Question 1

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

Accepted Answer

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 usedE) None of the above
F) All of the above

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

What skills should a moderator of a focus group possess?

Accepted Answer

Skills should include:
1)combination of ...

Question 6

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

Accepted Answer

The experience survey is a type of depth...

Question 7

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

Accepted Answer

A)   versatility
B)   cost
C)   knowledge of respondents
D)   quantity of dataE) All of the above
F) B) and C)

Question 8

Focus groups can be used for all of the following except

Accepted Answer

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 conceptsE) A) and C)
F) All of the above A

Question 9

For consumer goods research,the focus group should be

Accepted Answer

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

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False  False

Question 13

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

Accepted Answer

A)   Natural or contrived
B)   Disguised or undisguised
C)   Structured or unstructured
D)   Direct or indirectE) A) and D)
F) A) and C)

Question 14

The largest application of online marketing research analysis is for

Accepted Answer

A)   propensity matching
B)   customer surveys
C)   neuromarketing
D)   metadata analysisE) A) and D)
F) C) and D)

Question 15

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.

Accepted Answer

A)   client-participant
B)   extra-deep
C)   preferred participant
D)   experienceE) None of the above
F) A) and B)

Question 16

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

Accepted Answer

A)   linear regression
B)   conjoint analysis
C)   segmentation analysis
D)   cross-tabulations of variablesE) All of the above
F) B) and C)

Question 17

The most versatile of the four communication methods is

Accepted Answer

A)   personal interviews
B)   telephone interviews
C)   mail interviews
D)   Internet-based methodsE) B) and D)
F) A) and D)

Question 18

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

Accepted Answer

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.E) None of the above
F) B) and D)

Question 19

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

Accepted Answer

A)   past behavior
B)   current behavior
C)   attitudes
D)   respondent characteristicsE) A) and C)
F) A) and B) C

Question 20

Discuss the characteristics of qualitative research.

Accepted Answer

Characteristics include:
1.small conveni...

Exam 5: Data Collection: Exploratory and Conclusive Research

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What skills should a moderator of a focus group possess?

Correct AnswerverifiedSkills should include:1)combination of ...View AnswerShow Answer

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

Correct AnswerverifiedThe experience survey is a type of depth...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Focus groups can be used for all of the following except

Correct AnswerverifiedA

For consumer goods research,the focus group should be

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedFalse

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

Correct AnswerverifiedShow Answer

The largest application of online marketing research analysis is for

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The most versatile of the four communication methods is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

Discuss the characteristics of qualitative research.

Correct AnswerverifiedCharacteristics include:1.small conveni...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Skills should include:
1)combination of ...
View Answer

Correct Answer
verified
The experience survey is a type of depth...
View Answer

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified
Characteristics include:
1.small conveni...
View Answer