Question 1

Which type of research may begin with exploratory research and then go on to conduct a full-scale,representative survey?

Accepted Answer

A) qualitative research 
B) quantitative research 
C) focus group research 
D) quant/qual research 
E) pluralistic research 
A) qualitative research 
B) quantitative research 
C) focus group research 
D) quant/qual research 
E) pluralistic research

Question 2

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program.However,the researcher was really spying on the couple to better understand automobile buying behavior.This illustrates that:

Accepted Answer

A) all good observations should be covert. 
B) observation raises ethical questions. 
C) observation is not a good research technique. 
D) structured observation is legal. 
E) unstructured observation is legal. 
A) all good observations should be covert. 
B) observation raises ethical questions. 
C) observation is not a good research technique. 
D) structured observation is legal. 
E) unstructured observation is legal.

Question 3

Jamie Sims developed a female public urinal that has the advantage of allowing women to use the restroom much faster.Jamie knows that waiting lines for women's rooms often are present in large,heavily used public facilities such as busy airports or spectator events.She has perfected her urinal and a major plumbing manufacturer is interested in producing and distributing the device.However,the manufacturer wants Jamie to provide some research evidence indicating how receptive women are to using the device.Jamie is concerned about how to conduct the research since the topic is socially sensitive.Given this situation,Jamie should use:

Accepted Answer

A) face-to-face focus groups. 
B) a large national survey. 
C) quantitative research. 
D) qualitative,projective technique research. 
E) quantitative,projective technique research. 
A) face-to-face focus groups. 
B) a large national survey. 
C) quantitative research. 
D) qualitative,projective technique research. 
E) quantitative,projective technique research.

Question 4

Which of the following best represents the future of focus groups?

Accepted Answer

A) Because of their many advantages and the unique abilities added by online focus groups,the popularity of focus groups is increasing and they are being used on a worldwide basis. 
B) Because it is difficult to interpret focus group results,their usage is declining. 
C) Focus groups peaked during the 1980s and saw little growth during the 1990s. 
D) Focus group use will go down because single source data is increasing. 
E) Because of their many disadvantages and the problems associated with online focus groups,the popularity of focus groups is decreasing worldwide. 
A) Because of their many advantages and the unique abilities added by online focus groups,the popularity of focus groups is increasing and they are being used on a worldwide basis. 
B) Because it is difficult to interpret focus group results,their usage is declining. 
C) Focus groups peaked during the 1980s and saw little growth during the 1990s. 
D) Focus group use will go down because single source data is increasing. 
E) Because of their many disadvantages and the problems associated with online focus groups,the popularity of focus groups is decreasing worldwide.

Question 5

Quantitative techniques often use structured questions having predetermined response options and are sometimes referred to as "survey research."

Accepted Answer

A) True 
 B)False

Question 6

One of the disadvantages of focus groups is that they do not constitute representative samples of larger populations.

Accepted Answer

A) True 
 B)False

Question 7

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

Accepted Answer

A) structured observation. 
B) in situ observation. 
C) unstructured observation. 
D) physical traces. 
E) invented observation. 
A) structured observation. 
B) in situ observation. 
C) unstructured observation. 
D) physical traces. 
E) invented observation.

Question 8

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 9

What type of research involves collecting,analyzing,and interpreting data by obtaining free form,nonstandardized,or open-ended observations and statements of what people do and say.

Accepted Answer

A) qualitative methods 
B) quantitative methods 
C) pluralistic methods 
D) strategic research methods 
E) survey research methods 
A) qualitative methods 
B) quantitative methods 
C) pluralistic methods 
D) strategic research methods 
E) survey research methods

Question 10

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

Accepted Answer

A) in-depth interview 
B) probing question survey 
C) projective technique 
D) coercion exercises 
E) ethnography 
A) in-depth interview 
B) probing question survey 
C) projective technique 
D) coercion exercises 
E) ethnography

Question 11

When the decision process is very short and recall may be faulty,protocol analysis may be useful to slow down the process.

Accepted Answer

A) True 
 B)False

Question 12

Earl Chestnut and Ann Arnold were considering conducting a focus group for their company's cookie brand,Oats N' Raisins.Their objective was to understand when and under what circumstances cookies are offered as a snack in households.Earl wanted to recruit 25 people representing the different groups of employers in the city,that is,a medical researcher,a longshoreman,a truck driver,someone from the legal community,and so on.Ann felt it would be better to have a more homogeneous group such as housewives with kids still in school.Which of the following should be chosen?

Accepted Answer

A) Earl's heterogeneous group 
B) Ann's homogeneous group 
C) a combination of the two but use at least two dozen focus groups to evaluate differences between the two types 
D) None of the above;focus groups should not be used for the objective given. 
E) None of the above;pluralistic research should be used. 
A) Earl's heterogeneous group 
B) Ann's homogeneous group 
C) a combination of the two but use at least two dozen focus groups to evaluate differences between the two types 
D) None of the above;focus groups should not be used for the objective given. 
E) None of the above;pluralistic research should be used.

Question 13

The sentence completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following qualitative techniques involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye?

Accepted Answer

A) pupil dilation test 
B) eye-o-gram 
C) retina-o-meter 
D) pupilometer 
E) None of the above;there is no such measurement. 
A) pupil dilation test 
B) eye-o-gram 
C) retina-o-meter 
D) pupilometer 
E) None of the above;there is no such measurement.

Question 15

In-depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others,as they may be in a focus group.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a characteristic of a nontraditional focus group?

Accepted Answer

A) meet in a dedicated room 
B) use a one-way mirror for client viewing 
C) meet for about 2 hours 
D) have 6-12 persons 
E) may have 25 or even 50 respondents 
A) meet in a dedicated room 
B) use a one-way mirror for client viewing 
C) meet for about 2 hours 
D) have 6-12 persons 
E) may have 25 or even 50 respondents

Question 17

Focus group participants are often interviewed by moderators,referred to as:

Accepted Answer

A) Heavy Talkers. 
B) Qualitative Research Consultants. 
C) Introspective Moderators. 
D) Qualitative Research Commissioners. 
E) FGM Counselors. 
A) Heavy Talkers. 
B) Qualitative Research Consultants. 
C) Introspective Moderators. 
D) Qualitative Research Commissioners. 
E) FGM Counselors.

Question 18

Which of the following was NOT mentioned in the textbook as a limitation of observational data?

Accepted Answer

A) Typically,only a small number of subjects are studied. 
B) Recall error is maximized. 
C) Subjective interpretation of results is required on the part of the researcher. 
D) Underlying motives are left unexamined. 
E) Underlying attitudes are left unexamined. 
A) Typically,only a small number of subjects are studied. 
B) Recall error is maximized. 
C) Subjective interpretation of results is required on the part of the researcher. 
D) Underlying motives are left unexamined. 
E) Underlying attitudes are left unexamined.

Question 19

Which one of the following best represents the desired composition of a focus group?

Accepted Answer

A) homogeneous participants 
B) heterogeneous participants 
C) highly educated and articulate participants 
D) participants who vary widely in terms of demographics 
E) literate adults 
A) homogeneous participants 
B) heterogeneous participants 
C) highly educated and articulate participants 
D) participants who vary widely in terms of demographics 
E) literate adults

Question 20

Which situations are particularly relevant for the use of protocol analysis?

Accepted Answer

A) purchases involving a long time frame and several decision factors 
B) purchases involving a short time frame and only one or two decision factors 
C) purchases involving a long time frame and only one or two decision factors 
D) purchases involving a short time frame and several decision factors 
E) routine purchases,such as purchasing chewing gum 
A) purchases involving a long time frame and several decision factors 
B) purchases involving a short time frame and only one or two decision factors 
C) purchases involving a long time frame and only one or two decision factors 
D) purchases involving a short time frame and several decision factors 
E) routine purchases,such as purchasing chewing gum

Which type of research may begin with exploratory research and then go on to conduct a full-scale,representative survey?

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program.However,the researcher was really spying on the couple to better understand automobile buying behavior.This illustrates that:

Which of the following best represents the future of focus groups?

Quantitative techniques often use structured questions having predetermined response options and are sometimes referred to as "survey research."

One of the disadvantages of focus groups is that they do not constitute representative samples of larger populations.

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

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

What type of research involves collecting,analyzing,and interpreting data by obtaining free form,nonstandardized,or open-ended observations and statements of what people do and say.

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

When the decision process is very short and recall may be faulty,protocol analysis may be useful to slow down the process.

The sentence completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.

Which of the following qualitative techniques involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye?

In-depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others,as they may be in a focus group.

Which of the following is a characteristic of a nontraditional focus group?

Focus group participants are often interviewed by moderators,referred to as:

Which of the following was NOT mentioned in the textbook as a limitation of observational data?

Which one of the following best represents the desired composition of a focus group?

Which situations are particularly relevant for the use of protocol analysis?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

Which type of research may begin with exploratory research and then go on to conduct a full-scale,representative survey?

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program.However,the researcher was really spying on the couple to better understand automobile buying behavior.This illustrates that:

Which of the following best represents the future of focus groups?

Quantitative techniques often use structured questions having predetermined response options and are sometimes referred to as "survey research."

One of the disadvantages of focus groups is that they do not constitute representative samples of larger populations.

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

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

What type of research involves collecting,analyzing,and interpreting data by obtaining free form,nonstandardized,or open-ended observations and statements of what people do and say.

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

When the decision process is very short and recall may be faulty,protocol analysis may be useful to slow down the process.

The sentence completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.

Which of the following qualitative techniques involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye?

In-depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others,as they may be in a focus group.

Which of the following is a characteristic of a nontraditional focus group?

Focus group participants are often interviewed by moderators,referred to as:

Which of the following was NOT mentioned in the textbook as a limitation of observational data?

Which one of the following best represents the desired composition of a focus group?

Which situations are particularly relevant for the use of protocol analysis?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters