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1 | |
Descriptive research designs can generate answers to all of the following types of questions except: |
| | A) | who? |
| | B) | what? |
| | C) | why? |
| | D) | where? |
| | E) | when? |
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2 | |
_____________________ research emphasizes the use of formalized standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents. |
| | A) | Quantitative |
| | B) | Exploratory |
| | C) | Qualitative |
| | D) | Focus group |
| | E) | Experimental |
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3 | |
The main goal of qualitative research is to: |
| | A) | make accurate predictions about relationships between market factors and behaviors. |
| | B) | gain meaningful insights into relationships between market factors and behaviors. |
| | C) | gain preliminary insights into decision problems and opportunities. |
| | D) | verify existing relationships. |
| | E) | validate existing relationships. |
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4 | |
Qualitative research tends to: |
| | A) | focus on primary data. |
| | B) | employ a nonstructured question format. |
| | C) | utilize small sample sizes. |
| | D) | rely on very subjective content, interpretive, or semiotic analysis procedures. |
| | E) | all of the above. |
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5 | |
All of the following are advantages associated with the use of qualitative research except: |
| | A) | economical and timely data collection. |
| | B) | ease of generation of results. |
| | C) | richness of data. |
| | D) | accuracy of recording marketplace behaviors. |
| | E) | preliminary insights into building models and scale measurements. |
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6 | |
All of the following are disadvantages of qualitative research except: |
| | A) | lack of generalizability |
| | B) | inability to distinguish small differences. |
| | C) | lack of reliability and validity. |
| | D) | high costs and lengthy time frames. |
| | E) | difficulty in recruiting qualified researchers. |
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7 | |
The X-Cel Corporation has assembled a group of people thought to be knowledgeable about a current research concern. The opinions and/or insights provided is an example of: |
| | A) | focus group interviews. |
| | B) | experience surveys. |
| | C) | in-depth interviews. |
| | D) | protocol interviews. |
| | E) | projective interviews. |
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8 | |
In a(n) ________________________ interview, the subject is assigned a specified decision-making situation and asked to verbally express the processes and activities that they would employ to reach a decision. |
| | A) | focus group |
| | B) | projective |
| | C) | protocol |
| | D) | in-depth |
| | E) | experience |
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9 | |
In its latest research effort, the X-Cel Corporation requires subjects to “place themselves in place of another person” and explain the reasons for their purchase behavior. The firm is employing a form of: |
| | A) | protocol technique. |
| | B) | in-depth technique. |
| | C) | experience technique. |
| | D) | word association technique. |
| | E) | projective technique. |
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10 | |
In a(n) _________________________ interview, the subject is asked to act out someone else's behavior in a specified setting. |
| | A) | role-playing |
| | B) | projective |
| | C) | experience |
| | D) | protocol |
| | E) | in-depth |
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11 | |
The X-Cel Corporation occasionally utilizes highly trained interviewers to ask subjects a series of semi-structured, probing questions designed to elicit both attitudinal and behavioral questions. The firm is using: |
| | A) | focus groups. |
| | B) | projective techniques. |
| | C) | in-depth interviews. |
| | D) | protocol interviews. |
| | E) | role-playing interviews. |
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12 | |
All of the following are advantages of in-depth interviews except: |
| | A) | flexibility of subject matter. |
| | B) | the ability to probe attitudes, feelings, and opinions as well as behaviors. |
| | C) | the ability to collect highly detailed data. |
| | D) | generalizability of results. |
| | E) | the ability to build the trust required to reach into the subject's inner thoughts. |
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13 | |
___________________ research is a formalized process of bringing a small group of people together for an interactive, spontaneous discussion on one particular topic or concept. |
| | A) | Projective |
| | B) | Focus Group |
| | C) | In-depth |
| | D) | Protocol |
| | E) | Role-playing |
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14 | |
The X-Cel Corporation, concerned about declining sales of its “flagship” product, desires to investigate improvements, additions, and/or new uses that may rejuvenate its performance. The firm is most likely to utilize _______________________ research for this purpose. |
| | A) | projective |
| | B) | role-playing |
| | C) | focus group |
| | D) | protocol |
| | E) | in-depth |
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15 | |
In order to create data structures from the rather disorganized results of focus group studies, researchers typically employ: |
| | A) | matrix analysis. |
| | B) | protocol analysis. |
| | C) | in-depth analysis. |
| | D) | focus analysis. |
| | E) | content analysis. |
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2003 McGraw-Hill Higher Education