Question 1

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative.

Accepted Answer

A) True 
 B)False

Question 2

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

Accepted Answer

A) True 
 B)False

Question 3

"Faulty recall" occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question.It is a reason for not using an observation technique.

Accepted Answer

A) True 
 B)False

Question 4

In role playing,participants are asked to pretend they are a "third person," such as a friend or neighbor,and describe how the third person would react in a certain situation.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following observation techniques involves observing historical records,such as records of sales calls or warehouse movements?

Accepted Answer

A) direct 
B) archives 
C) past records 
D) indirect 
E) surrogate

Question 6

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets and visit each to observe consumers' head movements as they approach each display.Which observation technique would the managers be using?

Accepted Answer

A) direct 
B) past records 
C) archives 
D) indirect 
E) in-store observation

Question 7

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Accepted Answer

A) qualitative research 
B) quantitative research 
C) pluralistic research 
D) focus group research 
E) Socratic research

Question 8

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Accepted Answer

A) Subjects react in a natural manner. 
B) It is the only way to gather certain information (i.e.from children). 
C) Recall error is maximized. 
D) Sometimes observational data may be obtained at less cost. 
E) Sometimes observational data may be more accurate.

Question 9

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

Accepted Answer

A) True 
 B)False

Question 10

A study was conducted of online buyers to determine purchasing differences among buyer segments such as males and females.The research began with a series of focus groups followed by in-depth interviews.Finally,an online survey was conducted of several thousand online buyers.If you had to classify this research,which of the following would be most appropriate?

Accepted Answer

A) qualitative/quantitative 
B) quantitative/qualitative 
C) Socratic 
D) pluralistic 
E) online

Question 11

Which type of research would likely be called "soft" research?

Accepted Answer

A) qualitative research 
B) quantitative research 
C) pluralistic research 
D) focus group research 
E) Socratic research

Question 12

An in-depth interview has the advantages of allowing the interviewer to probe by asking many additional questions.This leads to rich,sometimes revealing responses.

Accepted Answer

A) True 
 B)False

Question 13

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Accepted Answer

A) True 
 B)False

Question 14

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

Accepted Answer

A) True 
 B)False

Question 15

Focus groups consist of dividing large groups (classes of college students,church groups,and so on)into several smaller groups.This allows each subgroup to focus on a separate issue such as price of the product,packaging of the product,usefulness of the product,and so on.Combining all the subgroup reports together affords clients greater "focus" on their products and services.

Accepted Answer

A) True 
 B)False

Question 16

Pluralistic research is losing favor in the field of marketing research because of its extensive and exclusive use of "soft" research methods.

Accepted Answer

A) True 
 B)False

Question 17

Focus groups should be used when something must be predicted or forecast with precision.

Accepted Answer

A) True 
 B)False

Question 18

Often,a critical requirement for a focus group meeting place is:

Accepted Answer

A) a very large room. 
B) a small,cozy room. 
C) round-table format allowing participants to see one another. 
D) equipment to measure physiological responses of the participants. 
E) hidden cameras and recording devices.

Question 19

One of the disadvantages of focus groups is that:

Accepted Answer

A) results may be interpreted in an objective fashion. 
B) results must be subjectively interpreted. 
C) although the cost-per-participant is low,representativeness is also low. 
D) although the cost-per-participant is high,representativeness is also high. 
E) it is difficult to access special respondent groups,such as lawyers or doctors.

Question 20

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured,spontaneous discussion about some topic?

Accepted Answer

A) observation group 
B) focus groups 
C) control group 
D) experimental group 
E) ethnographic group

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative.

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

"Faulty recall" occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question.It is a reason for not using an observation technique.

In role playing,participants are asked to pretend they are a "third person," such as a friend or neighbor,and describe how the third person would react in a certain situation.

Which of the following observation techniques involves observing historical records,such as records of sales calls or warehouse movements?

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

Which type of research would likely be called "soft" research?

An in-depth interview has the advantages of allowing the interviewer to probe by asking many additional questions.This leads to rich,sometimes revealing responses.

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

Pluralistic research is losing favor in the field of marketing research because of its extensive and exclusive use of "soft" research methods.

Focus groups should be used when something must be predicted or forecast with precision.

Often,a critical requirement for a focus group meeting place is:

One of the disadvantages of focus groups is that:

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured,spontaneous discussion about some topic?