Question 1

Which of the following statements is not a disadvantage of online focus groups?

Accepted Answer

A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. 
B) It can be difficult to verify that a respondent is a member of a target group. 
C) Only audio and visual stimuli can be tested. 
D) Only people that have and know how to use a computer can participate. 
A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. 
B) It can be difficult to verify that a respondent is a member of a target group. 
C) Only audio and visual stimuli can be tested. 
D) Only people that have and know how to use a computer can participate. A

Question 2

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Accepted Answer

A) depth interview 
B) projective technique 
C) association technique 
D) focus group 
A) depth interview 
B) projective technique 
C) association technique 
D) focus group D

Question 3

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed is called a ________.

Accepted Answer

A) two-way focus group 
B) dueling-moderator group 
C) dual-moderator group 
D) respondent-moderator group 
A) two-way focus group 
B) dueling-moderator group 
C) dual-moderator group 
D) respondent-moderator group C

Question 4

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

Accepted Answer

The differences in the two methodologies

Question 5

Qualitative research may reveal the differences between the foreign and domestic markets.

Accepted Answer

A) True 
 B)False

Question 6

Which of the situations mentioned below is not suitable for online focus groups?

Accepted Answer

A) highly emotional issues 
B) companies that use the Internet to sell products or services and want to either gain market share or gather intelligence 
C) corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity 
D) none of the above 
A) highly emotional issues 
B) companies that use the Internet to sell products or services and want to either gain market share or gather intelligence 
C) corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity 
D) none of the above

Question 7

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Accepted Answer

A) True 
 B)False

Question 8

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is not true about "show and tell" focus groups?

Accepted Answer

A) Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous. 
B) They provide the needed insight into the core values boomers hold close to their hearts. 
C) Participants bring in three or four items that represent their ideal environment. 
D) Group discussion is centered on the items brought in for "show and tell." 
A) Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous. 
B) They provide the needed insight into the core values boomers hold close to their hearts. 
C) Participants bring in three or four items that represent their ideal environment. 
D) Group discussion is centered on the items brought in for "show and tell."

Question 9

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.

Accepted Answer

A) Hidden issue questioning 
B) Symbolic analysis 
C) Laddering 
D) None of the above 
A) Hidden issue questioning 
B) Symbolic analysis 
C) Laddering 
D) None of the above

Question 10

The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

Accepted Answer

A) True 
 B)False

Question 11

Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques.

Accepted Answer

A) True 
 B)False

Question 12

Online focus group participants don't have the potential to be distracted by external stimuli.

Accepted Answer

A) True 
 B)False

Question 13

Participants in online focus groups receive a time, a URL, a room name, and a password via e-mail.

Accepted Answer

A) True 
 B)False

Question 14

A(n)________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

Accepted Answer

A) projective technique 
B) focus group 
C) association technique 
D) depth interview 
A) projective technique 
B) focus group 
C) association technique 
D) depth interview

Question 15

Which of the following is a methodological application of focus groups?

Accepted Answer

A) obtaining impressions of new product concepts 
B) generating alternative courses of action 
C) Both B and D are correct. 
D) generating hypotheses that can be tested quantitatively 
A) obtaining impressions of new product concepts 
B) generating alternative courses of action 
C) Both B and D are correct. 
D) generating hypotheses that can be tested quantitatively

Question 16

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Accepted Answer

A) True 
 B)False

Question 17

Which statement is not true about online focus groups?

Accepted Answer

A) The group interaction lasts for about an hour. 
B) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
C) The whole process is much faster than the traditional method. 
D) To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email. 
A) The group interaction lasts for about an hour. 
B) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
C) The whole process is much faster than the traditional method. 
D) To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email.

Question 18

In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, "What would it be like if you could no longer use airplanes?" Responses like, "Without planes, I would have to rely on e-mail, letters, and telephone calls" were received. This suggests that what airlines sell to the managers is face-to-face communication. The depth interview techniques used in the study is called ________.

Accepted Answer

A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above 
A) hidden issue questioning 
B) symbolic analysis 
C) laddering 
D) none of the above

Question 19

Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following guidelines does not enhance the usefulness of projective techniques?

Accepted Answer

A) Projective techniques should be used because the required information cannot be accurately obtained by direct methods. 
B) Projective techniques should be used for exploratory research to gain initial insights and understanding. 
C) Given their complexity, projective techniques should not be used naively. 
D) none of the above 
A) Projective techniques should be used because the required information cannot be accurately obtained by direct methods. 
B) Projective techniques should be used for exploratory research to gain initial insights and understanding. 
C) Given their complexity, projective techniques should not be used naively. 
D) none of the above

Exam 5: Exploratory Research Design: Qualitative Research

Which of the following statements is not a disadvantage of online focus groups?

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed is called a ________.

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

Qualitative research may reveal the differences between the foreign and domestic markets.

Which of the situations mentioned below is not suitable for online focus groups?

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is not true about "show and tell" focus groups?

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.

The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques.

Online focus group participants don't have the potential to be distracted by external stimuli.

Participants in online focus groups receive a time, a URL, a room name, and a password via e-mail.

A(n)________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

Which of the following is a methodological application of focus groups?

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Which statement is not true about online focus groups?

Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis.

Which of the following guidelines does not enhance the usefulness of projective techniques?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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