Question 1

Which of the following is NOT an advantage of using focus groups in marketing research?

Accepted Answer

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.F) D) and E)
G) A) and E)

Question 2

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Accepted Answer

A focus group is an interview wit...

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Which of the following types of research seeks statistical evidence, based on large, representative samples?

Accepted Answer

A)  qualitative research
B)  exploratory research
C)  quantitative research
D)  hypothetical research
E)  quasi-experimental researchF) None of the above
G) A) and B)

Question 6

A focus group typically consists of eight to twelve participants.

Accepted Answer

A) True 
 B)False

Question 7

A focus group typically consists of how many participants?

Accepted Answer

A)  one to four
B)  five to eight
C)  eight to twelve
D)  thirteen to fifteen
E)  more than fifteenF) None of the above
G) A) and B)

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is NOT an advantage of online focus groups?

Accepted Answer

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.F) C) and D)
G) B) and D)

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Accepted Answer

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.F) A) and E)
G) B) and C)

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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.

Accepted Answer

A)  depth interview
B)  quantitative survey
C)  experiment
D)  moderator group
E)  focus groupF) A) and B)
G) C) and D)

Question 14

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

Accepted Answer

A)  Quantitative research
B)  Qualitative research
C)  Experimental research
D)  Hypothetical research
E)  Thorough researchF) B) and C)
G) A) and B)

Question 15

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

Accepted Answer

A)  word association
B)  sentence completion
C)  story completion
D)  role playing
E)  evaluation techniqueF) C) and E)
G) B) and E)

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Accepted Answer

A)  quantitative; qualitative
B)  observational; qualitative
C)  qualitative; quantitative
D)  descriptive; observational
E)  partial; totalF) B) and C)
G) A) and D)

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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.

Accepted Answer

A) True 
 B)False

Exam 4: Qualitative Research

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following statements is NOT an advantage of online focus groups?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A focus group typically consists of eight to twelve participants.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following types of research seeks statistical evidence, based on large, representative samples?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A focus group typically consists of how many participants?

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of using focus groups in marketing research?

Correct AnswerverifiedShow Answer

In a short essay, describe the characteristics of a focus group, and list and discuss the basic steps to conducting a focus group.

Correct AnswerverifiedA focus group is an interview wit...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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A focus group is an interview wit...
View Answer

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In contrast to research, the findings of research should be treated as tentative and are not used to recommend a final course of action.

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