Question 1

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

Accepted Answer

A)   non-human observation
B)   automated observation
C)   physio-observation
D)   mechanical observation
E)   psychic observationF) A) and D)
G) All of the above

Question 2

Which type of research would likely be called "soft" research?

Accepted Answer

A)   qualitative research
B)   quantitative research
C)   pluralistic research
D)   survey research
E)   Socratic researchF) A) and B)
G) B) and E)

Question 3

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Accepted Answer

A) True 
 B)False

Question 4

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions?

Accepted Answer

A)   depth interview
B)   probing question survey
C)   projective technique
D)   coercion exercises
E)   ethosgraphyF) C) and E)
G) A) and E)

Question 5

Sue Miller, brand manager for Zippo Cat Foods, wanted to gather some information from cat food buyers. She arranged to conduct several focus groups, each conducted online with as many as 25 to 50 participants. She also wanted to interact with the focus group participants. Sue would be using which type of focus group?

Accepted Answer

A)   traditional
B)   nontraditional
C)   disguised
D)   nondisguised
E)   moderatedF) All of the above
G) B) and D)

Question 6

Which of the following is NOT a step in the social media research process?

Accepted Answer

A)   Tap social media for information
B)   Segment the conversations into meaningful categories and issues
C)   Join some of the conversations by asking well-thought-out questions
D)   Engage in the conversations by providing well-planted answers
E)   Analyze the participants answersF) B) and E)
G) A) and B)

Question 7

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

Accepted Answer

A)   observation group
B)   focus group
C)   control group
D)   experimental group
E)   Socratic groupF) C) and D)
G) A) and B) B

Question 9

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Accepted Answer

A)   qualitative research
B)   quantitative research
C)   pluralistic research
D)   focus group research.
E)   Socratic researchF) None of the above
G) B) and C) B

Question 10

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

Accepted Answer

A)   They generate fresh ideas.
B)   They allow hidden cameras to record hidden motives.
C)   They allow clients to observe the group.
D)   They are generally versatile in that they can handle an unlimited number of topics.
E)   They allow access to special respondent groups such as lawyers or doctors.F) A) and B)
G) C) and E)

Question 11

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is a unique aspect of qualitative research?

Accepted Answer

A)   large samples
B)   quantitative data analysis
C)   engagement of respondents in group discussion
D)   disengaging respondents so that they may make their own decisions
E)   ability to calculate the margin of errorF) C) and D)
G) A) and B)

Question 13

Which one of the following is NOT an objective of focus groups?

Accepted Answer

A)   to generate ideas
B)   to understand consumer vocabulary
C)   to reveal consumer needs
D)   to determine quantities of a proposed new product that will be sold in a given market
E)   to reveal consumer attitudesF) B) and C)
G) B) and E)

Question 14

Human observation has become a high-technology research tool through the assistance of a combination of telecommunications, computer hardware, and software programs.

Accepted Answer

A) True 
 B)False  False

Question 15

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Accepted Answer

A)   Subjects react in a natural manner.
B)   It is the only way to gather certain information.
C)   Recall error is maximized.
D)   May be obtained at less cost.
E)   May be more accurate.F) C) and E)
G) C) and D)

Question 16

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Accepted Answer

A) True 
 B)False

Question 17

Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion?

Accepted Answer

A)   Have a clear understanding of the purpose and objectives of the interview.
B)   Set the tone for the entire session with introductory remarks.
C)   Formulate questions ahead of time in a logical sequence.
D)   Make sure to keep a professional distance from the participants as a moderator is there to observe only.
E)   Provide a clear explanation of how the participant should respond.F) B) and C)
G) A) and C)

Question 18

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

Accepted Answer

A)   direct
B)   archival
C)   past records
D)   indirect
E)   mechanicalF) A) and B)
G) C) and D)

Question 19

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Accepted Answer

A) True 
 B)False

Question 20

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?

Accepted Answer

A)   undisguised
B)   disguised
C)   physical traces
D)   human
E)   mystery surrogateF) B) and D)
G) B) and C)

Exam 5: Qualitative Research Methods

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

Correct Answer
verified

Which type of research would likely be called "soft" research?

Correct Answer
verified

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Correct Answer
verified

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions?

Correct Answer
verified

Correct Answer
verified

Which of the following is NOT a step in the social media research process?

Correct Answer
verified

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Correct Answer
verified

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

Correct Answer
verified
B

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Correct Answer
verified
B

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

Correct Answer
verified

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

Correct Answer
verified

Which of the following is a unique aspect of qualitative research?

Correct Answer
verified

Which one of the following is NOT an objective of focus groups?

Correct Answer
verified

Human observation has become a high-technology research tool through the assistance of a combination of telecommunications, computer hardware, and software programs.

Correct Answer
verified
False

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Correct Answer
verified

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Correct Answer
verified

Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion?

Correct Answer
verified

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

Correct Answer
verified

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Correct Answer
verified

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?

Correct Answer
verified

Exam 5: Qualitative Research Methods

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

Correct AnswerverifiedShow Answer

Which type of research would likely be called "soft" research?

Correct AnswerverifiedShow Answer

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Correct AnswerverifiedShow Answer

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to divulge their true opinions?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is NOT a step in the social media research process?

Correct AnswerverifiedShow Answer

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Correct AnswerverifiedShow Answer

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

Correct AnswerverifiedB

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Correct AnswerverifiedB

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

Correct AnswerverifiedShow Answer

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

Correct AnswerverifiedShow Answer

Which of the following is a unique aspect of qualitative research?

Correct AnswerverifiedShow Answer

Which one of the following is NOT an objective of focus groups?

Correct AnswerverifiedShow Answer

Human observation has become a high-technology research tool through the assistance of a combination of telecommunications, computer hardware, and software programs.

Correct AnswerverifiedFalse

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Correct AnswerverifiedShow Answer

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Correct AnswerverifiedShow Answer

Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion?

Correct AnswerverifiedShow Answer

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

Correct AnswerverifiedShow Answer

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Correct AnswerverifiedShow Answer

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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B

Correct Answer
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B

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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