Question 1

Online focus group discussions are becoming more and more popular in marketing research studies.

Accepted Answer

A) True 
 B)False  True

Question 2

When a researcher says to a respondent: "I am going to give you a phrase and I want you to finish the idea.Let's try this phrase: 'Radio Shack is ….',what type of projective technique is being used?

Accepted Answer

A) Third-person technique 
B) Storytelling 
C) Word association test 
D) Sentence completion test 
E) Cartoon test 
A) Third-person technique 
B) Storytelling 
C) Word association test 
D) Sentence completion test 
E) Cartoon test D

Question 3

Thematic Apperception Tests (TAT)have been very popular and very helpful in marketing research studies.

Accepted Answer

A) True 
 B)False  False

Question 4

When a researcher says to a respondent: "I want you to imagine that a neighbor of yours who lives down the street from you just purchased a new Lexus automobile.How would you describe that neighbor?",what type of projective technique is being used?

Accepted Answer

A) Sentence completion test 
B) Cartoon test 
C) Third-person technique 
D) Word association test 
E) Analogies 
A) Sentence completion test 
B) Cartoon test 
C) Third-person technique 
D) Word association test 
E) Analogies

Question 5

All of the following are advantages of depth interviews over focus groups EXCEPT:

Accepted Answer

A) the total cost of depth interviews can be higher than focus groups. 
B) group pressure is eliminated. 
C) respondents can be probed at length. 
D) the respondent's own viewpoint can be obtained without being influenced by other respondents. 
E) the depth interview can be conducted anywhere. 
A) the total cost of depth interviews can be higher than focus groups. 
B) group pressure is eliminated. 
C) respondents can be probed at length. 
D) the respondent's own viewpoint can be obtained without being influenced by other respondents. 
E) the depth interview can be conducted anywhere.

Question 6

A typical focus group discussion lasts about 90 minutes.

Accepted Answer

A) True 
 B)False

Question 7

When a researcher says to a respondent: "Imagine that you are a BMW automobile.If this car were a person,what would this person be like?",what type of projective technique is being used?

Accepted Answer

A) Word association test 
B) Sentence completion test 
C) Third-person technique 
D) Personification 
E) Cartoon test 
A) Word association test 
B) Sentence completion test 
C) Third-person technique 
D) Personification 
E) Cartoon test

Question 8

When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple,and then asks the respondent to state what the other person in the drawing would say in response to the first person's comments,what type of projective test is being used?

Accepted Answer

A) Cartoon test 
B) Third-person technique 
C) Word association test 
D) Storytelling 
E) Sentence completion test 
A) Cartoon test 
B) Third-person technique 
C) Word association test 
D) Storytelling 
E) Sentence completion test

Question 9

All of the following are disadvantages of depth interviews over focus groups EXCEPT:

Accepted Answer

A) depth interviews create less participant involvement than focus groups. 
B) group pressure is eliminated. 
C) the total cost of depth interviews can be higher than focus groups. 
D) a moderators can only do four or five depth interviews per day. 
E) focus groups can allow reactions from group members that may not have occurred in a depth interview. 
A) depth interviews create less participant involvement than focus groups. 
B) group pressure is eliminated. 
C) the total cost of depth interviews can be higher than focus groups. 
D) a moderators can only do four or five depth interviews per day. 
E) focus groups can allow reactions from group members that may not have occurred in a depth interview.

Question 10

When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company's new product,this is an example of a(n):

Accepted Answer

A) focus group. 
B) personal interview. 
C) pilot study. 
D) projective test. 
E) in-depth interview. 
A) focus group. 
B) personal interview. 
C) pilot study. 
D) projective test. 
E) in-depth interview.

Question 11

All of the following are examples of projective techniques used in marketing research EXCEPT:

Accepted Answer

A) cartoon tests. 
B) focus groups. 
C) word association tests. 
D) story completion tests. 
E) third-person techniques. 
A) cartoon tests. 
B) focus groups. 
C) word association tests. 
D) story completion tests. 
E) third-person techniques.

Question 12

A one-hour structured interview between an interviewer and an interviewee is called a(n):

Accepted Answer

A) MBO. 
B) IDI. 
C) PERT. 
D) focus group. 
E) survey. 
A) MBO. 
B) IDI. 
C) PERT. 
D) focus group. 
E) survey.

Question 13

A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.

Accepted Answer

A) True 
 B)False

Question 14

All of the following are typical characteristics of quantitative research projects EXCEPT:

Accepted Answer

A) large sample sizes. 
B) an interviewer with few special skills. 
C) subjective data interpretation. 
D) detailed statistical analyses. 
E) causal research projects. 
A) large sample sizes. 
B) an interviewer with few special skills. 
C) subjective data interpretation. 
D) detailed statistical analyses. 
E) causal research projects.

Question 15

When a focus group of eight people has a discussion for 90-minutes,the typical total cost of one group is about:

Accepted Answer

A) $2,000. 
B) $4,000. 
C) $6,000. 
D) $8,000. 
E) $10,000. 
A) $2,000. 
B) $4,000. 
C) $6,000. 
D) $8,000. 
E) $10,000.

Question 16

All of the following are typical characteristics of qualitative research projects EXCEPT:

Accepted Answer

A) small sample sizes. 
B) an interviewer with special skills. 
C) subjective data interpretation. 
D) detailed statistical analyses. 
E) exploratory research projects. 
A) small sample sizes. 
B) an interviewer with special skills. 
C) subjective data interpretation. 
D) detailed statistical analyses. 
E) exploratory research projects.

Question 17

The use of focus group discussions is decreasing noticeably in marketing research studies.

Accepted Answer

A) True 
 B)False

Question 18

The leader of a focus group discussion is called a(n):

Accepted Answer

A) discussion guide. 
B) projective leader. 
C) moderator. 
D) research statistician. 
E) project manager. 
A) discussion guide. 
B) projective leader. 
C) moderator. 
D) research statistician. 
E) project manager.

Question 19

When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product,this represents what type of projective test?

Accepted Answer

A) Cartoon test 
B) Third-person technique 
C) Word association test 
D) Sentence completion test 
E) Storytelling 
A) Cartoon test 
B) Third-person technique 
C) Word association test 
D) Sentence completion test 
E) Storytelling

Question 20

The written outline of topics that need to be discussed in a focus group session is called a(n):

Accepted Answer

A) moderator guide. 
B) depth interview guide. 
C) survey guide. 
D) personal interview guide. 
E) discussion guide. 
A) moderator guide. 
B) depth interview guide. 
C) survey guide. 
D) personal interview guide. 
E) discussion guide.

Exam 5: Qualitative Research

Online focus group discussions are becoming more and more popular in marketing research studies.

When a researcher says to a respondent: "I am going to give you a phrase and I want you to finish the idea.Let's try this phrase: 'Radio Shack is ….',what type of projective technique is being used?

Thematic Apperception Tests (TAT)have been very popular and very helpful in marketing research studies.

When a researcher says to a respondent: "I want you to imagine that a neighbor of yours who lives down the street from you just purchased a new Lexus automobile.How would you describe that neighbor?",what type of projective technique is being used?

All of the following are advantages of depth interviews over focus groups EXCEPT:

A typical focus group discussion lasts about 90 minutes.

When a researcher says to a respondent: "Imagine that you are a BMW automobile.If this car were a person,what would this person be like?",what type of projective technique is being used?

When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple,and then asks the respondent to state what the other person in the drawing would say in response to the first person's comments,what type of projective test is being used?

All of the following are disadvantages of depth interviews over focus groups EXCEPT:

When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company's new product,this is an example of a(n):

All of the following are examples of projective techniques used in marketing research EXCEPT:

A one-hour structured interview between an interviewer and an interviewee is called a(n):

A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.

All of the following are typical characteristics of quantitative research projects EXCEPT:

When a focus group of eight people has a discussion for 90-minutes,the typical total cost of one group is about:

All of the following are typical characteristics of qualitative research projects EXCEPT:

The use of focus group discussions is decreasing noticeably in marketing research studies.

The leader of a focus group discussion is called a(n):

When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product,this represents what type of projective test?

The written outline of topics that need to be discussed in a focus group session is called a(n):

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

A: 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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