Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

Accepted Answer

A) True 
 B)False

Question 4

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 5

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Accepted Answer

A focus group is an interview wit

Question 6

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them 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 7

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 8

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 9

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Accepted Answer

A) Depth interviews can uncover deeper insights than focus groups. 
B) Depth interviews result in a free exchange of information that may not be possible in focus groups. 
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. 
D) With probing, it is possible to get at the real issue when topics are complex. 
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators. 
A) Depth interviews can uncover deeper insights than focus groups. 
B) Depth interviews result in a free exchange of information that may not be possible in focus groups. 
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. 
D) With probing, it is possible to get at the real issue when topics are complex. 
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

Which of the following types of research seeks statistical evidence, based on large, representative samples?

Accepted Answer

A) qualitative research 
B) exploratory research 
C) quantitative research 
D) hypothetical research 
E) quasi-experimental research 
A) qualitative research 
B) exploratory research 
C) quantitative research 
D) hypothetical research 
E) quasi-experimental research

Question 13

A focus group typically consists of eight to twelve participants.

Accepted Answer

A) True 
 B)False

Question 14

A focus group typically consists of how many participants?

Accepted Answer

A) one to four 
B) five to eight 
C) eight to twelve 
D) thirteen to fifteen 
E) more than fifteen 
A) one to four 
B) five to eight 
C) eight to twelve 
D) thirteen to fifteen 
E) more than fifteen

Question 15

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not 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 16

Focus groups 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) True 
 B)False

Question 17

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 18

Which of the following statements is NOT 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 less. 
D) Only people that have and know how to use a computer can participate. 
E) The researcher can include geographically dispersed participants. 
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 less. 
D) Only people that have and know how to use a computer can participate. 
E) The researcher can include geographically dispersed participants.

Question 19

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Accepted Answer

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

Question 20

Traditional focus groups are much less expensive to conduct than online focus groups.

Accepted Answer

A) True 
 B)False

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

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

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

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

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

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

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

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

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

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

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

Which of the following types of research seeks statistical evidence, based on large, representative samples?

A focus group typically consists of eight to twelve participants.

A focus group typically consists of how many participants?

In contrast to research, the findings of research should be treated as tentative and are not used to recommend a final course of action.

Focus groups 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.

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.

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

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Traditional focus groups are much less expensive to conduct than online focus groups.

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

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

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

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

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

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

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

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

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

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

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

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

Which of the following types of research seeks statistical evidence, based on large, representative samples?

A focus group typically consists of eight to twelve participants.

A focus group typically consists of how many participants?

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Focus groups 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.

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.

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

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Traditional focus groups are much less expensive to conduct than online focus groups.

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 should be treated as tentative and are not used to recommend a final course of action.