Question 1

Unlike traditional focus groups,online focus group participation is by invitation only.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following guidelines does not enhance the usefulness of projective techniques?

Accepted Answer

A)  Given their complexity,projective techniques should not be used naively. 
B)  Projective techniques should be used for exploratory research to gain initial insights and understanding. 
C)  Projective techniques should be used because the required information cannot be accurately obtained by direct methods. 
D)  none of the above 
A)  Given their complexity,projective techniques should not be used naively. 
B)  Projective techniques should be used for exploratory research to gain initial insights and understanding. 
C)  Projective techniques should be used because the required information cannot be accurately obtained by direct methods. 
D)  none of the above

Question 3

A(n)________ is an unstructured,indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern.

Accepted Answer

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

Question 4

A focus group generally includes 10 to 16 members.

Accepted Answer

A) True 
 B)False

Question 5

A disadvantage of focus groups is that the unstructured nature of the responses makes coding,analysis,and interpretation difficult.

Accepted Answer

A) True 
 B)False

Question 6

Projective techniques generally require personal interviews with highly trained interviewers.This is an advantage of projective techniques.

Accepted Answer

A) True 
 B)False

Question 7

Focus groups can be used to address substantive issues such as ________.

Accepted Answer

A)  interpreting previously obtained quantitative results 
B)  generating new ideas about older products 
C)  developing an approach to a problem 
D)  defining a problem more precisely 
A)  interpreting previously obtained quantitative results 
B)  generating new ideas about older products 
C)  developing an approach to a problem 
D)  defining a problem more precisely

Question 8

Which of the following is not one of the key qualifications of focus group moderators?

Accepted Answer

A)  joviality 
B)  flexibility 
C)  kindness with firmness 
D)  sensitivity 
A)  joviality 
B)  flexibility 
C)  kindness with firmness 
D)  sensitivity

Question 9

The 2000,2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties.The negative attacks were based on qualitative marketing research used to help design the messages.Which ethical concern is this use of marketing research related to?

Accepted Answer

A)  disguising the purpose of the research and the use of deceptive procedures 
B)  comfort level of the respondents 
C)  using qualitative research for questionable purposes 
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)  using qualitative research for questionable purposes 
D)  none of the above

Question 10

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.

Accepted Answer

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

Question 11

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

Accepted Answer

A)  It is not always possible,or desirable,to use fully structured or formal methods to obtain information from respondents. 
B)  People are unwilling to give truthful answers to questions that invade their privacy,embarrass them,or have a negative impact on their ego or status. 
C)  People may be unwilling or unable to answer certain questions. 
D)  none of the above 
A)  It is not always possible,or desirable,to use fully structured or formal methods to obtain information from respondents. 
B)  People are unwilling to give truthful answers to questions that invade their privacy,embarrass them,or have a negative impact on their ego or status. 
C)  People may be unwilling or unable to answer certain questions. 
D)  none of the above

Question 12

One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members;they feel comfortable and therefore willing to express their ideas and feelings.

Accepted Answer

A) True 
 B)False

Question 13

Depth interviews uncover less depth of insights than focus groups.

Accepted Answer

A) True 
 B)False

Question 14

Participants in online focus groups receive a time,a URL,a room name,and a password via e-mail.

Accepted Answer

A) True 
 B)False

Question 15

Discuss the disadvantages of online focus groups.

Accepted Answer

Only people that have and know how to us

Question 16

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Accepted Answer

A)  information on the brand value of the mall 
B)  information on mall brand identity versus other malls 
C)  information on the mall visit experience 
D)  all of the above 
A)  information on the brand value of the mall 
B)  information on mall brand identity versus other malls 
C)  information on the mall visit experience 
D)  all of the above

Question 17

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

Accepted Answer

A)  Laddering 
B)  Hidden issue questioning 
C)  Symbolic analysis 
D)  None of the above 
A)  Laddering 
B)  Hidden issue questioning 
C)  Symbolic analysis 
D)  None of the above

Question 18

Which of the following is a methodological application of focus groups?

Accepted Answer

A)  obtaining impressions of new product concepts 
B)  generating alternative courses of action 
C)  Both B and D are correct. 
D)  generating hypotheses that can be tested quantitatively 
A)  obtaining impressions of new product concepts 
B)  generating alternative courses of action 
C)  Both B and D are correct. 
D)  generating hypotheses that can be tested quantitatively

Question 19

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Accepted Answer

A)  non-statistical data analysis 
B)  a small number of nonrepresentative cases 
C)  unstructured form of data collection 
D)  outcome is used to recommend a final course of action 
A)  non-statistical data analysis 
B)  a small number of nonrepresentative cases 
C)  unstructured form of data collection 
D)  outcome is used to recommend a final course of action

Question 20

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

Accepted Answer

A)  respondent-moderator group 
B)  tag-team moderator group 
C)  client-participant group 
D)  mini-group 
A)  respondent-moderator group 
B)  tag-team moderator group 
C)  client-participant group 
D)  mini-group

Exam 5: Exploratory Research Design: Qualitative Research

Unlike traditional focus groups,online focus group participation is by invitation only.

Which of the following guidelines does not enhance the usefulness of projective techniques?

A(n)________ is an unstructured,indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern.

A focus group generally includes 10 to 16 members.

A disadvantage of focus groups is that the unstructured nature of the responses makes coding,analysis,and interpretation difficult.

Projective techniques generally require personal interviews with highly trained interviewers.This is an advantage of projective techniques.

Focus groups can be used to address substantive issues such as ________.

Which of the following is not one of the key qualifications of focus group moderators?

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members;they feel comfortable and therefore willing to express their ideas and feelings.

Depth interviews uncover less depth of insights than focus groups.

Participants in online focus groups receive a time,a URL,a room name,and a password via e-mail.

Discuss the disadvantages of online focus groups.

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

Which of the following is a methodological application of focus groups?

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

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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