Question 1

A moderator's guide is:

Accepted Answer

A) the interviewer's ability to articulate questions in a direct and clear manner. 
B) a note attached on the back of the name cards for each participant. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. 
A) the interviewer's ability to articulate questions in a direct and clear manner. 
B) a note attached on the back of the name cards for each participant. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. C

Question 2

Debriefing analysis is:

Accepted Answer

A) a technique that encourages research participants to share emotional and subconscious reactions to a particular topic. 
B) used by the researcher when discussing the ground rules with the focus group participants. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. 
A) a technique that encourages research participants to share emotional and subconscious reactions to a particular topic. 
B) used by the researcher when discussing the ground rules with the focus group participants. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. D

Question 3

Which one of the following statements about focus groups is NOT true?

Accepted Answer

A) It consists of 8 to 12 participants. 
B) If more than 12 participants do show up, all should be allowed to participate. 
C) It lasts for about 2 hours. 
D) The format of the discussion is semi-structured. 
E) Any size smaller than eight participants is not likely to generate synergy between participants. 
A) It consists of 8 to 12 participants. 
B) If more than 12 participants do show up, all should be allowed to participate. 
C) It lasts for about 2 hours. 
D) The format of the discussion is semi-structured. 
E) Any size smaller than eight participants is not likely to generate synergy between participants. B

Question 4

Discuss the unique characteristics of observation methods.

Accepted Answer

The directness of observation,

Question 5

Content analysis is:

Accepted Answer

A) the interviewer's ability to articulate questions in a direct and clear manner. 
B) a process of collecting both attitudinal and behavioral data from a subject that spans all time frames. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) the interactive procedure, of the researcher and moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. 
A) the interviewer's ability to articulate questions in a direct and clear manner. 
B) a process of collecting both attitudinal and behavioral data from a subject that spans all time frames. 
C) a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. 
D) the interactive procedure, of the researcher and moderator, discussing the subjects' comments and / or responses to the topics that outlined the focus group session. 
E) the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

Question 6

One of the advantages of direct observation is that it reduces recall errors.

Accepted Answer

A) True 
 B)False

Question 7

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:

Accepted Answer

A) she wanted to cover richer details from each participant in the study. 
B) she wanted to lower the likelihood of getting socially desirable responses from participants. 
C) she wanted to create a situation where participants didn't feel like they had to impress others by their responses. 
D) she wanted to hear from respondents who may feel inhibited in the presence of others. 
E) she wanted the participants to build upon each others' responses. 
A) she wanted to cover richer details from each participant in the study. 
B) she wanted to lower the likelihood of getting socially desirable responses from participants. 
C) she wanted to create a situation where participants didn't feel like they had to impress others by their responses. 
D) she wanted to hear from respondents who may feel inhibited in the presence of others. 
E) she wanted the participants to build upon each others' responses.

Question 8

Discuss the major benefits and limitations of observation data.

Accepted Answer

The benefits include the accuracy and de

Question 9

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques?

Accepted Answer

A) The interpretation of data is very complex. 
B) It is tough to get to a participant's true thoughts using this technique. 
C) The interpretation of results is very subjective. 
D) Highly skilled (and expensive) researchers are required to conduct this research. 
E) The background and experience of a researcher can influence their interpretation of data. 
A) The interpretation of data is very complex. 
B) It is tough to get to a participant's true thoughts using this technique. 
C) The interpretation of results is very subjective. 
D) Highly skilled (and expensive) researchers are required to conduct this research. 
E) The background and experience of a researcher can influence their interpretation of data.

Question 10

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.

Accepted Answer

A) True 
 B)False

Question 11

The optimal number of participants in a focus group interview should range from 20-30 people.

Accepted Answer

A) True 
 B)False

Question 12

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

Accepted Answer

A) True 
 B)False

Question 13

What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

Accepted Answer

Online focus groups are especially appro

Question 14

An advantage of focus groups includes all of the following, EXCEPT:

Accepted Answer

A) spontaneous, unrestricted group interaction among members. 
B) eliciting wide-ranging participant responses. 
C) high reliability of the results. 
D) energetic atmosphere for focus group discussions. 
E) ability to bring together difficult groups who normally would not participate in a study. 
A) spontaneous, unrestricted group interaction among members. 
B) eliciting wide-ranging participant responses. 
C) high reliability of the results. 
D) energetic atmosphere for focus group discussions. 
E) ability to bring together difficult groups who normally would not participate in a study.

Question 15

Which of the following statements is false about ethnography research?

Accepted Answer

A) Behaviors are observed in a natural setting. 
B) The observer engages in participant observation. 
C) It seeks to understand how social and cultural influences affect people's behavior and experiences. 
D) It may involve triangulation among multiple sources of data. 
E) It is a quantitative data collection method. 
A) Behaviors are observed in a natural setting. 
B) The observer engages in participant observation. 
C) It seeks to understand how social and cultural influences affect people's behavior and experiences. 
D) It may involve triangulation among multiple sources of data. 
E) It is a quantitative data collection method.

Question 16

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?

Accepted Answer

A) Awareness 
B) Structure 
C) Directness 
D) Observing mechanism 
E) Reference 
A) Awareness 
B) Structure 
C) Directness 
D) Observing mechanism 
E) Reference

Question 17

ZMET is a projective hypothesis that as part of its visual research technique requires the participant to construct a "mini-movie" that string together the images they have been discussing and describes how they feel about the topic of interest.

Accepted Answer

A) True 
 B)False

Question 18

When selecting participants for a focus group, should one aim for minimizing differences across participants?

Accepted Answer

While some differences among participant

Question 19

If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer.

Accepted Answer

A) True 
 B)False

Question 20

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is:

Accepted Answer

A) construct development. 
B) hypothesis testing. 
C) questionnaire design. 
D) statistical data analysis. 
E) use of projective techniques. 
A) construct development. 
B) hypothesis testing. 
C) questionnaire design. 
D) statistical data analysis. 
E) use of projective techniques.

A moderator's guide is:

Debriefing analysis is:

Which one of the following statements about focus groups is NOT true?

Discuss the unique characteristics of observation methods.

Content analysis is:

One of the advantages of direct observation is that it reduces recall errors.

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:

Discuss the major benefits and limitations of observation data.

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques?

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.

The optimal number of participants in a focus group interview should range from 20-30 people.

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

An advantage of focus groups includes all of the following, EXCEPT:

Which of the following statements is false about ethnography research?

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?

ZMET is a projective hypothesis that as part of its visual research technique requires the participant to construct a "mini-movie" that string together the images they have been discussing and describes how they feel about the topic of interest.

When selecting participants for a focus group, should one aim for minimizing differences across participants?

If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer.

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is:

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

A moderator's guide is:

Debriefing analysis is:

Which one of the following statements about focus groups is NOT true?

Discuss the unique characteristics of observation methods.

Content analysis is:

One of the advantages of direct observation is that it reduces recall errors.

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:

Discuss the major benefits and limitations of observation data.

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques?

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.

The optimal number of participants in a focus group interview should range from 20-30 people.

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

An advantage of focus groups includes all of the following, EXCEPT:

Which of the following statements is false about ethnography research?

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?

ZMET is a projective hypothesis that as part of its visual research technique requires the participant to construct a "mini-movie" that string together the images they have been discussing and describes how they feel about the topic of interest.

When selecting participants for a focus group, should one aim for minimizing differences across participants?

If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer.

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is:

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters