Question 1

A low response rate from a survey

Accepted Answer

A)  indicates low non-response error 
B)  indicates high non-response error 
C)  indicates high sampling error 
D)  does not necessarily mean non-response error

Question 2

When choosing a moderator for a focus group,all of the following key skills should be explicitly checked for except

Accepted Answer

A)  a combination of empathy and firmness 
B)  permissiveness 
C)  ability to engage one-on-one with participants 
D)  creativity

Question 3

The depth interview differs from the focus group interview in that

Accepted Answer

A)  it is less focused 
B)  it lasts longer 
C)  it requires less direction by the moderator/interviewer 
D)  attempts to gain more complete understanding of a respondent's position

Question 4

The first step in the analysis of focus group data is to thoroughly study the group discussion.

Accepted Answer

A) True 
 B)False

Question 5

Outline the steps in analyzing focus group sessions.

Accepted Answer

The answer of Outline the steps in analyzing focus group...

Question 6

A focus group typically lasts

Accepted Answer

A)  45 minutes to just over an hour 
B)  1 to 2 hours 
C)  2 to 3 hours 
D)  3 to 3 1/2 hours

Question 7

A pantry audit would be an example of _______________ observation.

Accepted Answer

A)  contrived 
B)  disguised 
C)  indirect 
D)  unstructured

Question 8

Focus group interviews are often used for conclusive research purposes.

Accepted Answer

A) True 
 B)False

Question 9

Conclusive research involves a systematic and objective process through which a target market is sampled and responses are measured using a structured data collection technique.

Accepted Answer

A) True 
 B)False

Question 10

_______________ involves creating an artificial environment and observing the behavior patterns exhibited by people put in this environment.

Accepted Answer

A)  Contrived observation 
B)  Disguised observation 
C)  Undisguised observation 
D)  Indirect observation

Question 11

The psychogalvanometer can be used to measure reactions to stimuli presented,as indicated by changes in the diameter of the pupil of the eye.

Accepted Answer

A) True 
 B)False

Question 12

Generally,the largest amount of data can be collected using mail surveys,followed by personal interviews,Web-based surveys,and the telephone.

Accepted Answer

A) True 
 B)False

Question 13

Managers often believe they can use quantitative research as a substitute for qualitative research on the premise that "listening to the voice of the customer" is always superior to numerical results,no matter how rigorous.

Accepted Answer

A) True 
 B)False

Question 14

In estimating the degree of non-response error,_______________ determines how different each successive callback group is from the previous respondent group and evaluates the relevance of this difference to the management decision.

Accepted Answer

A)  subjective estimate 
B)  sensitivity analysis 
C)  trend projection 
D)  segmentation analysis

Question 15

Qualitative research techniques can be identified by all of the following characteristics except

Accepted Answer

A)  small convenience or quota sample 
B)  information sought relates to respondents' motivations, beliefs, feelings, and attitudes, not to facts about their lives and behavior 
C)  objective scientific approach to data gathering 
D)  data collection format is open ended

Question 16

In analyzing focus group sessions,the analyzer should develop categories for responses before any of the sessions are viewed.

Accepted Answer

A) True 
 B)False

Question 17

A popular way of describing a respondent is in terms of lifestyle,which is defined as a distinctive mode of living of a society or a segment of society.

Accepted Answer

A) True 
 B)False

Question 18

The advantage of a natural environment observation versus a contrived observation setting is an increased probability that the exhibited behavior in the natural setting will more accurately reflect true behavior patterns.

Accepted Answer

A) True 
 B)False

Question 19

Focus group participants who have already done a session make good candidates for another session due to their expertise in the process.

Accepted Answer

A) True 
 B)False

Question 20

_______________ observation refers to observing some indicator of past behavior.

Accepted Answer

A)  Contrived 
B)  Disguised 
C)  Indirect 
D)  Unstructured

Exam 5: Data Collection: Exploratory and Conclusive Research

A low response rate from a survey

When choosing a moderator for a focus group,all of the following key skills should be explicitly checked for except

The depth interview differs from the focus group interview in that

The first step in the analysis of focus group data is to thoroughly study the group discussion.

Outline the steps in analyzing focus group sessions.

A focus group typically lasts

A pantry audit would be an example of _______________ observation.

Focus group interviews are often used for conclusive research purposes.

Conclusive research involves a systematic and objective process through which a target market is sampled and responses are measured using a structured data collection technique.

_______________ involves creating an artificial environment and observing the behavior patterns exhibited by people put in this environment.

The psychogalvanometer can be used to measure reactions to stimuli presented,as indicated by changes in the diameter of the pupil of the eye.

Generally,the largest amount of data can be collected using mail surveys,followed by personal interviews,Web-based surveys,and the telephone.

Managers often believe they can use quantitative research as a substitute for qualitative research on the premise that "listening to the voice of the customer" is always superior to numerical results,no matter how rigorous.

In estimating the degree of non-response error,_______________ determines how different each successive callback group is from the previous respondent group and evaluates the relevance of this difference to the management decision.

Qualitative research techniques can be identified by all of the following characteristics except

In analyzing focus group sessions,the analyzer should develop categories for responses before any of the sessions are viewed.

A popular way of describing a respondent is in terms of lifestyle,which is defined as a distinctive mode of living of a society or a segment of society.

The advantage of a natural environment observation versus a contrived observation setting is an increased probability that the exhibited behavior in the natural setting will more accurately reflect true behavior patterns.

Focus group participants who have already done a session make good candidates for another session due to their expertise in the process.

_______________ observation refers to observing some indicator of past behavior.