ch. 4

true

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

true

Qualitative research procedures are classified as either direct or indirect.

false

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

B) quantitative; qualitative

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

false

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

B) picture response technique

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it? A) word association technique B) picture response technique C) cartoon test D) third person technique E) B and C

A) word association technique

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) word association technique B) sentence completion technique C) construction technique D) expressive technique E) evaluation technique

B) evaluation technique

Which of the following is NOT a classification of the projective techniques used in marketing research? A) word association B) evaluation technique C) sentence completion D) picture response E) third person technique

E) cost per respondent

Which of the following is NOT an advantage of depth interviews over traditional focus groups? 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) Costs are equivalent to traditional focus groups.

Which of the following is NOT an advantage of online focus groups? 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) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

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.

B) Focus groups are easy to moderate.

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.

A) joviality

Which of the following is NOT one of the key qualifications of focus group moderators? A) joviality B) skill C) experience D) knowledge of the discussion topic E) knowledge of the marketing research project

E) depth interviews

Which of the following is 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

A) focus group

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

false

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

false

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

true

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.

true

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

true

A focus group typically consists of eight to twelve participants.

C) eight to twelve

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

D) role playing

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

false

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

A) word association

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

B) sentence completion

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

true

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

C) word association

A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________. A) cartoon test B) completion technique C) word association D) third person technique E) laddering

C) picture response technique

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 ________. A) association technique B) completion technique C) picture response technique D) third person technique E) laddering

true

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

B) focus group

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

C) one to three hours

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

false

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

false

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

D) $6,000 - 8,000

According to the text, the typical focus group costs the client about ________. A) $400 B) $2,000 C) $4,000 - 5,000 D) $6,000 - 8,000 E) $10,000

A) choose which participant will be the group leader

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

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

true

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.

false

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

true

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

E) cartoon tests

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

true

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

false

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

false

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

true

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

E) respondents are generally spontaneous

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) preparing a detailed moderator discussion guide

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

B) direct or indirect

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

false

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.

false

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.

A) qualitative research

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

true

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

C) qualitative; quantitative

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

A) quantitative; qualitative

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total

false

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

true

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

D) analysis of facial expressions and body language

In focus group reports, which of following is included? A) frequencies and percentages of respondent views B) all of the words spoken by the participants C) "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) plans for survey research

true

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.

E) third person technique

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) third person technique

true

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

false

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

false

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

false

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

true

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

true

Participant blogs are one way to conduct focus-group type research using social media.

true

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

true

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

true

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

A) paragraph completion

Sentence completion can be extended to ________. A) paragraph completion B) word association C) cartoon test D) means-end chaining E) laddering

B) picture response 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

true

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.

false

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

false

The evaluation technique is a popular form of qualitative research.

true

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.

E) focus group

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

true

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

false

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.

C) indirect approach

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

true

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

true

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

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

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. E) The researcher can include geographically dispersed participants.

E) A and B

Which of the following statements is 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 more. D) Only people that have and know how to use a computer can participate. E) A and B

C) qualitative research

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

C) quantitative research

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 types of research seeks statistical evidence, based on large, representative samples? A) qualitative research B) exploratory research C) quantitative research D) hypothetical research E) quasi-experimental research

A) Focus groups

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

B) Depth interviews

________ 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) Sentence completion techniques

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

A) Quantitative research

________ 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

B) Qualitative research

________ 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

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