Question 1

A"mystery shopper"who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses overt observation.

Accepted Answer

A) True 
 B)False

Question 2

One of the main advantages of online communities is that they are ________,allowing a wide variety of data to be collected,including posts,photos,and videos.

Accepted Answer

A) inexpensive and flexible 
B) easy to recruit and flexible 
C) flexible and diverse 
D) expensive but flexible

Question 3

The notion behind neuromarketing research is that psychological reactions cannot be consciously controlled,so they possibly reveal reactions that the individual is unaware of or unwilling to divulge.

Accepted Answer

A) True 
 B)False

Question 4

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

Accepted Answer

A) No physical setup necessary 
B) Transcripts captured in real time 
C) Participants can be in different geographic locations 
D) Body language visible and apparent

Question 5

Showing a line drawing of a situation in which one of the characters is making a statement,and asking the participant how the other character in the drawing would respond is using which type of projective technique?

Accepted Answer

A) Role playing 
B) Thematic apperception test 
C) Sentence completion test 
D) Cartoon or balloon test

Question 6

Socially undesirable behaviors such as smoking or road rage,illegal practices such as betting on football games,or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.

Accepted Answer

A) True 
 B)False

Question 7

There are four general ways of making observations: (1)direct versus indirect, (2)overt versus covert, (3)structured versus unstructured,and(4)in situ versus invented.

Accepted Answer

A) True 
 B)False

Question 8

The type of research characterized by collecting,analyzing,and interpreting data by observing what people do or say is qualitative research.

Accepted Answer

A) True 
 B)False

Question 9

When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls,he or she is using what type of observational research?

Accepted Answer

A) Direct 
B) Structured 
C) Covert 
D) Indirect

Question 10

The advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss,with respondents viewed as the experts of their own lives.

Accepted Answer

A) True 
 B)False

Question 11

A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

Accepted Answer

A) a specific question 
B) a specific method 
C) a specific survey 
D) a specific group

Question 12

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:

Accepted Answer

A) Quantitative research. 
B) Primary research. 
C) Qualitative research. 
D) Secondary research.

Question 13

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

Accepted Answer

A) Understand consumer vocabulary 
B) Reveal consumer needs,motives,perceptions,and attitudes 
C) Idea generation 
D) Understand findings from quantitative studies

Question 14

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants.This is an example of:

Accepted Answer

A) Conducting product testing simultaneously. 
B) Conducting primary and secondary research concurrently. 
C) Conducting quantitative and qualitative research simultaneously. 
D) Conducting market tests and taste tests concurrently.

Question 15

The focus group report lists most of the themes that became apparent during the research,notes any diversity of opinions or thoughts expressed by the participants,and contains abbreviated excerpts provided as evidence.

Accepted Answer

A) True 
 B)False

Question 16

Of the following circumstances,which is NOT suited to an observational study?

Accepted Answer

A) Short time interval 
B) Behavior patterns over lengthy time periods 
C) Public behavior 
D) Likelihood of faulty recall if respondents are asked about previous experiences

Question 17

The selection of focus group participants is determined largely by the purpose of the focus group and how many participants the research firm can recruit.

Accepted Answer

A) True 
 B)False

Question 18

How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?

Accepted Answer

The answer of How are focus groups analyzed and what...

Question 19

Collecting,analyzing,and interpreting data by observing what people do and say is:

Accepted Answer

A) Quantitative research. 
B) Primary research. 
C) Qualitative research. 
D) Secondary research.

Question 20

Midas improved its service quality by having customers make videos of themselves as they made car service appointments.This is an example of using in situ observation.

Accepted Answer

A) True 
 B)False

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

A"mystery shopper"who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses overt observation.

One of the main advantages of online communities is that they are ________,allowing a wide variety of data to be collected,including posts,photos,and videos.

The notion behind neuromarketing research is that psychological reactions cannot be consciously controlled,so they possibly reveal reactions that the individual is unaware of or unwilling to divulge.

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

Showing a line drawing of a situation in which one of the characters is making a statement,and asking the participant how the other character in the drawing would respond is using which type of projective technique?

Socially undesirable behaviors such as smoking or road rage,illegal practices such as betting on football games,or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.

There are four general ways of making observations: (1)direct versus indirect, (2)overt versus covert, (3)structured versus unstructured,and(4)in situ versus invented.

The type of research characterized by collecting,analyzing,and interpreting data by observing what people do or say is qualitative research.

When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls,he or she is using what type of observational research?

The advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss,with respondents viewed as the experts of their own lives.

A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants.This is an example of:

The focus group report lists most of the themes that became apparent during the research,notes any diversity of opinions or thoughts expressed by the participants,and contains abbreviated excerpts provided as evidence.

Of the following circumstances,which is NOT suited to an observational study?

The selection of focus group participants is determined largely by the purpose of the focus group and how many participants the research firm can recruit.

How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?

Collecting,analyzing,and interpreting data by observing what people do and say is:

Midas improved its service quality by having customers make videos of themselves as they made car service appointments.This is an example of using in situ observation.