MKT 431 Ch. 6

________ 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. A) A direct approach B) An indirect approach C) A panel D) A survey E) An informed approach

A) A direct approach

________ are the most important qualitative research procedures. A) Focus groups B) Depth interviews C) Projective techniques D) Association techniques

A) Focus groups

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Thorough research

A) Quantitative research

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind? A) association technique B) completion technique C) construction technique D) expressive technique E) evaluation technique

A) association technique

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

A) choose which participant will be the group leader.

Which of the following is NOT one of the key qualifications of focus group moderators? A) joviality B) kindness with firmness C) flexibility D) sensitivity

A) joviality

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 ________. A) projective technique B) quantitative technique C) survey technique D) evaluation technique E) motivation elicitation

A) projective technique

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty. A) qualitative research B) quantitative research C) statistical research D) hypothetical research E) lead research

A) qualitative research

Which of the following is recognized as the most important qualitative research procedure? A) the focus group B) the depth interview C) the quantitative survey D) the experiment E) the projective technique

A) the focus group

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation? A) third-person technique B) sentence completion C) story completion D) role playing E) belief and attitude focus

A) third-person technique

A projective technique in which respondents are presented with a list of words, one at a time, is called ________. A) word association B) sentence completion C) story completion D) role playing E) piecewise thought-listing

A) word association

Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation? A) association technique B) completion technique C) construction technique D) expressive technique E) evaluation technique

B) completion technique

Qualitative research procedures are classified as either ________ or ________. A) primary; secondary B) direct; indirect C) descriptive; exploratory D) theoretical; non-theoretical E) partial; total

B) direct; indirect

Which of the following is NOT a classification of the projective techniques used in marketing research? A) association technique B) evaluation technique C) construction technique D) expressive technique E) completion technique

B) evaluation technique

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it. A) association technique B) picture response technique C) construction technique D) expressive technique E) evaluation technique

B) picture response technique

Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research. A) qualitative; quantitative B) quantitative; qualitative C) observational; qualitative D) descriptive; observational E) total; partial

B) quantitative; qualitative

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique

B) sentence completion

According to the text, the typical focus group costs the client about ________. A) $400 B) $2,000 C) $4,000 D) $6,500 E) $10,000

C) $4,000

The type of qualitative research in which the purposes of the project are disguised from the respondents is called ________. A) a direct approach B) a panel C) an indirect approach D) a survey E) a masked approach

C) an indirect approach

A projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description is called the ________. A) association technique B) completion technique C) construction technique D) expressive technique E) evaluation technique

C) construction technique

A focus group typically consists of how many participants? A) one to four B) five to eight C) eight to twelve D) thirteen to fifteen E) more than fifteen

C) eight to twelve

According to the text, the typical duration of a focus group is ________. A) less than an hour B) two to four hours C) one to three hours D) three to five hours E) more than five hours

C) one to three hours

Which of the following types of research explores a problem with few pre-conceived notions about the outcome of that exploration? A) quantitative research B) experimental research C) qualitative research D) hypothetical research E) lead research

C) qualitative research

In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total

C) qualitative; quantitative

Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis? A) qualitative research B) lead research C) quantitative research D) hypothetical research E) total research

C) quantitative research

Which of the following describes the projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words? A) word association B) sentence completion C) story completion D) role playing E) evaluation technique

C) story completion

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 a projective technique.

T

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

T

Completion techniques are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs.

T

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

T

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

T

In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.

T

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

T

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

T

Online focus groups take less time to set up and complete (turnaround time) than traditional focus groups.

T

Private online communities can play the role of extended focus groups.

T

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

T

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

T

Qualitative research procedures are classified as either direct or indirect.

T

Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.

T

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.

T

The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

T

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

T

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

T

There are fewer people in an online group than in a face-to-face group.

T

A projective technique, in which respondents are presented with a list of words, one at a time, is called "word association."

T

A way to conduct a focus group type of research on social media involves participant blogs.

T

________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. A) An experiment B) A focus group C) A quantitative survey D) A depth interview E) A moderator group

B) A focus group

________ are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs. A) Evaluation techniques B) Completion techniques C) Construction techniques D) Expressive techniques E) Detail techniques

B) Completion techniques

________ 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. A) Focus groups B) Depth interviews C) Quantitative surveys D) Experiments E) Probing interviews

B) Depth interviews

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

B) Focus groups are easy to moderate.

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Statistical research

B) Qualitative research

Which of the following statements is NOT an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much less. D) Only people that have and know how to use a computer can participate.

D) Only people that have and know how to use a computer can participate.

In focus group reports, the following is (are) included ________. A) frequencies and percentages of respondent views B) only the words of the participants C) interpretation ends with the "instant interpretation" done with managers immediately after the last focus group has finished for the night D) analysis of facial expressions and body language E) A and D

D) analysis of facial expressions and body language

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique

D) role playing

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research? A) Depth interviews can uncover deeper insights than focus groups. B) Depth interviews result in a free exchange of information that may not be possible in focus groups. C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. D) With probing, it is possible to get at the real issue when topics are complex. E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

The main purpose of ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. A) a depth interview B) a quantitative survey C) an experiment D) a moderator group E) a focus group

E) a focus group

Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques? A) word association B) sentence completion C) story completion D) motivation elicitation E) cartoon tests

E) cartoon tests

Advantages of depth interviews over traditional focus groups include all of the following EXCEPT: 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 respondent.

E) cost per respondent.

Advantages of online focus groups include all of the following EXCEPT: 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.

E) costs are equivalent to traditional focus groups.

Which of the following are described as loosely structured conversations with individuals drawn from the target audience? A) experiments B) quantitative surveys C) panels D) conversation interviews E) depth interviews

E) depth interviews

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation? A) association technique B) completion technique C) construction technique D) evaluation technique E) expressive technique

E) expressive technique

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________. A) hiring moderators with at least 5 years of experience B) putting prospective moderators through company-specific training C) including video or voice recording devices in the focus group D) doing focus groups after the survey work on the project is completed E) preparing a detailed moderator discussion guide

E) preparing a detailed moderator discussion guide

Disadvantages of focus groups include all of the following EXCEPT: 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 spontaneous.

E) respondents are generally spontaneous.

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

F

A depth interview is recognized as the most important qualitative research procedure.

F

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

F

According to the text, the typical duration of a focus group is less than an hour.

F

According to the text, the typical focus group costs the client about $6,500.

F

Focus groups 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.

F

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

F

In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

F

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

F

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

F

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

F

Qualitative research is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

F

Quantitative research is an unstructured, exploratory research methodology based on small samples, which provides insight and understanding of the problem setting.

F

The association technique requires the respondent to construct a response in the form of a story, dialogue, or description.

F

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

F

The expressive technique requires the respondent to complete an incomplete stimulus situation.

F

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts, motivations, and feelings regarding the issues of concern.

F

Traditional focus groups are much less expensive to conduct than online focus groups.

F

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

F

A direct approach 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.

T

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

T

A focus group typically consists of eight to twelve participants.

T

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

T