Question 1

With any form of exploratory research,the usefulness of a technique for generating insights depends on the _____________ of the analysis.

Accepted Answer

A) depth and breadth 
B) subjectivity and maturity 
C) quality and objectivity 
D) cost and duration 
E) cause and effect 
A) depth and breadth 
B) subjectivity and maturity 
C) quality and objectivity 
D) cost and duration 
E) cause and effect C

Question 2

_______ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

Accepted Answer

A) Proactive 
B) Protective 
C) Pronounced 
D) Prolonged 
E) Projective 
A) Proactive 
B) Protective 
C) Pronounced 
D) Prolonged 
E) Projective E

Question 3

In case analysis,cases that reflect extremes of behavior are bad candidates for study.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following is one of the quickest and least costly ways to conduct exploratory research?

Accepted Answer

A) Focus group 
B) Data mining 
C) Benchmarking 
D) Literature search 
E) Case analysis 
A) Focus group 
B) Data mining 
C) Benchmarking 
D) Literature search 
E) Case analysis

Question 5

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

Accepted Answer

A) task force. 
B) guidance committee. 
C) experience group. 
D) focus group. 
E) development group. 
A) task force. 
B) guidance committee. 
C) experience group. 
D) focus group. 
E) development group.

Question 6

The key feature that distinguishes focus groups from depth interviews is

Accepted Answer

A) group interaction. 
B) the presence of a researcher. 
C) the expertise of the participant(s). 
D) the time required to do one. 
E) All of these are correct. 
A) group interaction. 
B) the presence of a researcher. 
C) the expertise of the participant(s). 
D) the time required to do one. 
E) All of these are correct.

Question 7

A technique for searching for statistical patterns in datasets is

Accepted Answer

A) ethnography 
B) benchmarking 
C) data mining 
D) projective methods 
E) case analyses 
A) ethnography 
B) benchmarking 
C) data mining 
D) projective methods 
E) case analyses

Question 8

Exploratory studies typically

Accepted Answer

A) consume most of the research budget. 
B) are large-scale and highly structured. 
C) are small-scale and flexible. 
D) All of these are correct. 
E) None of these are correct. 
A) consume most of the research budget. 
B) are large-scale and highly structured. 
C) are small-scale and flexible. 
D) All of these are correct. 
E) None of these are correct.

Question 9

Compare and contrast focus and nominal groups

Accepted Answer

Focus groups are moderator-led small gro

Question 10

Exploratory studies do not involve

Accepted Answer

A) the analysis of selected cases. 
B) probability sampling plans. 
C) experience surveys. 
D) good luck. 
E) a search of published statistics. 
A) the analysis of selected cases. 
B) probability sampling plans. 
C) experience surveys. 
D) good luck. 
E) a search of published statistics.

Question 11

Like focus groups,nominal groups are a terrific technique for generating new ideas.

Accepted Answer

A) True 
 B)False

Question 12

Research investigators often follow their intuition in an exploratory study.

Accepted Answer

A) True 
 B)False

Question 13

Capitol Brewing Inc.'s management is very concerned with declining sales of their major product,a dark ale,and has asked for help understanding the reasons.The most appropriate way to begin is with

Accepted Answer

A) causal research. 
B) descriptive research. 
C) exploratory research. 
D) exploratory and causal research. 
E) descriptive and causal research. 
A) causal research. 
B) descriptive research. 
C) exploratory research. 
D) exploratory and causal research. 
E) descriptive and causal research.

Question 14

In general,exploratory research is appropriate for any problem about which much is known.

Accepted Answer

A) True 
 B)False

Question 15

In general,the first step in conducting exploratory research is to

Accepted Answer

A) assemble a focus group. 
B) perform an experience survey. 
C) conduct a literature search. 
D) perform an analysis of selected cases. 
E) narrow a group of hypotheses to one specific hypothesis for investigation. 
A) assemble a focus group. 
B) perform an experience survey. 
C) conduct a literature search. 
D) perform an analysis of selected cases. 
E) narrow a group of hypotheses to one specific hypothesis for investigation.

Question 16

Finding answers and drawing conclusions is better left to more ______ research.

Accepted Answer

A) informal 
B) formal 
C) exploratory 
D) consumer 
E) scientific 
A) informal 
B) formal 
C) exploratory 
D) consumer 
E) scientific

Question 17

Focus group respondents are usually selected so that the group is relatively homogeneous.

Accepted Answer

A) True 
 B)False

Question 18

Candidates for depth interviews could include

Accepted Answer

A) current customers. 
B) members of the target market. 
C) executives and managers of the company. 
D) wholesalers and retailers. 
E) All of these are candidates for depth interviews. 
A) current customers. 
B) members of the target market. 
C) executives and managers of the company. 
D) wholesalers and retailers. 
E) All of these are candidates for depth interviews.

Question 19

Researchers can't afford to devote the bulk of the research budget to exploratory research.

Accepted Answer

A) True 
 B)False

Question 20

A hypothesis is a statement that specifies how two or more measurable variables are related.

Accepted Answer

A) True 
 B)False

With any form of exploratory research,the usefulness of a technique for generating insights depends on the _____________ of the analysis.

_______ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

In case analysis,cases that reflect extremes of behavior are bad candidates for study.

Which of the following is one of the quickest and least costly ways to conduct exploratory research?

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

The key feature that distinguishes focus groups from depth interviews is

A technique for searching for statistical patterns in datasets is

Exploratory studies typically

Compare and contrast focus and nominal groups

Exploratory studies do not involve

Like focus groups,nominal groups are a terrific technique for generating new ideas.

Research investigators often follow their intuition in an exploratory study.

Capitol Brewing Inc.'s management is very concerned with declining sales of their major product,a dark ale,and has asked for help understanding the reasons.The most appropriate way to begin is with

In general,exploratory research is appropriate for any problem about which much is known.

In general,the first step in conducting exploratory research is to

Finding answers and drawing conclusions is better left to more ______ research.

Focus group respondents are usually selected so that the group is relatively homogeneous.

Candidates for depth interviews could include

Researchers can't afford to devote the bulk of the research budget to exploratory research.

A hypothesis is a statement that specifies how two or more measurable variables are related.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 4: Exploratory Research

With any form of exploratory research,the usefulness of a technique for generating insights depends on the _____________ of the analysis.

_______ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

In case analysis,cases that reflect extremes of behavior are bad candidates for study.

Which of the following is one of the quickest and least costly ways to conduct exploratory research?

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

The key feature that distinguishes focus groups from depth interviews is

A technique for searching for statistical patterns in datasets is

Exploratory studies typically

Compare and contrast focus and nominal groups

Exploratory studies do not involve

Like focus groups,nominal groups are a terrific technique for generating new ideas.

Research investigators often follow their intuition in an exploratory study.

Capitol Brewing Inc.'s management is very concerned with declining sales of their major product,a dark ale,and has asked for help understanding the reasons.The most appropriate way to begin is with

In general,exploratory research is appropriate for any problem about which much is known.

In general,the first step in conducting exploratory research is to

Finding answers and drawing conclusions is better left to more ______ research.

Focus group respondents are usually selected so that the group is relatively homogeneous.

Candidates for depth interviews could include

Researchers can't afford to devote the bulk of the research budget to exploratory research.

A hypothesis is a statement that specifies how two or more measurable variables are related.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters