Question 1

Why is it so important that there be a good rapport among focus group participants?

Accepted Answer

The key advantage of the focus group technique is group dynamics.In other words,the participants provide cues for each other with their answer,therefore stimulating responses from respondents that normally would not have occurred without the cue.Hence,a healthy rapport among participants is needed to motivate them to respond in a way that will be of value to the focus group proceedings and stimulate group dynamics.

Question 2

Generally,focus groups overshadow the use of other qualitative research tools.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following is not a limitation of qualitative research?

Accepted Answer

A) greater opportunity for interviewer bias 
B) limited probing of respondents 
C) results not representative beyond those persons interviewed 
D) problems securing highly skilled researchers for qualitative research 
E) None of these are limitations of qualitative research. 
A) greater opportunity for interviewer bias 
B) limited probing of respondents 
C) results not representative beyond those persons interviewed 
D) problems securing highly skilled researchers for qualitative research 
E) None of these are limitations of qualitative research. B

Question 4

Of the following,which is not an advantage of focus group research?

Accepted Answer

A) group dynamics stimulate responses that otherwise would not have
Occurred 
B) results can often be a substitute for a quantitative study 
C) being able to observe respondents behind a one-way mirror 
D) quick execution relative to other types of research 
A) group dynamics stimulate responses that otherwise would not have
Occurred 
B) results can often be a substitute for a quantitative study 
C) being able to observe respondents behind a one-way mirror 
D) quick execution relative to other types of research

Question 5

A word association test is______________.

Accepted Answer

A) Drawing a comparison between two items in terms of their similarities. 
B) Drawing a comparison between a product and a person. 
C)  A test in which respondents complete sentences or stories in their own
Words. 
D) A test in which the interviewer says a word and the respondent must
Mention the first thing that comes to mind. 
A) Drawing a comparison between two items in terms of their similarities. 
B) Drawing a comparison between a product and a person. 
C)  A test in which respondents complete sentences or stories in their own
Words. 
D) A test in which the interviewer says a word and the respondent must
Mention the first thing that comes to mind.

Question 6

As the first stage of a comprehensive physician-satisfaction study,a hospital wants a market researcher to interview about 20% of its 100 physicians.There is known to be quite a bit of animosity between primary care physicians and specialty physicians,as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure.Recommend a qualitative analysis technique and give reasons for your selection.

Accepted Answer

Focus groups offer the advantage of grou

Question 7

Which of the following academic backgrounds would a qualitative researcher most likely have?

Accepted Answer

A) Math 
B) Natural sciences 
C) Psychology 
D) Computer sciences 
E) None of these backgrounds are qualified for qualitative research. 
A) Math 
B) Natural sciences 
C) Psychology 
D) Computer sciences 
E) None of these backgrounds are qualified for qualitative research.

Question 8

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

Accepted Answer

A) True 
 B)False

Question 9

What is the top motivation for respondents to participate in focus groups?

Accepted Answer

A) financial incentives 
B) interest in the topic 
C) opportunity for expression 
D) convenient time 
E) none of these 
A) financial incentives 
B) interest in the topic 
C) opportunity for expression 
D) convenient time 
E) none of these

Question 10

In-depth interviews typically are less expensive than focus groups.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is not an advantage of qualitative research over quantitative research?

Accepted Answer

A) greater ability to probe 
B) easier to provide visual and audio aids 
C) results are projectable to the population under study 
D) research design provides more flexibility 
E) All are advantages of qualitative research over quantitative research. 
A) greater ability to probe 
B) easier to provide visual and audio aids 
C) results are projectable to the population under study 
D) research design provides more flexibility 
E) All are advantages of qualitative research over quantitative research.

Question 12

Focus groups are often followed up with ___________.

Accepted Answer

A) quantitative research 
B) qualitative research 
C) mall intercepts 
D) in-depth interviews 
A) quantitative research 
B) qualitative research 
C) mall intercepts 
D) in-depth interviews

Question 13

A written outline that describes the topics to be covered in a focus group is called a(n)____________.

Accepted Answer

A) discussion guide 
B) moderator's note 
C) survey 
D) debriefing 
A) discussion guide 
B) moderator's note 
C) survey 
D) debriefing

Question 14

The most common type of qualitative marketing research is _______.

Accepted Answer

A) projective techniques 
B) cartoon test 
C) sentence completion 
D) focus groups 
E) none of these 
A) projective techniques 
B) cartoon test 
C) sentence completion 
D) focus groups 
E) none of these

Question 15

Compared to quantitative research,qualitative studies tend to have _________samples.

Accepted Answer

A) larger 
B) more representative 
C) smaller 
D) more statistically valid 
E) none of these 
A) larger 
B) more representative 
C) smaller 
D) more statistically valid 
E) none of these

Question 16

A quantitative study often leads to more actionable results than a qualitative one.

Accepted Answer

A) True 
 B)False

Question 17

Disadvantages of depth interviews relative to focus groups would not include which of the following?

Accepted Answer

A) depth interviews cost more 
B) time devoted to an individual respondent is less in-depth interviews 
C) no group dynamics effect 
D) depth interviews are more physically exhausting to interviewer, who doesn't cover as much topical ground 
E) All are disadvantages of depth interviews relative to focus groups. 
A) depth interviews cost more 
B) time devoted to an individual respondent is less in-depth interviews 
C) no group dynamics effect 
D) depth interviews are more physically exhausting to interviewer, who doesn't cover as much topical ground 
E) All are disadvantages of depth interviews relative to focus groups.

Question 18

Groupthink is the interaction among people in a group.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not a client-focused skill needed by a focus group moderator?

Accepted Answer

A) Understand the client's business. 
B) Be responsive and reliable. 
C) Provide effective feedback to the client. 
D) Have an appreciation for differences in people. 
E) All of these are necessary client-focused skills. 
A) Understand the client's business. 
B) Be responsive and reliable. 
C) Provide effective feedback to the client. 
D) Have an appreciation for differences in people. 
E) All of these are necessary client-focused skills.

Question 20

Quantitative studies allow for more probing than qualitative studies.

Accepted Answer

A) True 
 B)False

Why is it so important that there be a good rapport among focus group participants?

Generally,focus groups overshadow the use of other qualitative research tools.

Which of the following is not a limitation of qualitative research?

Of the following,which is not an advantage of focus group research?

A word association test is______________.

Which of the following academic backgrounds would a qualitative researcher most likely have?

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

What is the top motivation for respondents to participate in focus groups?

In-depth interviews typically are less expensive than focus groups.

Which of the following is not an advantage of qualitative research over quantitative research?

Focus groups are often followed up with ___________.

A written outline that describes the topics to be covered in a focus group is called a(n)____________.

The most common type of qualitative marketing research is _______.

Compared to quantitative research,qualitative studies tend to have _________samples.

A quantitative study often leads to more actionable results than a qualitative one.

Disadvantages of depth interviews relative to focus groups would not include which of the following?

Groupthink is the interaction among people in a group.

Which of the following is not a client-focused skill needed by a focus group moderator?

Quantitative studies allow for more probing than qualitative studies.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 5: Qualitative Research

Why is it so important that there be a good rapport among focus group participants?

Generally,focus groups overshadow the use of other qualitative research tools.

Which of the following is not a limitation of qualitative research?

Of the following,which is not an advantage of focus group research?

A word association test is______________.

Which of the following academic backgrounds would a qualitative researcher most likely have?

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

What is the top motivation for respondents to participate in focus groups?

In-depth interviews typically are less expensive than focus groups.

Which of the following is not an advantage of qualitative research over quantitative research?

Focus groups are often followed up with ___________.

A written outline that describes the topics to be covered in a focus group is called a(n)____________.

The most common type of qualitative marketing research is _______.

Compared to quantitative research,qualitative studies tend to have _________samples.

A quantitative study often leads to more actionable results than a qualitative one.

Disadvantages of depth interviews relative to focus groups would not include which of the following?

Groupthink is the interaction among people in a group.

Which of the following is not a client-focused skill needed by a focus group moderator?

Quantitative studies allow for more probing than qualitative studies.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters