Question 1

Which one of the following statements does not represent a trend in the focus group?

Accepted Answer

A) Telephone focus groups have emerged recently. 
B) Two level observation areas are being built around the conference room to provide an unobstructed view of all the participants. 
C) Two way focus groups are being used wherein one target group listens and another group learns from a related group. 
D) Live focus groups are broadcast by video transmission from a nationwide network of independently owned focus facilities. 
E) The quality of focus groups is fast diminishing. 
A) Telephone focus groups have emerged recently. 
B) Two level observation areas are being built around the conference room to provide an unobstructed view of all the participants. 
C) Two way focus groups are being used wherein one target group listens and another group learns from a related group. 
D) Live focus groups are broadcast by video transmission from a nationwide network of independently owned focus facilities. 
E) The quality of focus groups is fast diminishing.

Question 2

A perceived constraint slowing down the use of qualitative research is the Comparatively higher expenses associated with the collection of qualitative data.

Accepted Answer

A) True 
 B)False

Question 3

The most important step in phone interviews is capturing the data in a software program that codes and tabulates responses from open-ended questions.

Accepted Answer

A) True 
 B)False

Question 4

Qualitative research methods are used when it is not possible or desirable to obtain information from respondents using formal or fully structured methods.

Accepted Answer

A) True 
 B)False

Question 5

A member of a focus group will respond with more meaningful answers if he or she feels pressured by other group members.

Accepted Answer

A) True 
 B)False

Question 6

Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.

Accepted Answer

A) True 
 B)False

Question 7

Behavior recording devices include all of the following except

Accepted Answer

A) a pupilometer. 
B) a psychologalvonometer. 
C) an audimeter. 
D) a TAT. 
E) an eye movement recorder. 
A) a pupilometer. 
B) a psychologalvonometer. 
C) an audimeter. 
D) a TAT. 
E) an eye movement recorder.

Question 8

While conducting a telephonic interview, the interviewer can do all of the following except

Accepted Answer

A) Enthuse interviewees with a personal rapport and enable them to talk freely 
B) Sustain the interest of the interviewees 
C) Express personal judgments 
D) Ask open-ended questions 
E) listen and record responses in verbatim 
A) Enthuse interviewees with a personal rapport and enable them to talk freely 
B) Sustain the interest of the interviewees 
C) Express personal judgments 
D) Ask open-ended questions 
E) listen and record responses in verbatim

Question 9

The moderator of a focus group should

Accepted Answer

A) try to keep the discussion as close to a question-answer session as possible. 
B) demonstrate his or her personal biases. 
C) encourage natural group leaders. 
D) avoid demonstrating an interest in the views of each participant. 
E) none of the above. 
A) try to keep the discussion as close to a question-answer session as possible. 
B) demonstrate his or her personal biases. 
C) encourage natural group leaders. 
D) avoid demonstrating an interest in the views of each participant. 
E) none of the above.

Question 10

The humanistic approach advocates immersing the researcher in the system under study rather than a dispassionate observer.

Accepted Answer

A) True 
 B)False

Question 11

Telephonic interviews do not require experienced and intelligent interviewers

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

A cereal manufacturer wants to know how effective its packaging is in gaining attention.Which research method is most appropriate?

Accepted Answer

A) Direct observation 
B) Physical trace measurements 
C) Role playing 
D) Picture interpretation 
E) None of the above 
A) Direct observation 
B) Physical trace measurements 
C) Role playing 
D) Picture interpretation 
E) None of the above

Question 14

Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.

Accepted Answer

A) True 
 B)False

Question 15

Interviewers must be well briefed, about the interviewee's company, the research objective and terminologies likely to be encountered, before the interview.

Accepted Answer

A) True 
 B)False

Question 16

Cameras and traffic counters are used for

Accepted Answer

A)  case studies 
B)  focus groups 
C)  projective techniques 
D)  observational methods 
E)  quantitative analysis of data 
A)  case studies 
B)  focus groups 
C)  projective techniques 
D)  observational methods 
E)  quantitative analysis of data

Question 17

Interviewer should establish a good rapport with the interviewee in order to obtain free flow of information.

Accepted Answer

A) True 
 B)False

Question 18

Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.

Accepted Answer

A) True 
 B)False

Question 19

Individual in-depth interviews are unrestricted by a specific set of topics to be covered.

Accepted Answer

A) True 
 B)False

Question 20

Monitoring trade journals on executives' desks is an example of an observational method.

Accepted Answer

A) True 
 B)False

Exam 8: Information Collection: Qualitative and Observational Methods

Which one of the following statements does not represent a trend in the focus group?

A perceived constraint slowing down the use of qualitative research is the Comparatively higher expenses associated with the collection of qualitative data.

The most important step in phone interviews is capturing the data in a software program that codes and tabulates responses from open-ended questions.

Qualitative research methods are used when it is not possible or desirable to obtain information from respondents using formal or fully structured methods.

A member of a focus group will respond with more meaningful answers if he or she feels pressured by other group members.

Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.

Behavior recording devices include all of the following except

While conducting a telephonic interview, the interviewer can do all of the following except

The moderator of a focus group should

The humanistic approach advocates immersing the researcher in the system under study rather than a dispassionate observer.

Telephonic interviews do not require experienced and intelligent interviewers

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.

A cereal manufacturer wants to know how effective its packaging is in gaining attention.Which research method is most appropriate?

Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.

Interviewers must be well briefed, about the interviewee's company, the research objective and terminologies likely to be encountered, before the interview.

Cameras and traffic counters are used for

Interviewer should establish a good rapport with the interviewee in order to obtain free flow of information.

Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.

Individual in-depth interviews are unrestricted by a specific set of topics to be covered.

Monitoring trade journals on executives' desks is an example of an observational method.

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