Marketing Research Final

4. While filling out a survey, a respondent comes across a question that asks for respondent's annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called? A. Structured question B. Unstructured question C. Restricted options question D. Unrestricted response question E. Categorical question

A. Structured question

1. A questionnaire is: A. a formalized framework consisting of a set of question/scales designed to generate primary raw data. B. used to formulate the research problem for the organization. C. a formalized statement of a testable relationship between two or more constructs or variables. D. a dynamic evaluation. E. a separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return the survey in a timely manner.

A. a formalized framework consisting of a set of question/scales designed to generate primary raw data.

5. In the SPSS output, correlations are reported from largest to smallest. Which of the following is/are the correct sequence(s)? A. 0.7, 0.5, 0.2, -0.1, -0.2 B. 0.11, 0.7, 0.3, 0.2, 0.1 C. 0.8, -0.7, 0.4, -0.3, 0.1 D. 0.21, 0.12, 0.9, 0.5, 0.3 E. 0.22, 0.6, -0.7, 0.3, 0.4

C. 0.8, -0.7, 0.4, -0.3, 0.1

16. According to your slides, what qualitative research method is predominant in marketing research in the U.S.? A. in-depth interviews B. blog monitoring C. focus groups D. telephone interviews E. observation

C. focus groups

7. A marketing researcher is interested in examining the cause and effect relationship between advertising and sales increase. Which of the following is the most appropriate to address this research objective? A. Personal interview B. Focus group C. Internet survey D. Experiment E. Telephone survey

D. Experiment

21. Quantitative research methods are characterized by: A. small samples. B. unstructured questions. C. preliminary insights. D. descriptive and casual designs.

D. descriptive and casual designs.

12. A list of the disadvantages of telephone interviewing would include which of the following? A. Questioning is restricted to the spoken word. B. Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. C. Personal rapport and commitment are difficult to establish. D. Respondents are less tolerant of lengthy interviews. E. all the above

E. all the above

2. While preparing data, Sheila identifies a number of tasks that have to be performed. She should begin with which of the following? A. Data validation B. Coding C. Data analysis D. Data entry E. Data tabulation

A. Data validation

3. Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on? A. To uncover deep underlying motives behind people's buying behaviors. 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.

A. To uncover deep underlying motives behind people's buying behaviors.

4. A researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is a female. By assigning numbers to different genders, the researcher is engaged in the process of: A. coding. B. editing. C. validation. D. data summarization. E. data tabulation.

A. coding.

2. Computer-assisted telephone interviewing (CATI): A. refers to when the interviewer reads the respondent questions from a computer screen and directly keys in the responses. B. refers to when the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. Respondents return the survey via e-mail. C. refers to when computer disks are mailed to respondents, the respondent completes the survey on their own computer, and returns the disk to the researcher via the mail. D. refers to when a computer is used to dial and send a survey to a potential respondent via fax. The respondent returns the survey via fax or mail. E. refers to when the computer calls respondents and asks questions. The respondents record their responses by using the key pad of their touch tone telephone.

A. refers to when the interviewer reads the respondent questions from a computer screen and directly keys in the responses.

4. A pie chart: A. shows the relative proportion as a percent of the total proportion of the pie associated with the value of a specific variable. B. shows nine sections of data. C. connects a series of data points with a continuous line. D. shows the data in the form of bars that may be horizontally or vertically oriented. E. depicts both absolute and relative magnitudes of differences in change.

A. shows the relative proportion as a percent of the total proportion of the pie associated with the value of a specific variable.

6. If a respondent does not have access to information needed to answer an item, then the participant has been exposed to a: A. unanswerable item. B. leading item C. incomprehensible item. D. double-barreled question. E. primary item.

A. unanswerable item.

8. When coding unstructured questions, the category codes should be _______________ and ______________. A) Dependent; collectively exhaustive B) collectively exhaustive; mutually exclusive C) mutually inclusive; dependent D) dependent; mutually exclusive E) precoded; post-coded

B) collectively exhaustive; mutually exclusive

7. Which of the following questions most closely demonstrates an example of a leading question? A. "Do you smoke cigarettes? If not, proceed to the last section of this survey." B. "Should the government impose an additional tax on liquor and deprive people (who drink responsibly) the chance of enjoying an alcoholic beverage?" C. "Do you consider aneurism to be a deadly disease?" D. "State, in years and months, your age." E. "Have you ever been convicted for a violent crime?"

B. "Should the government impose an additional tax on liquor and deprive people (who drink responsibly) the chance of enjoying an alcoholic beverage?"

7. The process of converting information from a form/questionnaire is referred to as data preparation (this process takes place after the surveys are returned from the field). This process follows a four-step approach. Which of the following is the second step in this process? A. Data validation B. Coding C. Data analysis D. Data entry E. Data tabulation

B. Coding

10. Which of the following statements is NOT true regarding the visual presentation? A. Begin with a slide showing the title of the presentation and the individual(s) doing the presentation. B. Do not identify the client and marketing research firm. C. A sequence of slides should be developed indicating the objectives of the research and the specific research questions to be addressed. D. Additional slides should be developed that highlight the research findings. E. Conclude the presentation with recommendations, conclusions, and research implications.

B. Do not identify the client and marketing research firm.

8. Which one of the following statements about focus groups is NOT true? A. It consists of 8 to 12 participants. B. If more than 12 participants do show up, all should be allowed to participate. C. It lasts for about 2 hours. D. The format of the discussion is semi-structured. E. Any size smaller than eight participants is not likely to generate synergy between participants.

B. If more than 12 participants do show up, all should be allowed to participate.

13. Which of the following is NOT true about test marketing? A. Test marketing is the use of a controlled field experiment to gain information on market performance indicators B. Test marketing refers to product sampling in stores. C. Test markets are compared to "controlled markets" (where the field experiment is not conducted). D. A general rule commonly used in the United States is that a test market should represent between 0.2% and 2% of the country's entire population.

B. Test marketing refers to product sampling in stores.

9. A retailer is interested in studying the effect of in-store promotions on the amount of money people spend during a store visit. Which of the following will NOT be considered an extraneous variable for this study? A. The mood of the shoppers as they enter the store. B. The average amount of money spent by shoppers in the store. C. The number of kids under the age of two that accompany an adult shopper. D. The day of the week/month when the study is conducted. E. The air temperature outside the store.

B. The average amount of money spent by shoppers in the store.

9. A focus group is: A. an interview technique with the main objective of finding out how a subject would respond to a certain statement. B. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. C. a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session. D. the interactive procedure between the researcher and moderator discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

B. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept.

3. An unstructured question is: A. a question with wording problems such as ambiguity, abstraction, and connotation. B. a question that is open-ended formatted to allow respondents to reply in their own words. C. a formalized statement of a testable relationship between two or more constructs or variables. D. a question with a predetermined list of responses available to aid or limit the respondent's answers. E. a separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return the survey in a timely manner.

B. a question that is open-ended formatted to allow respondents to reply in their own words.

5. An in-depth interview: A. is an extended contact with a natural setting, but without participation by the researcher. B. asks a subject a set of semi-structured questions in a face-to-face setting. C. has a higher 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.

B. asks a subject a set of semi-structured questions in a face-to-face setting.

19. Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation, such as "A person who wears Levi's jeans is..."? A. association technique B. completion technique C. construction technique D. expressive technique E. evaluation technique

B. completion technique

11. Compared to lab experiments, field experiments are characterized by all of the following, EXCEPT: A. field experiments are more realistic. B. field experiments are more controllable. C. field experiments take longer to complete. D. field experiments are more expensive to conduct. E. field experiments can allow your competitors to learn about your initiatives (that are being field-tested).

B. field experiments are more controllable.

18. In situations where the respondents are expected to have no opinion, the accuracy of data may be improved by a(n) _________________. A. verbal description. B. nonforced scale. C. forced scale. D. balanced scale. E. unbalanced scale.

B. nonforced scale.

11. It is common to do all of the following during the beginning of a focus group session, EXCEPT: A. participants are told that only one person should speak at a time. B. participants should try their best to give the right answers. C. participants are asked to briefly introduce themselves. D. participants are given some refreshments and an opportunity to engage in some small talk. E. participants are told that everyone's opinions are equally valued.

B. participants should try their best to give the right answers.

11. All of the following are guidelines for writing good questions for a survey, EXCEPT: A. questions should avoid technical or sophisticated words. B. question response categories should be overlapping. C. questions and scale items should be meaningful to the respondent. D. questions should be simple and straightforward.

B. question response categories should be overlapping.

10. External validity: A. exists when the research design accurately identifies causal relationships. B. refers to the extent to which a causal relationship found in a study can be expected to be true for the entire defined target population. C. refers to a specific form of field experiment. D. refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. .

B. refers to the extent to which a causal relationship found in a study can be expected to be true for the entire defined target population.

9. One-way tabulation (frequency distribution) can do all of the following, EXCEPT: A. determine the amount of non-response to individual questions in a questionnaire. B. tabulate responses to one question against those to another question. C. locate mistakes in data entry. D. detect outliers. E. construct one-way frequency tables.

B. tabulate responses to one question against those to another question.

1. In which of the following scenarios would you most strongly recommend using quantitative research? A. When the objective is to identify new ideas and thoughts for a product. B. When the objective is to understand hidden underlying psychological processes. C. When the objective is to validate and estimate strength of a relationship. D. When you have access to small samples.

C. When the objective is to validate and estimate strength of a relationship.

12. Debriefing is conducted during which phase of the focus group interview? A. Planning the study B. Conducting the discussions C. Analyzing and reporting the results D. Identifying participants E. Writing the moderator's guide

C. Analyzing and reporting the results

2. Jane is waiting for a research report to prepare for her 3:00 PM meeting. Instead of receiving the report that morning at 10:00 AM, she gets it 15 minutes before the start of the meeting. Given this short time, Jane can afford to read only one section of the report. Which of the following sections should she read to benefit the most from the report? A. Introduction B. Table of contents C. Executive summary D. Data analysis and findings E. Conclusions and recommendations

C. Executive summary

12. Which of the following statements about questionnaire design is incorrect? A. In the introduction section, one should include a general description of the study. B. One should ask the easy questions first before going to more specific questions. C. In a given section of the questionnaire, one should mix and match different measurement formats to keep the respondent's interest. D. Personal questions should be asked at the end of the survey. E. One should end the survey with a thank you statement.

C. In a given section of the questionnaire, one should mix and match different measurement formats to keep the respondent's interest.

15. Gianna is trying to determine if she should use qualitative or quantitative research methods. Help her make that decision by telling her which of the following statements is FALSE about quantitative research designs. A. Quantitative research designs can accommodate large sample sizes. B. Concepts and relationships not directly measurable can be studied using quantitative designs. C. It is easy to collect in-depth data using quantitative designs. D. Quantitative designs facilitate advanced statistical analysis. E. Quantitative designs can produce precise estimates.

C. It is easy to collect in-depth data using quantitative designs.

9. When a market researcher has reported data, statistics, and information that are not consistent with the studies objectives, the researcher has fallen victim to which of the following problem areas? A. Lack of data interpretation B. Unnecessary use of multivariate statistics C. Lack of relevance D. Too much emphasis is placed on too few statistics E. Fancy packaging does not infer high quality

C. Lack of relevance

5. A researcher prepares a two page questionnaire. On each page, there are questions related to the amount of beverages consumed by the respondent in a given week. Given below are the units of measurement used on pages 1 and 2 respectively. Which of the following combinations is recommended as appropriate for use in a questionnaire? A. Ounces, liters B. Liters, ounces C. Liters, liters D. Gallons, ounces E. Ounces, gallons

C. Liters, liters

15. What does the interviewer- respondent bias refer to? A. It means that the respondent is in total control of how fast the survey is completed B. It refers to self-administered interviews and it means that the respondent created his/ her own comfort zone by deciding where and when the survey is completed. C. There is no chance of introducing interpretive error based on the interviewer's body language, facial expression, or tone of voice. D. It refers to the fact that the respondent's true identity is not revealed in the interviewing process.

C. There is no chance of introducing interpretive error based on the interviewer's body language, facial expression, or tone of voice.

10. A moderator's guide is: A. the interviewer's ability to articulate questions in a direct and clear manner. B. a note attached on the back of the name cards for each participant. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session.

17. 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

6. In all of the following situations, one should prefer cross tabulation over one-way tabulation, EXCEPT: A. to determine the number of males and females buying Nike or Reebok shoes. B. to determine the number of males and females voting democrat, republican, or independent. C. to determine the number of males and females included in the sample. D. to determine the number of males and females assigned to control versus experimental condition. E. to determine the number of males and females preferring bus travel or train travel.

C. to determine the number of males and females included in the sample.

5. The best way to handle missing data is: A. to assign a coded value to it. B. to substitute the missing values with the median of the variable. C. to leave the data space blank for missing data. D. to substitute the missing values with the mean of the variable.

C. to leave the data space blank for missing data.

20. In a research study about retailers, Stephanie presented participants with several words, such as parking, shopping, location, quality, price, and asked them to respond to each with the first word that comes to mind. Stephanie used which type of projective technique? A. sentence completion B. story completion C. word association D. role playing

C. word association

6. How are conclusions different from recommendations? A. Conclusions are derived from secondary research whereas recommendations are derived from primary research. B. Recommendations are considered valid statements while conclusions are not. C. Recommendations are broad, whereas conclusions are very narrow. D. Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions. E. Recommendations are internally generated while conclusions are externally generated.

D. Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions.

6. Courtney, a marketing research manager, is interested in surveying people who are fans of The Simpsons show. Given this unique requirement, she should use which of the following survey methods? A. Direct mail survey B. Drop-off survey C. Mail panel survey D. Internet survey E. In-home survey

D. Internet survey

17. A question that gives the respondent a clue as to what the answer should be is called a(n) ______________. A) filtered question B) double-barreled question C) open-ended question D) leading question E) clue question

D) leading question

2. Which of the following is a disadvantage of using social media monitoring as a research tool? A. It is still costly (a few thousands of dollars a month to monitor just a few well-chosen keywords) B. Many techniques of analyzing textual data are unproven, so the accuracy of information is unknown C. The sample of people interacting about the brand may not be representative of consumers' reactions in the target market. D. All of the above

D. All of the above

3. A researcher contacts a respondent who meets all the requirements for inclusion in the sample. The researcher starts the interview process and after completing the first five questions, skips directly to the second last question. He later on makes up the answers to the questions that he had never asked of the respondent. This inappropriate behavior falls under which of the following data validation areas? A. Fraud B. Mid-survey validation C. Skip question validation D. Completeness E. Screening

D. Completeness

1. Mall-intercept interview may be more desirable than in-home interviews in many situations. Which of the following is NOT a strength of the mall-intercept interview method? A. Mall-intercept interviews are less expensive. B. Mall-intercept interviews take less time to complete. C. Interviewers spend less time traveling using the mall-intercept method. D. Mall patrons are more likely to be representative of the target population. E. Researchers spend little time or effort in securing a person's agreement to participate in the mall-intercept interview.

D. Mall patrons are more likely to be representative of the target population.

7. If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at? A. Research methods B. Data analysis and findings C. Conclusions D. Recommendations E. Limitations

D. Recommendations

13. Debriefing analysis is: A. a technique that encourages research participants to share emotional and subconscious reactions to a particular topic. B. used by the researcher when discussing the ground rules with the focus group participants. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

D. an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session.

13. Your survey contains several questions about healthy eating habits. Where should this lifestyle information be positioned in your survey? A. at the beginning B. right after the screening questions C. in the middle D. before the demographics questions E. at the end

D. before the demographics questions

5. Compared to person-administered surveys, self-administered surveys have all of the following advantages, EXCEPT: A. low cost per survey. B. respondent control. C. no interviewer-respondent bias. D. higher response rates. E. anonymity in responses.

D. higher response rates.

6. While interviewing a respondent about reasons why she doesn't buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of: A. a focus group moderation. B. ethnography. C. netnography. D. probing question. E. decision question.

D. probing question.

16. On a survey, a customer comes across the following question: In a typical week, how often do you drink soda? (__Never; __Occasionally; __ Sometimes; __ Often; __ Regularly). This question is most likely an example of a(n): A. double-barreled question. B. unanswerable question. C. screening question. D. question that uses ambiguous words. E. leading question.

D. question that uses ambiguous words.

14. Internal validity: A. exists when the research design accurately identifies causal relationships. B. refers to the extent to which a causal relationship found in a study can be expected to be true for the entire defined target population. C. refers to a specific form of field experiment. D. refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.

D. refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.

10. All of the following items are likely to be found in the introductory section of a questionnaire, EXCEPT: A. screening questions. B. general instructions. C. assurance of confidentiality. D. research questions.

D. research questions.

1. In a marketing research report, how the information was obtained and its relevance to the research question must be addressed in the report. All of the following factors must be communicated to the client/user, EXCEPT: A. the specific research objectives of the study. B. the specific research questions the study was to answer. C. a description of the research methodology employed. D. the names of the respondents.

D. the names of the respondents.

8. A manager is interested in studying if there is a relationship between the gender of the order-taker and how much money the order-takers spent on the food ordered. In an experimental setting, the researcher gathers data in store A for two consecutives days (Monday and Tuesday), between 12:00 and 1:00 PM. On day 1, the order-taker is a female and on day 2, the order-taker is a male. In this situation, the dependent variable is: A. the gender of the order-taker. B. the time period during which the orders were recorded. C. the store at which the experiment was done. D. the total dollar amount of orders taken on each day. E. the day of the week when the data was collected.

D. the total dollar amount of orders taken on each day.

3. All of the following statements regarding data analysis and findings are true, EXCEPT: A. results must be logically arranged to correspond with each research objective or research question listed in the report. B. the researcher must summarize and present the analysis in a way that makes them easy to understand for nonspecialists. C. findings should always include a detailed presentation with supporting tables, figures, and graphs. D. when reporting results, writers should claim the results are "obvious," or "self-evident." E. the researcher must decide how to group the findings into sections that facilitate understanding.

D. when reporting results, writers should claim the results are "obvious," or "self-evident."

13. Which of the following is true about sensitive questions: A. Don't ask, unless it's absolutely necessary B. Project on someone else when asking these questions C. Indicate that the behavior is not unusual D. Ensure participants that their responses are confidential E. All of the above

E. All of the above

1. The process of converting information from a form/questionnaire is referred to as data preparation. This process follows a four-step approach. Which one of the following is the last step in this process? A. Data validation B. Editing C. Coding of the data D. Data entry E. Data tabulation

E. Data tabulation

8. When a market researcher has failed to provide a proper explanation of the data within tables of results, the researcher has fallen victim to which of the following problem areas? A. Lack of data interpretation B. Unnecessary use of multivariate statistics C. Lack of relevance D. Too much emphasis is placed on too few statistics E. Fancy packaging does not infer high quality

E. Fancy packaging does not infer high quality

13. You are conducting a survey about pizza restaurants and you start your survey with the following question: "Have you consumed pizza in the past two months?" If a participant answers no, you decide not to include him/her in your sample. The question that you used to decide to not include him/her in the sample was most likely a(n) _________. A. Skip question B. Leading question C. Interviewer instruction D. Quota question E. Screening question

E. Screening question

2. A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, they cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which stage of the questionnaire design process? A. Confirm research objectives B. Develop questions and scaling C. Determine layout and evaluate questionnaire D. Pretest, revise and finalize questionnaire E. Select appropriate data collection method

E. Select appropriate data collection method

3. Which of the following is NOT an advantage of Computer-Assisted Telephone Interviews (CATI)? A. You can interview even those people who do not have access to a computer. B. You can stop in the middle of an interview and complete it at a later time. C. It eliminates the need of separate data entry tasks. D. The program can automatically skip questions that are not relevant to a particular respondent. E. The computer can allow the respondent to call back later to complete the interview.

E. The computer can allow the respondent to call back later to complete the interview.

4. Marylyn is interested in using a survey method that would allow her to have the respondent fill out the survey close to the moment of shopping and decision-making. Which of the following methods is best suited for this purpose? A. Telephone interview B. In-home interview C. CATI D. Online survey E. Wireless phone survey

E. Wireless phone survey

8. On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a(n): A. incomprehensible question. B. unanswerable question. C. leading question. D. loaded question. E. double-barreled question.

E. double-barreled question.

18. 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

7. A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT: A. she wanted to cover richer details from each participant in the study. B. she wanted to lower the likelihood of getting socially desirable responses from participants. C. she wanted to create a situation where participants didn't feel like they had to impress others by their responses. D. she wanted to hear from respondents who may feel inhibited in the presence of others. E. she wanted the participants to build upon each others' responses.

E. she wanted the participants to build upon each others' responses.

9. "Do you live in a rented apartment? If not, please ignore question 10 and proceed." This is an example of a: A. instructive question. B. directive question. C. loaded question. D. leading question. E. skip question.

E. skip question.

14. Content analysis is: A. the interviewer's ability to articulate questions in a direct and clear manner. B. a process of collecting both attitudinal and behavioral data from a subject that spans all time frames. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. the interactive procedure, of the researcher and moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

4. Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is: A. construct development. B. hypothesis testing. C. questionnaire design. D. statistical data analysis. E. use of projective techniques.

E. use of projective techniques.