Question 1

Quantitative research typically uses larger sample sizes than qualitative research.

Accepted Answer

A) True 
 B)False

Question 2

Generally,interaction with respondents is more personalized in descriptive studies than in focus groups.

Accepted Answer

A) True 
 B)False

Question 3

Focus group moderator debriefing is referred to as instant analysis.

Accepted Answer

A) True 
 B)False

Question 4

How do researchers prevent "professional" respondents from participating in focus groups?

Accepted Answer

A) selecting a good moderator 
B) combining qualitative with quantitative research 
C) creating a discussion guide 
D) pre-screening respondents 
E) none of the above 
A) selecting a good moderator 
B) combining qualitative with quantitative research 
C) creating a discussion guide 
D) pre-screening respondents 
E) none of the above

Question 5

A written outline that describes the topics to be covered in a focus group is called a(n)____________.

Accepted Answer

A) discussion guide 
B) moderator's note 
C) survey 
D) debriefing 
A) discussion guide 
B) moderator's note 
C) survey 
D) debriefing

Question 6

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

Accepted Answer

A) True 
 B)False

Question 7

In-depth interviews typically are less expensive than focus groups.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is not a client-focused skill needed by a focus group moderator?

Accepted Answer

A) Understand the client's business. 
B) Be responsive and reliable. 
C) Provide effective feedback to the client. 
D) Have an appreciation for differences in people. 
E) All of the above are necessary client-focused skills. 
A) Understand the client's business. 
B) Be responsive and reliable. 
C) Provide effective feedback to the client. 
D) Have an appreciation for differences in people. 
E) All of the above are necessary client-focused skills.

Question 9

5.	Which of the following academic backgrounds would a qualitative researcher most likely have?

Accepted Answer

A) 	Math 
B) 	Natural sciences 
C) 	Psychology 
D) 	Computer sciences 
E) 	None of the above are qualified for qualitative research. 
A) 	Math 
B) 	Natural sciences 
C) 	Psychology 
D) 	Computer sciences 
E) 	None of the above are qualified for qualitative research.

Question 10

Statistical skills are important for qualitative researchers.

Accepted Answer

A) True 
 B)False

Question 11

Focus group facilities probably have which of the following?

Accepted Answer

A) video and audio taping equipment 
B) one-way mirror 
C) view room for clients 
D) informal living room ambiance 
E) all of the above 
A) video and audio taping equipment 
B) one-way mirror 
C) view room for clients 
D) informal living room ambiance 
E) all of the above

Question 12

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

Question 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

An advantage of depth interviews is that group pressure is eliminated.

Accepted Answer

A) True 
 B)False

Question 16

When a focus group moderator debriefs the client after the final focus group,this is known as _______.

Accepted Answer

A) third person technique 
B) brainstorming 
C) instant analysis 
D) groupthink 
E) none of the above 
A) third person technique 
B) brainstorming 
C) instant analysis 
D) groupthink 
E) none of the above

Question 17

Generally,focus groups overshadow the use of other qualitative research tools.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) greater opportunity for interviewer bias 
B) limited probing of respondents 
C) results not representative beyond those persons interviewed 
D) problems securing highly skilled researchers for qualitative research 
E) None of the above are limitations of qualitative research. 
A) greater opportunity for interviewer bias 
B) limited probing of respondents 
C) results not representative beyond those persons interviewed 
D) problems securing highly skilled researchers for qualitative research 
E) None of the above are limitations of qualitative research.

Question 19

Why is it so important that there be a good rapport among focus group participants?

Accepted Answer

The key advantage of the focus group tec

Question 20

Why do people participate in focus groups? What are a few things the moderator can do to encourage participation by participants once they are at the focus group facility?

Accepted Answer

Page 122 details 7 reasons that people p

Exam 5: A: Qualitative Research

Quantitative research typically uses larger sample sizes than qualitative research.

Generally,interaction with respondents is more personalized in descriptive studies than in focus groups.

Focus group moderator debriefing is referred to as instant analysis.

How do researchers prevent "professional" respondents from participating in focus groups?

A written outline that describes the topics to be covered in a focus group is called a(n)____________.

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

In-depth interviews typically are less expensive than focus groups.

Which of the following is not a client-focused skill needed by a focus group moderator?

5. Which of the following academic backgrounds would a qualitative researcher most likely have?

Statistical skills are important for qualitative researchers.

Focus group facilities probably have which of the following?

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

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

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

An advantage of depth interviews is that group pressure is eliminated.

When a focus group moderator debriefs the client after the final focus group,this is known as _______.

Generally,focus groups overshadow the use of other qualitative research tools.

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

Why is it so important that there be a good rapport among focus group participants?

Why do people participate in focus groups? What are a few things the moderator can do to encourage participation by participants once they are at the focus group facility?

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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