Question 1

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 2

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.

Accepted Answer

A) Quantitative research 
B) Qualitative research 
C) Experimental research 
D) Hypothetical research 
E) Statistical research 
A) Quantitative research 
B) Qualitative research 
C) Experimental research 
D) Hypothetical research 
E) Statistical research

Question 3

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 4

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 5

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 6

Which of the following statements is 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 more. 
D) Only people that have and know how to use a computer can participate. 
E) A and B 
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 more. 
D) Only people that have and know how to use a computer can participate. 
E) A and B

Question 7

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 8

Which of the following is NOT one of the key qualifications of focus group moderators?

Accepted Answer

A) joviality 
B) skill 
C) experience 
D) knowledge of the discussion topic 
E) knowledge of the marketing research project 
A) joviality 
B) skill 
C) experience 
D) knowledge of the discussion topic 
E) knowledge of the marketing research project

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

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 13

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 14

Which of the following is recognized as the most important qualitative research procedure?

Accepted Answer

A) focus group 
B) depth interview 
C) quantitative survey 
D) experiment 
E) projective technique 
A) focus group 
B) depth interview 
C) quantitative survey 
D) experiment 
E) projective technique

Question 15

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 16

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 17

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 18

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Accepted Answer

A) word association technique 
B) picture response technique 
C) cartoon test 
D) third person technique 
E) B and C 
A) word association technique 
B) picture response technique 
C) cartoon test 
D) third person technique 
E) B and C

Question 19

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 20

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

A) True 
 B)False

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

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.

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

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

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?

Which of the following statements is an advantage of online focus groups?

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

Which of the following is NOT one of the key qualifications of focus group moderators?

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

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

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

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

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

Which of the following is recognized as the most important qualitative research procedure?

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.

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

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

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

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

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

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

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.

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

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

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?

Which of the following statements is an advantage of online focus groups?

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

Which of the following is NOT one of the key qualifications of focus group moderators?

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

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

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

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

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

Which of the following is recognized as the most important qualitative research procedure?

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.

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

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

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

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

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