Question 1

Types of neuromarketing include neuroimaging,eye tracking,and facial coding.

Accepted Answer

A) True 
 B)False

Question 2

By using ________ and understanding the neuroscience behind it,marketing researchers hope to more accurately posit what consumers really want(which can be different from what they say they want),what appeals to them,and what drives them to buy.

Accepted Answer

A) neurofocusing 
B) neuroimaging 
C) cerebroimaging 
D) stimulus imaging 
A) neurofocusing 
B) neuroimaging 
C) cerebroimaging 
D) stimulus imaging

Question 3

The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.

Accepted Answer

A) True 
 B)False

Question 4

It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

Accepted Answer

A) True 
 B)False

Question 5

Mobile ethnography can be especially useful for documenting public behavior,such as waking up in the morning or administrating medical treatments.

Accepted Answer

A) True 
 B)False

Question 6

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

Accepted Answer

A) Transcripts cannot be captured in real time 
B) Observation of participants' body language is not possible 
C) Participants cannot physically inspect products or taste food items 
D) Participants can lose interest or become distracted 
A) Transcripts cannot be captured in real time 
B) Observation of participants' body language is not possible 
C) Participants cannot physically inspect products or taste food items 
D) Participants can lose interest or become distracted

Question 7

Focus group results are qualitative and not perfectly representative of the general population.

Accepted Answer

A) True 
 B)False

Question 8

________ are small groups of people brought together and guided through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

Accepted Answer

A) Experimental groups 
B) Focus groups 
C) Observation groups 
D) Control groups 
A) Experimental groups 
B) Focus groups 
C) Observation groups 
D) Control groups

Question 9

Netnography is used to examine the online interactions of individuals and communities on the Internet,as well as the relationships between people and electronics.

Accepted Answer

A) True 
 B)False

Question 10

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

Accepted Answer

A) online panels 
B) in-depth interviews(IDIs) 
C) online ethnographic research 
D) social media interactive research 
A) online panels 
B) in-depth interviews(IDIs) 
C) online ethnographic research 
D) social media interactive research

Question 11

The majority of marketing researchers have adopted mixed methods research,also known as pluralistic or hybrid research.

Accepted Answer

A) True 
 B)False

Question 12

The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.

Accepted Answer

A) True 
 B)False

Question 13

Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research,which is becoming increasingly unpopular in a number of research situations

Accepted Answer

A) True 
 B)False

Question 14

The Arizona Republic newspaper has used online focus groups for brainstorming,and the outcomes of these sessions are then used to devise online surveys.This is an example of:

Accepted Answer

A) Product research. 
B) Mixed methods research. 
C) Readership research. 
D) Media research. 
A) Product research. 
B) Mixed methods research. 
C) Readership research. 
D) Media research.

Question 15

Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Accepted Answer

A) True 
 B)False

Question 16

Neuromarketing is an emerging field that may offer additional ________ into consumer behavior.

Accepted Answer

A) quantitative insights 
B) brain science insights 
C) secondary research insights 
D) qualitative insights 
A) quantitative insights 
B) brain science insights 
C) secondary research insights 
D) qualitative insights

Question 17

Techniques in which phenomena of interest involving people,objects,and/or activities are systematically observed and documented is:

Accepted Answer

A) Observational research. 
B) Behavioral research. 
C) Mixed methods research. 
D) Product research. 
A) Observational research. 
B) Behavioral research. 
C) Mixed methods research. 
D) Product research.

Question 18

Which of the following is NOT a major disadvantage of observational research?

Accepted Answer

A) Generally small sample size,which may not be representative of the population 
B) Inability to determine consumers' motives,attitudes,and intentions 
C) Seeing what consumers actually do 
D) Subjective interpretation required to explain observed behavior 
A) Generally small sample size,which may not be representative of the population 
B) Inability to determine consumers' motives,attitudes,and intentions 
C) Seeing what consumers actually do 
D) Subjective interpretation required to explain observed behavior

Question 19

What are the focus group company principals often referred to as?

Accepted Answer

A) Qualitative research consultants 
B) Moderator consultants 
C) Quantitative research consultants 
D) Observation group consultants 
A) Qualitative research consultants 
B) Moderator consultants 
C) Quantitative research consultants 
D) Observation group consultants

Question 20

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

Accepted Answer

A) Focus groups 
B) Mail surveys 
C) In-depth interviews 
D) Online panels 
A) Focus groups 
B) Mail surveys 
C) In-depth interviews 
D) Online panels

Types of neuromarketing include neuroimaging,eye tracking,and facial coding.

By using ________ and understanding the neuroscience behind it,marketing researchers hope to more accurately posit what consumers really want(which can be different from what they say they want),what appeals to them,and what drives them to buy.

The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.

It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

Mobile ethnography can be especially useful for documenting public behavior,such as waking up in the morning or administrating medical treatments.

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

Focus group results are qualitative and not perfectly representative of the general population.

________ are small groups of people brought together and guided through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

Netnography is used to examine the online interactions of individuals and communities on the Internet,as well as the relationships between people and electronics.

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

The majority of marketing researchers have adopted mixed methods research,also known as pluralistic or hybrid research.

The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.

Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research,which is becoming increasingly unpopular in a number of research situations

The Arizona Republic newspaper has used online focus groups for brainstorming,and the outcomes of these sessions are then used to devise online surveys.This is an example of:

Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Neuromarketing is an emerging field that may offer additional ________ into consumer behavior.

Techniques in which phenomena of interest involving people,objects,and/or activities are systematically observed and documented is:

Which of the following is NOT a major disadvantage of observational research?

What are the focus group company principals often referred to as?

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Research Design

Secondary Data & Packaged Information

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

Types of neuromarketing include neuroimaging,eye tracking,and facial coding.

By using ________ and understanding the neuroscience behind it,marketing researchers hope to more accurately posit what consumers really want(which can be different from what they say they want),what appeals to them,and what drives them to buy.

The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.

It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.

Mobile ethnography can be especially useful for documenting public behavior,such as waking up in the morning or administrating medical treatments.

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

Focus group results are qualitative and not perfectly representative of the general population.

________ are small groups of people brought together and guided through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

Netnography is used to examine the online interactions of individuals and communities on the Internet,as well as the relationships between people and electronics.

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

The majority of marketing researchers have adopted mixed methods research,also known as pluralistic or hybrid research.

The rule is to hold as many focus groups as it takes to reach a saturation point in terms of gaining new information.

Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research,which is becoming increasingly unpopular in a number of research situations

The Arizona Republic newspaper has used online focus groups for brainstorming,and the outcomes of these sessions are then used to devise online surveys.This is an example of:

Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Neuromarketing is an emerging field that may offer additional ________ into consumer behavior.

Techniques in which phenomena of interest involving people,objects,and/or activities are systematically observed and documented is:

Which of the following is NOT a major disadvantage of observational research?

What are the focus group company principals often referred to as?

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Research Design

Secondary Data & Packaged Information

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters