Question 1

Semi structured interviewing techniques allow for the follow-up of unexpected information or attitudes.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The dominant mode of interviewing within the last decade is

Accepted Answer

A) personal interviewing 
B) telephone interviewing 
C) mail survey 
D) focus group studies 
E) there has been no one dominant method 
A) personal interviewing 
B) telephone interviewing 
C) mail survey 
D) focus group studies 
E) there has been no one dominant method

Question 4

When the researcher is interested in two market segments, such as working and nonworking women, a good rule of thumb is to limit a focus group series to two groups.

Accepted Answer

A) True 
 B)False

Question 5

The Thematic Appreciation Test TAT) is

Accepted Answer

A) an example of word associated technique 
B) an example of third person technique 
C) an example of a completion test 
D) an example of picture interpretation 
E) an example of none of the above 
A) an example of word associated technique 
B) an example of third person technique 
C) an example of a completion test 
D) an example of picture interpretation 
E) an example of none of the above

Question 6

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 7

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 8

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 9

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 10

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

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

Which of the following is an acceptable use of qualitative research?

Accepted Answer

A) Pretesting structured questionnaires 
B) Learning the vocabulary of consumers 
C) Educating the researcher to an unfamiliar environment 
D) Suggesting hypotheses to be tested in subsequent research 
E) All of these are acceptable uses of qualitative research. 
A) Pretesting structured questionnaires 
B) Learning the vocabulary of consumers 
C) Educating the researcher to an unfamiliar environment 
D) Suggesting hypotheses to be tested in subsequent research 
E) All of these are acceptable uses of qualitative research.

Question 13

Observational methods explore the reason behind past behavior.

Accepted Answer

A) True 
 B)False

Question 14

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

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

Interacting with customers on an individual basis is more likely to elicit more detailed and useful information than in a focus group setting.

Accepted Answer

A) True 
 B)False

Question 17

____________ focus groups are used on the premise that a person's true motivations and feelings are subconscious in nature.

Accepted Answer

A) Exploratory 
B) Experiencing 
C) Clinical 
D) Traditional 
E) Electronic 
A) Exploratory 
B) Experiencing 
C) Clinical 
D) Traditional 
E) Electronic

Question 18

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

Accepted Answer

A) True 
 B)False

Question 19

If a researcher is faced with a sample that is widely dispersed geographically and is limited in budget, the most appropriate survey method would be

Accepted Answer

A) telephone interview 
B) mail interview 
C) personal interview 
D) focus group 
E) none of the above 
A) telephone interview 
B) mail interview 
C) personal interview 
D) focus group 
E) none of the above

Question 20

Which of the following is not an approach used to collect nonovert primary data ?

Accepted Answer

A) retail store audit 
B) "garbage research" 
C) randomized response technique 
D) psychogalvanometers 
E) none of the above 
A) retail store audit 
B) "garbage research" 
C) randomized response technique 
D) psychogalvanometers 
E) none of the above

Exam 8: Information Collection: Qualitative and Observational Methods

Semi structured interviewing techniques allow for the follow-up of unexpected information or attitudes.

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

The dominant mode of interviewing within the last decade is

When the researcher is interested in two market segments, such as working and nonworking women, a good rule of thumb is to limit a focus group series to two groups.

The Thematic Appreciation Test TAT) is

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.

Semistructured interviews

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

Behavior recording devices include all of the following except

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

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.

Which of the following is an acceptable use of qualitative research?

Observational methods explore the reason behind past behavior.

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

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

Interacting with customers on an individual basis is more likely to elicit more detailed and useful information than in a focus group setting.

____________ focus groups are used on the premise that a person's true motivations and feelings are subconscious in nature.

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

If a researcher is faced with a sample that is widely dispersed geographically and is limited in budget, the most appropriate survey method would be

Which of the following is not an approach used to collect nonovert primary data ?

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

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