Question 1

Which of the following is NOT an advantage of online focus groups?

Accepted Answer

A)   Geographic distance is overcome for respondents.
B)   Client can observe from home or office.
C)   Respondents can be re-contacted easier.
D)   People are less inhibited in their responses.
E)   Costs are equivalent to traditional focus groups.F) B) and C)
G) B) and E)

Question 2

It is not possible to conduct depth interviews using social media.

Accepted Answer

A) True 
 B)False

Question 3

Disadvantages of focus groups include all of the following EXCEPT ________.

Accepted Answer

A)   tendency to regard findings as conclusive
B)   difficulty in moderating focus groups
C)   completely skilled moderators are rare
D)   coding, analysis, and interpretation are difficult
E)   respondents are generally spontaneousF) None of the above
G) A) and B)

Question 4

The evaluation technique is a classification of a projective technique used in marketing research.

Accepted Answer

A) True 
 B)False

Question 5

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

Accepted Answer

Why would a researcher choose to use onl...

Question 6

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.

Accepted Answer

A)   word association
B)   sentence completion
C)   story completion
D)   role playing
E)   evaluation techniqueF) A) and B)
G) A) and C)

Question 7

Depth interviews are described as loosely structured,one-on-one conversations with individuals drawn from the target audience.

Accepted Answer

A) True 
 B)False

Question 8

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

Accepted Answer

A)   richer discussion of sensitive topics
B)   deeper insights about underlying motives
C)   less social pressure to conform
D)   scheduling of respondents
E)   cost per respondentF) D) and E)
G) A) and B)

Question 10

According to the text,the typical focus group costs the client about $4,500.

Accepted Answer

A) True 
 B)False

Question 11

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story,dialogue,or description of a picture is called the ________.

Accepted Answer

A)   association technique
B)   completion technique
C)   picture response technique
D)   third person technique
E)   ladderingF) All of the above
G) B) and C)

Question 12

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

Accepted Answer

A) True 
 B)False

Question 13

The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

Accepted Answer

A) True 
 B)False

Question 14

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.

Accepted Answer

A)   projective technique
B)   quantitative technique
C)   survey technique
D)   evaluation technique
E)   motivation elicitationF) D) and E)
G) B) and D)

Question 15

A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Accepted Answer

A)   experiment
B)   focus group
C)   quantitative survey
D)   depth interview
E)   moderator groupF) C) and D)
G) A) and B)

Question 16

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Accepted Answer

A)   A direct approach
B)   An indirect approach
C)   A panel
D)   A survey
E)   An informed approachF) A) and E)
G) B) and C)

Question 17

According to the text,the typical focus group costs the client about ________.

Accepted Answer

A)   $400
B)   $2,000
C)   $4,000 - 5,000
D)   $6,000 - 8,000
E)   $10,000F) A) and B)
G) C) and D)

Question 18

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

Accepted Answer

A)   choose which participant will be the group leader
B)   state the rules of group interaction
C)   probe the respondents and provoke intense discussion in the relevant areas
D)   attempt to summarize the group's response to determine the extent of agreement
E)   establish rapport with the groupF) D) and E)
G) A) and E)

Question 19

________ are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Accepted Answer

A)   Focus groups
B)   Depth interviews
C)   Quantitative surveys
D)   Experiments
E)   Probing interviewsF) All of the above
G) C) and D)

Question 20

Which of the following is NOT an advantage of using focus groups in marketing research?

Accepted Answer

A)   The richness of the comments, which come from real customers, makes this technique highly useful.
B)   Focus groups are easy to moderate.
C)   The comments of one person in a focus group can trigger unexpected reactions from others.
D)   The responses in a focus group are generally spontaneous and candid, and they provide rich insights.
E)   Ideas are more likely to arise out of the blue.F) A) and D)
G) B) and E)

Exam 4: Qualitative Research

It is not possible to conduct depth interviews using social media.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

Correct AnswerverifiedShow Answer

A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story,dialogue,or description of a picture is called the ________.

Correct AnswerverifiedShow Answer

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

Correct AnswerverifiedShow Answer

Disadvantages of focus groups include all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

According to the text,the typical focus group costs the client about ________.

Correct AnswerverifiedShow Answer

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

Correct AnswerverifiedWhy would a researcher choose to use onl...View AnswerShow Answer

The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

Correct AnswerverifiedShow Answer

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of using focus groups in marketing research?

Correct AnswerverifiedShow Answer

Depth interviews are described as loosely structured,one-on-one conversations with individuals drawn from the target audience.

Correct AnswerverifiedShow Answer

According to the text,the typical focus group costs the client about $4,500.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of online focus groups?

Correct AnswerverifiedShow Answer

A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Correct AnswerverifiedShow Answer

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.

Correct AnswerverifiedShow Answer

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Correct AnswerverifiedShow Answer

The evaluation technique is a classification of a projective technique used in marketing research.

Correct AnswerverifiedShow Answer

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

Correct AnswerverifiedShow Answer

________ are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Correct AnswerverifiedShow Answer

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

Correct AnswerverifiedShow Answer

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Why would a researcher choose to use onl...
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