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Quiz #3-Chapters 6 and 7

Student: Yegon, Joshua (26991528)
Date: 10/02/2015 17:02
Duration: 2:14:57
Workstation: 172.19.166.8

1. The process for measuring semantic content of a communication to develop a

qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called
_____.
brand mapping
component sorts
ethnographic interpretation
word association
content analysis
2. When using the _____, participants are confronted with a picture and asked to
describe how the person in the picture feels and thinks.
word association
picture association
thematic apperception test
empty balloons
laddering
3. The goal of a formal study is to _____.
discover future research tasks
expand understanding of a topic
test hypotheses
provide insight
develop hypotheses
4. Studies that are conducted in the field _____.
occur under actual environmental conditions
simulate environmental conditions
imitate reality
control for extraneous variables
facilitate measurement of the variables of interest
5. An experimental study is one that _____.

attempts to capture a population's characteristics by making inferences from

a sample's characteristics and testing resulting hypotheses
involves manipulation of one or more variables to determine the effect on
another variable
discovers answers to the questions who, what, when, where, or how much
attempts to reveal why or how one variable produces changes in another
provides repeated measures over an extended period of time
6. Which of the following is true of quantitative research?
It uses a nonprobability sampling method
Results are generalizable
Data analysis is ongoing during the project
Sample sizes are generally small
It uses multiple data collection methods
7. Research on service quality frequently uses a technique called _____ in which the
participant describes what led up to an incident, what was effective or ineffective,
and the outcome.
life histories
cultural interviews
sequential interviewing
critical incident technique
oral history
8. A(n) _____ study explains what happened to a measured variable after-the-fact.
ex post facto
exploratory
experimental
statistical
causal
9. Which of the following is true of focus group interviews?
Typically made up of 3-5 participants
Led by a group leader who is chosen by the participants
Meet for 90 minutes to 2 hours
Provide quantitative data
Used in formal studies
10. The primary concern with using qualitative techniques is that qualitative data are too

_____.
expensive
time-consuming
subjective
objective
structured
11. Longitudinal studies of cohort groups _____.
study the same people over time
use panel members as participants
study attitudes at a single point in time
use different participants for each sequenced measurement
occur under actual environmental conditions
12. All of the following are possible goals of an exploratory study except _____.
discover future research tasks
expand understanding of a topic
test hypotheses
provide insight
develop hypotheses
13. What other area of the research process is affected by the exploration phase?
Research design
Research proposal
Investigative questions
Measurement questions
All of the above
14. Interview guides begin with _____ questions, following a hierarchical questioning
structure.
narrow issue
narrow topical
broad issue
narrow interest
any of the above
15. Qualitative research seeks to _____ theory while quantitative research _____ it.
examine, interprets

build, tests
test, understands
apply, builds
justify, applies
16. Jane is conducting interviews in order to develop a customer profile for her client.
She customizes each interview to each participant and does not ask specific
questions. What type of interview format is Jane using?
Structured
Semistructured
Unstructured
Closed-ended
Direct interviewing
17. Which statement below best reflects the general rule regarding how many group
interviews should be conducted for a given research project?
Conduct interviews until no new insight is gained
Use at least 3 groups for every geographic region involved
Include groups of men only, women only, and men and women combined
The more homogeneous the groups, the more groups are needed
All of the above are true
18. Exploratory research is finished in all of the following situations except when _____.
the range and scope of management decisions are established
the major dimensions of the research task are established
hypotheses are developed
additional research is necessary
investigative questions are defined
19. Convenience sampling is a nonprobability sampling technique in which _____.
participants are chosen arbitrarily for their unique characteristics,
experiences, or attitudes
participants are chosen and then refer others with similar or different
characteristics
researchers select any readily available individuals as participants
researchers systematically select participants from a sampling frame
researchers chose readily available individuals as participants but seek to
ensure a good mix of demographic characteristics
20. American Airlines is conducting a qualitative study on preferences of business

travelers who fly frequently. Before inviting an individual to participate, the

researcher on the project wants to ensure that all participants travel for business more
than pleasure and meet the American Airlines' definition of frequent flier. What is the
best way for the researcher to ensure that participants will meet these criteria?
Use a recruitment screener prior to inviting individuals to participate
Delete interviews after the study ends from those who don't meet the
qualifications
Draw a sample from a list of people with an American Airlines affinity credit
card
Draw a sample from a list of people with an affinity credit card associated
with any airline
Contact a travel agency for a list of prospects
21. All of the following statements about determining the number of group interviews
are true except _____.
the broader the issue, the more groups needed
the larger the number of distinct market segments of interest, the more
groups needed
the greater the level of detail, the more groups needed
the more homogeneous the market segment, the more groups needed
the larger the number of new ideas desired, the more groups needed
22. InStyle magazine wants to examine the pull power of two types of copy in increasing
the level of newsstand sales for a given month. The issue will feature Nicole Kidman
but InStyle wants to know whether newsstand sales will be higher for a cover that
mentions Kidman's love life or one that promises to share Kidman's style secrets. The
issues are identical with the exception of the copy underneath the cover graphic of
Kidman. Which type of study is this an example of?
Case study
Experimental study
Exploratory study
Longitudinal study
Ex post facto study
23. A telephone focus group is a viable alternative to a traditional focus group when
_____.
participants need to handle a product
it is difficult to recruit desired participants
sessions will run long
participants are groups of children

all of the above

24. Which of the following is true of studies conducted under laboratory conditions?
Occur under actual environmental conditions
Simulate environmental conditions
Imitate reality
Dependent variable naturally occurs
Facilitate measurement of the variables of interest
25. A case study is one that _____.
attempts to capture a population's characteristics by making inferences from
a sample's characteristics and testing resulting hypotheses
emphasizes a full contextual analysis of a few events or conditions and their
interrelations
discovers answers to the questions who, what, when, where, or how much
attempts to reveal why or how one variable produces changes in another
provides repeated measures over an extended period of time
Prepared by: Reid, Michael (Ph.D.)
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