Question 1

In addition to defining the problem and developing an approach,qualitative research is also appropriate when facing a situation of uncertainty.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

Accepted Answer

A)  experiments 
B)  quantitative surveys 
C)  panels 
D)  conversation interviews 
E)  depth interviews 
A)  experiments 
B)  quantitative surveys 
C)  panels 
D)  conversation interviews 
E)  depth interviews E

Question 4

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Accepted Answer

A) True 
 B)False

Question 5

Qualitative research procedures are classified as either ________.

Accepted Answer

A)  primary or secondary 
B)  direct or indirect 
C)  descriptive or exploratory 
D)  theoretical or non-theoretical 
E)  partial or total 
A)  primary or secondary 
B)  direct or indirect 
C)  descriptive or exploratory 
D)  theoretical or non-theoretical 
E)  partial or total

Question 6

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 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

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

Quantitative research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Accepted Answer

A)  word association technique 
B)  picture response technique 
C)  cartoon test 
D)  third person technique 
E)  B and C 
A)  word association technique 
B)  picture response technique 
C)  cartoon test 
D)  third person technique 
E)  B and C

Question 14

In a short essay,discuss the differences between qualitative research and quantitative research.

Accepted Answer

a. Qualitative research provides

Question 15

In the third-person technique,the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A) True 
 B)False

Question 16

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 a projective technique.

Accepted Answer

A) True 
 B)False

Question 17

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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 20

In cultural settings,such as the Far East where persons are hesitant to discuss their feelings in group situations,depth interviews should be used.

Accepted Answer

A) True 
 B)False

In addition to defining the problem and developing an approach,qualitative research is also appropriate when facing a situation of uncertainty.

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

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Qualitative research procedures are classified as either ________.

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

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

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

A focus group typically consists of how many participants?

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

Quantitative research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis.

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

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

In a short essay,discuss the differences between qualitative research and quantitative research.

In the third-person technique,the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

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 a projective technique.

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

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

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

In cultural settings,such as the Far East where persons are hesitant to discuss their feelings in group situations,depth interviews should be used.

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 addition to defining the problem and developing an approach,qualitative research is also appropriate when facing a situation of uncertainty.

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

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Qualitative research procedures are classified as either ________.

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

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

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

A focus group typically consists of how many participants?

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

Quantitative research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis.

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

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

In a short essay,discuss the differences between qualitative research and quantitative research.

In the third-person technique,the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

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 a projective technique.

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

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

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

In cultural settings,such as the Far East where persons are hesitant to discuss their feelings in group situations,depth interviews should be used.

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