45) ________ is an unstructured, exploratory research methodology based on small samples,

which provides insights and understanding of the problem setting.

A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Statistical research
Answer: B
Diff: 2 Page Ref: 149
Objective: 1
46) Which of the following types of research explores a problem with few pre-conceived notions
about the outcome of that exploration?
A) quantitative research
B) experimental research
C) qualitative research
D) hypothetical research
E) lead research
Answer: C
Diff: 2 Page Ref: 149-151
Objective: 1
47) In addition to defining the problem and developing an approach, ________ is also
appropriate when facing a situation of uncertainty.
A) qualitative research
B) quantitative research
C) statistical research
D) hypothetical research
E) lead research
Answer: A
Diff: 2 Page Ref: 149-151
Objective: 1
AACSB: Reflective Thinking

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48) ________ is a research methodology that seeks to quantify the data and, typically, applies
some form of statistical analysis.
A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Thorough research
Answer: A
Diff: 2 Page Ref: 149-151
Objective: 1
49) 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?
A) qualitative research
B) lead research
C) quantitative research
D) hypothetical research
E) total research
Answer: C
Diff: 2 Page Ref: 149-151
Objective: 1
50) In contrast to ________ research, the findings of ________ research can be treated as
conclusive and used to recommend a final course of action.
A) quantitative; qualitative
B) observational; qualitative
C) qualitative; quantitative
D) descriptive; observational
E) partial; total
Answer: C
Diff: 2 Page Ref: 149-151
Objective: 1
AACSB: Analytical Skills
51) Whenever a new marketing research problem is addressed, ________ research must be
preceded by appropriate ________ research.
A) qualitative; quantitative
B) quantitative; qualitative
C) observational; qualitative
D) descriptive; observational
E) total; partial
Answer: B
Diff: 2 Page Ref: 149-151
Objective: 1
AACSB: Analytical Skills

2
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52) Qualitative research procedures are classified as either ________ or ________.

A) primary; secondary
B) direct; indirect
C) descriptive; exploratory
D) theoretical; non-theoretical
E) partial; total
Answer: B
Diff: 2 Page Ref: 152
Objective: 2
53) ________ 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.
A) A direct approach
B) An indirect approach
C) A panel
D) A survey
E) An informed approach
Answer: A
Diff: 2 Page Ref: 151-152
Objective: 2
54) The type of qualitative research in which the purposes of the project are disguised from the
respondents is called ________.
A) a direct approach
B) a panel
C) an indirect approach
D) a survey
E) a masked approach
Answer: C
Diff: 2 Page Ref: 151-152
Objective: 2
55) ________ is an interview conducted by a trained moderator among a small group of
respondents in an unstructured and natural manner.
A) An experiment
B) A focus group
C) A quantitative survey
D) A depth interview
E) A moderator group
Answer: B
Diff: 2 Page Ref: 152
Objective: 3

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56) ________ are the most important qualitative research procedures.

A) Focus groups
B) Depth interviews
C) Projective techniques
D) Association techniques
Answer: A
Diff: 2 Page Ref: 152
Objective: 3
57) The main purpose of ________ is to gain insights on issues of interest to the researcher by
listening to a group of people from the appropriate target market.
A) a depth interview
B) a quantitative survey
C) an experiment
D) a moderator group
E) a focus group
Answer: E
Diff: 2 Page Ref: 152
Objective: 3
58) According to the text, the typical focus group costs the client about ________.
A) $400
B) $2,000
C) $4,000
D) $6,500
E) $10,000
Answer: C
Diff: 2 Page Ref: 152
Objective: 3
59) Which of the following is recognized as the most important qualitative research procedure?
A) the focus group
B) the depth interview
C) the quantitative survey
D) the experiment
E) the projective technique
Answer: A
Diff: 2 Page Ref: 152
Objective: 3

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60) According to the text, the typical duration of a focus group is ________.
A) less than an hour
B) two to four hours
C) one to three hours
D) three to five hours
E) more than five hours
Answer: C
Diff: 2 Page Ref: 153
Objective: 3
61) A focus group typically consists of how many participants?
A) one to four
B) five to eight
C) eight to twelve
D) thirteen to fifteen
E) more than fifteen
Answer: C
Diff: 2 Page Ref: 153
Objective: 3
62) All of the following are steps the moderator must take in order to increase the success rate of
the focus group EXCEPT:
A) choose which participant will be the group leader.
B) state the rules of group interaction.
C) probe the respondents and provoke intense discussion in the relevant areas.
D) attempt to summarize the group's response to determine the extent of agreement.
E) establish rapport with the group.
Answer: A
Diff: 3 Page Ref: 153-154
Objective: 3
AACSB: Analytical Skills
63) Due to financial constraints, the lack of standardization in qualifications for focus group
moderators can be minimized by ________.
A) hiring moderators with at least 5 years of experience
B) putting prospective moderators through company-specific training
C) including video or voice recording devices in the focus group
D) doing focus groups after the survey work on the project is completed
E) preparing a detailed moderator discussion guide
Answer: E
Diff: 2 Page Ref: 154
Objective: 3

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64) Which of the following is NOT one of the key qualifications of focus group moderators?
A) joviality
B) kindness with firmness
C) flexibility
D) sensitivity
Answer: A
Diff: 2 Page Ref: 154
Objective: 3
65) In focus group reports, the following is (are) included ________.
A) frequencies and percentages of respondent views
B) only the words of the participants
C) interpretation ends with the "instant interpretation" done with managers immediately after the
last focus group has finished for the night
D) analysis of facial expressions and body language
E) A and D
Answer: D
Diff: 2 Page Ref: 155-156
Objective: 3
66) Disadvantages of focus groups include all of the following EXCEPT:
A) tendency to regard findings as conclusive.
B) difficulty in moderating focus groups.
C) completely skilled moderators are rare.
D) coding, analysis, and interpretation are difficult.
E) respondents are generally spontaneous.
Answer: E
Diff: 3 Page Ref: 157
Objective: 4
AACSB: Analytical Skills
67) Which of the following is NOT an advantage of using focus groups in marketing research?
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.
Answer: B
Diff: 3 Page Ref: 157
Objective: 4
AACSB: Analytical Skills

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68) Advantages of online focus groups include all of the following EXCEPT:
A) geographic distance is overcome for respondents.
B) client can observe from home or office.
C) respondents can be re-contacted easier.
D) people are less inhibited in their responses.
E) costs are equivalent to traditional focus groups.
Answer: E
Diff: 3 Page Ref: 159-160
Objective: 4
AACSB: Analytical Skills
69) Which of the following statements is NOT an advantage of online focus groups?
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.
Answer: D
Diff: 3 Page Ref: 159-160
Objective: 4
AACSB: Analytical Skills
70) ________ 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.
A) Focus groups
B) Depth interviews
C) Quantitative surveys
D) Experiments
E) Probing interviews
Answer: B
Diff: 2 Page Ref: 161
Objective: 5
71) Which of the following are described as loosely structured conversations with individuals
drawn from the target audience?
A) experiments
B) quantitative surveys
C) panels
D) conversation interviews
E) depth interviews
Answer: E
Diff: 2 Page Ref: 161-162
Objective: 5

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72) Which of the following is NOT an advantage of using depth interviews compared to using
focus groups in marketing research?
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.
Answer: E
Diff: 3 Page Ref: 162-163
Objective: 6
AACSB: Analytical Skills
73) 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
________.
A) projective technique
B) quantitative technique
C) survey technique
D) evaluation technique
E) motivation elicitation
Answer: A
Diff: 2 Page Ref: 164
Objective: 5
74) Advantages of depth interviews over traditional focus groups include all of the following
EXCEPT:
A) richer discussion of sensitive topics.
B) deeper insights about underlying motives.
C) less social pressure to conform.
D) scheduling of respondents.
E) cost per respondent.
Answer: E
Diff: 3 Page Ref: 162-163
Objective: 6
AACSB: Analytical Skills

8
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75) Which of the following is NOT a classification of the projective techniques used in
marketing research?
A) association technique
B) evaluation technique
C) construction technique
D) expressive technique
E) completion technique
Answer: B
Diff: 2 Page Ref: 152
Objective: 7
AACSB: Analytical Skills
76) 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?
A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique
Answer: A
Diff: 2 Page Ref: 165
Objective: 7
77) A projective technique in which respondents are presented with a list of words, one at a time,
is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) piecewise thought-listing
Answer: A
Diff: 1 Page Ref: 165
Objective: 7
78) Which of the following describes the projective technique that requires the respondent to
complete an incomplete stimulus situation?
A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique
Answer: B
Diff: 2 Page Ref: 165
Objective: 7

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79) ________ are a natural extension of association techniques, generating more detail about the
individual's underlying feelings and beliefs.
A) Evaluation techniques
B) Completion techniques
C) Construction techniques
D) Expressive techniques
E) Detail techniques
Answer: B
Diff: 2 Page Ref: 165
Objective: 7
AACSB: Analytical Skills
80) A projective technique in which respondents are presented with a number of incomplete
sentences and asked to complete them is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique
Answer: B
Diff: 2 Page Ref: 165
Objective: 7
81) Which of the following describes the projective technique in which respondents are provided
with part of a story and required to give the conclusion in their own words?
A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique
Answer: C
Diff: 2 Page Ref: 165
Objective: 7
82) A projective technique in which the respondent is required to construct a response in the form
of a story, dialogue, or description is called the ________.
A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique
Answer: C
Diff: 2 Page Ref: 166
Objective: 7

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83) The ________ is a projective technique in which the respondent is shown a picture and asked
to tell a story describing it.
A) association technique
B) picture response technique
C) construction technique
D) expressive technique
E) evaluation technique
Answer: B
Diff: 2 Page Ref: 166
Objective: 7
84) Cartoon characters are shown in a specific situation related to the problem in which of the
following projective techniques?
A) word association
B) sentence completion
C) story completion
D) motivation elicitation
E) cartoon tests
Answer: E
Diff: 2 Page Ref: 166
Objective: 7
85) 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?
A) association technique
B) completion technique
C) construction technique
D) evaluation technique
E) expressive technique
Answer: E
Diff: 2 Page Ref: 167
Objective: 7
86) A projective technique in which respondents are asked to play the role or assume the
behavior of someone else is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique
Answer: D
Diff: 2 Page Ref: 167
Objective: 7

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87) In which of the following projective techniques is the respondent presented with a verbal or
visual situation and asked to relate the beliefs and attitudes of a third person to the situation?
A) third-person technique
B) sentence completion
C) story completion
D) role playing
E) belief and attitude focus
Answer: A
Diff: 2 Page Ref: 167
Objective: 7
88) In a short essay, discuss the differences between qualitative research and quantitative
research.
Answer:
a. Qualitative research provides insights and understanding of the problem setting. It explores
the problem with few preconceived notions about the outcome of that exploration. In addition to
defining the problem and developing an approach, qualitative research is also appropriate when
facing a situation of uncertainty, such as when conclusive results differ from expectations. It can
provide insight before or after the fact. Qualitative research is based on small, nonrepresentative
samples, and the data are analyzed in a nonstatistical way.
b. Quantitative research seeks to quantify the data. It seeks conclusive evidence, which is based
on large, representative samples and typically applies some form of statistical analysis. In
contrast to qualitative research, the findings of quantitative research can be treated as conclusive
and used to recommend a final course of action. The approach to data collection can vary along a
continuum from highly structured to completely unstructured. Qualitative or exploratory research
lies at the unstructured end of this continuum, and quantitative research lies at the highly
structured end.
Diff: 1 Page Ref: 149-151
Objective: 1
AACSB: Analytical Skills

12
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89) In a short essay, describe the characteristics of a focus group, and list and discuss the basic
steps to conducting a focus group.
Answer: A focus group is an interview with a small group of respondents conducted by a
trained moderator who leads the discussion in a nonstructured and natural manner. 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. Focus groups are the most important
qualitative research procedure. They are so popular that many marketing research practitioners
consider this technique synonymous with qualitative research.
The following are basic steps to conducting a focus group.
a. Designing the environment - focus group sessions are typically held in facilities specially
equipped to comfortably accommodate and record a group discussion. The setting is typically an
informal conference room equipped with a one-way mirror and microphones throughout the
room. Behind the one-way mirror is a viewing room for management.
b. Recruiting and selecting focus group participants - a focus group is generally made up of eight
to twelve members. A focus group should be homogeneous in terms of demographic and
socioeconomic characteristics.
c. Selecting a moderator - the moderator plays a key role and must be well trained. General
group management skills as well as background in psychology and marketing typically suffice in
most focus group situations. The moderator must be able to establish rapport with the
participants.
d. Preparing the discussion guide - regardless of the skills or qualifications of the moderator, any
focus group will flounder without an outline of the topics to be covered. The discussion guide
should reflect the objectives of qualitative research. A moderator's discussion guide can reduce
some of the reliability problems inherent in focus groups, such as the lack of consistency in
topics covered from group to group.
e. Conducting the group interview - during the interview, the moderator must (1) establish
rapport with the group; (2) state the rules of group interaction; (3) set objectives; (4) attempt to
summarize the group's response to determine the extent of agreement. Ideally, the number of
focus groups conducted should increase until the moderator becomes familiar enough with the
range of responses and can anticipate what will be said.
f. Preparing the focus group report - following the focus group session, the moderator and the
managers who viewed the session often engage in an instant interpretation. There is value in this
free exchange in that it captures the impressions of the group and may be a good source of
information for additional brainstorming. Due to the small number of participants, frequencies
and percentages are not usually reported in a focus group summary.
Diff: 3 Page Ref: 152-156
Objective: 3

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90) In a short essay, list at least five applications of focus groups. Include a specific example of
each application to support your answer.
Answer: Focus group applications include all of the following:
a. Understand consumer perceptions, preferences, and behavior concerning a product category
(how consumers select a long distance telephone company and their perceptions of AT&T,
Verizon and Sprint).
b. Obtain impressions of new product concepts (consumer response to the iPad).
c. Generate new ideas about older products (new packaging and positioning for Cheer detergent).
d. Develop creative concepts and copy material for advertisements (a new campaign for Diet
Pepsi).
e. Secure price impressions (the role of price in consumer selection of luxury cars such as
Cadillac, Lexus, Mercedes, BMW, and Infinity).
f. Obtain preliminary consumer reaction to specific marketing programs (General Mills' instant
coupons for Cheerios).
g. Interpret previously obtained quantitative results (the reasons for the 5.6 percent sales decline
of Vanderbilt perfume).
Diff: 2 Page Ref: 160-161
Objective: 4
AACSB: Reflective Thinking

14
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91) In a short essay, list and discuss the four classifications of projective techniques used in
marketing research.
Answer:
a. In association techniques, the individual is presented with a list of words or images and asked
to respond with the first thing that comes to mind. Word association is the best known of these
techniques. In word association, respondents are presented with a list of words, one at a time, and
asked to respond to each with the first word that comes to mind. The words of interest are
interspersed throughout the list that also contains some neutral words to disguise the purpose of
the study.
b. Completion techniques are a natural extension of association techniques, generating more
detail about the individual's underlying feelings and beliefs. The respondent is asked to complete
a sentence, a paragraph, or a story. In sentence completion, respondents are given incomplete
sentences and asked to complete them. Generally, they are asked to use the first word or phrase
that comes to mind. In story completion, respondents are given part of a story, enough to direct
attention to a particular topic but not enough to hint at the ending. They are required to give the
conclusion in their own words.
c. Construction techniques follow the same logic as other projective techniques, requiring the
respondent to construct a response to a picture or cartoon. These techniques provide even less
initial structure than verbally oriented association or completion techniques. In picture response
techniques, persons or objects are depicted in pictures, and respondents are asked to write a
descriptive story, dialog, or description. In cartoon tests, highly stylized stick characters are used
to eliminate references to clothing, facial expressions, and even gender. The respondents are
asked to complete the conversation they would attribute to the cartoon characters.
d. In expressive techniques, respondents are presented with a verbal or visual situation and
asked to relate, not their own feelings or attitudes, but those of others. The two main expressive
techniques are role playing and the third-person technique. In role playing, respondents are asked
to play the role or assume the behavior of someone else. The researcher assumes that the
respondent will project his or her own feelings into the role. 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 rather than directly expressing personal beliefs and attitudes.
Diff: 3 Page Ref: 164-167
Objective: 7

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92) In a short essay, discuss at least two applications of projective techniques and provide three
basic guidelines that can enhance the usefulness of these techniques.
Answer: With the exception of word associations, projective techniques are used much less
frequently than either focus groups or depth interviews. Word association is commonly used for
testing brand names and occasionally to measure attitudes about particular products, brands,
packages, or advertisements. The usefulness of these techniques is enhanced when the following
guidelines are observed:
a. Projective techniques are used when the sensitivity of the subject matter is such that
respondents may not be willing or able to answer direct questions honestly.
b. Projective techniques are used to uncover subconscious motives, beliefs, or values, providing
deeper insights and understanding as part of exploratory research.
c. Projective techniques are administered and interpreted by trained interviewers who understand
their advantages and limitations.
Diff: 2 Page Ref: 168-169
Objective: 7
AACSB: Reflective Thinking
93) Discuss the major advantage of projective techniques over the unstructured direct techniques
(focus groups and depth interviews).
Answer: Projective techniques have a major advantage over the unstructured direct techniques
(focus groups and depth interviews): they may elicit responses that subjects would be unwilling
or unable to give if they knew the purpose of the study. At times, in direct questioning, the
respondent may intentionally or unintentionally misunderstand, misinterpret, or mislead the
researcher. In these cases, projective techniques can increase the validity of responses by
disguising the purpose. This is particularly true when the issues to be addressed are personal,
sensitive, or subject to strong social norms.
Diff: 2 Page Ref: 168
Objective: 7

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94) Why would a researcher choose to use online focus groups over traditional focus groups?
Taking the other view, why would traditional focus groups be preferred?
Answer:
a. People from all over the country or even the world can participate, and the client can observe
the group from the convenience of the home or office. Geographical constraints are removed and
time constraints are lessened. Unlike traditional focus groups, you have the unique opportunity to
re-contact group participants at a later date, to either re-visit issues, or introduce them to
modifications in material presented in the original focus group. The Internet enables the
researcher to reach segments that are usually hard to survey: doctors, lawyers, professionalpeople, working mothers, and others who lead busy lives and are not interested in taking part in
traditional focus groups.
Moderators may also be able to carry on side conversations with individual respondents, probing
deeper into interesting areas. People are generally less inhibited in their responses and are more
likely to fully express their thoughts. A lot of online focus groups go well past their allotted time
since so many responses are expressed. Finally, as there is no travel, videotaping, or facilities to
arrange, the cost is much lower than traditional focus groups. Firms are able to keep costs
between one-fifth and one-half the costs of traditional focus groups. Online groups are also faster
to conduct.
b. Only people that have and know how to use a computer can be surveyed online. Since the
name of an individual on the Internet is often private, actually verifying that a respondent is a
member of a target group is difficult. This is illustrated in a cartoon on The New Yorker, where
two dogs are seated at a computer and one says to the other "On the Internet, nobody knows you
are a dog!" To overcome this limitation, other traditional methods such as telephone calls are
used for recruitment and verification of respondents. Body language, facial expressions, and tone
of voice cannot be obtained and electronic emotions obviously do not capture as full a breadth of
emotion as videotaping.
Another factor that must be considered is the lack of general control over the respondent's
environment and their potential exposure to distracting external stimuli. Since on-line focus
groups could potentially have respondents scattered all over the world, the researchers and
moderator(s) have no idea what else the respondents may be doing while participating in the
group. Only audio and visual stimuli can be tested. Products cannot be touched (e.g. , clothing)
or smelled (e.g. , perfumes).
Diff: 2 Page Ref: 158-160
Objective: 4
AACSB: Use of IT

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