Question 1

If a respondent hesitates but then responds when taking a word association test,it is taken to indicate

Accepted Answer

A) that the word is unfamiliar. 
B) that the respondent's involvement with the word blocks the response. 
C) that the respondent is emotionally involved in the word so that he searches for an acceptable response. 
D) that the theory of impaired cognitive emotions is operating. 
E) there is no meaning attached to such hesitation. 
A) that the word is unfamiliar. 
B) that the respondent's involvement with the word blocks the response. 
C) that the respondent is emotionally involved in the word so that he searches for an acceptable response. 
D) that the theory of impaired cognitive emotions is operating. 
E) there is no meaning attached to such hesitation.

Question 2

Storytelling is an example of the ____ method of communication.

Accepted Answer

A) structured-undisguised 
B) unstructured-disguised 
C) unstructured-undisguised 
D) structured-disguised 
E) None of the above. 
A) structured-undisguised 
B) unstructured-disguised 
C) unstructured-undisguised 
D) structured-disguised 
E) None of the above.

Question 3

Analysis of selected cases refers to

Accepted Answer

A) intensive study of selected cases of the phenomenon under investigation. 
B) descriptive designs. 
C) random samples. 
D) the sampling frame. 
E) causal designs. 
A) intensive study of selected cases of the phenomenon under investigation. 
B) descriptive designs. 
C) random samples. 
D) the sampling frame. 
E) causal designs.

Question 4

Almost all marketing research projects should start with a(n)____________________.

Accepted Answer

The answer of Almost all marketing research projects should start...

Question 5

John Doe is a research analyst investigating the relationship between market share and promotion expenditure for his business.A search of pertinent literature has revealed 20 potential factors thought to contribute and affect the relationship in general.Which of the following is the best "next step" for John's research so as to shorten this list of 20 factors to the five most important ones for his business so as to be included in a follow-up mail survey?

Accepted Answer

A) Design a series of experiments to test each of the factors in isolation. 
B) Design one experiment to test all of the factors simultaneously. 
C) Administer a survey covering all 20 factors. 
D) Conduct a focus group with employees to discuss the 20 factors. 
E) Any of the above would produce about the same results. 
A) Design a series of experiments to test each of the factors in isolation. 
B) Design one experiment to test all of the factors simultaneously. 
C) Administer a survey covering all 20 factors. 
D) Conduct a focus group with employees to discuss the 20 factors. 
E) Any of the above would produce about the same results.

Question 6

Which of the following is FALSE?

Accepted Answer

A) In exploratory research the major concern is with the discovery of ideas and insights. 
B) Exploratory research is often used to clarify concepts and to establish priorities for further research. 
C) Exploratory research investigates hypotheses. 
D) Exploratory research is used to develop hypotheses. 
E) Exploratory studies do not lend themselves very well to the use of structured questionnaires. 
A) In exploratory research the major concern is with the discovery of ideas and insights. 
B) Exploratory research is often used to clarify concepts and to establish priorities for further research. 
C) Exploratory research investigates hypotheses. 
D) Exploratory research is used to develop hypotheses. 
E) Exploratory studies do not lend themselves very well to the use of structured questionnaires.

Question 7

Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured,spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design?

Accepted Answer

A) Causal 
B) Exploratory 
C) Descriptive 
D) Field 
E) Basic 
A) Causal 
B) Exploratory 
C) Descriptive 
D) Field 
E) Basic

Question 8

Exploratory research begins with

Accepted Answer

A) vague topics of interest. 
B) specific hypotheses. 
C) tentative hypotheses. 
D) cause-and-effect hypotheses. 
E) Both b and d. 
A) vague topics of interest. 
B) specific hypotheses. 
C) tentative hypotheses. 
D) cause-and-effect hypotheses. 
E) Both b and d.

Question 9

In general,the first step in conducting exploratory research should be

Accepted Answer

A) assembling a focus group. 
B) performing an experience survey. 
C) conducting a literature search. 
D) performing an analysis of selected cases. 
E) narrowing a group of hypotheses to one specific hypothesis for investigation. 
A) assembling a focus group. 
B) performing an experience survey. 
C) conducting a literature search. 
D) performing an analysis of selected cases. 
E) narrowing a group of hypotheses to one specific hypothesis for investigation.

Question 10

Focus groups are not productive for

Accepted Answer

A) testing hypotheses. 
B) interpreting previously obtained quantitative results. 
C) stimulating ideas for new creative concepts. 
D) Neither a nor b. 
E) Neither a nor b nor c. 
A) testing hypotheses. 
B) interpreting previously obtained quantitative results. 
C) stimulating ideas for new creative concepts. 
D) Neither a nor b. 
E) Neither a nor b nor c.

Question 11

Which of the following best describes one characteristic possessed by the "ideal" focus group participant?

Accepted Answer

A) Experience in prior focus groups. 
B) Well-acquainted with other participants. 
C) Chosen at random from the population. 
D) No participation in prior focus groups. 
E) Skills and lifestyle very different from other participants. 
A) Experience in prior focus groups. 
B) Well-acquainted with other participants. 
C) Chosen at random from the population. 
D) No participation in prior focus groups. 
E) Skills and lifestyle very different from other participants.

Question 12

The key role in focus group research is played by

Accepted Answer

A) the participants as a whole. 
B) the sponsor of the research. 
C) the moderator. 
D) the lead participant. 
E) the data analyst. 
A) the participants as a whole. 
B) the sponsor of the research. 
C) the moderator. 
D) the lead participant. 
E) the data analyst.

Question 13

The manager of Capitol Brewing Inc.states that he is very concerned with the continuing decline in sales of the company's major product,a dark lager.The manager has asked for your assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

Accepted Answer

A) exploratory research. 
B) descriptive research. 
C) causal research. 
D) an experiment. 
E) a consumer study. 
A) exploratory research. 
B) descriptive research. 
C) causal research. 
D) an experiment. 
E) a consumer study.

Question 14

Researchers use projective methods to

Accepted Answer

A) generate new hypotheses. 
B) extrapolate results of data. 
C) uncover feelings that subjects are reluctant to discuss. 
D) control interviewer bias. 
E) moderate focus groups. 
A) generate new hypotheses. 
B) extrapolate results of data. 
C) uncover feelings that subjects are reluctant to discuss. 
D) control interviewer bias. 
E) moderate focus groups.

Question 15

A hypothesis

Accepted Answer

A) is a conjectural statement about the relationship between two variables that are measurable or potentially measurable. 
B) is a broad,vague problem statement. 
C) cannot be discovered during research. 
D) does not have clear implications for testing the relationship between variables. 
E) is only found in the causal type of research. 
A) is a conjectural statement about the relationship between two variables that are measurable or potentially measurable. 
B) is a broad,vague problem statement. 
C) cannot be discovered during research. 
D) does not have clear implications for testing the relationship between variables. 
E) is only found in the causal type of research.

Question 16

Ethnographic methods would be the most appropriate research methodology if the managers of Arm & Hammer Baking Soda wanted some ideas as to different ways customers use Arm & Hammer Baking Soda in their homes?

Accepted Answer

A) True 
 B)False

Question 17

The key to an effective focus group is

Accepted Answer

A) experienced members. 
B) the moderator. 
C) a consistently used thematic apperception test approach. 
D) an appropriate location. 
E) None of the above. 
A) experienced members. 
B) the moderator. 
C) a consistently used thematic apperception test approach. 
D) an appropriate location. 
E) None of the above.

Question 18

Which of the following is not an advantage of individual depth interviews?

Accepted Answer

A) The interviewer can delve deep into a topic. 
B) They allow more candid discussion on the part of the interviewee. 
C) They are essential for certain situations where competitors would otherwise be placed in the same room. 
D) They eliminate the negatives that group influences have in a focus group. 
E) All the above are advantages of individual depth interviews. 
A) The interviewer can delve deep into a topic. 
B) They allow more candid discussion on the part of the interviewee. 
C) They are essential for certain situations where competitors would otherwise be placed in the same room. 
D) They eliminate the negatives that group influences have in a focus group. 
E) All the above are advantages of individual depth interviews.

Question 19

A causal research design is typically concerned with

Accepted Answer

A) the frequency with which something occurs. 
B) the discovery of ideas and insights. 
C) how two variables covary. 
D) the determination of cause-and-effect relationships. 
E) establishing priorities when studying competing explanations of phenomena. 
A) the frequency with which something occurs. 
B) the discovery of ideas and insights. 
C) how two variables covary. 
D) the determination of cause-and-effect relationships. 
E) establishing priorities when studying competing explanations of phenomena.

Question 20

Which of the following is FALSE?

Accepted Answer

A) Individuals who have previously participated in a focus group are particularly valuable to researchers because they will have a more relaxed attitude than first-time members. 
B) Focus group moderators typically attempt to cover all the objectives of the research in a single meeting while ensuring that group interaction is promoted. 
C) Product and service ideas can drop "out of the blue" in focus group sessions. 
D) Ideas from one focus group member can stimulate responses and ideas from other group members. 
E) They are all false. 
A) Individuals who have previously participated in a focus group are particularly valuable to researchers because they will have a more relaxed attitude than first-time members. 
B) Focus group moderators typically attempt to cover all the objectives of the research in a single meeting while ensuring that group interaction is promoted. 
C) Product and service ideas can drop "out of the blue" in focus group sessions. 
D) Ideas from one focus group member can stimulate responses and ideas from other group members. 
E) They are all false.

If a respondent hesitates but then responds when taking a word association test,it is taken to indicate

Storytelling is an example of the ____ method of communication.

Analysis of selected cases refers to

Almost all marketing research projects should start with a(n)____________________.

Which of the following is FALSE?

Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured,spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design?

Exploratory research begins with

In general,the first step in conducting exploratory research should be

Focus groups are not productive for

Which of the following best describes one characteristic possessed by the "ideal" focus group participant?

The key role in focus group research is played by

The manager of Capitol Brewing Inc.states that he is very concerned with the continuing decline in sales of the company's major product,a dark lager.The manager has asked for your assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

Researchers use projective methods to

A hypothesis

Ethnographic methods would be the most appropriate research methodology if the managers of Arm & Hammer Baking Soda wanted some ideas as to different ways customers use Arm & Hammer Baking Soda in their homes?

The key to an effective focus group is

Which of the following is not an advantage of individual depth interviews?

A causal research design is typically concerned with

Which of the following is FALSE?

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

If a respondent hesitates but then responds when taking a word association test,it is taken to indicate

Storytelling is an example of the ____ method of communication.

Analysis of selected cases refers to

Almost all marketing research projects should start with a(n)____________________.

Which of the following is FALSE?

Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured,spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design?

Exploratory research begins with

In general,the first step in conducting exploratory research should be

Focus groups are not productive for

Which of the following best describes one characteristic possessed by the "ideal" focus group participant?

The key role in focus group research is played by

The manager of Capitol Brewing Inc.states that he is very concerned with the continuing decline in sales of the company's major product,a dark lager.The manager has asked for your assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

Researchers use projective methods to

A hypothesis

Ethnographic methods would be the most appropriate research methodology if the managers of Arm & Hammer Baking Soda wanted some ideas as to different ways customers use Arm & Hammer Baking Soda in their homes?

The key to an effective focus group is

Which of the following is not an advantage of individual depth interviews?

A causal research design is typically concerned with

Which of the following is FALSE?

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