Question 1

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Accepted Answer

A)  completion techniques 
B)  association techniques 
C)  focus groups 
D)  depth interviews 
A)  completion techniques 
B)  association techniques 
C)  focus groups 
D)  depth interviews B

Question 2

Quantitative research seeks to quantify the data and,typically,applies some form of statistical analysis.

Accepted Answer

A) True 
 B)False  True

Question 3

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Accepted Answer

A) True 
 B)False  False

Question 4

Focus groups can be misused and abused by considering the results as conclusive.

Accepted Answer

A) True 
 B)False

Question 5

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

Accepted Answer

A) True 
 B)False

Question 6

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

Accepted Answer

A)  Participants bring in three or four items that represent their ideal environment. 
B)  Group discussion is centered on the items brought in for "show and tell." 
C)  They provide the needed insight into the core values boomers hold close to their hearts. 
D)  Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured,vague,and ambiguous. 
A)  Participants bring in three or four items that represent their ideal environment. 
B)  Group discussion is centered on the items brought in for "show and tell." 
C)  They provide the needed insight into the core values boomers hold close to their hearts. 
D)  Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured,vague,and ambiguous.

Question 7

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews).A possible exception may be ________,which is used commonly to test brand names and occasionally to measure attitudes about particular products,brands,packages,or advertisements.

Accepted Answer

A)  cartoon tests 
B)  sentence completion 
C)  story completion 
D)  word association 
A)  cartoon tests 
B)  sentence completion 
C)  story completion 
D)  word association

Question 8

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.

Accepted Answer

A)  Word association 
B)  Story completion 
C)  Sentence completion 
D)  Expression completion 
A)  Word association 
B)  Story completion 
C)  Sentence completion 
D)  Expression completion

Question 9

In a depth interview,the interviewer should ________.

Accepted Answer

A)  ask questions in an informative manner 
B)  not probe the respondent 
C)  not accept brief "yes" or "no" answers 
D)  A and C are both correct 
A)  ask questions in an informative manner 
B)  not probe the respondent 
C)  not accept brief "yes" or "no" answers 
D)  A and C are both correct

Question 10

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

Accepted Answer

The differences in the two methodologies

Question 11

The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

Accepted Answer

A) True 
 B)False

Question 12

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Accepted Answer

A) True 
 B)False

Question 13

Discuss the characteristics of focus groups (Table 5.2 in the text).List at least four (4)characteristics and explain why it is important to consider each characteristic.

Accepted Answer

Characteristics of focus groups are summ

Question 14

Typical information obtained from the screening questionnaire includes product familiarity and knowledge,usage behavior,attitudes toward and participation in focus groups,and standard demographic characteristics.

Accepted Answer

A) True 
 B)False

Question 15

Which statement is not true about online focus groups?

Accepted Answer

A)  The whole process is much faster than the traditional method. 
B)  To enter the online focus group,participants must supply the room name,user name,and password to the moderator via email. 
C)  The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
D)  The group interaction lasts for about an hour. 
A)  The whole process is much faster than the traditional method. 
B)  To enter the online focus group,participants must supply the room name,user name,and password to the moderator via email. 
C)  The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. 
D)  The group interaction lasts for about an hour.

Question 16

Which of the following statements is not a disadvantage of online focus groups?

Accepted Answer

A)  Only audio and visual stimuli can be tested. 
B)  Moderators may also be able to carry on side conversations with individual respondents,probing deeper into interesting areas. 
C)  It can be difficult to verify that a respondent is a member of a target group. 
D)  Only people that have and know how to use a computer can participate. 
A)  Only audio and visual stimuli can be tested. 
B)  Moderators may also be able to carry on side conversations with individual respondents,probing deeper into interesting areas. 
C)  It can be difficult to verify that a respondent is a member of a target group. 
D)  Only people that have and know how to use a computer can participate.

Question 17

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Accepted Answer

A) True 
 B)False

Question 18

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher develops a visual interpretation of the data with the use of such tools as a diagram,chart or matrix.

Accepted Answer

A)  Data display 
B)  Data determination 
C)  Data reduction 
D)  Conclusion drawing and verification 
A)  Data display 
B)  Data determination 
C)  Data reduction 
D)  Conclusion drawing and verification

Question 19

Why is the online focus group process faster to analyze than the traditional method?

Accepted Answer

The online focus group process is faster

Question 20

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.

Accepted Answer

A) True 
 B)False

Exam 5: Exploratory Research Design: Qualitative Research

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Quantitative research seeks to quantify the data and,typically,applies some form of statistical analysis.

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Focus groups can be misused and abused by considering the results as conclusive.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews).A possible exception may be ________,which is used commonly to test brand names and occasionally to measure attitudes about particular products,brands,packages,or advertisements.

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.

In a depth interview,the interviewer should ________.

Compare and contrast qualitative and quantitative research (Table 5.1 in the text)

The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Discuss the characteristics of focus groups (Table 5.2 in the text).List at least four (4)characteristics and explain why it is important to consider each characteristic.

Typical information obtained from the screening questionnaire includes product familiarity and knowledge,usage behavior,attitudes toward and participation in focus groups,and standard demographic characteristics.

Which statement is not true about online focus groups?

Which of the following statements is not a disadvantage of online focus groups?

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher develops a visual interpretation of the data with the use of such tools as a diagram,chart or matrix.

Why is the online focus group process faster to analyze than the traditional method?

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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