Question 1

Which of the following is True of quantitative research?

Accepted Answer

A)   It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.
B)   It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.
C)   Quantitative analysis techniques cannot be applied to qualitative data.
D)   It can be superior for studying topics that involve complex psychological motivations.
E)   Quantitative researchers usually collect detailed data from relatively small samples, which limit a researcher's ability to generalize quantitative data to the population. B

Question 2

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

Accepted Answer

A) True 
 B)False  True

Question 3

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions, and similar information.

Accepted Answer

A) True 
 B)False  True

Question 4

Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.

Accepted Answer

A) True 
 B)False

Question 5

Unlike purposed communities, private communities are:

Accepted Answer

A)   developed primarily for marketing.
B)   developed primarily for research.
C)   online social networks.
D)   outsourced to a provider.
E)   brand communities.

Question 6

While not as extensive as traditional ethnography, mobile ethnography provides the ability for researchers to analyze consumers in context.

Accepted Answer

A) True 
 B)False

Question 7

The major advantage of projective techniques is the simplicity of interpretation.

Accepted Answer

A) True 
 B)False

Question 8

In the context of focus groups, journaling makes it possible for:

Accepted Answer

A)   interviewers to push or spawn websites to participants' browsers.
B)   interviewers to encourage groupthink among participants.
C)   participants to have a clear understanding of what they are responding to in a study.
D)   participants to avoid answering probing questions.
E)   participants to provide real-time feedback.

Question 9

An advantage of social media monitoring is individuals who may not fill out surveys or agree to focus groups might nevertheless share their experiences with online social networks.

Accepted Answer

A) True 
 B)False

Question 10

Using PathTracker, a system that consists of RFID tags affixed to shopping carts, researchers can match purchase records with path data.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following characteristics of observation describes the degree to which a researcher or trained observer actually observes a behavior or an event as it occurs?

Accepted Answer

A)   Awareness
B)   Structure
C)   Directness
D)   Observing mechanism
E)   Reference

Question 12

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

Accepted Answer

A)   To probe into subconscious consumer motivations
B)   To make accurate predictions about relationships between market forces and purchase behavior
C)   To validate the relationship between advertising expenses and sales volume
D)   To make generalizable observations about a target population's buying behavior
E)   To test a hypothesis linking coupon value to brand preference

Question 13

The application of technological tools to identify, extract, and quantify subject information in textual data is called:

Accepted Answer

A)   sentiment analysis.
B)   scanner-based research system.
C)   listening post.
D)   netnography.
E)   content analysis.

Question 14

Which of the following is a major advantage of in-depth interviews over focus group interviews?

Accepted Answer

A)   They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.
B)   They allow researchers to observe the social influence process that affects consumer behavior and attitudes because group members interact with each other.
C)   They eliminate the need for a trained interviewer.
D)   They increase the likelihood of cross talk, thus creating synergy among participants and encouraging them to talk in detail about a topic.
E)   They eliminate the need for asking probing questions.

Question 15

Discuss the unique characteristics of observation methods.

Accepted Answer

The answer of Discuss the unique characteristics of observation methods....

Question 16

Due to advances in social media technology, social media analytics has fully replaced traditional marketing research methods.

Accepted Answer

A) True 
 B)False

Question 17

When successful, sentence completion tests reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.

Accepted Answer

A) True 
 B)False

Question 18

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

Accepted Answer

A) True 
 B)False

Question 19

An in-depth interview:

Accepted Answer

A)   involves an extended contact with a natural setting, but without participation by a researcher.
B)   involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.
C)   has a high likelihood of participants responding in a socially desirable manner.
D)   is a formalized process of bringing a small group together for discussion on a particular topic.
E)   is also called memoing.

Question 20

The use of quantitative measures of sentiment is still limited because:

Accepted Answer

A)   their use requires deep engagement with one or more social media communities.
B)   sentiment analysis relies on the emerging field of natural language processing.
C)   most social media monitoring tools seek to seamlessly mix qualitative and quantitative analyses.
D)   a large amount of data is currently unclassifiable or incorrectly classified with current automation tools.
E)   researchers prefer to collect data from higher traffic forums.

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

Which of the following is True of quantitative research?

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions, and similar information.

Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.

Unlike purposed communities, private communities are:

While not as extensive as traditional ethnography, mobile ethnography provides the ability for researchers to analyze consumers in context.

The major advantage of projective techniques is the simplicity of interpretation.

In the context of focus groups, journaling makes it possible for:

An advantage of social media monitoring is individuals who may not fill out surveys or agree to focus groups might nevertheless share their experiences with online social networks.

Using PathTracker, a system that consists of RFID tags affixed to shopping carts, researchers can match purchase records with path data.

Which of the following characteristics of observation describes the degree to which a researcher or trained observer actually observes a behavior or an event as it occurs?

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

The application of technological tools to identify, extract, and quantify subject information in textual data is called:

Which of the following is a major advantage of in-depth interviews over focus group interviews?

Discuss the unique characteristics of observation methods.

Due to advances in social media technology, social media analytics has fully replaced traditional marketing research methods.

When successful, sentence completion tests reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

An in-depth interview:

The use of quantitative measures of sentiment is still limited because: