Question 1

The order of discussion in a focus group goes from the specific to the general.

Accepted Answer

A) True 
 B)False

Question 2

Third-person techniques can be used to overcome a respondent's tendency to give socially acceptable answers on some issues.

Accepted Answer

A) True 
 B)False

Question 3

If a researcher is faced with a sample that is widely dispersed geographically and is limited in budget, the most appropriate survey method would be

Accepted Answer

A)  telephone interview 
B)  mail interview 
C)  individual interview 
D)  focus group 
E)  none of the above 
A)  telephone interview 
B)  mail interview 
C)  individual interview 
D)  focus group 
E)  none of the above

Question 4

In nondirective interviewing, an interviewer lets the respondent determine the direction of the questioning without interfering.

Accepted Answer

A) True 
 B)False

Question 5

Interacting with customers on an individual basis is more likely to elicit more detailed and useful information than in a focus group setting.

Accepted Answer

A) True 
 B)False

Question 6

Observational methods can be used effectively to record attitudes and intentions.

Accepted Answer

A) True 
 B)False

Question 7

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

Accepted Answer

A) True 
 B)False

Question 8

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

Accepted Answer

A) True 
 B)False

Question 9

Planning the agenda, recruiting, moderating, analyzing, and interpreting are all steps to conducting

Accepted Answer

A) projective techniques. 
B) Thematic Apperception Tests. 
C) focus group research. 
D) nondirective interviewing. 
E) Thematic Apperception Tests and focus group research. 
A) projective techniques. 
B) Thematic Apperception Tests. 
C) focus group research. 
D) nondirective interviewing. 
E) Thematic Apperception Tests and focus group research.

Question 10

When looking at the results of a series of focus groups, any analyst can find comments which represent his or her perception of the research issue.

Accepted Answer

A) True 
 B)False

Question 11

Contrived observation involves questions of ethics which are still unresolved.

Accepted Answer

A) True 
 B)False

Question 12

A focus group moderator must often discourage group interaction in the interest of staying on a subject.

Accepted Answer

A) True 
 B)False

Question 13

Semi structured interviewing techniques allow for the follow-up of unexpected information or attitudes.

Accepted Answer

A) True 
 B)False

Question 14

The Thematic Appreciation Test TAT) is

Accepted Answer

A)  an example of word associated technique 
B)  an example of third person technique 
C)  an example of a completion test 
D)  an example of picture interpretation 
E)  an example of none of the above 
A)  an example of word associated technique 
B)  an example of third person technique 
C)  an example of a completion test 
D)  an example of picture interpretation 
E)  an example of none of the above

Question 15

A small convenience sample in which there is an interviewer who keeps the discussion centered on a few predetermined topics is known as a

Accepted Answer

A)  projective interview 
B)  omnibus interview 
C)  focus group interview 
D)  nondirective interview 
E)  none of the above 
A)  projective interview 
B)  omnibus interview 
C)  focus group interview 
D)  nondirective interview 
E)  none of the above

Question 16

It is believed that the stimulation of the group situation in a focus group makes new ideas and more meaningful answers possible.

Accepted Answer

A) True 
 B)False

Question 17

Observation methods can be used to observe motives, attitudes, or intentions.

Accepted Answer

A) True 
 B)False

Question 18

In which technique, questioning progresses from product characteristics to user characteristics

Accepted Answer

A)  symbolic analysis 
B)  laddering 
C)  mail survey 
D)  hidden‐issue questioning 
A)  symbolic analysis 
B)  laddering 
C)  mail survey 
D)  hidden‐issue questioning

Question 19

Focus groups should always include respondents from all age groups in order to provide various points of view.

Accepted Answer

A) True 
 B)False

Question 20

In focus groups, a relatively large amount of information can be obtained in a short period of time at a relatively small cost as compared to individual in-depth interviewing.

Accepted Answer

A) True 
 B)False

Exam 8: Information Collection: Qualitative and Observational Methods

The order of discussion in a focus group goes from the specific to the general.

Third-person techniques can be used to overcome a respondent's tendency to give socially acceptable answers on some issues.

If a researcher is faced with a sample that is widely dispersed geographically and is limited in budget, the most appropriate survey method would be

In nondirective interviewing, an interviewer lets the respondent determine the direction of the questioning without interfering.

Interacting with customers on an individual basis is more likely to elicit more detailed and useful information than in a focus group setting.

Observational methods can be used effectively to record attitudes and intentions.

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

Planning the agenda, recruiting, moderating, analyzing, and interpreting are all steps to conducting

When looking at the results of a series of focus groups, any analyst can find comments which represent his or her perception of the research issue.

Contrived observation involves questions of ethics which are still unresolved.

A focus group moderator must often discourage group interaction in the interest of staying on a subject.

Semi structured interviewing techniques allow for the follow-up of unexpected information or attitudes.

The Thematic Appreciation Test TAT) is

A small convenience sample in which there is an interviewer who keeps the discussion centered on a few predetermined topics is known as a

It is believed that the stimulation of the group situation in a focus group makes new ideas and more meaningful answers possible.

Observation methods can be used to observe motives, attitudes, or intentions.

In which technique, questioning progresses from product characteristics to user characteristics

Focus groups should always include respondents from all age groups in order to provide various points of view.

In focus groups, a relatively large amount of information can be obtained in a short period of time at a relatively small cost as compared to individual in-depth interviewing.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters