Question 1

Which of the following about the word-association and sentence-completion methods is FALSE?

Accepted Answer

A)  Both are structured in regard to presenting the stimuli and are unstructured in regard to the response. 
B)  The degree of structure associated with these methods tends to substantially reduce the coding problems of unstructured methods. 
C)  Sentence-completion in comparison to word-association has the advantage in that the respondent can be provided with a more directed stimulus. 
D)  Both are examples of unstructured-undisguised questioning. 
E)  Both are examples of projective techniques. 
A)  Both are structured in regard to presenting the stimuli and are unstructured in regard to the response. 
B)  The degree of structure associated with these methods tends to substantially reduce the coding problems of unstructured methods. 
C)  Sentence-completion in comparison to word-association has the advantage in that the respondent can be provided with a more directed stimulus. 
D)  Both are examples of unstructured-undisguised questioning. 
E)  Both are examples of projective techniques. B

Question 2

An experience survey

Accepted Answer

A)  tries to get an accurate picture of current practice. 
B)  should contact all people who possess some knowledge of the general subject. 
C)  should use a probability sample. 
D)  should use a selected sample of people who might be familiar with the industry or problem. 
E)  should sample selectively from the same homogeneous group. 
A)  tries to get an accurate picture of current practice. 
B)  should contact all people who possess some knowledge of the general subject. 
C)  should use a probability sample. 
D)  should use a selected sample of people who might be familiar with the industry or problem. 
E)  should sample selectively from the same homogeneous group. D

Question 3

An experience survey

Accepted Answer

A)  requires interviewing only those people with a great amount of experience or knowledge. 
B)  is designed to obtain an accurate picture of current practices. 
C)  requires the researcher to contact all possible sources of information. 
D)  should be conducted in a formal, structure manner. 
E)  should emphasize developing tentative explanations. 
A)  requires interviewing only those people with a great amount of experience or knowledge. 
B)  is designed to obtain an accurate picture of current practices. 
C)  requires the researcher to contact all possible sources of information. 
D)  should be conducted in a formal, structure manner. 
E)  should emphasize developing tentative explanations. E

Question 4

Which of the following is FALSE?

Accepted Answer

A)  In behavioral observation the observer can be an advantage and a disadvantage. 
B)  Undisguised observation can be made directly or indirectly, but disguised observation can only be made directly. 
C)  The pantry audit is an example of an indirect method of observation. 
D)  An advantage of an observation in an artificial situation over one in a natural situation is that it can be contrived at convenient times and places and can be set up so as to yield observations of the type desired. 
E)  Observation is more limited than communication in the types of data it can secure. 
A)  In behavioral observation the observer can be an advantage and a disadvantage. 
B)  Undisguised observation can be made directly or indirectly, but disguised observation can only be made directly. 
C)  The pantry audit is an example of an indirect method of observation. 
D)  An advantage of an observation in an artificial situation over one in a natural situation is that it can be contrived at convenient times and places and can be set up so as to yield observations of the type desired. 
E)  Observation is more limited than communication in the types of data it can secure.

Question 5

Research designs

Accepted Answer

A)  should be relevant to the decision problem. 
B)  should use economical procedures. 
C)  are standardized into three formats. 
D)  a and b. 
E)  a, b, and c. 
A)  should be relevant to the decision problem. 
B)  should use economical procedures. 
C)  are standardized into three formats. 
D)  a and b. 
E)  a, b, and c.

Question 6

Which of the following is TRUE?

Accepted Answer

A)  In exploratory research, the major emphasis is on determining the frequency with which the phenomenon occur together, e.g. sex of driver with frequency of accidents. 
B)  A study aimed at making predictions such as the number of college students who are likely to go on to graduate school is an exploratory study. 
C)  It is generally true that in an exploratory study, cases that provide sharp contrasts or have striking features are most useful. 
D)  The estimation of the proportion of people who behave in a certain way, e.g. proportion of college students who smoke, is an example of an exploratory study. 
E)  They are all true. 
A)  In exploratory research, the major emphasis is on determining the frequency with which the phenomenon occur together, e.g. sex of driver with frequency of accidents. 
B)  A study aimed at making predictions such as the number of college students who are likely to go on to graduate school is an exploratory study. 
C)  It is generally true that in an exploratory study, cases that provide sharp contrasts or have striking features are most useful. 
D)  The estimation of the proportion of people who behave in a certain way, e.g. proportion of college students who smoke, is an example of an exploratory study. 
E)  They are all true.

Question 7

An experience survey

Accepted Answer

A)  should contact all people who possess some knowledge of the general subject. 
B)  should emphasize developing tentative explanations. 
C)  should sample selectively from the same homogenous group. 
D)  should be conducted in an informal, unstructured manner. 
E)  b and d. 
A)  should contact all people who possess some knowledge of the general subject. 
B)  should emphasize developing tentative explanations. 
C)  should sample selectively from the same homogenous group. 
D)  should be conducted in an informal, unstructured manner. 
E)  b and d.

Question 8

Which of the following is TRUE?

Accepted Answer

A)  When using structured-undisguised questionnaires, the researcher presents the subjects with an initial stimulus which necessarily varies across subjects. 
B)  The depth interview is an example of the use of an unstructured-disguised questionnaire. 
C)  An unstructured-disguised communication method might be useful for getting at respondents' feelings about sensitive issues. 
D)  a and c. 
E)  b and c. 
A)  When using structured-undisguised questionnaires, the researcher presents the subjects with an initial stimulus which necessarily varies across subjects. 
B)  The depth interview is an example of the use of an unstructured-disguised questionnaire. 
C)  An unstructured-disguised communication method might be useful for getting at respondents' feelings about sensitive issues. 
D)  a and c. 
E)  b and c.

Question 9

In an experience survey

Accepted Answer

A)  the respondents are able to choose the factors to be discussed. 
B)  the emphasis is on developing tentative explanations. 
C)  the emphasis is not on demonstrating that an explanation is the primary explanation. 
D)  the interviews are unstructured and informal. 
E)  all of the above are true. 
A)  the respondents are able to choose the factors to be discussed. 
B)  the emphasis is on developing tentative explanations. 
C)  the emphasis is not on demonstrating that an explanation is the primary explanation. 
D)  the interviews are unstructured and informal. 
E)  all of the above are true.

Question 10

Focus group weaknesses include

Accepted Answer

A)  difficult to moderate the session. 
B)  responses are not representative of general population. 
C)  ideas never thought of before may be discovered during the session. 
D)  a and b. 
E)  a and c. 
A)  difficult to moderate the session. 
B)  responses are not representative of general population. 
C)  ideas never thought of before may be discovered during the session. 
D)  a and b. 
E)  a and c.

Question 11

You are product manager for Brand X coffee, a nationally distributed brand. Brand X has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy would be

Accepted Answer

A)  an experimental study. 
B)  a field experiment followed by an exploratory study. 
C)  an experimental study followed by a descriptive study. 
D)  an exploratory study. 
E)  a descriptive study involving a field survey of actual and potential customers. 
A)  an experimental study. 
B)  a field experiment followed by an exploratory study. 
C)  an experimental study followed by a descriptive study. 
D)  an exploratory study. 
E)  a descriptive study involving a field survey of actual and potential customers.

Question 12

Firms conducting a focus group

Accepted Answer

A)  attempt to develop relatively homogeneous groups. 
B)  attempt to develop relatively heterogeneous groups. 
C)  heavily recruit previous focus group members. 
D)  a and c. 
E)  b and c. 
A)  attempt to develop relatively homogeneous groups. 
B)  attempt to develop relatively heterogeneous groups. 
C)  heavily recruit previous focus group members. 
D)  a and c. 
E)  b and c.

Question 13

Focus groups consist of eight to twelve members because

Accepted Answer

A)  moderators typically cannot control larger groups. 
B)  smaller groups are often dominated by one or two members. 
C)  in larger groups, individuals have to wait to speak. 
D)  a and c. 
E)  b and c. 
A)  moderators typically cannot control larger groups. 
B)  smaller groups are often dominated by one or two members. 
C)  in larger groups, individuals have to wait to speak. 
D)  a and c. 
E)  b and c.

Question 14

In marketing a respondent's interpretation of a Thematic Apperception Test is used to interpret the individual's

Accepted Answer

A)  personality. 
B)  intentions. 
C)  behavior. 
D)  awareness. 
E)  attitudes. 
A)  personality. 
B)  intentions. 
C)  behavior. 
D)  awareness. 
E)  attitudes.

Question 15

Which of the following statements is TRUE of focus groups?

Accepted Answer

A)  The sessions are easy to moderate. 
B)  It is difficult to support a preconceived position because focus group members have different attitudes on most subjects. 
C)  The results of sessions are representative of the general population. 
D)  Coding, tabulation, and analysis of responses is difficult in comparison to a written survey. 
E)  They are all true. 
A)  The sessions are easy to moderate. 
B)  It is difficult to support a preconceived position because focus group members have different attitudes on most subjects. 
C)  The results of sessions are representative of the general population. 
D)  Coding, tabulation, and analysis of responses is difficult in comparison to a written survey. 
E)  They are all true.

Question 16

The ____ is a device that provides the researcher timing control over a visual stimulus.

Accepted Answer

A)  galvanometer 
B)  eye camera 
C)  tachistoscope 
D)  videocart 
E)  none of the above 
A)  galvanometer 
B)  eye camera 
C)  tachistoscope 
D)  videocart 
E)  none of the above

Question 17

The Thematic Apperception Test is:

Accepted Answer

A)  a series of copyrighted pictures. 
B)  an example of verbal association techniques. 
C)  an example of a story-telling technique. 
D)  a and c above. 
E)  a and b above. 
A)  a series of copyrighted pictures. 
B)  an example of verbal association techniques. 
C)  an example of a story-telling technique. 
D)  a and c above. 
E)  a and b above.

Question 18

Which is not true of exploratory research (circle one):

Accepted Answer

A) it is best followed up with descriptive and/or causal research 
B) it may be comprised of focus groups or interviews 
C) it may be comprised of open-ended questions on surveys 
D) it can be used to shape the design of surveys 
E) it is often sufficient for a manager's marketplace decisions 
A) it is best followed up with descriptive and/or causal research 
B) it may be comprised of focus groups or interviews 
C) it may be comprised of open-ended questions on surveys 
D) it can be used to shape the design of surveys 
E) it is often sufficient for a manager's marketplace decisions

Question 19

The experience survey is a procedure most appropriate for

Accepted Answer

A)  exploratory studies. 
B)  descriptive studies. 
C)  laboratory experimentation. 
D)  field experimentation. 
E)  computer simulation. 
A)  exploratory studies. 
B)  descriptive studies. 
C)  laboratory experimentation. 
D)  field experimentation. 
E)  computer simulation.

Question 20

Which of the following statements is FALSE?

Accepted Answer

A)  Marketing research studies employing the exploratory strategy generally have as a starting point a hypothesis specifying relationships between variables. 
B)  Exploratory research may generally be considered the step that defines the problem. 
C)  Exploratory research is characterized by lack of a prespecified formal design. 
D)  Descriptive studies involve the examination of one or more hypotheses. 
E)  Descriptive studies are rather demanding in terms of the decisions that must be made before data collection begins. 
A)  Marketing research studies employing the exploratory strategy generally have as a starting point a hypothesis specifying relationships between variables. 
B)  Exploratory research may generally be considered the step that defines the problem. 
C)  Exploratory research is characterized by lack of a prespecified formal design. 
D)  Descriptive studies involve the examination of one or more hypotheses. 
E)  Descriptive studies are rather demanding in terms of the decisions that must be made before data collection begins.

Exam 4: Research Design, Exploratory Research, and Qualitative Data

Which of the following about the word-association and sentence-completion methods is FALSE?

An experience survey

An experience survey

Which of the following is FALSE?

Research designs

Which of the following is TRUE?

An experience survey

Which of the following is TRUE?

In an experience survey

Focus group weaknesses include

Firms conducting a focus group

Focus groups consist of eight to twelve members because

In marketing a respondent's interpretation of a Thematic Apperception Test is used to interpret the individual's

Which of the following statements is TRUE of focus groups?

The ____ is a device that provides the researcher timing control over a visual stimulus.

The Thematic Apperception Test is:

Which is not true of exploratory research (circle one):

The experience survey is a procedure most appropriate for

Which of the following statements is FALSE?

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Attitude Measurement

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Appendix: More Multivariate Statistical Techniques

The Research Report

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