Question 1

Photo-elicitation is a qualitative research technique demonstrated to understand the nuances of global markets.

Accepted Answer

A) True 
 B)False

Question 2

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner.

Accepted Answer

A) True 
 B)False

Question 3

Observation studies have the advantage of allowing observation of consumers' motives,attitudes,and intentions.

Accepted Answer

A) True 
 B)False

Question 4

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

Accepted Answer

A) True 
 B)False

Question 5

What is the recommended size of a "traditional" focus group?

Accepted Answer

A) 2 to 20 
B) 5 to 10 
C) 6 to 12 
D) 7 to 15 
E) 9 to 25 
A) 2 to 20 
B) 5 to 10 
C) 6 to 12 
D) 7 to 15 
E) 9 to 25

Question 6

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

Accepted Answer

A) True 
 B)False

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

The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision.Which qualitative technique will she be using?

Accepted Answer

A) in-depth interview 
B) protocol analysis 
C) probing question survey 
D) role-playing activity 
E) value salience analysis 
A) in-depth interview 
B) protocol analysis 
C) probing question survey 
D) role-playing activity 
E) value salience analysis

Question 9

A combination of qualitative and quantitative research is referred to as pluralistic research.

Accepted Answer

A) True 
 B)False

Question 10

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed.This is an example of:

Accepted Answer

A) direct observation. 
B) archives. 
C) physical traces. 
D) quantitative research. 
E) none of the above 
A) direct observation. 
B) archives. 
C) physical traces. 
D) quantitative research. 
E) none of the above

Question 11

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

Accepted Answer

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

Photo-elicitation is a qualitative research technique demonstrated to understand the nuances of global markets.

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner.

Observation studies have the advantage of allowing observation of consumers' motives,attitudes,and intentions.

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

What is the recommended size of a "traditional" focus group?

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

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

The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision.Which qualitative technique will she be using?

A combination of qualitative and quantitative research is referred to as pluralistic research.

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed.This is an example of:

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

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

Photo-elicitation is a qualitative research technique demonstrated to understand the nuances of global markets.

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner.

Observation studies have the advantage of allowing observation of consumers' motives,attitudes,and intentions.

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

What is the recommended size of a "traditional" focus group?

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

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

The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision.Which qualitative technique will she be using?

A combination of qualitative and quantitative research is referred to as pluralistic research.

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed.This is an example of:

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

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