Question 1

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 B

Question 2

When the focus group moderator lets his/her own ideas influence the group,this illustrates a lack of _________.

Accepted Answer

A) empathy 
B) flexibility 
C) observation skills 
D) objectivity 
A) empathy 
B) flexibility 
C) observation skills 
D) objectivity D

Question 3

Which of the following is not an example of a projective test?

Accepted Answer

A) word association 
B) sentence completion 
C) cartoon test 
D) photo sorts 
E) All of the above are examples of projective tests. 
A) word association 
B) sentence completion 
C) cartoon test 
D) photo sorts 
E) All of the above are examples of projective tests. E

Question 4

In general,qualitative research is conducted before quantitative research.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

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 7

Research that focuses on interpretation through conversations is_________.

Accepted Answer

A) Hermeneutic Research 
B) Delphi Method 
C) Hypothesis Method 
D) Specific Research 
A) Hermeneutic Research 
B) Delphi Method 
C) Hypothesis Method 
D) Specific Research

Question 8

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 9

It is estimated that over 550,000 focus groups are conducted worldwide each year.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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

Question 12

Focus groups are usually no longer than 45 minutes.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

Qualitative research is easier to replicate than quantitative research.

Accepted Answer

A) True 
 B)False

Question 15

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 of the above 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 of the above are advantages of qualitative research over quantitative research.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

A limitation of focus groups is:

Accepted Answer

A) the need for multivariate statistical expertise. 
B) the length of time they take to implement. 
C) the lack of representation of the population of interest. 
D) none of the above 
A) the need for multivariate statistical expertise. 
B) the length of time they take to implement. 
C) the lack of representation of the population of interest. 
D) none of the above

Question 18

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

Question 19

A group of citizens thinks Drysville,Arkansas,is achieving its potential as a city,because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City.Hence,the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes.However,before embarking on an expensive petition-signing campaign,the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort.The issue is very sensitive,and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure.What method or methods of qualitative research would you recommend?

Accepted Answer

This question could have several answers

Question 20

The most common type of qualitative marketing research is _______.

Accepted Answer

A) projective techniques 
B) in-depth interviews 
C) sentence completion 
D) focus groups 
E) none of the above 
A) projective techniques 
B) in-depth interviews 
C) sentence completion 
D) focus groups 
E) none of the above

Exam 5: A: Qualitative Research

How long should an ideal focus group be?

When the focus group moderator lets his/her own ideas influence the group,this illustrates a lack of _________.

Which of the following is not an example of a projective test?

In general,qualitative research is conducted before quantitative research.

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

Focus groups are often followed up with ___________.

Research that focuses on interpretation through conversations is_________.

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

It is estimated that over 550,000 focus groups are conducted worldwide each year.

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

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

Focus groups are usually no longer than 45 minutes.

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 _______.

Qualitative research is easier to replicate than quantitative research.

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

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

A limitation of focus groups is:

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 _______.

The most common type of qualitative marketing research is _______.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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