Question 1

Focus groups can be misused and abused by considering the results as conclusive.

Accepted Answer

A) True 
 B)False

Question 2

The cost of online focus groups is much less than for traditional focus groups. Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 3

Qualitative research procedures are classified as either descriptive or causal.

Accepted Answer

A) True 
 B)False

Question 4

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Accepted Answer

A) information on the mall visit experience 
B) information on mall brand identity versus other malls 
C) information on the brand value of the mall 
D) all of the above 
A) information on the mall visit experience 
B) information on mall brand identity versus other malls 
C) information on the brand value of the mall 
D) all of the above

Question 5

There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research?

Accepted Answer

A) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from respondents. 
B) People may be unwilling or unable to answer certain questions. 
C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a negative impact on their ego or status. 
D) none of the above 
A) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from respondents. 
B) People may be unwilling or unable to answer certain questions. 
C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a negative impact on their ego or status. 
D) none of the above

Question 6

Depth interviews are like focus group in all of the following ways except________.

Accepted Answer

A) both are unstructured interviews 
B) both are direct ways of obtaining information 
C) both are qualitative research methods 
D) both are one-on-one interviews 
A) both are unstructured interviews 
B) both are direct ways of obtaining information 
C) both are qualitative research methods 
D) both are one-on-one interviews

Question 7

The quality of focus group results depends heavily on the skills of the moderator.

Accepted Answer

A) True 
 B)False

Question 8

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 9

In a depth interview, the interviewer should ________.

Accepted Answer

A) avoid appearing superior and put the respondent at ease 
B) be detached and objective, yet personable 
C) probe the respondent 
D) all of the above 
A) avoid appearing superior and put the respondent at ease 
B) be detached and objective, yet personable 
C) probe the respondent 
D) all of the above

Question 10

Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

Accepted Answer

Because the researcher is often not fami

Question 11

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

Accepted Answer

A) joviality 
B) kindness with firmness 
C) flexibility 
D) sensitivity 
A) joviality 
B) kindness with firmness 
C) flexibility 
D) sensitivity

Question 12

According to Table 5.1 in the text, which of the following does not apply to qualitative research?

Accepted Answer

A) a small number of nonrepresentative cases 
B) non-statistical data analysis 
C) unstructured form of data collection 
D) outcome is used to recommend a final course of action 
A) a small number of nonrepresentative cases 
B) non-statistical data analysis 
C) unstructured form of data collection 
D) outcome is used to recommend a final course of action

Question 13

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________, ________, and ________.

Accepted Answer

A) researcher; moderator; and respondents. 
B) researcher; client; moderator. 
C) researcher; client; respondent. 
D) client; respondent; moderator. 
A) researcher; moderator; and respondents. 
B) researcher; client; moderator. 
C) researcher; client; respondent. 
D) client; respondent; moderator.

Question 14

Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said.

Accepted Answer

A) True 
 B)False

Question 15

A ________ is an unstructured, direct, personal interview 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 group 
B) qualitative interview 
C) projective interview 
D) depth interview 
A) focus group 
B) qualitative interview 
C) projective interview 
D) depth interview

Question 16

Focus groups can use several variations of the standard procedure. Which of the following is not one of the variations mentioned in your text?

Accepted Answer

A) respondent-moderator group 
B) client-participant group 
C) tag-team moderator group 
D) mini-group 
A) respondent-moderator group 
B) client-participant group 
C) tag-team moderator group 
D) mini-group

Question 17

Only audio and visual stimuli can be tested via online focus groups.

Accepted Answer

A) True 
 B)False

Question 18

In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Accepted Answer

A) completion techniques 
B) focus groups 
C) association techniques 
D) depth interviews 
A) completion techniques 
B) focus groups 
C) association techniques 
D) depth interviews

Question 19

In ________, respondents are asked to play the role or assume the behavior of someone else.

Accepted Answer

A) role playing 
B) sentence completion 
C) cartoon test 
D) third-party technique 
A) role playing 
B) sentence completion 
C) cartoon test 
D) third-party technique

Question 20

Which of the following is not an ethical issue of concern to the researcher?

Accepted Answer

A) disguising the purpose of the research and the use of deceptive procedures 
B) videotaping and recording the proceedings 
C) comfort level of the respondents 
D) none of the above 
A) disguising the purpose of the research and the use of deceptive procedures 
B) videotaping and recording the proceedings 
C) comfort level of the respondents 
D) none of the above

Exam 5: Exploratory Research Design: Qualitative Research

Focus groups can be misused and abused by considering the results as conclusive.

The cost of online focus groups is much less than for traditional focus groups. Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.

Qualitative research procedures are classified as either descriptive or causal.

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research?

Depth interviews are like focus group in all of the following ways except________.

The quality of focus group results depends heavily on the skills of the moderator.

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

In a depth interview, the interviewer should ________.

Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

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

According to Table 5.1 in the text, which of the following does not apply to qualitative research?

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________, ________, and ________.

Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said.

A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

Focus groups can use several variations of the standard procedure. Which of the following is not one of the variations mentioned in your text?

Only audio and visual stimuli can be tested via online focus groups.

In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

In ________, respondents are asked to play the role or assume the behavior of someone else.

Which of the following is not an ethical issue of concern to the researcher?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the , , and .