Question 1

In terms of conclusive research,data on _______________ are among the most sought-after respondent data in marketing research.

Accepted Answer

A)  past behavior 
B)  current behavior 
C)  attitudes 
D)  respondent characteristics 
A)  past behavior 
B)  current behavior 
C)  attitudes 
D)  respondent characteristics C

Question 2

To provide a good mixture of people,a focus group should consist of various age groups,races,and economic backgrounds of people.

Accepted Answer

A) True 
 B)False  False

Question 3

Focus groups can be used for all of the following except

Accepted Answer

A)  to eliminate extraneous variables 
B)  to understand emotional reactions to brands 
C)  to interpret previously obtained quantitative results 
D)  to generate ideas for new creative concepts 
A)  to eliminate extraneous variables 
B)  to understand emotional reactions to brands 
C)  to interpret previously obtained quantitative results 
D)  to generate ideas for new creative concepts A

Question 4

Careful screening of respondents is essential to the success of the focus group.Screening criteria include all of the following except

Accepted Answer

A)  respondents with direct experience with the object or issue being discussed should not be included 
B)  respondents who have participated in the recent past should not be included 
C)  respondents who are participating only for the money should be avoided 
D)  respondents who have a relative or friend already in the group should not be used 
A)  respondents with direct experience with the object or issue being discussed should not be included 
B)  respondents who have participated in the recent past should not be included 
C)  respondents who are participating only for the money should be avoided 
D)  respondents who have a relative or friend already in the group should not be used

Question 5

What skills should a moderator of a focus group possess?

Accepted Answer

Skills should include:
1)combination of

Question 6

Respondent data can be classified into three types: past behavior,attitudes,and future behavior.

Accepted Answer

A) True 
 B)False

Question 7

What is an experience survey,and when would it be used?

Accepted Answer

The experience survey is a type of depth

Question 8

_______________ observation refers to whether or not respondents are aware they are being observed.

Accepted Answer

A)  Natural or contrived 
B)  Disguised or undisguised 
C)  Structured or unstructured 
D)  Direct or indirect 
A)  Natural or contrived 
B)  Disguised or undisguised 
C)  Structured or unstructured 
D)  Direct or indirect

Question 9

When evaluating which communication approach best meets the needs of a research project,all of the following criteria are relevant except

Accepted Answer

A)  versatility 
B)  cost 
C)  knowledge of respondents 
D)  quantity of data 
A)  versatility 
B)  cost 
C)  knowledge of respondents 
D)  quantity of data

Question 10

Synergism,one of the advantages of focus group interviews,refers to which of the following:

Accepted Answer

A)  Ideas are generated spontaneously. 
B)  Ideas are freely expressed by group members. 
C)  Ideas are more likely to be expressed once the general level of excitement over the topic increases. 
D)  A wider range of information is expressed as a group than accumulation of separate individual responses. 
A)  Ideas are generated spontaneously. 
B)  Ideas are freely expressed by group members. 
C)  Ideas are more likely to be expressed once the general level of excitement over the topic increases. 
D)  A wider range of information is expressed as a group than accumulation of separate individual responses.

Question 11

The person who leads and manages the focus group session is called a facilitator.

Accepted Answer

A) True 
 B)False

Question 12

Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.

Accepted Answer

A) True 
 B)False

Question 13

The potential for bias as a result of the interviewing process is reduced if communication techniques are used.

Accepted Answer

A) True 
 B)False

Question 14

Discuss the characteristics of qualitative research.

Accepted Answer

Characteristics include:
1.small conveni

Question 15

The _______________ survey is a type of depth interview where the researcher is interested in the views of a selective cross section of people associated with the research problem.

Accepted Answer

A)  client-participant 
B)  extra-deep 
C)  preferred participant 
D)  experience 
A)  client-participant 
B)  extra-deep 
C)  preferred participant 
D)  experience

Question 16

Structured observation is more appropriate for exploratory research while unstructured observation is more appropriate for conclusive research.

Accepted Answer

A) True 
 B)False

Question 17

Relationships in a qualitative data matrix from a focus group can be identified and explored with

Accepted Answer

A)  linear regression 
B)  conjoint analysis 
C)  segmentation analysis 
D)  cross-tabulations of variables 
A)  linear regression 
B)  conjoint analysis 
C)  segmentation analysis 
D)  cross-tabulations of variables

Question 18

The most versatile of the four communication methods is

Accepted Answer

A)  personal interviews 
B)  telephone interviews 
C)  mail interviews 
D)  Internet-based methods 
A)  personal interviews 
B)  telephone interviews 
C)  mail interviews 
D)  Internet-based methods

Question 19

The largest application of online marketing research analysis is for

Accepted Answer

A)  propensity matching 
B)  customer surveys 
C)  neuromarketing 
D)  metadata analysis 
A)  propensity matching 
B)  customer surveys 
C)  neuromarketing 
D)  metadata analysis

Question 20

For consumer goods research,the focus group should be

Accepted Answer

A)  4 or 5 individuals 
B)  6 or 7 individuals 
C)  between 8 and 12 individuals 
D)  between 13 and 15 individuals 
A)  4 or 5 individuals 
B)  6 or 7 individuals 
C)  between 8 and 12 individuals 
D)  between 13 and 15 individuals

In terms of conclusive research,data on _______________ are among the most sought-after respondent data in marketing research.

To provide a good mixture of people,a focus group should consist of various age groups,races,and economic backgrounds of people.

Focus groups can be used for all of the following except

Careful screening of respondents is essential to the success of the focus group.Screening criteria include all of the following except

What skills should a moderator of a focus group possess?

Respondent data can be classified into three types: past behavior,attitudes,and future behavior.

What is an experience survey,and when would it be used?

_______________ observation refers to whether or not respondents are aware they are being observed.

When evaluating which communication approach best meets the needs of a research project,all of the following criteria are relevant except

Synergism,one of the advantages of focus group interviews,refers to which of the following:

The person who leads and manages the focus group session is called a facilitator.

Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.

The potential for bias as a result of the interviewing process is reduced if communication techniques are used.

Discuss the characteristics of qualitative research.

The _______________ survey is a type of depth interview where the researcher is interested in the views of a selective cross section of people associated with the research problem.

Structured observation is more appropriate for exploratory research while unstructured observation is more appropriate for conclusive research.

Relationships in a qualitative data matrix from a focus group can be identified and explored with

The most versatile of the four communication methods is

The largest application of online marketing research analysis is for

For consumer goods research,the focus group should be

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters

Exam 5: Data Collection: Exploratory and Conclusive Research

In terms of conclusive research,data on _______________ are among the most sought-after respondent data in marketing research.

To provide a good mixture of people,a focus group should consist of various age groups,races,and economic backgrounds of people.

Focus groups can be used for all of the following except

Careful screening of respondents is essential to the success of the focus group.Screening criteria include all of the following except

What skills should a moderator of a focus group possess?

Respondent data can be classified into three types: past behavior,attitudes,and future behavior.

What is an experience survey,and when would it be used?

_______________ observation refers to whether or not respondents are aware they are being observed.

When evaluating which communication approach best meets the needs of a research project,all of the following criteria are relevant except

Synergism,one of the advantages of focus group interviews,refers to which of the following:

The person who leads and manages the focus group session is called a facilitator.

Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.

The potential for bias as a result of the interviewing process is reduced if communication techniques are used.

Discuss the characteristics of qualitative research.

The _______________ survey is a type of depth interview where the researcher is interested in the views of a selective cross section of people associated with the research problem.

Structured observation is more appropriate for exploratory research while unstructured observation is more appropriate for conclusive research.

Relationships in a qualitative data matrix from a focus group can be identified and explored with

The most versatile of the four communication methods is

The largest application of online marketing research analysis is for

For consumer goods research,the focus group should be

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters