Question 1

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Accepted Answer

A)   qualitative research
B)   quantitative research
C)   pluralistic research
D)   focus group research.
E)   Socratic research B

Question 2

Human observation has become a high-technology research tool through the assistance of a combination of telecommunications, computer hardware, and software programs.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

Accepted Answer

A)   observation group
B)   focus group
C)   control group
D)   experimental group
E)   Socratic group B

Question 4

Which of the following is NOT a step in the social media research process?

Accepted Answer

A)   Tap social media for information
B)   Segment the conversations into meaningful categories and issues
C)   Join some of the conversations by asking well-thought-out questions
D)   Engage in the conversations by providing well-planted answers
E)   Analyze the participants answers

Question 5

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

Accepted Answer

A)   They generate fresh ideas.
B)   They allow hidden cameras to record hidden motives.
C)   They allow clients to observe the group.
D)   They are generally versatile in that they can handle an unlimited number of topics.
E)   They allow access to special respondent groups such as lawyers or doctors.

Question 6

Sue Miller, brand manager for Zippo Cat Foods, wanted to gather some information from cat food buyers. She arranged to conduct several focus groups, each conducted online with as many as 25 to 50 participants. She also wanted to interact with the focus group participants. Sue would be using which type of focus group?

Accepted Answer

A)   traditional
B)   nontraditional
C)   disguised
D)   nondisguised
E)   moderated

Question 7

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Accepted Answer

A) True 
 B)False

Question 8

Which type of research would likely be called "soft" research?

Accepted Answer

A)   qualitative research
B)   quantitative research
C)   pluralistic research
D)   survey research
E)   Socratic research

Question 9

Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion?

Accepted Answer

A)   Have a clear understanding of the purpose and objectives of the interview.
B)   Set the tone for the entire session with introductory remarks.
C)   Formulate questions ahead of time in a logical sequence.
D)   Make sure to keep a professional distance from the participants as a moderator is there to observe only.
E)   Provide a clear explanation of how the participant should respond.

Question 10

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?

Accepted Answer

A)   undisguised
B)   disguised
C)   physical traces
D)   human
E)   mystery surrogate

Question 11

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions?

Accepted Answer

A)   depth interview
B)   probing question survey
C)   projective technique
D)   coercion exercises
E)   ethosgraphy

Question 12

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Accepted Answer

A) True 
 B)False

Question 13

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

Accepted Answer

A)   non-human observation
B)   automated observation
C)   physio-observation
D)   mechanical observation
E)   psychic observation

Question 14

Which of the following is a unique aspect of qualitative research?

Accepted Answer

A)   large samples
B)   quantitative data analysis
C)   engagement of respondents in group discussion
D)   disengaging respondents so that they may make their own decisions
E)   ability to calculate the margin of error

Question 15

Which one of the following is NOT an objective of focus groups?

Accepted Answer

A)   to generate ideas
B)   to understand consumer vocabulary
C)   to reveal consumer needs
D)   to determine quantities of a proposed new product that will be sold in a given market
E)   to reveal consumer attitudes

Question 16

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Accepted Answer

A) True 
 B)False

Question 17

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

Accepted Answer

A) True 
 B)False

Question 18

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

Accepted Answer

A)   direct
B)   archival
C)   past records
D)   indirect
E)   mechanical

Question 20

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Accepted Answer

A)   Subjects react in a natural manner.
B)   It is the only way to gather certain information.
C)   Recall error is maximized.
D)   May be obtained at less cost.
E)   May be more accurate.

Exam 5: Qualitative Research Methods

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Human observation has become a high-technology research tool through the assistance of a combination of telecommunications, computer hardware, and software programs.

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

Which of the following is NOT a step in the social media research process?

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Which type of research would likely be called "soft" research?

Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion?

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions?

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

Which of the following is a unique aspect of qualitative research?

Which one of the following is NOT an objective of focus groups?

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

Which of the following was NOT mentioned in the textbook as an advantage of observational data?