Question 1

If ________ is at hand,research that is representative of some population and that has some known margin of error(quantitative research)should be used.

Accepted Answer

A) a low-level decision 
B) a high-stakes decision 
C) an operational decision 
D) a tactical decision

Question 2

The objective of protocol analysis is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them.

Accepted Answer

A) True 
 B)False

Question 3

A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator,prepare breakfast,unpack groceries,and conduct the many other routine activities that occur in kitchens.This is an example of:

Accepted Answer

A) Covert observational research. 
B) In situ observational research. 
C) Unstructured observational research. 
D) Direct observational research.

Question 4

________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

Accepted Answer

A) Focus groups 
B) In-depth interviews 
C) Protocol analyses 
D) Projective techniques

Question 5

What is the objective of the in-depth interview(IDI)? What are the advantages and disadvantages of using IDIs as a research technique?

Accepted Answer

The answer of What is the objective of the in-depth...

Question 6

General Mills used ________ to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

Accepted Answer

A) indirect observational research 
B) in situ observational research 
C) direct observational research 
D) covert observational research

Question 7

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

Accepted Answer

A) uncover true entertainment habits 
B) uncover authentic behavior and feelings 
C) uncover gaming purchase and use behaviors 
D) uncover authentic shopping behavior

Question 8

A research technique that can be used to generate ideas,to learn the respondents'"vocabulary"when relating to a certain type of product,or to gain some insights into basic needs and attitudes is:

Accepted Answer

A) In-depth interview. 
B) Protocol analysis. 
C) Role playing. 
D) Focus group.

Question 9

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

Accepted Answer

A) demographic and socio-economic characteristics 
B) demographic and buyer behavior characteristics 
C) buying power and demographic characteristics 
D) geographic and buyer-behavior characteristics

Question 10

Observation is not typically used when the possibility of faulty recall rules out collecting information by asking the subject.

Accepted Answer

A) True 
 B)False

Question 11

Define observation as a qualitative research technique and the different observation techniques.Describe the differences in these techniques.

Accepted Answer

The answer of Define observation as a qualitative research technique...

Question 12

Any study that is conducted using an observational technique or unstructured questioning can be classified as ________,which is becoming increasingly popular in a number of research situations.

Accepted Answer

A) quantitative research 
B) secondary research 
C) strategic research 
D) qualitative research

Question 13

A popular and growing trend in marketing research is the use of ________ to gain insights,with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

Accepted Answer

A) focus groups 
B) ethnographic research groups 
C) shopalong research communities 
D) marketing research online communities

Question 14

People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping.This is an example of public behavior observation.

Accepted Answer

A) True 
 B)False

Question 15

Participants in marketing research online communities are selected according to their demographics or interests.

Accepted Answer

A) True 
 B)False

Question 16

The traditional size of a focus group is about 6 to 12 people.

Accepted Answer

A) True 
 B)False

Question 17

________ is the name for the ethnographic study of online activities.

Accepted Answer

A) Onlineography 
B) Mobileorgraphy 
C) Netnography 
D) Digitalography

Question 18

A bank image survey showed that a particular branch consistently received lower scores on"employee friendliness."Focus group research later identified the problem.What objective did the bank have when it conducted the focus groups?

Accepted Answer

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

Question 19

The primary advantage of quantitative research is that it allows researchers to gather deeper,richer information from respondents.

Accepted Answer

A) True 
 B)False

Question 20

Neuromarketing is the study of an individual's involuntary responses to marketing stimuli,including eye movement,heart rate,and skin conductance,breathing,and brain activity.

Accepted Answer

A) True 
 B)False

Exam 6: Utilizing Exploratory and Qualitative Research Techniques

If ________ is at hand,research that is representative of some population and that has some known margin of error(quantitative research) should be used.

The objective of protocol analysis is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them.

A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator,prepare breakfast,unpack groceries,and conduct the many other routine activities that occur in kitchens.This is an example of:

________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

What is the objective of the in-depth interview(IDI)? What are the advantages and disadvantages of using IDIs as a research technique?

General Mills used ________ to understand how children eat breakfast,leading to the launch of Go-Gurt,a midmorning snack for schoolchildren.

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

A research technique that can be used to generate ideas,to learn the respondents'"vocabulary"when relating to a certain type of product,or to gain some insights into basic needs and attitudes is:

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

Observation is not typically used when the possibility of faulty recall rules out collecting information by asking the subject.

Define observation as a qualitative research technique and the different observation techniques.Describe the differences in these techniques.

Any study that is conducted using an observational technique or unstructured questioning can be classified as ________,which is becoming increasingly popular in a number of research situations.

A popular and growing trend in marketing research is the use of ________ to gain insights,with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping.This is an example of public behavior observation.

Participants in marketing research online communities are selected according to their demographics or interests.

The traditional size of a focus group is about 6 to 12 people.

________ is the name for the ethnographic study of online activities.

A bank image survey showed that a particular branch consistently received lower scores on"employee friendliness."Focus group research later identified the problem.What objective did the bank have when it conducted the focus groups?

The primary advantage of quantitative research is that it allows researchers to gather deeper,richer information from respondents.

Neuromarketing is the study of an individual's involuntary responses to marketing stimuli,including eye movement,heart rate,and skin conductance,breathing,and brain activity.