Deck 5: Data Collection: Exploratory and Conclusive Research

Question 1

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

Answer 1

False
The first step in the analysis of focus group data is to review the research purpose.

Question 2

The problem with using unskilled moderators for focus groups is that they typically conduct individual interviews with each of the participants rather than stimulating interaction among the group participants.

Answer 2

True
Most unskilled moderators do not have the skills necessary to encourage group interaction.

Question 3

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.

Answer 3

True
Lifestyle includes activities,interests,and opinions as well as demographic characteristics.

Question 4

Qualitative techniques are noted for their ability to provide statistically and scientifically accurate data.

Question 5

For nonconsumer goods research,a group of approximately 15 individuals is best for a focus group to ensure maximum interaction among participants.

Question 6

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

Question 7

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.

Question 8

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

Question 9

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

Question 10

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.

Question 11

Respondent data can be classified into three types: past behavior,attitudes,and future behavior.

Question 12

Sample control refers to the ability of the communication approach to reach the designated units in the sample plan effectively and efficiently.

Question 13

Controlling non-response rates is an important concern in choosing among communication media.

Question 14

The person who leads and manages the focus group session is called a facilitator.

Question 15

The potential for bias as a result of the interviewing process is reduced if communication techniques are used.

Question 16

Focus group interviews are often used for conclusive research purposes.

Question 17

To provide a good mixture of people,a focus group should consist of various age groups,races,and economic backgrounds of people.

Question 18

The depth interview may be defined as an unstructured personal interview that uses extensive probing to get a small group of respondents to talk freely and to express detailed beliefs and feelings on a topic.

Question 19

Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.

Question 20

When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.

Question 21

Structured observation is more appropriate for exploratory research while unstructured observation is more appropriate for conclusive research.

Question 22

One of the main disadvantages of the observation method is respondent's unwillingness to provide data.

Question 23

A focus group typically lasts

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 24

Key qualifications for a moderator include

A) conveyance of incomplete understanding
B) rigid structure
C) detachment from group
D) both a and c

Question 25

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

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 26

Personal interviews are used extensively in international research.

Question 27

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.

Question 28

For consumer goods research,the focus group should be

A) 4 or 5 individuals
B) 6 or 7 individuals
C) between 8 and 12 individuals
D) between 13 and 15 individuals

Question 29

When one person tries to dominate the discussion in a focus group,the moderator can

A) demonstrate permissiveness by allowing the group to self-correct.
B) remind the dominant person of the guidelines in the moderator's guide and gently ask for greater restraint.
C) repeat the dominant person's sentences in a mocking tone until the behavior is altered.
D) stop the proceedings and poll each participant regarding the issue at hand.

Question 30

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

Question 31

Focus groups can be used for all of the following except

A) to eliminate extraneous variables
B) to understand emotional reactions to brands
C) to interpret previously obtained quantitative results
D) to generate ideas for new creative concepts

Question 32

The depth interview differs from the focus group interview in that

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 33

Relationships in a qualitative data matrix from a focus group can be identified and explored with

A) linear regression
B) conjoint analysis
C) segmentation analysis
D) cross-tabulations of variables

Question 34

The purpose of a moderator's guide is to

A) provide the participants an outline to follow along with
B) serve as memory aid for the moderator
C) serve as a key component in the analysis of the focus group session
D) all of the above
E) a and b only

Question 35

All of the following are purposes for focus groups except

A) to help generate hypotheses that can be further tested quantitatively
B) to generate information helpful in structuring consumer questionnaires
C) to provide overall background information on a product category
D) to conclusively identify causes of specific marketing problems

Question 36

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

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

Question 37

Careful screening of respondents is essential to the success of the focus group.Screening criteria include all of the following except

A) respondents with direct experience with the object or issue being discussed should not be included
B) respondents who have participated in the recent past should not be included
C) respondents who are participating only for the money should be avoided
D) respondents who have a relative or friend already in the group should not be used

Question 38

The raw data of focus groups include all of the following except

A) emotions
B) answers to questionnaire
C) body movements
D) verbatim comments

Question 39

The depth interview is used primarily

A) for conclusive research
B) for exploratory research
C) to test specific hypotheses
D) to reduce costs when focus groups are not deemed necessary

Question 40

The _______________ survey is a type of depth interview where the researcher is interested in the views of a selective cross section of people associated with the research problem.

A) client-participant
B) extra-deep
C) preferred participant
D) experience

Question 41

Basic limitations of the telephone interview include all of the following except

A) limited amount of data that can be obtained
B) lack of scalability
C) cannot record nonverbal information
D) potential bias that can result from an incomplete listing of the target population

Question 42

Of the four communication methods,_______________ offer the greatest degree of sample control.

A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods

Question 43

Of the four communication methods,_______________ is by far the fastest way to obtain large quantities of data.

A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods

Question 44

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.

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

Question 45

The sampling frame is the

A) group of respondents used for the research project
B) list of population units from which the sample will be drawn
C) target population represented by the sample
D) framework of consumer segments targeted by the sample

Question 46

When evaluating which communication approach best meets the needs of a research project,all of the following criteria are relevant except

A) versatility
B) cost
C) knowledge of respondents
D) quantity of data

Question 47

All of the following are components of attitude except

A) cognitive
B) affective
C) behavioral
D) lifestyle

Question 48

The advantages of the communication method,as compared to the observation method,are all of the following except

A) respondents willingness to participate
B) higher versatility
C) faster data collection
D) lower cost

Question 49

A variation on the standard focus group is the _______________,which is a group that consists of a moderator and 4 to 5 participants.

A) mini-group
B) two-way focus group
C) dual-moderator group
D) client-participant group

Question 50

In terms of conclusive research,data on _______________ are among the most sought-after respondent data in marketing research.

A) past behavior
B) current behavior
C) attitudes
D) respondent characteristics

Question 51

Synergism,one of the advantages of focus group interviews,refers to which of the following:

A) Ideas are generated spontaneously.
B) Ideas are freely expressed by group members.
C) Ideas are more likely to be expressed once the general level of excitement over the topic increases.
D) A wider range of information is expressed as a group than accumulation of separate individual responses.

Question 52

In comparison to other data collection techniques,the focus group interview has all of the following tangible advantages except

A) synergy among members
B) high level of structure
C) snowballing of responses
D) stimulation of ideas and thoughts

Question 53

A major disadvantage of the focus group interview is that

A) the decision maker cannot use the evidence as part of conclusive research
B) participants feel uncomfortable in groups and are therefore less willing to express their views
C) data is not provided for analysis
D) scientific scrutiny is not possible

Question 54

The largest application of online marketing research analysis is for

A) propensity matching
B) customer surveys
C) neuromarketing
D) metadata analysis

Question 55

When considering the three traditional approaches of communication,when sensitive or embarrassing questions are involved,evidence indicates that _______________ will produce the highest quality data.

A) personal interviews
B) telephone interviews
C) mail interviews
D) all of the communication methods

Question 56

_______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.

A) Psychographics
B) Lifestyles
C) AIO
D) Depth interviews

Question 57

A low response rate from a survey

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 58

The most expensive approach per completed interview of the four communication methods is generally

A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods

Question 59

Methods for estimating the degree of non-response error include all of the following proposed methods except

A) segmentation analysis
B) sensitivity analysis
C) trend projection
D) subsample measurement

Question 60

The most versatile of the four communication methods is

A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods

Question 61

_______________ observation refers to observing some indicator of past behavior.

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

Question 62

What is an experience survey,and when would it be used?

Question 63

Discuss the characteristics of qualitative research.

Question 64

A pantry audit would be an example of _______________ observation.

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

Question 65

What skills should a moderator of a focus group possess?

Question 66

Discuss the group design issues to consider when designing an effective focus group and give typical guidelines where possible.

Question 67

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

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

Question 68

_______________ observation refers to whether or not respondents are aware they are being observed.

A) Natural or contrived
B) Disguised or undisguised
C) Structured or unstructured
D) Direct or indirect

Question 69

What does versatility mean in regard to communication methods with respondents.

Question 70

Outline the steps in analyzing focus group sessions.

Question 71

Discuss the advantages of focus group interviews compared to other data collection techniques.

Question 72

Which data collection method is disintermediated? What does this mean?

Question 73

"Listening to the voice of the consumer" is a premise of what kind of research?

Question 74

What are the advantages and disadvantages of using the communication method to collect data.

Question 75

The _______________ measures the movement of the eye and is used to determine how a person reads printed material.

A) psychogalvanometer
B) pupilometer
C) eye-camera
D) audimeter