Question 1

Online focus groups are appropriate for every research situation.

Accepted Answer

A) True 
 B)False

Question 2

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk. Which qualitative technique would you choose and why?

Accepted Answer

The student should choose a direct appro

Question 3

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?

Accepted Answer

A) Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. 
B) The lack of structure makes the results susceptible to the interviewer's influence. 
C) The data obtained are difficult to analyze and interpret. 
D) All of the above are shared with focus groups. 
A) Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. 
B) The lack of structure makes the results susceptible to the interviewer's influence. 
C) The data obtained are difficult to analyze and interpret. 
D) All of the above are shared with focus groups.

Question 4

Telesession groups are focus group sessions by Internet using chat rooms.

Accepted Answer

A) True 
 B)False

Question 5

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. 
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.

Question 6

When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

Accepted Answer

A) language 
B) culture 
C) patterns of social interaction 
D) all of the above 
A) language 
B) culture 
C) patterns of social interaction 
D) all of the above

Question 7

The ________ 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) indirect approach 
B) direct approach 
C) focus group approach 
D) descriptive approach 
A) indirect approach 
B) direct approach 
C) focus group approach 
D) descriptive approach

Question 8

Word association is the best known of the ________ techniques.

Accepted Answer

A) expressive 
B) association 
C) completion 
D) construction 
A) expressive 
B) association 
C) completion 
D) construction

Question 9

Synergism, snowballing, simulation, and security are some of the advantages of focus groups.

Accepted Answer

A) True 
 B)False

Question 10

Why is the online focus group process faster to analyze than the traditional method?

Accepted Answer

The online focus group process is faster

Question 11

A focus group generally includes 10 to 16 members.

Accepted Answer

A) True 
 B)False

Question 12

In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?)to determine why it was important (I can get more work done)and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________.

Accepted Answer

A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above 
A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above

Question 13

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group, and (4)time and cost.

Accepted Answer

A) True 
 B)False

Question 14

List at least five (5)applications of depth interviews. Give a specific example of each.

Accepted Answer

Depth interview applications include all

Question 15

One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30, except for special occasions. The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?

Accepted Answer

A) misuse 
B) misrepresentation 
C) messy 
D) Both A and B are correct. 
A) misuse 
B) misrepresentation 
C) messy 
D) Both A and B are correct.

Question 16

________ is a projective technique in which 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) Role playing 
B) Sentence completion 
C) Cartoon test 
D) Third-person technique 
A) Role playing 
B) Sentence completion 
C) Cartoon test 
D) Third-person technique

Question 17

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) Word association 
B) Sentence completion 
C) Story completion 
D) Expression completion 
A) Word association 
B) Sentence completion 
C) Story completion 
D) Expression completion

Question 19

Use of a moderator's outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways.

Accepted Answer

A) True 
 B)False

Question 20

Data determination is one of the three general steps that should be followed when analyzing qualitative data.

Accepted Answer

A) True 
 B)False

Exam 5: Exploratory Research Design: Qualitative Research

Online focus groups are appropriate for every research situation.

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk. Which qualitative technique would you choose and why?

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?

Telesession groups are focus group sessions by Internet using chat rooms.

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

When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

The ________ 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.

Word association is the best known of the ________ techniques.

Synergism, snowballing, simulation, and security are some of the advantages of focus groups.

Why is the online focus group process faster to analyze than the traditional method?

A focus group generally includes 10 to 16 members.

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group, and (4)time and cost.

List at least five (5)applications of depth interviews. Give a specific example of each.

________ is a projective technique in which 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.

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

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

Use of a moderator's outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways.

Data determination is one of the three general steps that should be followed when analyzing qualitative data.

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

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