Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

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

Question 3

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 4

________ 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) Focus groups 
B) Depth interviews 
C) Quantitative surveys 
D) Experiments 
E) Probing interviews 
A) Focus groups 
B) Depth interviews 
C) Quantitative surveys 
D) Experiments 
E) Probing interviews

Question 5

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 6

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 7

Which of the following is NOT a classification of the projective techniques used in marketing research?

Accepted Answer

A) word association 
B) evaluation technique 
C) sentence completion 
D) picture response 
E) third person technique 
A) word association 
B) evaluation technique 
C) sentence completion 
D) picture response 
E) third person technique

Question 8

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) Evaluation techniques 
B) Sentence completion techniques 
C) Construction techniques 
D) Expressive techniques 
E) Detail techniques 
A) Evaluation techniques 
B) Sentence completion techniques 
C) Construction techniques 
D) Expressive techniques 
E) Detail techniques

Question 10

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Accepted Answer

A) True 
 B)False

Question 11

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Accepted Answer

A) A direct approach 
B) An indirect approach 
C) A panel 
D) A survey 
E) An informed approach 
A) A direct approach 
B) An indirect approach 
C) A panel 
D) A survey 
E) An informed approach

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

Accepted Answer

A) association technique 
B) completion technique 
C) picture response technique 
D) third person technique 
E) laddering 
A) association technique 
B) completion technique 
C) picture response technique 
D) third person technique 
E) laddering

Question 14

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Accepted Answer

A) True 
 B)False

Question 15

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Accepted Answer

A) hiring moderators with at least 5 years of experience 
B) putting prospective moderators through company-specific training 
C) including video or voice recording devices in the focus group 
D) doing focus groups after the survey work on the project is completed 
E) preparing a detailed moderator discussion guide 
A) hiring moderators with at least 5 years of experience 
B) putting prospective moderators through company-specific training 
C) including video or voice recording devices in the focus group 
D) doing focus groups after the survey work on the project is completed 
E) preparing a detailed moderator discussion guide

Question 16

Qualitative research procedures are classified as either ________.

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Accepted Answer

A) True 
 B)False

Question 19

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A) True 
 B)False

Question 20

In a short essay, list at least five applications of focus groups. Include a specific example of each application to support your answer.

Accepted Answer

<u>Focus group applications include all

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

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

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 ________.

________ 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.

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?

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

Which of the following is NOT a classification of the projective techniques used in marketing research?

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

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

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

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

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Qualitative research procedures are classified as either ________.

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

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

In a short essay, list at least five applications of focus groups. Include a specific example of each application to support your answer.

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

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

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

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 ________.

________ 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.

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?

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

Which of the following is NOT a classification of the projective techniques used in marketing research?

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

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

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

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

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Qualitative research procedures are classified as either ________.

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

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

In a short essay, list at least five applications of focus groups. Include a specific example of each application to support your answer.

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