Question 1

Which of the following is not an ethical issue of concern to the researcher?

Accepted Answer

A)  disguising the purpose of the research and the use of deceptive procedures 
B)  comfort level of the respondents 
C)  videotaping and recording the proceedings 
D)  none of the above 
A)  disguising the purpose of the research and the use of deceptive procedures 
B)  comfort level of the respondents 
C)  videotaping and recording the proceedings 
D)  none of the above

Question 2

Which of the situations mentioned below is not suitable for online focus groups?

Accepted Answer

A)  companies that use the Internet to sell products or services and want to either gain market share or gather intelligence 
B)  corporations that want to gather feedback on workplace issues like downsizing,job changes,and diversity 
C)  highly emotional issues 
D)  none of the above 
A)  companies that use the Internet to sell products or services and want to either gain market share or gather intelligence 
B)  corporations that want to gather feedback on workplace issues like downsizing,job changes,and diversity 
C)  highly emotional issues 
D)  none of the above

Question 3

Data determination is one of the three general steps that should be followed when analyzing qualitative data.

Accepted Answer

A) True 
 B)False

Question 4

Because the researcher is often not familiar with the foreign product market to be examined,qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

Accepted Answer

Because the researcher is often not fami

Question 5

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Accepted Answer

A)  depth interview 
B)  association technique 
C)  focus group 
D)  projective technique 
A)  depth interview 
B)  association technique 
C)  focus group 
D)  projective technique

Question 6

Qualitative research is an unstructured,exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

Accepted Answer

A) True 
 B)False

Question 7

________ are the most important qualitative research procedure.

Accepted Answer

A)  Focus groups 
B)  Projective techniques 
C)  Association techniques 
D)  Depth interviews 
A)  Focus groups 
B)  Projective techniques 
C)  Association techniques 
D)  Depth interviews

Question 8

One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30,except for special occasions.The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?

Accepted Answer

A)  misrepresentation 
B)  misuse 
C)  messy 
D)  Both A and B are correct. 
A)  misrepresentation 
B)  misuse 
C)  messy 
D)  Both A and B are correct.

Question 9

It is recommended that at least ________ focus groups be conducted.

Accepted Answer

A)  two 
B)  three 
C)  four 
D)  five 
A)  two 
B)  three 
C)  four 
D)  five

Question 10

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

Accepted Answer

A) True 
 B)False

Question 11

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

Accepted Answer

A)  two-way focus group 
B)  dueling-moderator group 
C)  respondent-moderator group 
D)  dual-moderator group 
A)  two-way focus group 
B)  dueling-moderator group 
C)  respondent-moderator group 
D)  dual-moderator group

Question 12

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

Accepted Answer

A)  culture 
B)  patterns of social interaction 
C)  language 
D)  all of the above 
A)  culture 
B)  patterns of social interaction 
C)  language 
D)  all of the above

Question 13

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

Accepted Answer

A)  specifying the objectives of qualitative research 
B)  developing a moderator's guide 
C)  writing a screening questionnaire 
D)  determining objectives of the marketing research project and defining the problem 
A)  specifying the objectives of qualitative research 
B)  developing a moderator's guide 
C)  writing a screening questionnaire 
D)  determining objectives of the marketing research project and defining the problem

Question 14

Only audio and visual stimuli can be tested via online focus groups.

Accepted Answer

A) True 
 B)False

Question 15

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

Accepted Answer

A) True 
 B)False

Question 16

The two main expressive techniques are ________ and ________.

Accepted Answer

A)  word association;sentence completion 
B)  role playing;third-person technique 
C)  third-person technique;word association 
D)  role playing;word association 
A)  word association;sentence completion 
B)  role playing;third-person technique 
C)  third-person technique;word association 
D)  role playing;word association

Question 17

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Accepted Answer

A) True 
 B)False

Question 18

Online focus groups are appropriate for every research situation.

Accepted Answer

A) True 
 B)False

Question 19

In a study the researcher was investigating attitudes toward airlines among male middle managers.Each airline attribute,such as wide-body aircrafts,was probed (why do you like to travel in wide-body aircrafts?)to determine why it was important (I can get more work done)and then that reason was probed (I accomplish more),and so on (I feel good about myself).The depth interview techniques used in the study is called ________.

Accepted Answer

A)  hidden issue questioning 
B)  laddering 
C)  symbolic analysis 
D)  none of the above 
A)  hidden issue questioning 
B)  laddering 
C)  symbolic analysis 
D)  none of the above

Question 20

Use of a moderator's outline reduces some of the validity problems inherent in focus groups,such as those caused by different moderators not covering the same content areas in comparable ways.

Accepted Answer

A) True 
 B)False

Exam 5: Exploratory Research Design: Qualitative Research

Which of the following is not an ethical issue of concern to the researcher?

Which of the situations mentioned below is not suitable for online focus groups?

Data determination is one of the three general steps that should be followed when analyzing qualitative data.

Because the researcher is often not familiar with the foreign product market to be examined,qualitative research is crucial in international marketing research.Discuss the issues a company should consider before using projective techniques in international marketing research.

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Qualitative research is an unstructured,exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

________ are the most important qualitative research procedure.

It is recommended that at least ________ focus groups be conducted.

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

Only audio and visual stimuli can be tested via online focus groups.

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

The two main expressive techniques are ________ and ________.

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Online focus groups are appropriate for every research situation.

Use of a moderator's outline reduces some of the validity problems inherent in focus groups,such as those caused by different moderators not covering the same content areas in comparable ways.

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

Filters

The two main expressive techniques are and .