Deck 4: Planning: Primary Research

Question 1

A research method that involves monitoring subjects as they interact with their environment is called

A) gap research
B) field observation
C) secondary research
D) focus group
E) random sample

Answer 1

B

Question 2

Which of the following is NOT an example of qualitative research?

A) focus group
B) historical research and case studies
C) Likert-scale or ranking scale questionnaire
D) field observation
E) individual depth interviews

Answer 2

C

Question 3

A sampling procedure that ensures that all members of the larger target audience have an equal chance of being chosen for the survey sample is called a

A) quota sample
B) focus group sample
C) random sample
D) field sample
E) managerial sample

Answer 3

C

Question 4

A sampling procedure used when the larger target audience is demographically mixed in terms of race, gender and age and those factors may affect answers is called a

A) quota sample
B) field sample
C) focus group sample
D) managerial sample
E) random sample

Question 5

A form of sampling in which respondents are chosen largely because they are easy to find and willing to cooperate, even though they may not be the most appropriate respondents, is known as a

A) random sample
B) convenience sample
C) representative sample
D) cross-tabulation sample
E) quota sample

Question 6

A research instrument that asks the respondent to choose responses from a list that includes two extremes and a neutral center mark such as 1=strongly agree, 2=somewhat agree, 3=no opinion, 4=somewhat disagree, 5=strongly disagree) is called a

A) Bernays scale
B) Richter scale
C) Likert scale
D) barometer scale
E) ranking scale

Question 7

A research instrument that asks the respondent to choose responses from a list that moves upward or downward from a natural zero point is

A) Bernays scale
B) barometer scale
C) Richter scale
D) ranking scale
E) Likert scale

Question 8

If a survey or other research activity is conducted in a manner by which the researcher is the only person who can identify the participants, the survey is said to be

A) confidential
B) representative
C) random
D) haphazard
E) anonymous

Question 9

The division of research results by demographic categories such as age, race and gender is called a an)

A) field observation
B) gap research
C) ranking scale
D) focus group
E) cross-tabulation

Question 10

What is the major weakness limitation, drawback) associated with the Delphi study?

A) it requires an expensive software program and other technology that most organizations cannot afford
B) it has a bad history of being horribly inaccurate
C) because it deals mainly with closed-ended questions, the results often leave out important information
D) it takes too long to compile the results
E) all of the above

Question 11

A type of survey question that offers only two possible answers such as yes/no or male/female) is called a

A) Likert scale question
B) ranking scale question
C) dichotomous question
D) barometer scale question
E) gap research question

Question 12

A research instrument that asks respondents to place their responses in order such as first, second, third preference or most important, second most important, third most important) is called a

A) Bernays scale
B) Richter scale
C) Likert scale
D) barometer scale
E) ranking scale

Question 13

Following a focus group, the researchers can provide the information to the clients

A) as raw data
B) in a written summary that is organized either chronologically or by topic
C) as a summary of the results followed by interpretations and recommendations
D) any or all of the above

Question 14

If a survey or other research activity is conducted in a manner by which no one not even the researcher) can identify the participants, the survey is said to be

A) confidential
B) representative
C) random
D) haphazard
E) anonymous

Question 15

In qualitative research, results are expressed in

A) numbers and statistics
B) words and descriptions
C) both
D) neither

Question 16

One of the most common applications of focus group research is to help an organization measure its strengths and weaknesses and determine what it needs to do to better serve its publics. The common term for this process is

A) field observation
B) B-roll
C) ranking scale
D) cross-tabulation
E) gap research

Question 17

If members of a survey sample or focus group are said to be "homogeneous," that means they are

A) much different from each other
B) similar to each other
C) completely unfamiliar with the topic being discussed
D) native speakers of English

Question 18

The form of quantitative research most commonly used in public relations work is

A) the focus group
B) the survey
C) field observation
D) the Delphi study
E) content analysis