focus group is an interview wit

Question 15

Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?

Accepted Answer

A) word association 
B) sentence completion 
C) story completion 
D) motivation elicitation 
E) cartoon tests 
A) word association 
B) sentence completion 
C) story completion 
D) motivation elicitation 
E) cartoon tests

Question 16

A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Accepted Answer

A) experiment 
B) focus group 
C) quantitative survey 
D) depth interview 
E) moderator group 
A) experiment 
B) focus group 
C) quantitative survey 
D) depth interview 
E) moderator group

Question 17

In a short essay, list at least five applications of focus groups.Include a specific example of each application to support your answer.

Accepted Answer

Focus group applications include all of

Question 18

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

Accepted Answer

A) word association technique 
B) sentence completion technique 
C) construction technique 
D) expressive technique 
E) evaluation technique 
A) word association technique 
B) sentence completion technique 
C) construction technique 
D) expressive technique 
E) evaluation technique

Question 20

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

Accepted Answer

A) True 
 B)False

In a short essay, discuss at least two applications of projective techniques and provide three basic guidelines that can enhance the usefulness of these techniques.

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Depth interviews are described as loosely structured, one-on-one conversations with individuals drawn from the target audience.

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

Focus groups are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?

A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

In a short essay, list at least five applications of focus groups.Include a specific example of each application to support your answer.

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 4: Qualitative Research

In a short essay, discuss at least two applications of projective techniques and provide three basic guidelines that can enhance the usefulness of these techniques.

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Depth interviews are described as loosely structured, one-on-one conversations with individuals drawn from the target audience.

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

Focus groups are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?

A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

In a short essay, list at least five applications of focus groups.Include a specific example of each application to support your answer.

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters