Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

It is believed that the stimulation of the group situation in a focus group makes new ideas and more meaningful answers possible.

Accepted Answer

A) True 
 B)False

Question 3

Telephonic interviews do not require experienced and intelligent interviewers

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

A focus group moderator should avoid the use of jargon or technical terms when dealing with an unsophisticated group.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is not true about projective techniques?

Accepted Answer

A) They are used in clinical motivation research studies. 
B) They present the respondent with an ambiguous, unstructured object, activity, or person. 
C) They require that an interviewer be able to project himself or herself into the respondent's situation. 
D) They are often used in conjunction with individual nondirective interviews. 
E) None of the above are true. 
A) They are used in clinical motivation research studies. 
B) They present the respondent with an ambiguous, unstructured object, activity, or person. 
C) They require that an interviewer be able to project himself or herself into the respondent's situation. 
D) They are often used in conjunction with individual nondirective interviews. 
E) None of the above are true.

Question 9

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

Accepted Answer

A) True 
 B)False

Question 10

The small samples used in focus group research may be relied upon for decision making when the samples are carefully chosen to be representative of the population.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Planning the agenda, recruiting, moderating, analyzing, and interpreting are all steps to conducting

Accepted Answer

A) projective techniques. 
B) Thematic Apperception Tests. 
C) focus group research. 
D) nondirective interviewing. 
E) Thematic Apperception Tests and focus group research. 
A) projective techniques. 
B) Thematic Apperception Tests. 
C) focus group research. 
D) nondirective interviewing. 
E) Thematic Apperception Tests and focus group research.

Question 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

Observation methods $ \bar{x} $

Accepted Answer

A) may supplement other research methods. 
B) may be the only way to collect the needed data. 
C) may be the cheapest way to collect behavior data. 
D) may be the most accurate way to collect behavior data. 
E) all of these. 
A) may supplement other research methods. 
B) may be the only way to collect the needed data. 
C) may be the cheapest way to collect behavior data. 
D) may be the most accurate way to collect behavior data. 
E) all of these.

Question 16

A major method of descriptive research is

Accepted Answer

A) focus groups 
B) experiments 
C) depth of interviews 
D) observation 
A) focus groups 
B) experiments 
C) depth of interviews 
D) observation

Question 17

Which of the following information should the interviewer posses prior to conducting the interview?

Accepted Answer

A) Background details of the company being studied 
B) Research objective s) 
C) Terminologies likely to be encountered 
D) All of the above 
A) Background details of the company being studied 
B) Research objective s) 
C) Terminologies likely to be encountered 
D) All of the above

Question 18

The interviewers should be well trained to listen and record responses in verbatim.

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

Accepted Answer

A) True 
 B)False

Exam 8: Information Collection: Qualitative and Observational Methods

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

It is believed that the stimulation of the group situation in a focus group makes new ideas and more meaningful answers possible.

Telephonic interviews do not require experienced and intelligent interviewers

The moderator of a focus group should

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

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

A focus group moderator should avoid the use of jargon or technical terms when dealing with an unsophisticated group.

Which of the following is not true about projective techniques?

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

The small samples used in focus group research may be relied upon for decision making when the samples are carefully chosen to be representative of the population.

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

Planning the agenda, recruiting, moderating, analyzing, and interpreting are all steps to conducting

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

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

Observation methods xˉ \bar{x} xˉ

A major method of descriptive research is

Which of the following information should the interviewer posses prior to conducting the interview?

The interviewers should be well trained to listen and record responses in verbatim.

Cameras and traffic counters are used for

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

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

Ttitude Measurement

Signing the Questionnaire

Xperimentation

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

Iscriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

Filters

Observation methods $\bar{x}$