Question 1

The association technique is 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) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT an advantage of using focus groups in marketing research?

Accepted Answer

A)  The richness of the comments, which come from real customers, makes this technique highly useful. 
B)  Focus groups are easy to moderate. 
C)  The comments of one person in a focus group can trigger unexpected reactions from others. 
D)  The responses in a focus group are generally spontaneous and candid, and they provide rich insights. 
E)  Ideas are more likely to arise out of the blue. 
A)  The richness of the comments, which come from real customers, makes this technique highly useful. 
B)  Focus groups are easy to moderate. 
C)  The comments of one person in a focus group can trigger unexpected reactions from others. 
D)  The responses in a focus group are generally spontaneous and candid, and they provide rich insights. 
E)  Ideas are more likely to arise out of the blue.

Question 4

According to the text,the typical focus group costs the client about ________.

Accepted Answer

A)  $400 
B)  $2,000 
C)  $4,000 - 5,000 
D)  $6,000 - 8,000 
E)  $10,000 
A)  $400 
B)  $2,000 
C)  $4,000 - 5,000 
D)  $6,000 - 8,000 
E)  $10,000

Question 5

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

Accepted Answer

A)  richer discussion of sensitive topics 
B)  deeper insights about underlying motives 
C)  less social pressure to conform 
D)  scheduling of respondents 
E)  cost per respondent 
A)  richer discussion of sensitive topics 
B)  deeper insights about underlying motives 
C)  less social pressure to conform 
D)  scheduling of respondents 
E)  cost per respondent

Question 6

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

Accepted Answer

A) True 
 B)False

Question 7

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 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

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

Accepted Answer

Why would a researcher choose to use onl

Question 10

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 11

It is not possible to conduct depth interviews using social media.

Accepted Answer

A) True 
 B)False

Question 12

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 13

________ 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)  A direct approach 
B)  An indirect approach 
C)  A panel 
D)  A survey 
E)  An informed approach 
A)  A direct approach 
B)  An indirect approach 
C)  A panel 
D)  A survey 
E)  An informed approach

Question 14

According to the text,the typical focus group costs the client about $4,500.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

Accepted Answer

A) True 
 B)False

Question 18

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

Question 19

Disadvantages of focus groups include all of the following EXCEPT ________.

Accepted Answer

A)  tendency to regard findings as conclusive 
B)  difficulty in moderating focus groups 
C)  completely skilled moderators are rare 
D)  coding, analysis, and interpretation are difficult 
E)  respondents are generally spontaneous 
A)  tendency to regard findings as conclusive 
B)  difficulty in moderating focus groups 
C)  completely skilled moderators are rare 
D)  coding, analysis, and interpretation are difficult 
E)  respondents are generally spontaneous

Question 20

________ 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

The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

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

Which of the following is NOT an advantage of using focus groups in marketing research?

According to the text,the typical focus group costs the client about ________.

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

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

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

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

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 ________.

It is not possible to conduct depth interviews using social media.

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

________ 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.

According to the text,the typical focus group costs the client about $4,500.

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 ________.

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

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

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

Disadvantages of focus groups include all of the following EXCEPT ________.

________ 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.

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 association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

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

Which of the following is NOT an advantage of using focus groups in marketing research?

According to the text,the typical focus group costs the client about ________.

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

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

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

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

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 ________.

It is not possible to conduct depth interviews using social media.

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

________ 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.

According to the text,the typical focus group costs the client about $4,500.

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 ________.

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

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

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

Disadvantages of focus groups include all of the following EXCEPT ________.

________ 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.

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