Question 1

In which of the following scenarios would you most strongly recommend using quantitative research?

Accepted Answer

A) When the objective is to identify new ideas and thoughts for a product. 
B) When you have very limited time to execute the study. 
C) When the objective is to understand hidden underlying psychological processes. 
D) When the objective is to validate and estimate strength of a relationship. 
E) When you have access to small samples. 
A) When the objective is to identify new ideas and thoughts for a product. 
B) When you have very limited time to execute the study. 
C) When the objective is to understand hidden underlying psychological processes. 
D) When the objective is to validate and estimate strength of a relationship. 
E) When you have access to small samples.

Question 2

Quantitative research methods are characterized by:

Accepted Answer

A) small samples. 
B) unstructured questions. 
C) subjective analyses. 
D) preliminary insights. 
E) descriptive and casual designs. 
A) small samples. 
B) unstructured questions. 
C) subjective analyses. 
D) preliminary insights. 
E) descriptive and casual designs.

Question 3

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

Accepted Answer

A) True 
 B)False

Question 4

Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group.

Accepted Answer

A) True 
 B)False

Question 5

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as:

Accepted Answer

A) memoing. 
B) debriefing. 
C) netnography. 
D) ethnography. 
E) memography. 
A) memoing. 
B) debriefing. 
C) netnography. 
D) ethnography. 
E) memography.

Question 6

A major advantage of focus groups is the phenomenon of groupthink-where participants can build on each others comments.

Accepted Answer

A) True 
 B)False

Question 7

All of the following explain netnography, EXCEPT:

Accepted Answer

A) it draws on ethnographic techniques. 
B) it uses "found data" on the Internet. 
C) it requires deep engagement with particular communities. 
D) it requires researchers to ensure trustworthy interpretation of data. 
E) it requires researchers to collect data from traffic forums with larger numbers of common message posters. 
A) it draws on ethnographic techniques. 
B) it uses "found data" on the Internet. 
C) it requires deep engagement with particular communities. 
D) it requires researchers to ensure trustworthy interpretation of data. 
E) it requires researchers to collect data from traffic forums with larger numbers of common message posters.

Question 8

Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants?

Accepted Answer

A) Ask questions to identify candidates who might present a biased response. 
B) Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time. 
C) Ask questions to make sure that the candidates met the demographic requirements. 
D) Ask questions to identify if the candidates are willing to discuss the issue at hand openly. 
E) Ask questions to check candidates' availability to meet at the scheduled time. 
A) Ask questions to identify candidates who might present a biased response. 
B) Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time. 
C) Ask questions to make sure that the candidates met the demographic requirements. 
D) Ask questions to identify if the candidates are willing to discuss the issue at hand openly. 
E) Ask questions to check candidates' availability to meet at the scheduled time.

Question 9

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

Accepted Answer

A) True 
 B)False

Question 10

It is common to do all of the following during the beginning of a focus group session, EXCEPT:

Accepted Answer

A) participants are told that only one person should speak at a time. 
B) participants should try their best to give the right answers. 
C) participants are asked to briefly introduce themselves. 
D) participants are given some refreshments and an opportunity to engage in some small talk. 
E) participants are told that everyone's opinions are equally valued. 
A) participants are told that only one person should speak at a time. 
B) participants should try their best to give the right answers. 
C) participants are asked to briefly introduce themselves. 
D) participants are given some refreshments and an opportunity to engage in some small talk. 
E) participants are told that everyone's opinions are equally valued.

Question 11

While interviewing a respondent about reasons why she doesn't buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of:

Accepted Answer

A) a focus group moderation. 
B) ethnography. 
C) netnography. 
D) probing question. 
E) decision question. 
A) a focus group moderation. 
B) ethnography. 
C) netnography. 
D) probing question. 
E) decision question.

Question 12

Which of the following is NOT a strength of observational techniques?

Accepted Answer

A) It allows you to collect actual behavioral data. 
B) It is less susceptible to recall error. 
C) It has very good generalizability to general population. 
D) It is generally less expensive and less time consuming than some other techniques. 
E) It can help reduce potential response bias. 
A) It allows you to collect actual behavioral data. 
B) It is less susceptible to recall error. 
C) It has very good generalizability to general population. 
D) It is generally less expensive and less time consuming than some other techniques. 
E) It can help reduce potential response bias.

Question 13

A focus group is:

Accepted Answer

A) an interview technique with the main objective of finding out how a subject would respond to a certain statement. 
B) a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. 
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 between 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) an interview technique with the main objective of finding out how a subject would respond to a certain statement. 
B) a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. 
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 between 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 14

Projective techniques encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher.

Accepted Answer

A) True 
 B)False

Question 15

Debriefing is conducted during which phase of the focus group interview?

Accepted Answer

A) Planning the study 
B) Conducting the discussions 
C) Analyzing and reporting the results 
D) Identifying participants 
E) Writing the moderator's guide 
A) Planning the study 
B) Conducting the discussions 
C) Analyzing and reporting the results 
D) Identifying participants 
E) Writing the moderator's guide

Question 16

In conducting an in-depth interview, the questions are arranged so as to ensure a logical flow from "general" to "specific" questions within topic areas. This activity is carried out in:

Accepted Answer

A) step 1 of the in-depth interview. 
B) step 2 of the in-depth interview. 
C) step 3 of the in-depth interview. 
D) step 4 of the in-depth interview. 
E) step 5 of the in-depth interview. 
A) step 1 of the in-depth interview. 
B) step 2 of the in-depth interview. 
C) step 3 of the in-depth interview. 
D) step 4 of the in-depth interview. 
E) step 5 of the in-depth interview.

Question 17

There is a degree of subjectivity in all qualitative research analyses; this subjectivity is higher when projective techniques are used.

Accepted Answer

A) True 
 B)False

Question 18

Quantitative research designs are occasionally associated with descriptive and causal research designs.

Accepted Answer

A) True 
 B)False

Question 19

Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is an advantage of using quantitative research over qualitative research?

Accepted Answer

A) Relatively quick data collection in most cases 
B) Economical data collection 
C) High reliability 
D) Richness of the data 
E) Accuracy of recording marketplace behaviors 
A) Relatively quick data collection in most cases 
B) Economical data collection 
C) High reliability 
D) Richness of the data 
E) Accuracy of recording marketplace behaviors

In which of the following scenarios would you most strongly recommend using quantitative research?

Quantitative research methods are characterized by:

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group.

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as:

A major advantage of focus groups is the phenomenon of groupthink-where participants can build on each others comments.

All of the following explain netnography, EXCEPT:

Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants?

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

It is common to do all of the following during the beginning of a focus group session, EXCEPT:

Which of the following is NOT a strength of observational techniques?

A focus group is:

Projective techniques encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher.

Debriefing is conducted during which phase of the focus group interview?

In conducting an in-depth interview, the questions are arranged so as to ensure a logical flow from "general" to "specific" questions within topic areas. This activity is carried out in:

There is a degree of subjectivity in all qualitative research analyses; this subjectivity is higher when projective techniques are used.

Quantitative research designs are occasionally associated with descriptive and causal research designs.

Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.

Which of the following is an advantage of using quantitative research over qualitative research?

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

In which of the following scenarios would you most strongly recommend using quantitative research?

Quantitative research methods are characterized by:

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group.

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as:

A major advantage of focus groups is the phenomenon of groupthink-where participants can build on each others comments.

All of the following explain netnography, EXCEPT:

Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants?

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

It is common to do all of the following during the beginning of a focus group session, EXCEPT:

Which of the following is NOT a strength of observational techniques?

A focus group is:

Projective techniques encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher.

Debriefing is conducted during which phase of the focus group interview?

In conducting an in-depth interview, the questions are arranged so as to ensure a logical flow from "general" to "specific" questions within topic areas. This activity is carried out in:

There is a degree of subjectivity in all qualitative research analyses; this subjectivity is higher when projective techniques are used.

Quantitative research designs are occasionally associated with descriptive and causal research designs.

Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.

Which of the following is an advantage of using quantitative research over qualitative research?

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