Question 1

The results of qualitative methods should not be projected to the population.

Accepted Answer

A) True 
 B)False

Question 2

In a series of focus groups that is addressing a single research purpose, there should be no change in the questions raised by the moderator.This will ensure that the answers are comparable across groups.

Accepted Answer

A) True 
 B)False

Question 3

Observational methods can be used to provide information on past behavior.

Accepted Answer

A) True 
 B)False

Question 4

The moderator of a focus group should ensure that all participants are able to discuss their opinions and feelings.This may mean encouraging those who are quiet and controlling those members who might dominate the discussion.

Accepted Answer

A) True 
 B)False

Question 5

Direct observation can be used to gain insights into search behavior.

Accepted Answer

A) True 
 B)False

Question 6

It is a characteristic of group interaction that new ideas will be readily accepted.

Accepted Answer

A) True 
 B)False

Question 7

Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

Accepted Answer

A) True 
 B)False

Question 8

Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?

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 9

Semistructured interviews

Accepted Answer

A) give the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer. 
B) attempt to cover a specific list of topics or sub-areas. 
C) depend on the knowledge of the respondent and not on the skill of the interviewer. 
D) cannot effectively cover technical or involved subjects. 
E) none of the above. 
A) give the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer. 
B) attempt to cover a specific list of topics or sub-areas. 
C) depend on the knowledge of the respondent and not on the skill of the interviewer. 
D) cannot effectively cover technical or involved subjects. 
E) none of the above.

Question 10

While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

Accepted Answer

A) True 
 B)False

Question 11

Projective techniques are used when it is believed that respondents cannot or will not answer meaningfully to direct questions about the reasons for their behavior or attitudes.

Accepted Answer

A) True 
 B)False

Question 12

In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.

Accepted Answer

A) True 
 B)False

The results of qualitative methods should not be projected to the population.

In a series of focus groups that is addressing a single research purpose, there should be no change in the questions raised by the moderator.This will ensure that the answers are comparable across groups.

Observational methods can be used to provide information on past behavior.

The moderator of a focus group should ensure that all participants are able to discuss their opinions and feelings.This may mean encouraging those who are quiet and controlling those members who might dominate the discussion.

Direct observation can be used to gain insights into search behavior.

It is a characteristic of group interaction that new ideas will be readily accepted.

Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?

Semistructured interviews

While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

Projective techniques are used when it is believed that respondents cannot or will not answer meaningfully to direct questions about the reasons for their behavior or attitudes.

In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.

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

Exam 8: Information Collection: Qualitative and Observational Methods

The results of qualitative methods should not be projected to the population.

In a series of focus groups that is addressing a single research purpose, there should be no change in the questions raised by the moderator.This will ensure that the answers are comparable across groups.

Observational methods can be used to provide information on past behavior.

The moderator of a focus group should ensure that all participants are able to discuss their opinions and feelings.This may mean encouraging those who are quiet and controlling those members who might dominate the discussion.

Direct observation can be used to gain insights into search behavior.

It is a characteristic of group interaction that new ideas will be readily accepted.

Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?

Semistructured interviews

While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

Projective techniques are used when it is believed that respondents cannot or will not answer meaningfully to direct questions about the reasons for their behavior or attitudes.

In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.

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