Question 1

During an individual depth interview,the respondent attains a heightened state of awareness.

Accepted Answer

A) True 
 B)False

Question 2

If the goal of the research was to discover the attitudes,feelings,and motivations of a heavy user of a product,then the preferred type of research would be _______.

Accepted Answer

A) quantitative research 
B) qualitative research 
C) process analysis 
D) formal analysis 
E) none of these 
A) quantitative research 
B) qualitative research 
C) process analysis 
D) formal analysis 
E) none of these

Question 3

Focus groups are most likely to be used by ______________ companies.

Accepted Answer

A) industrial 
B) service-oriented 
C) business to business 
D) consumer goods 
E) none of these 
A) industrial 
B) service-oriented 
C) business to business 
D) consumer goods 
E) none of these

Question 4

A qualitative researcher is investigating a very sensitive subject,downloading music illegally.Which technique would be best for getting the subject to answer honestly?

Accepted Answer

A) online focus groups 
B) traditional focus groups 
C) third-person technique 
D) in depth interview 
A) online focus groups 
B) traditional focus groups 
C) third-person technique 
D) in depth interview

Question 5

How long should an ideal focus group be?

Accepted Answer

A) 30 minutes 
B) one hour 
C) 90 minutes 
D) two hours 
A) 30 minutes 
B) one hour 
C) 90 minutes 
D) two hours

Question 6

A final report of a set of focus groups typically consists of what?

Accepted Answer

A) a PowerPoint presentation 
B) data tables 
C) lengthy written report 
D) discussion guide 
E) none of these 
A) a PowerPoint presentation 
B) data tables 
C) lengthy written report 
D) discussion guide 
E) none of these

Question 7

Professional respondents are actively recruited as focus group participants.

Accepted Answer

A) True 
 B)False

Question 8

The moderator of a focus group should not do which of the following?

Accepted Answer

A) Show respect for respondents. 
B) Have a clear demonstration of invisible leadership. 
C) Speak softly. 
D) Set expectations and gives all the industry disclosures. 
E) Ask short questions and actively listen. 
A) Show respect for respondents. 
B) Have a clear demonstration of invisible leadership. 
C) Speak softly. 
D) Set expectations and gives all the industry disclosures. 
E) Ask short questions and actively listen.

Question 9

If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product,then the preferred type of research would be _______.

Accepted Answer

A) quantitative research 
B) qualitative research 
C) process analysis 
D) formal analysis 
E) none of these 
A) quantitative research 
B) qualitative research 
C) process analysis 
D) formal analysis 
E) none of these

Question 10

It is estimated that over 650,000 focus groups are conducted worldwide each year.

Accepted Answer

A) True 
 B)False

Question 11

It is becoming common for market researchers to combine qualitative and quantitative studies into a single project or series of projects.

Accepted Answer

A) True 
 B)False

Question 12

Researchers posing the question in terms of "your neighbor" would be an example of:

Accepted Answer

A) third-person technique 
B) word association 
C) personification 
D) storytelling 
E) none of these 
A) third-person technique 
B) word association 
C) personification 
D) storytelling 
E) none of these

Question 13

What is the purpose of a projective test? What major factors should be considered in using a projective technique?

Accepted Answer

The purpose of projective test is to del

Question 14

Training in psychology is useful for qualitative researchers.

Accepted Answer

A) True 
 B)False

Question 15

Qualitative research is easier to replicate than quantitative research.

Accepted Answer

A) True 
 B)False

Question 16

Giambattista Vico,one whose work spawned the idea/creation of the qualitative approach,wrote that only people can understand people and that they do so through a faculty called intuitive understanding.

Accepted Answer

A) True 
 B)False

Question 17

Focus groups are often used in the process of defining and/or refining concepts.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) hardware consists of computers, questionnaires and printouts 
B) is exploratory in nature 
C) questions are probing 
D) amount of information per respondent is substantial 
E) All of these are characteristics of qualitative research. 
A) hardware consists of computers, questionnaires and printouts 
B) is exploratory in nature 
C) questions are probing 
D) amount of information per respondent is substantial 
E) All of these are characteristics of qualitative research.

Question 19

An important goal of focus groups is that they should lead to immediately actionable results.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following are not disadvantages of online focus groups?

Accepted Answer

A) lessened group dynamics 
B) lack of nonverbal inputs 
C) exposure to external stimuli is less efficient 
D) All are disadvantages of online focus groups. 
A) lessened group dynamics 
B) lack of nonverbal inputs 
C) exposure to external stimuli is less efficient 
D) All are disadvantages of online focus groups.

During an individual depth interview,the respondent attains a heightened state of awareness.

If the goal of the research was to discover the attitudes,feelings,and motivations of a heavy user of a product,then the preferred type of research would be _______.

Focus groups are most likely to be used by ______________ companies.

A qualitative researcher is investigating a very sensitive subject,downloading music illegally.Which technique would be best for getting the subject to answer honestly?

How long should an ideal focus group be?

A final report of a set of focus groups typically consists of what?

Professional respondents are actively recruited as focus group participants.

The moderator of a focus group should not do which of the following?

If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product,then the preferred type of research would be _______.

It is estimated that over 650,000 focus groups are conducted worldwide each year.

It is becoming common for market researchers to combine qualitative and quantitative studies into a single project or series of projects.

Researchers posing the question in terms of "your neighbor" would be an example of:

What is the purpose of a projective test? What major factors should be considered in using a projective technique?

Training in psychology is useful for qualitative researchers.

Qualitative research is easier to replicate than quantitative research.

Giambattista Vico,one whose work spawned the idea/creation of the qualitative approach,wrote that only people can understand people and that they do so through a faculty called intuitive understanding.

Focus groups are often used in the process of defining and/or refining concepts.

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

An important goal of focus groups is that they should lead to immediately actionable results.

Which of the following are not disadvantages of online focus groups?

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

During an individual depth interview,the respondent attains a heightened state of awareness.

If the goal of the research was to discover the attitudes,feelings,and motivations of a heavy user of a product,then the preferred type of research would be _______.

Focus groups are most likely to be used by ______________ companies.

A qualitative researcher is investigating a very sensitive subject,downloading music illegally.Which technique would be best for getting the subject to answer honestly?

How long should an ideal focus group be?

A final report of a set of focus groups typically consists of what?

Professional respondents are actively recruited as focus group participants.

The moderator of a focus group should not do which of the following?

If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product,then the preferred type of research would be _______.

It is estimated that over 650,000 focus groups are conducted worldwide each year.

It is becoming common for market researchers to combine qualitative and quantitative studies into a single project or series of projects.

Researchers posing the question in terms of "your neighbor" would be an example of:

What is the purpose of a projective test? What major factors should be considered in using a projective technique?

Training in psychology is useful for qualitative researchers.

Qualitative research is easier to replicate than quantitative research.

Giambattista Vico,one whose work spawned the idea/creation of the qualitative approach,wrote that only people can understand people and that they do so through a faculty called intuitive understanding.

Focus groups are often used in the process of defining and/or refining concepts.

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

An important goal of focus groups is that they should lead to immediately actionable results.

Which of the following are not disadvantages of online focus groups?

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