Question 1

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of covert observation.

Accepted Answer

A) True 
 B)False  True

Question 2

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research.

Accepted Answer

A) True 
 B)False  True

Question 3

Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.

Accepted Answer

A) True 
 B)False  True

Question 4

What type of observation method is used when human observation may be less accurate,too costly,or faulty?

Accepted Answer

A)  direct observation
B)  auto observation
C)  physio-observation
D)  mechanical observation
E)  archive observation

Question 5

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could be improved?

Accepted Answer

A)  quantitative research
B)  qualitative research
C)  pluralistic research
D)  focus group research
E)  idea-generation research

Question 6

Which of the following is NOT an advantage of online focus groups over traditional focus groups?

Accepted Answer

A)  No physical set up is necessary.
B)  Participants from anywhere in the world can participate.
C)  Participants are comfortable in their homes/offices.
D)  The moderator can exchange private messages with participants.
E)  Participants' "body language" may be observed.

Question 7

With which type of observation technique do researchers observe tangible evidence of some event,such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?

Accepted Answer

A)  covert
B)  archives
C)  invented
D)  physical traces
E)  overt

Question 8

The picture test,a projective technique,is carried out by asking respondents to fill in "balloons" drawn above the heads of the actors.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?

Accepted Answer

A)  monetary incentives
B)  free products or gift certificates
C)  overrecruiting
D)  making callbacks on the day preceding the focus group to remind the participant
E)  using direct mail lists

Question 10

Focus group reports must translate the qualitative statements of participants into categories and then report the degree of consensus apparent in the focus groups.

Accepted Answer

A) True 
 B)False

Question 11

Jerri Allen has trained for several months to conduct focus groups.She has just completed her first focus group as the moderator.Which factor should Jerri remember when reporting and using focus group results?

Accepted Answer

A)  Qualitative statements must be categorized,and assessments must be made as to the representativeness of the focus group participants.
B)  All statements must eventually be quantified and input into some type of data analysis software package that allows descriptive statistics to be calculated.
C)  Statements must be summarized,and the influence of the focus group leader must be excluded from the results.
D)  Statements are not summarized,but are reported verbatim.Yet the influence of the focus group leader must still be excluded from the results.
E)  Jerri does not need to worry about the report as focus group "reports" simply consist of providing clients with video and audio recordings of the focus group.

Question 12

Focus groups should be composed of persons who are similar in terms of demographics and other relevant variables.

Accepted Answer

A) True 
 B)False

Question 13

Quantitative techniques deal with the "soft side" of marketing research.

Accepted Answer

A) True 
 B)False

Question 14

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Accepted Answer

A) True 
 B)False

Question 15

Though they are often used,focus groups are NOT considered qualitative research.

Accepted Answer

A) True 
 B)False

Question 16

Focus group moderators are sometimes called qualitative research consultants.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?

Accepted Answer

A)  probing question survey
B)  protocol analysis
C)  role-playing activity
D)  in-depth interview
E)  school teacher-probing

Question 18

Focus groups should NOT be used when:

Accepted Answer

A)  there is a need to understand the consumers' vocabulary.
B)  there is a need to determine consumers' attitudes.
C)  there is a need to predict the sales volume for a new product in a market territory.
D)  there is a need to understand consumers' motives.
E)  there is a need to know how accepting consumers are of a proposed new package design.

Question 19

Sue Miller,brand manager for Zippo Cat Foods,wanted to gather some information from cat food buyers.She arranged to conduct several focus groups,each conducted online with as many as 25 to 50 participants.She also wanted to interact with the focus group participants.Sue would be using which type of focus group?

Accepted Answer

A)  traditional
B)  nontraditional
C)  covert
D)  overt
E)  moderated

Question 20

Billy Neighbors decides to use a qualitative research technique called laddering.Which of the following would best describe how laddering could be used by Billy's Pork processing company?

Accepted Answer

A)  determining values important to consumers (i.e. ,good health) ;the routes consumers take to achieve those values (i.e. ,exercise,eating good foods,rest) ;and which specific product attributes (i.e. ,eat white meats) are used as a means of achieving the end desired value (i.e. ,good health) 
B)  determining product attributes important to consumers (i.e. ,white meats) ;the routes consumers take to achieve those attributes (i.e. ,shopping,reading ads,coupons) ;and which specific product attributes (i.e. ,pork) are used as a means of achieving the end desired value
C)  determining bottom rung values important to consumers (i.e. ,food,shelter,clothing) ;the routes consumers take to advance to higher rungs (i.e. ,education,job search,skill training) ;and which specific product attributes (i.e. ,white meats) are used as a means of achieving the highest rung (i.e. ,high self-esteem) 
D)  determining the step-by-step approach to determining the best method to advertise the product (i.e. ,pork) as a healthy,nutritious food (i.e. ,white meat) 
E)  None of the above;there is no such qualitative technique.

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of covert observation.

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research.

Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.

What type of observation method is used when human observation may be less accurate,too costly,or faulty?

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could be improved?

Which of the following is NOT an advantage of online focus groups over traditional focus groups?

With which type of observation technique do researchers observe tangible evidence of some event,such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?

The picture test,a projective technique,is carried out by asking respondents to fill in "balloons" drawn above the heads of the actors.

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?

Focus group reports must translate the qualitative statements of participants into categories and then report the degree of consensus apparent in the focus groups.

Jerri Allen has trained for several months to conduct focus groups.She has just completed her first focus group as the moderator.Which factor should Jerri remember when reporting and using focus group results?

Focus groups should be composed of persons who are similar in terms of demographics and other relevant variables.

Quantitative techniques deal with the "soft side" of marketing research.

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Though they are often used,focus groups are NOT considered qualitative research.

Focus group moderators are sometimes called qualitative research consultants.

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?

Focus groups should NOT be used when:

Billy Neighbors decides to use a qualitative research technique called laddering.Which of the following would best describe how laddering could be used by Billy's Pork processing company?