Exam 6: Utilizing Exploratory and Qualitative Research Techniques

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative.

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

"Faulty recall" occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question.It is a reason for not using an observation technique.

In role playing,participants are asked to pretend they are a "third person," such as a friend or neighbor,and describe how the third person would react in a certain situation.

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

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets and visit each to observe consumers' head movements as they approach each display.Which observation technique would the managers be using?

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?

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

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

A study was conducted of online buyers to determine purchasing differences among buyer segments such as males and females.The research began with a series of focus groups followed by in-depth interviews.Finally,an online survey was conducted of several thousand online buyers.If you had to classify this research,which of the following would be most appropriate?

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

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

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."

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

Focus groups consist of dividing large groups (classes of college students,church groups,and so on)into several smaller groups.This allows each subgroup to focus on a separate issue such as price of the product,packaging of the product,usefulness of the product,and so on.Combining all the subgroup reports together affords clients greater "focus" on their products and services.

Pluralistic research is losing favor in the field of marketing research because of its extensive and exclusive use of "soft" research methods.

Focus groups should be used when something must be predicted or forecast with precision.

Often,a critical requirement for a focus group meeting place is:

One of the disadvantages of focus groups is that:

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured,spontaneous discussion about some topic?