Chapter 4

Which of the following are key characteristics of exploratory studies? a. They are typically small scale and rigid. b. They are typically small scale and flexible. c. They are typically large scale and rigid. d. They are typically large scale and flexible.

They are typically small scale and flexible.

MarketVision Research is calling to qualify participants for an upcoming in-person focus group. The qualifiers should aim to have _____ participants and inform them that the focus group will likely last _____. a. 15-20; 90-120 minutes b. 8-12; 30-60 minutes c. 15-20; 30-60 minutes d. 8-12; 90-120 minutes

8-12; 90-120 minutes

______ is the process of uncovering patterns and other valuable information from large data sets. a. Marketing analytics b. Statistical analysis c. Data mining d. Nominal grouping

Data mining

What is the best way to ensure that a full range of opinions are represented in focus groups? a. Choose participants who are not similar to each other. b. Make every person in the focus group take a turn speaking. c. There should be 15 to 20 participants per focus group. d. Hold multiple focus groups.

Hold multiple focus groups.

After researchers completed focus groups and depth interviews for a client, the client says, "I heard all I needed to hear during the focus groups. The participants said exactly what we thought was true." How should the researchers respond to the client? a. "Great! Exploratory research should be used to provide final answers." b. "Actually, putting too much emphasis on exploratory findings could lead decision makers to make poorly informed or inaccurate decisions." c. "It is wise to implement decisions based on exploratory research, because the insights generated are crystal clear." d. "When interpreting results from exploratory research, it is important consider your personal feelings and opinions."

"Actually, putting too much emphasis on exploratory findings could lead decision makers to make poorly informed or inaccurate decisions."

Which of the following is not correct regarding exploratory research? a. Being objective is important when interpreting research from exploratory techniques b. Exploratory research should be used to generate ideas and insights to help clarify problem definition c. Focus groups are more susceptible to executive biases than most other exploratory techniques d. Exploratory research is designed to provide final answer

Exploratory research is designed to provide final answer

Which of the following is the primary advantage of focus groups over most other exploratory techniques? a. Focus groups allow for group interaction. b. Focus group responses are spontaneous. c. Focus groups are appropriate for every circumstance. d. It is easy to identify and recruit participants.

Focus groups allow for group interaction.

Researchers at Rasa Market Research are discussing exploratory techniques. What is the primary advantage of a focus group over other exploratory techniques? a. Selected participants usually form a heterogeneous group. b. It involves detached and prolonged observation of consumers' emotional responses, cognitions, and behaviors. c. It features group interaction, allowing participants to hear and respond to others' ideas. d. It overcomes the subjects' reluctance to discuss their feelings or provide truthful

It features group interaction, allowing participants to hear and respond to others' ideas.

Depth interviews should ____. a. use a long, formal questionnaire b. include people with differing points of view c. be as short as possible d. have specific questions

include people with differing points of view

Almost all marketing research projects should start with ______. a. depth interviews b. focus groups c. data mining d. a literature search

a literature search

As Minjarra sets out to conduct exploratory research, he chooses to begin with _____—one of the quickest and least costly methods. a. depth interviews b. literature search c. case analyses d. projective methods

literature search

Potential candidates for a depth interview would include all of the following except ____. a. sales representatives b. manager of the company c. an unknowledgeable consumer d. retailers

an unknowledgeable consumer

Riley just started as a brand manager intern for Gillette. Sales have fallen recently, and Riley knows that competition from other brands and online razor subscriptions are partially to blame. Riley begins to read reports and case analyses provided to her. Riley is likely conducting exploratory research to _____. a. better formulate the manager's decision problem b. clarify concepts c. increase her familiarity with the problem d. determine a set of final answers and decisions to address the research problem

increase her familiarity with the problem

Marketers at many grocery stores make use of _____ to provide a more personalized experience for customers. By analyzing purchase data and uncovering patterns, the grocery stores can offer personalized coupons that are more targeted ads to customers. a. data mining b. case analyses c. ethnography d. projective methods

data mining

A local market research firm is looking to hire several new employees who can serve as moderators for focus groups. According to the text, all of the following are characteristics of good focus group moderators except ____. a. well organized b. excellent writing skills c. superior listening ability d. high energy level

excellent writing skills

Researchers for Apex Marketing Research are preparing for upcoming exploratory research they are conducting for a client. While they finalize their plans, the group does have a concern about group think. The best option to minimize this concern are _____. a. online focus groups b. depth interviews c. nominal groups d. in-person focus groups

nominal groups

Marketers at REI, an American retail and outdoor recreation services corporation, would like to conduct depth interviews as they begin exploratory research about the products they sell. The company operates as a consumers' co-operative which means they are owned by consumers who are members of the co-op. Marketers would likely interview all of the following except _____. a. adults within the target market b. other retailers c. co-op members d. company sales representative

other retailers

A large consumer goods company that produces plug in air fresheners would like to conduct research using _____. The researchers plan to use sentence completion and word association to reveal the participants' feelings, thoughts, and behaviors. a. depth interviews b. case analysis c. ethnography d. projective method

projective method

The success of the case analysis approach is _____. a. the researcher's ability to interpret the diverse amount of information collected across cases b. recording only the data that supports any initial hypotheses that managers have already formed c. generating insights on historical changes in behavior d. to use a variety of collection techniques

the researcher's ability to interpret the diverse amount of information collected

Exploratory research can be used for all of the following except _____. a. to better formulate the manager's decision problem b. to clarify concepts c. to get a better understanding of the problem or situation d. to determine a set of final answers and decisions to address the research problem

to determine a set of final answers and decisions to address the research problem