Question 1

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  The researcher can reach segments that are usually hard to survey. 
B)  Researchers can re-contact group participants at a later date. 
C)  The cost of the online focus group is much less. 
D)  Only people that have and know how to use a computer can participate. 
E)  The researcher can include geographically dispersed participants. 
A)  The researcher can reach segments that are usually hard to survey. 
B)  Researchers can re-contact group participants at a later date. 
C)  The cost of the online focus group is much less. 
D)  Only people that have and know how to use a computer can participate. 
E)  The researcher can include geographically dispersed participants.

Question 3

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them 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

Question 4

A focus group typically consists of eight to twelve participants.

Accepted Answer

A) True 
 B)False

Question 5

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 6

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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

<u>Focus group applications include all

Question 9

In focus group reports,which of following is included?

Accepted Answer

A)  frequencies and percentages of respondent views 
B)  all of the words spoken by the participants 
C)  "instant interpretation" done with managers immediately after the last focus group has finished for the night 
D)  analysis of facial expressions and body language 
E)  plans for survey research 
A)  frequencies and percentages of respondent views 
B)  all of the words spoken by the participants 
C)  "instant interpretation" done with managers immediately after the last focus group has finished for the night 
D)  analysis of facial expressions and body language 
E)  plans for survey research

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The evaluation technique is a popular form of qualitative research.

Accepted Answer

A) True 
 B)False

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

Traditional focus groups are much less expensive to conduct than online focus groups.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

The main purpose of a focus group 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) True 
 B)False

Question 18

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A)  association technique 
B)  picture response technique 
C)  construction technique 
D)  expressive technique 
E)  evaluation technique 
A)  association technique 
B)  picture response technique 
C)  construction technique 
D)  expressive technique 
E)  evaluation technique

Question 19

Qualitative research procedures are classified as either direct or indirect.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a classification of the projective techniques used in marketing research?

Accepted Answer

A)  word association 
B)  evaluation technique 
C)  sentence completion 
D)  picture response 
E)  third person technique 
A)  word association 
B)  evaluation technique 
C)  sentence completion 
D)  picture response 
E)  third person technique

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

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

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.

A focus group typically consists of eight to twelve participants.

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

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

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

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

In focus group reports,which of following is included?

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

The evaluation technique is a popular form of qualitative research.

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

Traditional focus groups are much less expensive to conduct than online focus groups.

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

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

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

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

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Qualitative research procedures are classified as either direct or indirect.

Which of the following is NOT a classification of the projective techniques used in marketing research?

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

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

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

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.

A focus group typically consists of eight to twelve participants.

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

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

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

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

In focus group reports,which of following is included?

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

The evaluation technique is a popular form of qualitative research.

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

Traditional focus groups are much less expensive to conduct than online focus groups.

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

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

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

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

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Qualitative research procedures are classified as either direct or indirect.

Which of the following is NOT a classification of the projective techniques used in marketing research?

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