Question 1

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

Accepted Answer

A) experiments 
B) quantitative surveys 
C) panels 
D) conversation interviews 
E) depth interviews 
A) experiments 
B) quantitative surveys 
C) panels 
D) conversation interviews 
E) depth interviews E

Question 3

According to the text, the typical focus group costs the client about $4,500.

Accepted Answer

A) True 
 B)False  False

Question 4

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Accepted Answer

A) True 
 B)False

Question 5

Traditional focus groups are much less expensive to conduct than online focus groups.

Accepted Answer

A) True 
 B)False

Question 6

Disadvantages of focus groups include all of the following EXCEPT ________.

Accepted Answer

A) tendency to regard findings as conclusive 
B) difficulty in moderating focus groups 
C) completely skilled moderators are rare 
D) coding, analysis, and interpretation are difficult 
E) respondents are generally spontaneous 
A) tendency to regard findings as conclusive 
B) difficulty in moderating focus groups 
C) completely skilled moderators are rare 
D) coding, analysis, and interpretation are difficult 
E) respondents are generally spontaneous

Question 7

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

Accepted Answer

A) word association 
B) sentence completion 
C) story completion 
D) role playing 
E) piecewise thought-listing 
A) word association 
B) sentence completion 
C) story completion 
D) role playing 
E) piecewise thought-listing

Question 8

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Accepted Answer

A) quantitative; qualitative 
B) observational; qualitative 
C) qualitative; quantitative 
D) descriptive; observational 
E) partial; total 
A) quantitative; qualitative 
B) observational; qualitative 
C) qualitative; quantitative 
D) descriptive; observational 
E) partial; total

Question 9

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A) True 
 B)False

Question 10

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A) True 
 B)False

Question 11

Sentence completion can be extended to ________.

Accepted Answer

A) paragraph completion 
B) word association 
C) cartoon test 
D) means-end chaining 
E) laddering 
A) paragraph completion 
B) word association 
C) cartoon test 
D) means-end chaining 
E) laddering

Question 12

Qualitative research procedures are classified as either direct or indirect.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Accepted Answer

A) word association technique 
B) picture response technique 
C) cartoon test 
D) third person technique 
E) B and C 
A) word association technique 
B) picture response technique 
C) cartoon test 
D) third person technique 
E) B and C

Question 14

________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.

Accepted Answer

A) Evaluation techniques 
B) Sentence completion techniques 
C) Construction techniques 
D) Expressive techniques 
E) Detail techniques 
A) Evaluation techniques 
B) Sentence completion techniques 
C) Construction techniques 
D) Expressive techniques 
E) Detail techniques

Question 15

According to the text, the typical duration of a focus group is less than an hour.

Accepted Answer

A) True 
 B)False

Question 16

The evaluation technique is a popular form of qualitative research.

Accepted Answer

A) True 
 B)False

Question 17

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

Accepted Answer

A) qualitative research 
B) quantitative research 
C) statistical research 
D) hypothetical research 
E) lead research 
A) qualitative research 
B) quantitative research 
C) statistical research 
D) hypothetical research 
E) lead research

Question 18

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A) association technique 
B) picture response technique 
C) construction technique 
D) expressive technique 
E) evaluation technique 
A) association technique 
B) picture response technique 
C) construction technique 
D) expressive technique 
E) evaluation technique

Question 19

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is recognized as the most important qualitative research procedure?

Accepted Answer

A) focus group 
B) depth interview 
C) quantitative survey 
D) experiment 
E) projective technique 
A) focus group 
B) depth interview 
C) quantitative survey 
D) experiment 
E) projective technique

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

According to the text, the typical focus group costs the client about $4,500.

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Traditional focus groups are much less expensive to conduct than online focus groups.

Disadvantages of focus groups include all of the following EXCEPT ________.

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

In contrast to research, the findings of research should be treated as tentative and are not used to recommend a final course of action.

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Sentence completion can be extended to ________.

Qualitative research procedures are classified as either direct or indirect.

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.

According to the text, the typical duration of a focus group is less than an hour.

The evaluation technique is a popular form of qualitative research.

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Which of the following is recognized as the most important qualitative research procedure?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 4: Qualitative Research

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

According to the text, the typical focus group costs the client about $4,500.

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Traditional focus groups are much less expensive to conduct than online focus groups.

Disadvantages of focus groups include all of the following EXCEPT ________.

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Sentence completion can be extended to ________.

Qualitative research procedures are classified as either direct or indirect.

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.

According to the text, the typical duration of a focus group is less than an hour.

The evaluation technique is a popular form of qualitative research.

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Which of the following is recognized as the most important qualitative research procedure?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

In contrast to research, the findings of research should be treated as tentative and are not used to recommend a final course of action.