Question 1

When using _____,participants are asked to relate the properties of one thing or person or brand to another.

Accepted Answer

A)  imagination exercises 
B)  picture association 
C)  the thematic apperception test 
D)  empty balloons 
E)  laddering 
A)  imagination exercises 
B)  picture association 
C)  the thematic apperception test 
D)  empty balloons 
E)  laddering

Question 2

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama,in order to highlight that players most desired attributes.This is an example of what technique?

Accepted Answer

A)  Grounded Theory 
B)  Ambiguities and Paradoxes 
C)  Visitor from another planet 
D)  Authority Figure 
E)  Laddering 
A)  Grounded Theory 
B)  Ambiguities and Paradoxes 
C)  Visitor from another planet 
D)  Authority Figure 
E)  Laddering

Question 3

Which type of sampling technique involves selecting research participants with no attempt at generating a statistically representative sample?

Accepted Answer

A)  Probability 
B)  Nonprobability 
C)  Random 
D)  Systematic 
E)  Cluster 
A)  Probability 
B)  Nonprobability 
C)  Random 
D)  Systematic 
E)  Cluster

Question 4

Participants in a study designed to identify symbolic benefits associated with Sutter Home wines are shown a photograph of a man eating at an upscale restaurant.The man in the picture is alone and has a glass of wine with his mea.The participants are asked to describe how the person in the picture feels and thinks.This is an example of a(n)_____ projective technique.

Accepted Answer

A)  picture association 
B)  empty balloons 
C)  thematic apperception test 
D)  imagination exercise 
E)  personification 
A)  picture association 
B)  empty balloons 
C)  thematic apperception test 
D)  imagination exercise 
E)  personification

Question 5

A group interview seeking to understand spousal influence on decision making or the influence of the opinion of a sibling on brand preferences would likely utilize a _____.

Accepted Answer

A)  dyad 
B)  triad 
C)  mini-group 
D)  small group 
E)  supergroup 
A)  dyad 
B)  triad 
C)  mini-group 
D)  small group 
E)  supergroup

Question 6

Which type of research includes an array of interpretative techniques which seek to describe,decode,translate,and otherwise come to terms with the meaning of certain phenomena?

Accepted Answer

A)  Quantitative 
B)  Qualitative 
C)  Statistical 
D)  Descriptive 
E)  Causal 
A)  Quantitative 
B)  Qualitative 
C)  Statistical 
D)  Descriptive 
E)  Causal

Question 7

The primary concern with using qualitative techniques is that qualitative data are too _____.

Accepted Answer

A)  expensive 
B)  time-consuming 
C)  subjective 
D)  objective 
E)  structured 
A)  expensive 
B)  time-consuming 
C)  subjective 
D)  objective 
E)  structured

Question 8

Convenience sampling is a nonprobability sampling technique in which _____.

Accepted Answer

A)  participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes 
B)  participants are chosen and then refer others with similar or different characteristics 
C)  researchers select any readily available individuals as participants 
D)  researchers systematically select participants from a sampling frame 
E)  researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics 
A)  participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes 
B)  participants are chosen and then refer others with similar or different characteristics 
C)  researchers select any readily available individuals as participants 
D)  researchers systematically select participants from a sampling frame 
E)  researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics

Question 9

The focus group moderator uses the principles of _____ to focus the group in an exchange of ideas,feelings,and experiences on a specific topic.

Accepted Answer

A)  psychology 
B)  sociology 
C)  anthropology 
D)  group dynamics 
E)  communications 
A)  psychology 
B)  sociology 
C)  anthropology 
D)  group dynamics 
E)  communications

Question 10

Which type of research attempts a precise measurement of some behavior,knowledge,opinion,or attitude?

Accepted Answer

A)  Quantitative 
B)  Qualitative 
C)  Exploratory 
D)  Cross-sectional 
E)  Longitudinal 
A)  Quantitative 
B)  Qualitative 
C)  Exploratory 
D)  Cross-sectional 
E)  Longitudinal

Question 11

Interview guides begin with _____ questions,following a hierarchical questioning structure.

Accepted Answer

A)  narrow issue 
B)  narrow topical 
C)  broad issue 
D)  narrow interest 
E)  any of the above 
A)  narrow issue 
B)  narrow topical 
C)  broad issue 
D)  narrow interest 
E)  any of the above

Question 12

Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project?

Accepted Answer

A)  Conduct interviews until no new insight is gained 
B)  Use at least 3 groups for every geographic region involved 
C)  Include groups of men only, women only, and men and women combined 
D)  The more homogeneous the groups, the more groups are needed 
E)  All of the above are true 
A)  Conduct interviews until no new insight is gained 
B)  Use at least 3 groups for every geographic region involved 
C)  Include groups of men only, women only, and men and women combined 
D)  The more homogeneous the groups, the more groups are needed 
E)  All of the above are true

Question 13

When using _____,participants are asked to assume that the brand and its users populate an entire universe,and to describe the features of this new world.

Accepted Answer

A)  word association 
B)  imaginary universe 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering 
A)  word association 
B)  imaginary universe 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering

Question 14

Qualitative methods that encourage participants to reveal hidden or suppressed attitudes,ideas,emotions,and motives are called _____ techniques.

Accepted Answer

A)  deceptive 
B)  unstructured 
C)  projective 
D)  focus group 
E)  semistructured 
A)  deceptive 
B)  unstructured 
C)  projective 
D)  focus group 
E)  semistructured

Question 15

Which of the following is true of structured interviews?

Accepted Answer

A)  Permits direct comparability of responses 
B)  Encourages variation in questions 
C)  Interviewer probes may bias answers 
D)  Responses are closed-ended 
E)  All of the above 
A)  Permits direct comparability of responses 
B)  Encourages variation in questions 
C)  Interviewer probes may bias answers 
D)  Responses are closed-ended 
E)  All of the above

Question 16

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras.After the observation session,the research interviews the Moms about what was observed to clarify the motivation.This is an example of ____.

Accepted Answer

A)  Triangulation 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography 
A)  Triangulation 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography

Question 17

_____ interviews have certain specific questions that are asked of all participants but also allow the interviewer freedom to probe the respondent based on his or her specific answers.

Accepted Answer

A)  Structured 
B)  Semistructured 
C)  Unstructured 
D)  Closed-ended 
E)  Direct interviewing 
A)  Structured 
B)  Semistructured 
C)  Unstructured 
D)  Closed-ended 
E)  Direct interviewing

Question 18

Which term below refers to a trained interviewer used for group interviews such as focus groups?

Accepted Answer

A)  Therapist 
B)  Inquisitor 
C)  Moderator 
D)  Discussion guide 
E)  Probe 
A)  Therapist 
B)  Inquisitor 
C)  Moderator 
D)  Discussion guide 
E)  Probe

Question 19

Which type of nonprobability sampling technique is most useful when individuals with the desired characteristics,experiences,or attitudes are difficult to identify or reach?

Accepted Answer

A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling 
A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling

Question 20

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns,ideas,attitudes,and feelings is called _____.

Accepted Answer

A)  brand mapping 
B)  component sorts 
C)  ethnographic interpretation 
D)  word association 
E)  content analysis 
A)  brand mapping 
B)  component sorts 
C)  ethnographic interpretation 
D)  word association 
E)  content analysis

Exam 7: Qualitative Research

When using _____,participants are asked to relate the properties of one thing or person or brand to another.

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama,in order to highlight that players most desired attributes.This is an example of what technique?

Which type of sampling technique involves selecting research participants with no attempt at generating a statistically representative sample?

A group interview seeking to understand spousal influence on decision making or the influence of the opinion of a sibling on brand preferences would likely utilize a _____.

Which type of research includes an array of interpretative techniques which seek to describe,decode,translate,and otherwise come to terms with the meaning of certain phenomena?

The primary concern with using qualitative techniques is that qualitative data are too _____.

Convenience sampling is a nonprobability sampling technique in which _____.

The focus group moderator uses the principles of _____ to focus the group in an exchange of ideas,feelings,and experiences on a specific topic.

Which type of research attempts a precise measurement of some behavior,knowledge,opinion,or attitude?

Interview guides begin with _____ questions,following a hierarchical questioning structure.

Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project?

When using _____,participants are asked to assume that the brand and its users populate an entire universe,and to describe the features of this new world.

Qualitative methods that encourage participants to reveal hidden or suppressed attitudes,ideas,emotions,and motives are called _____ techniques.

Which of the following is true of structured interviews?

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras.After the observation session,the research interviews the Moms about what was observed to clarify the motivation.This is an example of ____.

_____ interviews have certain specific questions that are asked of all participants but also allow the interviewer freedom to probe the respondent based on his or her specific answers.

Which term below refers to a trained interviewer used for group interviews such as focus groups?

Which type of nonprobability sampling technique is most useful when individuals with the desired characteristics,experiences,or attitudes are difficult to identify or reach?

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns,ideas,attitudes,and feelings is called _____.

Research in Business

Ethics in Business Research

Thinking Like a Researcher

The Research Process: an Overview

Clarifying the Research Question Through Secondary Data and Exploration

Research Design: An Overview

Observation Studies

Experiments

Surveys

Measurement

Measurement Scales

Questionnaires and Instruments

Sampling

Data Preparation and Description

Exploring,Displaying,and Examining Data

Hypothesis Testing

Measures of Association

Presenting Insights and Findings: Written Reports

Presenting Insights and Findings: Oral Presentations

Appendix 1A: How the Industry Works

Appendix 5A and 5B: Bibliographic Database Searchers and Advanced Searches

Appendix 9B: Test Markets

Appendix: Multivariate Supplement

Filters