Q&A Hero

Marketing

Q: In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____. a. serendipity b. piggyback c. structure d. themes
Q: Which of the following is an advantage of focus group interviews? a. provide multiple perspectives b. low degree of scrutiny c. inexpensive d. easy to use for sensitive topics
Q: Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. Betsy is participating in a _____. a. case study b. grounded research study c. depth interview d. focus group interview
Q: Which of the following is the most common size of a focus group? a. 1-2 participants b. 3-5 participants c. 6-10 participants d. 12-20 participants
Q: An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____. a. interaction group interview b. focus group interview c. depth interview d. ethnographic interview
Q: In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. a. themes b. threats c. links d. ladders
Q: When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____. a. an experiment b. a test market c. a case study d. causal research
Q: _____ represent(s) the documented history of a particular person, group, organization, or event. a. Case studies b. Phenomenology c. netnography d. Attribution theory
Q: What is the distinguishing characteristic of grounded theory? a. Culture is analyzed by participant-observation in which the researcher becomes "grounded" in the culture over a long period of time. b. It relies on analysis of texts in which a person tells a story about him- or herself. c. The interplay among respondents allows them to piggyback off of each other's ideas. d. It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.
Q: Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry? a. phenomenology b. ethnography c. grounded theory d. case study
Q: Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____. a. interloper b. participant-observer c. moderator d. mystery shopper
Q: _____ is a way of studying culture through methods that involve becoming highly active within that culture. a. Grounded theory b. Ethnography c. Phenomenology d. Case studies
Q: A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____. a. trace element b. schemata c. hermeneutic unit d. case study
Q: Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself? a. hermeneutics b. ethnography c. psychographics d. psychodynamics
Q: Which of the following is an important approach used in phenomenology? a. netnography b. ethnography c. grounded theory d. hermeneutics
Q: Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? a. grounded theory b. phenomenology c. ethnography d. case study
Q: Which qualitative research orientation originated in sociology? a. phenomenology b. grounded theory c. ethnography d. case studies
Q: Ethnography is a qualitative research orientation originating in _____. a. marketing b. psychology c. anthropology d. sociology
Q: Which qualitative research orientation originated in philosophy and psychology? a. phenomenology b. grounded theory c. ethnography d. anthropology
Q: All of the following are qualitative research orientations EXCEPT _____. a. phenomenology b. grounded theory c. case studies d. ANOVA
Q: When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following? a. causal research study b. descriptive research study c. concept test d. case study
Q: _____ is used to screen new, revised, or repositioned ideas. a. Concept testing b. Phenomenology c. Laddering d. Piggybacking
Q: Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing? a. free form thinking b. clarification c. contrast d. difference
Q: Which of the following is used when probing? a. asking for clarification b. pausing c. asking a respondent "What has changed?" d. all of these choices
Q: _____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent. a. Probing b. Interrogating c. Clarifying d. Testing
Q: Which type of data are not characterized by numbers and instead are textual, visual, or oral? a. grounded data b. quantitative data c. subjective data d. qualitative data
Q: Researcher-dependent results are _____. a. subjective b. objective c. primary d. secondary
Q: Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____. a. quantitative marketing research b. qualitative marketing research c. extensive marketing research d. grounded marketing research
Q: All of the following are situations that often call for qualitative research EXCEPT _____. a. when it is difficult to develop specific and actionable decision statements or research objectives b. when conclusive evidence is desired c. when researchers want to learn how consumers use a product in natural settings d. when a fresh approach to studying some problem is needed
Q: Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses. a. researcher-dependent b. less valid c. less useful d. object-dependent
Q: Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting? a. independent marketing research b. dependent marketing research c. quantitative marketing research d. qualitative marketing research
Q: Research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement is called _____. a. preliminary research b. primitive research c. qualitative research d. secondary research
Q: The primary barriers to scientific decisions are time, money, and consensus.
Q: The term interpretive research is often used to mean qualitative research.
Q: One advantage of qualitative research is that it is highly replicable.
Q: The application of ethnography to comments made in online communities is called behavioral tracking.
Q: In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.
Q: A focus blog is established for the purpose of collecting qualitative data from an informal, continuous focus group.
Q: A focus group discussion guide includes written introductory comments, informing the group about the focus group purpose and rules and then outlines topics or questions to be asked in the group session.
Q: The thematic apperception test (TAT) presents subjects with an ambiguous picture in which consumers and products are the center of attention.
Q: The sentence completion method is a type of free-association technique.
Q: Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted.
Q: Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
Q: A focus group moderator needs to be a good talker and dominate the group discussion to keep it on track.
Q: The ideal size of a focus group is 20 to 25 people.
Q: Leapfrogging is a procedure in which one respondent stimulates thought among the others in a focus group.
Q: Focus groups, while useful, take considerable time and effort to execute.
Q: A focus group typically involves a rigid question-and-answer session among participants.
Q: A primary advantage of the case study is that an entire organization or entity can be investigated in depth.
Q: Case studies involve documented history of a particular person, group, organization, or event.
Q: Phenomenology represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.
Q: Observation is a major way information is gathered in ethnography.
Q: Studying cultures using methods that involve becoming highly active within that culture is called phenomenology.
Q: Phenomenology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
Q: Concept testing is a type of exploratory research.
Q: Probing is an interview technique that tries to draw deeper and more elaborate explanations from the discussion.
Q: Most exploratory research designs produce qualitative data.
Q: Qualitative research is cheaper than quantitative research.
Q: Qualitative research is objective.
Q: Quantitative research address research objectives through empirical assessments that involve numerical measurement and analytical approaches.
Q: Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.
Q: Qualitative research is subjective in the sense that the results are researcher-dependent.
Q: Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.
Q: Explain how the Internet is useful in conducting qualitative research.
Q: Develop a discussion guide for a focus group on football fan behavior.
Q: Describe a focus group interview and discuss the advantages and disadvantages of this technique.
Q: Name and briefly describe the four qualitative research orientations.
Q: Explain the role of qualitative data and quantitative data in exploratory research designs.
Q: Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.
Q: Research that is intersubjectively certifiable means that it is _____.
Q: Discuss the rights and obligations of the researcher.
Q: Define marketing ethics and explain how it applies to marketing research.
Q: Name and describe the various marketing research positions in mid-sized marketing research firms.
Q: Raising Canes is a restaurant located primarily in the south and the owner is interested in expanding nationwide. Name and describe the various types of research suppliers and discuss which type could meet his need for finding the best locations in new markets.
Q: Explain when research should be conducted externally and when it should be done internally.
Q: Research that is conducted to support a specific claim in a legal action (e.g. a certain miles per gallon performance in city driving conditions) is known as ______ research.
Q: A session in which research subjects are fully informed and provided a chance to ask any questions that they may have about an experiment is called a(n) _____ session.
Q: _____ means that information involved in the research will not be shared with others.
Q: When public behaviors are observed in passive research, it is assumed that _____ consent is given by those being observed.
Q: _____ is a term that reflects the degree to which one bases one's morality on moral standards.
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