Chapter 4 Marketing Research

Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?

Cartoon test

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.

False

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

False

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

False

A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. 1

Focus group 1

________ are the most important qualitative research procedure. 2

Focus group 2

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. 3

Focus group 3

The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________.

Indirect approach

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

N/A

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

Role playing

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

Sentence completion

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.

True

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

True

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

True

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

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 ________.

Word association

According to the text, the typical duration of a focus group is ________.

1 - 3

According to the text, the typical focus group costs the client about ________.

4000

A focus group typically consists of how many participants?

8-12

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?

Association 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 ________.

Construction technique

Which of the following is described as loosely structured conversations with individuals drawn from the target audience? 2

Death interviews 2

________ 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. 1

Depth interviews 1

________ 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.

Direct approach

Qualitative research procedures are classified as either ________.

Direct/indirect

Which of the following is NOT a classification of the projective techniques used in marketing research?

Evaluation 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?

Expressive technique

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.

False

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

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.

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

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

False

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

False

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Picture response

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

Picture response technique

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Preparing a detailed moderator discussion group

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 ________.

Projective technique

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting. 1

Qualitative research 1

Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration? 2

Qualitative research 2

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. 1

Quantitative research 1

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.

True

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

True

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

True

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

False

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

False

Which of the following is recognized as the most important qualitative research procedure? 4

Focus group 4

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? 2

Quantitative research 2

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

True

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

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.

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.

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.

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

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.

True

Qualitative research procedures are classified as either direct or indirect.

True

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

True

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

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.

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.

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.

True