Question 1

Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries. This is an example of which kind of problem?

Accepted Answer

A)  A firm problem 
B)  A consumer problem 
C)  A perception problem 
D)  An industry problem 
E)  An ethical problem 
A)  A firm problem 
B)  A consumer problem 
C)  A perception problem 
D)  An industry problem 
E)  An ethical problem D

Question 2

Almost all marketing research projects should start with a(n)______________.

Accepted Answer

literature search

Question 3

The time to stop having focus groups is______________when:

Accepted Answer

A)  The research budget has been exhausted. 
B)  They show diminishing returns. 
C)  You get definitive answers to your research problem. 
D)  You've completed five focus groups. 
E)  Any of the above are correct answers. 
A)  The research budget has been exhausted. 
B)  They show diminishing returns. 
C)  You get definitive answers to your research problem. 
D)  You've completed five focus groups. 
E)  Any of the above are correct answers. B

Question 4

Which of the following best represents the objective of the moderator in conducting a focus group?

Accepted Answer

A)  Strictly following the moderator's guidebook. 
B)  Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. 
C)  Striking a balance between stimulating natural discussions while ensuring the group does not wander too far from the topic. 
D)  To include as many people as possible in a particular group; this enables the results to be more representative. 
E)  The moderator must be completely unfamiliar with the purpose of the research. 
A)  Strictly following the moderator's guidebook. 
B)  Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. 
C)  Striking a balance between stimulating natural discussions while ensuring the group does not wander too far from the topic. 
D)  To include as many people as possible in a particular group; this enables the results to be more representative. 
E)  The moderator must be completely unfamiliar with the purpose of the research.

Question 5

With any form of exploratory research, the usefulness of a technique for generating insights depends on the _____________ of the analysis.

Accepted Answer

A)  depth and breadth 
B)  subjectivity and maturity 
C)  quality and objectivity 
D)  cost and duration 
E)  cause and effect 
A)  depth and breadth 
B)  subjectivity and maturity 
C)  quality and objectivity 
D)  cost and duration 
E)  cause and effect

Question 6

In general, exploratory research is appropriate for any problem about which much is known.

Accepted Answer

A) True 
 B)False

Question 7

Research investigators often follow their intuition in an exploratory study.

Accepted Answer

A) True 
 B)False

Question 8

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of______________research design.

Accepted Answer

A)  Causal 
B)  Exploratory 
C)  Longitudinal 
D)  Descriptive 
E)  Panel 
A)  Causal 
B)  Exploratory 
C)  Longitudinal 
D)  Descriptive 
E)  Panel

Question 9

The general purpose of exploratory research is to gain______________so that problems and opportunities can be more clearly defined.

Accepted Answer

A)  Insights and ideas 
B)  Facts and figures 
C)  Buy-in and support 
D)  Definitive data 
E)  Tactical advantage 
A)  Insights and ideas 
B)  Facts and figures 
C)  Buy-in and support 
D)  Definitive data 
E)  Tactical advantage

Question 10

The study of selected examples of the phenomenon about which insights are needed is:

Accepted Answer

A)  Benchmarking. 
B)  Ethnography. 
C)  Case analysis. 
D)  Data mining. 
E)  Depth interview. 
A)  Benchmarking. 
B)  Ethnography. 
C)  Case analysis. 
D)  Data mining. 
E)  Depth interview.

Question 11

A______________brings together a small number of individuals to talk about a topic of interest to the researcher.

Accepted Answer

A)  Depth interview 
B)  Focus group 
C)  Data mining 
D)  Case analysis 
E)  None of the above 
A)  Depth interview 
B)  Focus group 
C)  Data mining 
D)  Case analysis 
E)  None of the above

Question 12

The success of the case analysis approach depends upon the researcher's ability to______________the diverse mass of information that is collected across cases.

Accepted Answer

The answer of The success of the case analysis approach...

Question 13

Group interaction is the key aspect that distinguishes______________interviews from depth interviews.

Accepted Answer

The answer of Group interaction is the key aspect that...

Question 14

When conducting depth interviews, the questions should be general.

Accepted Answer

A) True 
 B)False

Question 15

Exploratory studies typically :

Accepted Answer

A)  Consume most of the research budget. 
B)  Are large scale and highly structured. 
C)  Are small scale and flexible 
D)  Both A and C 
E)  None of the above are correct. 
A)  Consume most of the research budget. 
B)  Are large scale and highly structured. 
C)  Are small scale and flexible 
D)  Both A and C 
E)  None of the above are correct.

Question 16

Exploratory studies are very inflexible with regard to methods.

Accepted Answer

A) True 
 B)False

Question 17

In general, the first step in conducting exploratory research is to:

Accepted Answer

A)  Assemble a focus group. 
B)  Perform an experience survey. 
C)  Conduct a literature search. 
D)  Perform an analysis of selected cases. 
E)  Narrow a group of hypotheses to one specific hypothesis for investigation. 
A)  Assemble a focus group. 
B)  Perform an experience survey. 
C)  Conduct a literature search. 
D)  Perform an analysis of selected cases. 
E)  Narrow a group of hypotheses to one specific hypothesis for investigation.

Question 18

One of the major difficulties experienced with projective methods arises:

Accepted Answer

A)  In the interpretation of the replies. 
B)  When trying to secure the respondent's cooperation. 
C)  In the lack of experience of the respondents with these techniques. 
D)  In the distorted frame of reference of the interviewers. 
E)  There are no problems with projective methods. 
A)  In the interpretation of the replies. 
B)  When trying to secure the respondent's cooperation. 
C)  In the lack of experience of the respondents with these techniques. 
D)  In the distorted frame of reference of the interviewers. 
E)  There are no problems with projective methods.

Question 19

The goal of______________is to discover ideas and insights.

Accepted Answer

explorator

Question 20

Which of the following is NOT one of the common projective method techniques?

Accepted Answer

A)  Word association. 
B)  IQ testing. 
C)  Sentence completion. 
D)  Storytelling. 
E)  Role playing. 
A)  Word association. 
B)  IQ testing. 
C)  Sentence completion. 
D)  Storytelling. 
E)  Role playing.

Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries. This is an example of which kind of problem?

Almost all marketing research projects should start with a(n)______________.

The time to stop having focus groups is______________when:

Which of the following best represents the objective of the moderator in conducting a focus group?

With any form of exploratory research, the usefulness of a technique for generating insights depends on the _____________ of the analysis.

In general, exploratory research is appropriate for any problem about which much is known.

Research investigators often follow their intuition in an exploratory study.

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of______________research design.

The general purpose of exploratory research is to gain______________so that problems and opportunities can be more clearly defined.

The study of selected examples of the phenomenon about which insights are needed is:

A______________brings together a small number of individuals to talk about a topic of interest to the researcher.

The success of the case analysis approach depends upon the researcher's ability to______________the diverse mass of information that is collected across cases.

Group interaction is the key aspect that distinguishes______________interviews from depth interviews.

When conducting depth interviews, the questions should be general.

Exploratory studies typically :

Exploratory studies are very inflexible with regard to methods.

In general, the first step in conducting exploratory research is to:

One of the major difficulties experienced with projective methods arises:

The goal of______________is to discover ideas and insights.

Which of the following is NOT one of the common projective method techniques?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 4: Exploratory Research

Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries. This is an example of which kind of problem?

Almost all marketing research projects should start with a(n)______________.

The time to stop having focus groups is______________when:

Which of the following best represents the objective of the moderator in conducting a focus group?

With any form of exploratory research, the usefulness of a technique for generating insights depends on the _____________ of the analysis.

In general, exploratory research is appropriate for any problem about which much is known.

Research investigators often follow their intuition in an exploratory study.

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of______________research design.

The general purpose of exploratory research is to gain______________so that problems and opportunities can be more clearly defined.

The study of selected examples of the phenomenon about which insights are needed is:

A______________brings together a small number of individuals to talk about a topic of interest to the researcher.

The success of the case analysis approach depends upon the researcher's ability to______________the diverse mass of information that is collected across cases.

Group interaction is the key aspect that distinguishes______________interviews from depth interviews.

When conducting depth interviews, the questions should be general.

Exploratory studies typically :

Exploratory studies are very inflexible with regard to methods.

In general, the first step in conducting exploratory research is to:

One of the major difficulties experienced with projective methods arises:

The goal of______________is to discover ideas and insights.

Which of the following is NOT one of the common projective method techniques?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters