Exam 8: Information Collection: Qualitative and Observational Methods
Exam 1: A Decision Making Perspective on Marketing Intelligence60 Questions
Exam 2: Marketing Research in Practice26 Questions
Exam 3: The Marketing Research Process60 Questions
Exam 4: Research Design and Implementation68 Questions
Exam 5: Secondary Sources of Marketing Data54 Questions
Exam 6: Standardized Sources of Marketing Data43 Questions
Exam 7: Marketing Research on the Internet24 Questions
Exam 8: Information Collection: Qualitative and Observational Methods72 Questions
Exam 9: Information From Respondents: Issues in Data Collection30 Questions
Exam 10: Information From Respondents: Survey Methods55 Questions
Exam 11: Attitude Measurement86 Questions
Exam 12: Designing the Questionnaire47 Questions
Exam 13: Experimentation83 Questions
Exam 14: Sampling Fundamentals70 Questions
Exam 15: Sample Size and Statistical Theory41 Questions
Exam 16: Fundamentals of Data Analysis48 Questions
Exam 17: Hypothesis Testing: Basic Concepts and Tests of Association22 Questions
Exam 18: Hypothesis Testing: Means and Proportions26 Questions
Exam 19: Correlation Analysis and Regression Analysis42 Questions
Exam 20: Discriminant, Factor and Cluster Analysis58 Questions
Exam 21: Multidimensional Scaling and Conjoint Analysis47 Questions
Exam 22: Presenting the Results17 Questions
Exam 23: Marketing-Mix Measures97 Questions
Exam 24: Brand and Customer Metrics34 Questions
Exam 25: New Age Strategies39 Questions
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Which one of the following statements does not represent a trend in the focus group?
(Multiple Choice)
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A perceived constraint slowing down the use of qualitative research is the Comparatively higher expenses associated with the collection of qualitative data.
(True/False)
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The most important step in phone interviews is capturing the data in a software program that codes and tabulates responses from open-ended questions.
(True/False)
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Qualitative research methods are used when it is not possible or desirable to obtain information from respondents using formal or fully structured methods.
(True/False)
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A member of a focus group will respond with more meaningful answers if he or she feels pressured by other group members.
(True/False)
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Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.
(True/False)
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Behavior recording devices include all of the following except
(Multiple Choice)
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While conducting a telephonic interview, the interviewer can do all of the following except
(Multiple Choice)
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The humanistic approach advocates immersing the researcher in the system under study rather than a dispassionate observer.
(True/False)
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Telephonic interviews do not require experienced and intelligent interviewers
(True/False)
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To conduct a successful focus group, it is necessary to translate the research purpose into a set of questions that will be asked of the research results.
(True/False)
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A cereal manufacturer wants to know how effective its packaging is in gaining attention.Which research method is most appropriate?
(Multiple Choice)
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Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.
(True/False)
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Interviewers must be well briefed, about the interviewee's company, the research objective and terminologies likely to be encountered, before the interview.
(True/False)
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Interviewer should establish a good rapport with the interviewee in order to obtain free flow of information.
(True/False)
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Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.
(True/False)
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Individual in-depth interviews are unrestricted by a specific set of topics to be covered.
(True/False)
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Monitoring trade journals on executives' desks is an example of an observational method.
(True/False)
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