Question 1

In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT one of the key qualifications of focus group moderators?

Accepted Answer

A) joviality 
B) skill 
C) experience 
D) knowledge of the discussion topic 
E) knowledge of the marketing research project 
A) joviality 
B) skill 
C) experience 
D) knowledge of the discussion topic 
E) knowledge of the marketing research project

Question 3

The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.

Accepted Answer

A) True 
 B)False

Question 4

There are fewer people in an online group than in a face-to-face group.

Accepted Answer

A) True 
 B)False

Question 5

The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n)________.

Accepted Answer

A) direct approach 
B) panel 
C) indirect approach 
D) survey 
E) masked approach 
A) direct approach 
B) panel 
C) indirect approach 
D) survey 
E) masked approach

Question 6

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 7

The evaluation technique is a classification of a projective technique used in marketing research.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) Geographic distance is overcome for respondents. 
B) Client can observe from home or office. 
C) Respondents can be re-contacted easier. 
D) People are less inhibited in their responses. 
E) Costs are equivalent to traditional focus groups. 
A) Geographic distance is overcome for respondents. 
B) Client can observe from home or office. 
C) Respondents can be re-contacted easier. 
D) People are less inhibited in their responses. 
E) Costs are equivalent to traditional focus groups.

Question 9

________ 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) Focus groups 
B) Depth interviews 
C) Quantitative surveys 
D) Experiments 
E) Probing interviews 
A) Focus groups 
B) Depth interviews 
C) Quantitative surveys 
D) Experiments 
E) Probing interviews

Question 10

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 11

A focus group typically consists of how many participants?

Accepted Answer

A) one to four 
B) five to eight 
C) eight to twelve 
D) thirteen to fifteen 
E) more than fifteen 
A) one to four 
B) five to eight 
C) eight to twelve 
D) thirteen to fifteen 
E) more than fifteen

Question 12

The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

Accepted Answer

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

Question 13

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Accepted Answer

A) True 
 B)False

Question 14

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 15

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

Accepted Answer

A) choose which participant will be the group leader 
B) state the rules of group interaction 
C) probe the respondents and provoke intense discussion in the relevant areas 
D) attempt to summarize the group's response to determine the extent of agreement 
E) establish rapport with the group 
A) choose which participant will be the group leader 
B) state the rules of group interaction 
C) probe the respondents and provoke intense discussion in the relevant areas 
D) attempt to summarize the group's response to determine the extent of agreement 
E) establish rapport with the group

Question 16

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.

Accepted Answer

A) word association 
B) sentence completion 
C) story completion 
D) role playing 
E) evaluation technique 
A) word association 
B) sentence completion 
C) story completion 
D) role playing 
E) evaluation technique

In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

Which of the following is NOT one of the key qualifications of focus group moderators?

The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.

There are fewer people in an online group than in a face-to-face group.

The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n)________.

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

The evaluation technique is a classification of a projective technique used in marketing research.

Which of the following is NOT an advantage of online 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.

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.

A focus group typically consists of how many participants?

The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.

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 contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

Which of the following is NOT one of the key qualifications of focus group moderators?

The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.

There are fewer people in an online group than in a face-to-face group.

The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n)________.

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

The evaluation technique is a classification of a projective technique used in marketing research.

Which of the following is NOT an advantage of online 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.

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.

A focus group typically consists of how many participants?

The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.

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