Question 1

Qualitative research procedures are classified as either descriptive or causal.

Accepted Answer

A) True 
 B)False

Question 2

Qualitative research may reveal the differences between the foreign and domestic markets.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements is not an advantage of online focus groups?

Accepted Answer

A)  The researcher can reach segments that are usually hard to survey. 
B)  Only people that have and know how to use a computer can participate. 
C)  The cost of the online focus group is much less. 
D)  Researchers can re-contact group participants at a later date.

Question 4

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

Accepted Answer

A)  observational;experimental 
B)  quantitative;qualitative 
C)  experimental;observational 
D)  qualitative;quantitative

Question 5

In role playing,the researcher assumes that the respondents will project their own feelings into the role.

Accepted Answer

A) True 
 B)False

Question 6

The cost of online focus groups is much less than for traditional focus groups.Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 7

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher chooses which aspects of the data are emphasized,minimized,or set aside for the project at hand.

Accepted Answer

A)  Data display 
B)  Data determination 
C)  Data reduction 
D)  Conclusion drawing and verification

Question 8

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

Accepted Answer

A)  Word association 
B)  Expression completion 
C)  Story completion 
D)  Sentence completion

Question 9

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

Accepted Answer

A) True 
 B)False

Question 10

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk.Which qualitative technique would you choose and why?

Accepted Answer

The answer of You are deciding which approach would be...

Question 11

________ require the respondent to construct a response in the form of a story,dialogue,or description.

Accepted Answer

A)  Impression techniques 
B)  Expressive techniques 
C)  Association techniques 
D)  Construction techniques

Question 12

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group,and (4)time and cost.

Accepted Answer

A) True 
 B)False

Question 13

One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.

Accepted Answer

A) True 
 B)False

Question 14

________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A)  Cartoon test 
B)  Role playing 
C)  Third-person technique 
D)  Sentence completion

Question 15

"Why do you say that?","That's interesting,can you tell me more?" or,"Would you like to add anything else?" are examples of ________.

Accepted Answer

A)  projecting 
B)  probing 
C)  focusing 
D)  none of the above

Question 16

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

Accepted Answer

A) True 
 B)False

Question 17

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

Accepted Answer

A)  cartoon tests 
B)  picture response techniques 
C)  role playing 
D)  third-person techniques

Question 18

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

Accepted Answer

A)  Data display 
B)  Data determination 
C)  Conclusion drawing and verification 
D)  Data reduction

Question 19

Online focus group participants don't have the potential to be distracted by external stimuli.

Accepted Answer

A) True 
 B)False

Question 20

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.

Accepted Answer

A)  Association technique 
B)  Construction technique 
C)  Completion technique 
D)  Expressive technique

Exam 5: Exploratory Research Design: Qualitative Research

Qualitative research procedures are classified as either descriptive or causal.

Qualitative research may reveal the differences between the foreign and domestic markets.

Which of the following statements is not an advantage of online focus groups?

Whenever a new marketing research problem is being addressed, research must be preceded by appropriate research.

In role playing,the researcher assumes that the respondents will project their own feelings into the role.

The cost of online focus groups is much less than for traditional focus groups.Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher chooses which aspects of the data are emphasized,minimized,or set aside for the project at hand.

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk.Which qualitative technique would you choose and why?

________ require the respondent to construct a response in the form of a story,dialogue,or description.

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group,and (4)time and cost.

One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.

________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

"Why do you say that?","That's interesting,can you tell me more?" or,"Would you like to add anything else?" are examples of ________.

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

Online focus group participants don't have the potential to be distracted by external stimuli.

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.