Question 1

Participant blogs are one way to conduct focus-group type research using social media.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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 4

Which of the following types of research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis?

Accepted Answer

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

Question 5

According to the text,the typical duration of a focus group is less than an hour.

Accepted Answer

A) True 
 B)False

Question 6

A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________.

Accepted Answer

A)  cartoon test 
B)  completion technique 
C)  word association 
D)  third person technique 
E)  laddering 
A)  cartoon test 
B)  completion technique 
C)  word association 
D)  third person technique 
E)  laddering

Question 7

Sentence completion can be extended to ________.

Accepted Answer

A)  paragraph completion 
B)  word association 
C)  cartoon test 
D)  means-end chaining 
E)  laddering 
A)  paragraph completion 
B)  word association 
C)  cartoon test 
D)  means-end chaining 
E)  laddering

Question 8

According to the text,the typical duration of a focus group is ________.

Accepted Answer

A)  less than an hour 
B)  two to four hours 
C)  one to three hours 
D)  three to five hours 
E)  more than five hours 
A)  less than an hour 
B)  two to four hours 
C)  one to three hours 
D)  three to five hours 
E)  more than five hours

Question 9

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 10

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

Accepted Answer

A) True 
 B)False

Question 11

A depth interview is recognized as the most important qualitative research procedure.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Accepted Answer

A)  qualitative; quantitative 
B)  quantitative; qualitative 
C)  observational; qualitative 
D)  descriptive; observational 
E)  total; partial 
A)  qualitative; quantitative 
B)  quantitative; qualitative 
C)  observational; qualitative 
D)  descriptive; observational 
E)  total; partial

Question 14

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

Accepted Answer

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

Question 15

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 16

A projective technique,in which respondents are presented with a list of words,one at a time,is called word association.

Accepted Answer

A) True 
 B)False

Participant blogs are one way to conduct focus-group type research using social media.

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.

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

Which of the following types of research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis?

According to the text,the typical duration of a focus group is less than an hour.

A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________.

Sentence completion can be extended to ________.

According to the text,the typical duration of a focus group is ________.

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

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

A depth interview is recognized as the most important qualitative research procedure.

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?

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

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

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.

A projective technique,in which respondents are presented with a list of words,one at a time,is called word association.

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

Participant blogs are one way to conduct focus-group type research using social media.

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.

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

Which of the following types of research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis?

According to the text,the typical duration of a focus group is less than an hour.

A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________.

Sentence completion can be extended to ________.

According to the text,the typical duration of a focus group is ________.

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

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

A depth interview is recognized as the most important qualitative research procedure.

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?

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

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

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.

A projective technique,in which respondents are presented with a list of words,one at a time,is called word association.

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

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