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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The results of qualitative methods should not be projected to the population.
(True/False)
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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.
(True/False)
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Observational methods can be used to provide information on past behavior.
(True/False)
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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.
(True/False)
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Direct observation can be used to gain insights into search behavior.
(True/False)
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It is a characteristic of group interaction that new ideas will be readily accepted.
(True/False)
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Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives
(True/False)
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Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?
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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.
(True/False)
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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.
(True/False)
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In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.
(True/False)
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