Question 1

Quantitative research is used most often in exploratory research.

Accepted Answer

A) True 
 B)False  False

Question 2

Kodetra is interpreting consumers' blog postings on the Internet.Which of the following best describes the type of research Kodetra is conducting?

Accepted Answer

A) independent marketing research 
B) dependent marketing research 
C) quantitative marketing research 
D) qualitative marketing research 
A) independent marketing research 
B) dependent marketing research 
C) quantitative marketing research 
D) qualitative marketing research D

Question 3

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

Accepted Answer

A) hermeneutics 
B) ethnography 
C) psychographics 
D) psychodynamics 
A) hermeneutics 
B) ethnography 
C) psychographics 
D) psychodynamics A

Question 4

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

Accepted Answer

A) validity 
B) replicable 
C) homogeneity 
D) scrutiny 
A) validity 
B) replicable 
C) homogeneity 
D) scrutiny

Question 5

All of the following are situations that often call for qualitative research EXCEPT:

Accepted Answer

A) when it is difficult to develop specific and actionable decision statements or research objectives 
B) when conclusive evidence is desired 
C) when researchers want to learn how consumers use a product in natural settings 
D) when a fresh approach to studying some problem is needed 
A) when it is difficult to develop specific and actionable decision statements or research objectives 
B) when conclusive evidence is desired 
C) when researchers want to learn how consumers use a product in natural settings 
D) when a fresh approach to studying some problem is needed

Question 6

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

Accepted Answer

A) Hermeneutics 
B) Field notes 
C) Discussion guides 
D) Verbatims 
A) Hermeneutics 
B) Field notes 
C) Discussion guides 
D) Verbatims

Question 7

In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Accepted Answer

A) True 
 B)False

Question 8

Ethnography is a qualitative research orientation originating in:

Accepted Answer

A) marketing 
B) psychology 
C) anthropology 
D) sociology 
A) marketing 
B) psychology 
C) anthropology 
D) sociology

Question 9

All of the following are qualitative research orientations EXCEPT:

Accepted Answer

A) phenomenology 
B) grounded theory 
C) case studies 
D) ANOVA 
A) phenomenology 
B) grounded theory 
C) case studies 
D) ANOVA

Question 10

Hank is a researcher who is discussing football fan behavior with a respondent.His approach is almost completely unstructured,and he enters into a discussion with few expectations.What he wants is for a respondent to tell him about his or her experience as a football fan.Hank will then try to derive meaning from the resulting dialog.Which qualitative research technique is Hank using?

Accepted Answer

A) conversation 
B) focus group 
C) depth interview 
D) case study 
A) conversation 
B) focus group 
C) depth interview 
D) case study

Question 11

A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.

Accepted Answer

The answer of A 90-minute discussion between an interviewer and...

Question 12

The person who leads a focus group discussion is called a(n)____________________.

Accepted Answer

The answer of The person who leads a focus group...

Question 13

Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.

Accepted Answer

Objectivity and replicability are two ch

Question 14

List the elements of a focus group discussion guide.

Accepted Answer

A focus group discussion guide consists

Question 15

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

Accepted Answer

A) quantitative marketing research 
B) qualitative marketing research 
C) extensive marketing research 
D) grounded marketing research 
A) quantitative marketing research 
B) qualitative marketing research 
C) extensive marketing research 
D) grounded marketing research

Question 16

Research that is intersubjectively certifiable means that it is ____________________.

Accepted Answer

The answer of Research that is intersubjectively certifiable means that...

Question 17

Qualitative research is subjective in the sense that the results are researcher-dependent.

Accepted Answer

A) True 
 B)False

Question 18

An indirect method of questioning that allows a respondent to project his feelings onto a third-party is an example of a(n)____________________ technique.

Accepted Answer

The answer of An indirect method of questioning that allows...

Question 19

The sentence completion method is a type of free-association technique.

Accepted Answer

A) True 
 B)False

Question 20

Researcher-dependent results are:

Accepted Answer

A) subjective 
B) objective 
C) primary 
D) secondary 
A) subjective 
B) objective 
C) primary 
D) secondary

Exam 6: Qualitative Research Tools

Quantitative research is used most often in exploratory research.

Kodetra is interpreting consumers' blog postings on the Internet.Which of the following best describes the type of research Kodetra is conducting?

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

All of the following are situations that often call for qualitative research EXCEPT:

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Ethnography is a qualitative research orientation originating in:

All of the following are qualitative research orientations EXCEPT:

A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.

The person who leads a focus group discussion is called a(n)____________________.

Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.

List the elements of a focus group discussion guide.

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

Research that is intersubjectively certifiable means that it is ____________________.

Qualitative research is subjective in the sense that the results are researcher-dependent.

An indirect method of questioning that allows a respondent to project his feelings onto a third-party is an example of a(n)____________________ technique.

The sentence completion method is a type of free-association technique.

Researcher-dependent results are:

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Problem Definition: Jump-Starting the Research Process

Secondary Data Research in a Digital Age

Survey Research: an Overview

Survey Research: Basic Methods of Communication With Respondents

Observation

Experimental Research: An Overview

Test Markets and Experimental Design

Measurement

Attitude Measurement

Questionnaire Design

Sampling Designs and Sampling Procedures

Determination of Sample Size: A Review of Statistical Theory

Fieldwork

Editing and Coding: Transforming Raw Data Into Information

Basic Data Analysis: Descriptive Statistics

Univariate Statistical Analysis

Bivariate Statistical Analysis: Differences Between Two Variables

Bivariate Statistical Analysis: Measures of Association

Introducing Multivariate Statistical Analysis

Communicating Research Results: Research Report, oral Presentation, and Research Follow-Up

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