Question 1

The three basic designs can be looked at as stages in a continuous process.This process

Accepted Answer

A) represents the investigation of a more detailed statement of the problem at each stage of the problem. 
B) always moves in sequence from exploratory to descriptive to causal. 
C) always begins with an exploratory study. 
D) always starts with a hypothesis. 
E) contains only one study of each type. 
A) represents the investigation of a more detailed statement of the problem at each stage of the problem. 
B) always moves in sequence from exploratory to descriptive to causal. 
C) always begins with an exploratory study. 
D) always starts with a hypothesis. 
E) contains only one study of each type.

Question 2

Which of the following are NOT projective techniques?

Accepted Answer

A) Sentence completion tasks 
B) Depth interviews 
C) Word association tasks 
D) Storytelling 
E) Thematic Apperception Tests 
A) Sentence completion tasks 
B) Depth interviews 
C) Word association tasks 
D) Storytelling 
E) Thematic Apperception Tests

Question 3

Which one of the following best represents the desired composition of focus groups?

Accepted Answer

A) Homogeneous participants within each group. 
B) Avoid participants that are friends and relatives. 
C) Avoid participants who have participated in other focus groups. 
D) Try having between 8 and 12 members in each focus group. 
E) All of the above. 
A) Homogeneous participants within each group. 
B) Avoid participants that are friends and relatives. 
C) Avoid participants who have participated in other focus groups. 
D) Try having between 8 and 12 members in each focus group. 
E) All of the above.

Question 4

Which of the following statements about focus groups is FALSE?

Accepted Answer

A) Most focus groups consist of 8 to 12 members. 
B) Respondents for groups are generally selected so that they are relatively homogeneous. 
C) Firms like to recruit people who have not participated in a focus group previously. 
D) Firms like to have groups in which some of the participants are friends. 
E) Professional moderators tend to produce better discussion than those more intimately involved in the research. 
A) Most focus groups consist of 8 to 12 members. 
B) Respondents for groups are generally selected so that they are relatively homogeneous. 
C) Firms like to recruit people who have not participated in a focus group previously. 
D) Firms like to have groups in which some of the participants are friends. 
E) Professional moderators tend to produce better discussion than those more intimately involved in the research.

Question 5

The goal of ____________________ is to discover ideas and insights.

Accepted Answer

explorator

Question 6

The main difference between a nominal group and a focus group is the number of participants.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following characteristics is NOT desirable in a focus group interviewer moderating a session?

Accepted Answer

A) Kind but firm 
B) Permissiveness 
C) Flexibility 
D) Sensitivity 
E) All of the above are desirable characteristics. 
A) Kind but firm 
B) Permissiveness 
C) Flexibility 
D) Sensitivity 
E) All of the above are desirable characteristics.

Question 8

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants.This is known as

Accepted Answer

A) synergism. 
B) serendipity. 
C) stimulation. 
D) snowballing. 
E) None of the above. 
A) synergism. 
B) serendipity. 
C) stimulation. 
D) snowballing. 
E) None of the above.

Question 9

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ____ research design.

Accepted Answer

A) causal 
B) exploratory 
C) longitudinal 
D) descriptive 
E) panel 
A) causal 
B) exploratory 
C) longitudinal 
D) descriptive 
E) panel

Question 10

Which of the following is an assumption underlying word association tests?

Accepted Answer

A) Common responses in a sample can be grouped to reveal patterns of interest,underlying motivations,or stereotypes. 
B) Hesitation before giving a response indicates emotional involvement with the word. 
C) Hesitation before giving a response indicates that the response is a socially acceptable substitute for a suppressed,immediate reaction. 
D) No response indicates a blocked response. 
E) All of the above are true. 
A) Common responses in a sample can be grouped to reveal patterns of interest,underlying motivations,or stereotypes. 
B) Hesitation before giving a response indicates emotional involvement with the word. 
C) Hesitation before giving a response indicates that the response is a socially acceptable substitute for a suppressed,immediate reaction. 
D) No response indicates a blocked response. 
E) All of the above are true.

Question 11

Benefits of focus groups include

Accepted Answer

A) ideas that can drop "out of the blue." 
B) snowballing of ideas. 
C) more spontaneous responses than in one-on-one interviews. 
D) easy interpretation of responses. 
E) a,b,and c. 
A) ideas that can drop "out of the blue." 
B) snowballing of ideas. 
C) more spontaneous responses than in one-on-one interviews. 
D) easy interpretation of responses. 
E) a,b,and c.

Question 12

Which of the following is FALSE?

Accepted Answer

A) Nominal groups limit respondent interaction initially. 
B) Nominal groups maximize the potential for "group think". 
C) Nominal groups use a moderator. 
D) Nominal groups use written responses. 
E) Nominal groups use around 8-12 participants. 
A) Nominal groups limit respondent interaction initially. 
B) Nominal groups maximize the potential for "group think". 
C) Nominal groups use a moderator. 
D) Nominal groups use written responses. 
E) Nominal groups use around 8-12 participants.

Question 13

The basic assumption underlying projective methods is

Accepted Answer

A) that the subject's organization of unstructured stimuli is indicative of his or her perceptions and reactions. 
B) that the subject's organization of structured stimuli is indicative of his or her perceptions and reactions. 
C) that the subject's perceptions of social stimuli influence his or her reactions. 
D) that the subject's organization of stimuli depends on the nature of the stimuli. 
E) subjects are unable to organize verbal stimuli. 
A) that the subject's organization of unstructured stimuli is indicative of his or her perceptions and reactions. 
B) that the subject's organization of structured stimuli is indicative of his or her perceptions and reactions. 
C) that the subject's perceptions of social stimuli influence his or her reactions. 
D) that the subject's organization of stimuli depends on the nature of the stimuli. 
E) subjects are unable to organize verbal stimuli.

Question 14

Prior to beginning a formal research project,Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists.Jane is conducting a(n)

Accepted Answer

A) depth Interview. 
B) causal Analysis. 
C) descriptive research. 
D) exploratory research. 
E) Both a and d. 
A) depth Interview. 
B) causal Analysis. 
C) descriptive research. 
D) exploratory research. 
E) Both a and d.

Question 15

The focus of a case analysis may be on individuals or groups of people.

Accepted Answer

A) True 
 B)False

Question 16

Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants.The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago.Which of the following type of exploratory research is this?

Accepted Answer

A) Secondary data analysis 
B) Depth interview 
C) Case analysis 
D) Projective techniques 
E) None of the above exploratory research methods can be used. 
A) Secondary data analysis 
B) Depth interview 
C) Case analysis 
D) Projective techniques 
E) None of the above exploratory research methods can be used.

Question 17

Marketing Research Corporation of America is asked by Proctor and Gamble to help name a new laundry detergent.A list of potential names is suggested: Clean,White,Protect,Color safe,Linen,etc.This list of words is shown to respondents who are instructed to answer with the first word that comes to mind.What techniques is the research company using?

Accepted Answer

A) Hidden meanings test 
B) Word association test 
C) Balloon test 
D) Storytelling 
E) Depth interview 
A) Hidden meanings test 
B) Word association test 
C) Balloon test 
D) Storytelling 
E) Depth interview

Question 18

The primary purpose of a literature search is to

Accepted Answer

A) discover the cause of a marketing problem. 
B) derive hypotheses. 
C) discover internal problems. 
D) find out how others have solved a marketing problem. 
E) discover the explanation for a marketing problem. 
A) discover the cause of a marketing problem. 
B) derive hypotheses. 
C) discover internal problems. 
D) find out how others have solved a marketing problem. 
E) discover the explanation for a marketing problem.

Question 19

The woman below recently received a new Dell laptop and is on her way to NY to make her first presentation with the new laptop.Respondents would write in what the women is thinking.This technique is called

Accepted Answer

A) Word association 
B) Sentence completion 
C) Storytelling 
D) Depth interview 
E) Focus group 
A) Word association 
B) Sentence completion 
C) Storytelling 
D) Depth interview 
E) Focus group

Question 20

The most common techniques utilized in the use of projective methods are word association,sentence completion,storytelling and role playing.

Accepted Answer

A) True 
 B)False

The three basic designs can be looked at as stages in a continuous process.This process

Which of the following are NOT projective techniques?

Which one of the following best represents the desired composition of focus groups?

Which of the following statements about focus groups is FALSE?

The goal of ____________________ is to discover ideas and insights.

The main difference between a nominal group and a focus group is the number of participants.

Which of the following characteristics is NOT desirable in a focus group interviewer moderating a session?

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants.This is known as

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ____ research design.

Which of the following is an assumption underlying word association tests?

Benefits of focus groups include

Which of the following is FALSE?

The basic assumption underlying projective methods is

Prior to beginning a formal research project,Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists.Jane is conducting a(n)

The focus of a case analysis may be on individuals or groups of people.

The primary purpose of a literature search is to

The woman below recently received a new Dell laptop and is on her way to NY to make her first presentation with the new laptop.Respondents would write in what the women is thinking.This technique is called

The most common techniques utilized in the use of projective methods are word association,sentence completion,storytelling and role playing.

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 5: Types of Research Design and Exploratory Research

The three basic designs can be looked at as stages in a continuous process.This process

Which of the following are NOT projective techniques?

Which one of the following best represents the desired composition of focus groups?

Which of the following statements about focus groups is FALSE?

The goal of ____________________ is to discover ideas and insights.

The main difference between a nominal group and a focus group is the number of participants.

Which of the following characteristics is NOT desirable in a focus group interviewer moderating a session?

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants.This is known as

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ____ research design.

Which of the following is an assumption underlying word association tests?

Benefits of focus groups include

Which of the following is FALSE?

The basic assumption underlying projective methods is

Prior to beginning a formal research project,Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists.Jane is conducting a(n)

The focus of a case analysis may be on individuals or groups of people.

The primary purpose of a literature search is to

The woman below recently received a new Dell laptop and is on her way to NY to make her first presentation with the new laptop.Respondents would write in what the women is thinking.This technique is called

The most common techniques utilized in the use of projective methods are word association,sentence completion,storytelling and role playing.

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters