Question 1

In focus group reports,the following is (are)included ________.

Accepted Answer

A)  frequencies and percentages of respondent views 
B)  only the words of the participants 
C)  interpretation ends with the "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)  A and D 
A)  frequencies and percentages of respondent views 
B)  only the words of the participants 
C)  interpretation ends with the "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)  A and D

Question 2

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 3

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 4

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 5

Qualitative research procedures are classified as either direct or indirect.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A)  $400 
B)  $2,000 
C)  $4,000 
D)  $6,500 
E)  $10,000 
A)  $400 
B)  $2,000 
C)  $4,000 
D)  $6,500 
E)  $10,000

Question 7

Qualitative research procedures are classified as either ________ or ________.

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Private online communities can play the role of extended focus groups.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  word association 
B)  sentence completion 
C)  story completion 
D)  role playing 
E)  piecewise thought-listing 
A)  word association 
B)  sentence completion 
C)  story completion 
D)  role playing 
E)  piecewise thought-listing

Question 11

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 12

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 13

Which of the following describes the projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words?

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 14

A way to conduct a focus group type of research on social media involves participant blogs.

Accepted Answer

A) True 
 B)False

In focus group reports,the following is (are)included ________.

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

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

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

Qualitative research procedures are classified as either direct or indirect.

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

Qualitative research procedures are classified as either or .

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

Private online communities can play the role of extended focus groups.

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

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

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.

Which of the following describes the projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words?

A way to conduct a focus group type of research on social media involves participant blogs.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 6: Exploratory Research Design: Qualitative Research

In focus group reports,the following is (are)included ________.

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

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

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

Qualitative research procedures are classified as either direct or indirect.

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

Qualitative research procedures are classified as either ________ or ________.

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

Private online communities can play the role of extended focus groups.

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

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

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.

Which of the following describes the projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words?

A way to conduct a focus group type of research on social media involves participant blogs.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Qualitative research procedures are classified as either or .