Question 1

The goal of exploratory research is to discover facts and figures.

Accepted Answer

A) True 
 B)False

Question 2

The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined.

Accepted Answer

A) insights and ideas 
B) facts and figures 
C) buy-in and support 
D) definitive data 
E) tactical advantage 
A) insights and ideas 
B) facts and figures 
C) buy-in and support 
D) definitive data 
E) tactical advantage

Question 3

Benefits of focus groups include

Accepted Answer

A) ideas that can drop "out of the blue". 
B) snowballing ideas. 
C) more spontaneous responses than in one-on-one interviews. 
D) easy interpretation of responses. 
E) All of these choices are correct. 
A) ideas that can drop "out of the blue". 
B) snowballing ideas. 
C) more spontaneous responses than in one-on-one interviews. 
D) easy interpretation of responses. 
E) All of these choices are correct.

Question 4

You are the product manager for Buckstars Coffee,a nationally distributed brand.Buckstars 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 is

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 5

Which of the following statements about depth interviews in NOT true?

Accepted Answer

A) They are used to conduct exploratory research. 
B) They don't require a random sample. 
C) They are usually informal. 
D) They often yield a final,conclusive answer to the problem. 
E) All of these are correct. 
A) They are used to conduct exploratory research. 
B) They don't require a random sample. 
C) They are usually informal. 
D) They often yield a final,conclusive answer to the problem. 
E) All of these are correct.

Question 6

A hypothesis

Accepted Answer

A) is a broad,vague problem statement. 
B) cannot be discovered during research. 
C) is only found in causal research. 
D) is an educated guess about how two or more variables are related. 
E) does not have clear implications for testing the relationship between variables. 
A) is a broad,vague problem statement. 
B) cannot be discovered during research. 
C) is only found in causal research. 
D) is an educated guess about how two or more variables are related. 
E) does not have clear implications for testing the relationship between variables.

Question 7

Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.

Accepted Answer

A) True 
 B)False

Question 8

A weakness of focus groups has to do with how the results are

Accepted Answer

A) interpreted. 
B) gathered. 
C) used. 
D) All of these are correct. 
E) None of these are correct. 
A) interpreted. 
B) gathered. 
C) used. 
D) All of these are correct. 
E) None of these are correct.

The goal of exploratory research is to discover facts and figures.

The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined.

Benefits of focus groups include

Which of the following statements about depth interviews in NOT true?

A hypothesis

Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.

A weakness of focus groups has to do with how the results are

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

The goal of exploratory research is to discover facts and figures.

The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined.

Benefits of focus groups include

Which of the following statements about depth interviews in NOT true?

A hypothesis

Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.

A weakness of focus groups has to do with how the results are

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