Question 1

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 2

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 D

Question 3

The evaluation technique is a popular form of qualitative research.

Accepted Answer

A) True 
 B)False  False

Question 4

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 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Qualitative research procedures are classified as either direct or indirect.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

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 13

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

Accepted Answer

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

Question 14

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 15

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?

Accepted Answer

A) association technique 
B) completion technique 
C) construction technique 
D) evaluation technique 
E) third person technique 
A) association technique 
B) completion technique 
C) construction technique 
D) evaluation technique 
E) third person technique

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 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 17

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 18

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

Question 19

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 20

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

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

In focus group reports, which of following is included?

The evaluation technique is a popular form of qualitative research.

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

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

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.

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

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

Qualitative research procedures are classified as either direct or indirect.

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

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.

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

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

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

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people 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 the ________.

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

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

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

Sentence completion can be extended to ________.

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

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

In focus group reports, which of following is included?

The evaluation technique is a popular form of qualitative research.

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

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

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.

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

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

Qualitative research procedures are classified as either direct or indirect.

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

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.

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

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

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

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people 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 the ________.

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

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

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

Sentence completion can be extended to ________.

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

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

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