Essentials of Marketing Research 4th Edition by Joseph Hair, Jr. – Test Bank

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Essentials of Marketing Research 4th Edition by Joseph Hair, Jr. – Test Bank

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Chapter 02

The Marketing Research Process and Proposals

 

Multiple Choice Questions

1.	_____ is information collected specifically for a current research problem or opportunity. A. Primary data   B. Alternate data   C. Secondary data   D. Warehouse data   E. Backup data

 

2.

Gatekeeper technologies are used to _____. A. prevent the introduction of new and creative marketing strategies   B. help market researchers track the behavior of internet users   C. protect one’s privacy against intrusive marketing practices   D. allow marketers to use traditional methods for contacting people   E. simplify the process of getting user information using telemarketing

 

3.

Which of the following statements is true about the information research process? A. It narrows the applicability of the research process in solving organizational problems and creating opportunities.   B. A more appropriate name for the information research process is now the traditional marketing research process.   C. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.   D. It is especially useful when costs outweigh the value of the research.   E. It serves as a written contract between the decision maker and the researcher.

 

4.	Unlike management decision-makers, marketing researchers _____. A. focus on information about past behaviors   B. want information that allows certainty   C. tend to reject the information when they are surprised   D. are not results oriented   E. are not cost conscious with additional information

 

5.

Which of the following is a characteristic of management decision makers? A. Their dominant concern is market performance.   B. They prefer abstractions over information that allows for certainty.   C. They tend to readily accept the information when they are surprised.   D. Their dominant concern is to conduct continuous inquiries into market component changes.   E. Their dominant concern is to ensure completeness by conducting prolonged investigations.

 

6.

Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, Marilynn conducts a(n) _____. A. assessment on time availability   B. cost-benefit assessment   C. assessment on research designs   D. assessment on information availability   E. market-sensitivity assessment

 

7.

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____. A. scaling   B. pretesting   C. clustering   D. jamming   E. positioning

 

8.

The first task in the information research process is to _____. A. specify research objectives and confirm the information value   B. identify and clarify information needs   C. determine measurement issues and scales   D. develop the sampling plan and sample size   E. determine the research design and data sources

 

9.

Zephyr, a hotel chain, hires Symphony Inc., a market research firm, to analyze the customer reviews and identify ways to improve the brand image. To familiarize itself with the overall complexity of the problem, the market research team from Symphony decides to gather and synthesize background information including events and factors that led to the current problem at Zephyr. In this scenario, Symphony Inc. is conducting a _____. A. situation analysis   B. symptomatic analysis   C. variable analysis   D. sampling analysis   E. screening analysis

 

10.

The iceberg principle helps researchers _____. A. distinguish between the symptoms and the causes of a problem   B. select the appropriate research design for a problem   C. execute a research design   D. conduct a review of the literature   E. determine the types of data that will best answer each research question

 

11.

In the context of marketing research, the iceberg principle states that: A. a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.   B. data becomes knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.   C. managers are aware of just a small portion of the true problem, and this small portion is generally the visible symptom of a bigger underlying problem.   D. 80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.   E. the importance of marketing research is often underestimated in organizations, and what people see is only a small part of a much bigger support system.

 

12.	_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. A. Situation analysis   B. Cost-benefit analysis   C. The unit of analysis   D. Symptom analysis   E. Integrated analysis

 

13.

Kiara, a market researcher, wants to study the relationship between childhood obesity and socioeconomic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario, Kiara has to determine the _____. A. unit of analysis   B. sampling technique   C. secondary sources of data   D. type of research method   E. method of literature review

 

14.

While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____. A. determine the correct unit of analysis for her study   B. conduct a situation assessment for her study   C. determine the relevant variables for her study   D. identify the symptoms and underlying problems for her study   E. confirm the information value

 

15.	Which of the following helps generate insights that will help define the problem situation confronting a researcher? A. Exploratory research   B. Descriptive research   C. Causal research   D. Demographic research   E. Narrative research

 

16.	Which of the following data collection techniques is used in exploratory research studies? A. Image assessment surveys   B. Customer satisfaction surveys   C. Narrative surveys   D. Cause-and-effect studies   E. Pilot studies

 

17.

Causal research is most useful in _____. A. generating insights that help in defining a problem situation   B. understanding consumer motivations and behavior that are not easy to access using other research methods   C. understanding which variables result in the movement of a dependent variable   D. analyzing historical data that has been previously collected for some research situation other than the current situation   E. collecting quantitative data to answer research questions such as who, what, when, where, and how

 

18.

In a census, a researcher attempts to _____. A. use the probability sampling technique   B. define the known chance of selecting a subject   C. use a small representative sample to generalize about a target population   D. collect data from a small set of people from a target population   E. question or observe all the members of a defined target population

 

19.

Which of the following is true about research based on a sample? A. It involves a small number of members of a target population from which a researcher collects data.   B. It involves selecting each member from a target population for observation.   C. It is the best approach for small populations.   D. It eliminates the need to identify a target population.   E. It limits the generalizability of the research findings as probability sampling plans cannot measure sampling errors.

 

20.

In the information research process, examining measurement issues and scales involves _____. A. examining quantitative data to answer a research question and measure the sampling errors   B. determining if the population represented by the secondary data is relevant to the current research problem   C. identifying the concepts to study and measuring the variables related to a research problem   D. specifying the research objectives and confirming the information value   E. selecting the correct type, sequence, and format of questions

 

21.	_____ obtains information from people representative of those who will be questioned in an actual survey. A. Random-digit dialing   B. Jamming   C. Positioning   D. Scaling   E. Pretesting

 

22.

While collecting and preparing data, a difference between questioning and observation is that questioning approaches _____. A. need fewer researchers than observation approaches   B. need not examine data for data-entry errors and inconsistencies   C. do not allow researchers to collect information about factors such as motivation and past behavior   D. enable researchers to collect a wider array of data   E. focus on collecting data that does not need coding

 

23.	In a research proposal, which of the following sections discusses the types of scales to be used for data collection? A. Definition of the target population   B. Sample design   C. Data collection method   D. Specific research instruments   E. Definition of the sample size

 

24.

Katie, a researcher, submits a specific document to Sayeed, the marketing manager of GK Corp. The document serves as a written contract between Katie and Sayeed and lists the activities that will be undertaken by Katie to develop the needed information, the research deliverables, how long it will take, and what it will cost. In this scenario, Katie has most likely submitted _____. A. a methodology transcript   B. a questionnaire design   C. a research proposal   D. the final research report   E. the research design

 

25.

Liam, a market researcher, is preparing a research proposal. He wants to mention that he will use exploratory techniques and collect primary data for the study. In the context of the sections in a research proposal, Liam is most likely to include this information under _____. A. definition of the target population   B. specific research instruments   C. purpose of the study   D. type of study   E. profile of the company capabilities

 

 

True / False Questions

26.	Secondary data is information collected for a current research problem or opportunity. True    False

 

27.	Advances in gatekeeper technologies are used to protect one’s privacy against intrusive marketing practices. True    False

 

28.	Caller ID and answering devices are gatekeeper technologies. True    False

 

29.	Marketing research plays a critical role in developing competitive intelligence. True    False

 

30.	The initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher. True    False

 

31.	A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made. True    False

 

32.	Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information. True    False

 

33.	In order to do a situation analysis, a marketing researcher must depend solely on the information provided by a client. True    False

 

34.	Factors like demographics and brand attitudes are called units of analysis. True    False

 

35.	In the context of the research process, the variables that need to be studied are also known as constructs. True    False

 

36.	Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. True    False

 

37.	In the context of research designs, literature review is an example of descriptive research methods. True    False

 

38.	Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how. True    False

 

39.	Image assessment surveys are an example of causal research designs. True    False

 

40.	Causal research enables a decision maker to make “If-then” statements about the variables. True    False

 

41.	In a census, a researcher attempts to question or observe a small sample representative of a defined target population. True    False

 

42.	In probability sampling, each member of a defined target population has a known chance of being selected. True    False

 

43.	Probability sampling gives a researcher the opportunity to assess sampling error. True    False

 

44.	Measurement and scaling issues are relevant only in primary research. True    False

 

45.	Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach. True    False

 

46.	Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire. True    False

 

47.	In the research process, knowledge is created through engaged and careful interpretation of results. True    False

 

48.	The last phase of the research process is reporting the research findings to management. True    False

 

49.	A research proposal includes a brief profile of the researchers and their qualifications. True    False

 

50.	The research proposal is also called the final research report. True    False

 

 

Essay Questions

51.	Differentiate between primary and secondary data.

 

52.	List the questions a decision maker must ask to determine the need for information research.

 

53.	Discuss the iceberg principle.

 

54.	Compare the descriptive and the causal research approaches.

 

55.	Explain the process of collecting data using a census and a sample.

 

56.	Discuss the importance of pretesting a questionnaire.

 

Chapter 02 The Marketing Research Process and Proposals Answer Key

Multiple Choice Questions

1.	_____ is information collected specifically for a current research problem or opportunity. A. Primary data   B. Alternate data   C. Secondary data   D. Warehouse data   E. Backup data

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

2.

Gatekeeper technologies are used to _____. A. prevent the introduction of new and creative marketing strategies   B. help market researchers track the behavior of internet users   C. protect one’s privacy against intrusive marketing practices   D. allow marketers to use traditional methods for contacting people   E. simplify the process of getting user information using telemarketing

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

3.

Which of the following statements is true about the information research process? A. It narrows the applicability of the research process in solving organizational problems and creating opportunities.   B. A more appropriate name for the information research process is now the traditional marketing research process.   C. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.   D. It is especially useful when costs outweigh the value of the research.   E. It serves as a written contract between the decision maker and the researcher.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

4.	Unlike management decision-makers, marketing researchers _____. A. focus on information about past behaviors   B. want information that allows certainty   C. tend to reject the information when they are surprised   D. are not results oriented   E. are not cost conscious with additional information

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

5.

Which of the following is a characteristic of management decision makers? A. Their dominant concern is market performance.   B. They prefer abstractions over information that allows for certainty.   C. They tend to readily accept the information when they are surprised.   D. Their dominant concern is to conduct continuous inquiries into market component changes.   E. Their dominant concern is to ensure completeness by conducting prolonged investigations.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

6.

Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, Marilynn conducts a(n) _____. A. assessment on time availability   B. cost-benefit assessment   C. assessment on research designs   D. assessment on information availability   E. market-sensitivity assessment

 

Accessibility: Keyboard Navigation Difficulty: 3 Hard Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

7.

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____. A. scaling   B. pretesting   C. clustering   D. jamming   E. positioning

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.1 Describe the major environmental factors influencing marketing research.

 

8.

The first task in the information research process is to _____. A. specify research objectives and confirm the information value   B. identify and clarify information needs   C. determine measurement issues and scales   D. develop the sampling plan and sample size   E. determine the research design and data sources

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 2.2 Discuss the research process and explain the various steps.

 

9.

Zephyr, a hotel chain, hires Symphony Inc., a market research firm, to analyze the customer reviews and identify ways to improve the brand image. To familiarize itself with the overall complexity of the problem, the market research team from Symphony decides to gather and synthesize background information including events and factors that led to the current problem at Zephyr. In this scenario, Symphony Inc. is conducting a _____. A. situation analysis   B. symptomatic analysis   C. variable analysis   D. sampling analysis   E. screening analysis

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.2 Discuss the research process and explain the various steps.

 

10.

The iceberg principle helps researchers _____. A. distinguish between the symptoms and the causes of a problem   B. select the appropriate research design for a problem   C. execute a research design   D. conduct a review of the literature   E. determine the types of data that will best answer each research question

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 2.2 Discuss the research process and explain the various steps.

Chapter 04

Exploratory and Observational Research Designs and Data Collection Approaches

 

 

Multiple Choice Questions

1.

The objective of descriptive research is to: A. test cause-and-effect relationships between specifically defined marketing variables.   B. explicitly define the research question and variables.   C. collect information that provides answers to research questions.   D. choose the type of individuals who will best represent the target population of interest.   E. ascertain how much detail of a behavior needs to be recorded.

 

2.

Which of the following is true of quantitative research? A. It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.   B. It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.   C. Quantitative analysis techniques cannot be applied to qualitative data.   D. It can be superior for studying topics that involve complex psychological motivations.   E. Quantitative researchers usually collect detailed data from relatively small samples, which limit a researcher’s ability to generalize quantitative data to the population.

 

3.

Quantitative research is most likely to be used when: A. the objective is to identify new ideas and thoughts for a product.   B. the main goal is to uncover unanticipated findings and reactions.   C. the objective is to understand hidden underlying psychological processes.   D. the objective is to validate relationships and test hypotheses.   E. one has access to small samples.

 

4.

Which of the following is true of qualitative research methods? A. Qualitative data may be analyzed qualitatively or quantitatively.   B. Qualitative researchers must be able to translate numerical data into meaningful narrative information.   C. Qualitative researchers seek to fit the answers of research participants into predetermined categories rather than to understand them.   D. Qualitative research is used when the objective is to validate facts.   E. Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.

 

5.

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research? A. To probe into subconscious consumer motivations   B. To make accurate predictions about relationships between market forces and purchase behavior   C. To validate the relationship between advertising expenses and sales volume   D. To make generalizable observations about a target population’s buying behavior   E. To test a hypothesis linking coupon value to brand preference

 

6.

Which of the following statements is true of qualitative research methods? A. Most practitioners regard qualitative research as being more reliable than quantitative research.   B. Qualitative data collection occurs over long time periods.   C. Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.   D. Qualitative researchers usually collect detailed data from relatively small samples by asking questions.   E. Qualitative research methods allow researchers to generalize findings to a larger population unlike quantitative research methods.

 

7.

Which of the following is an advantage of qualitative research? A. It allows researchers to make accurate predictions about relationships between market factors and behaviors.   B. It is considered more reliable than quantitative research.   C. It provides preliminary insights useful in developing ideas about how variables are related.   D. It eliminates the need for well-trained investigators and interviewers.   E. It allows for generalizability of research findings unlike quantitative research.

 

8.

Who among the following is most likely to be conducting qualitative research? A. Ricardo, who is performing a multiple regression analysis   B. Zainab, who is developing questionnaires   C. Phillip, who is conducting a census   D. Mariam, who is conducting surveys   E. Katie, who is conducting focus group interviews

 

9.

An in-depth interview: A. involves an extended contact with a natural setting, but without participation by a researcher.   B. involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.   C. has a high likelihood of participants responding in a socially desirable manner.   D. is a formalized process of bringing a small group together for discussion on a particular topic.   E. is also called memoing.

 

10.

Which of the following is a major advantage of in-depth interviews over focus group interviews? A. They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.   B. They allow researchers to observe the social influence process that affects consumer behavior and attitudes because group members interact with each other.   C. They eliminate the need for a trained interviewer.   D. They increase the likelihood of cross talk, thus creating synergy among participants and encouraging them to talk in detail about a topic.   E. They eliminate the need for asking probing questions.

 

11.

In the context of focus groups, journaling makes it possible for: A. interviewers to push or spawn websites to participants’ browsers.   B. interviewers to encourage groupthink among participants.   C. participants to have a clear understanding of what they are responding to in a study.   D. participants to avoid answering probing questions.   E. participants to provide real-time feedback.

 

12.	Identify the first phase in the process of developing a focus group interview. A. Conducting content analysis   B. Conducting the focus group discussions   C. Analyzing and reporting the results   D. Asking questions including follow-up probing   E. Planning the focus group study

 

13.

In the planning phase of a focus group interview, _____. A. appropriate participants are selected and recruited   B. a moderator’s guide is prepared to ensure that the actual focus group session is productive   C. a researcher debriefs all the key players involved to compare notes   D. the first topic area is introduced to the participants using a moderator’s guide   E. moderators give participants exercises to help stimulate conversation

 

14.

Purposive sampling means: A. selecting sample members to study because they possess attributes important to understanding a research topic.   B. selecting sample members so that groups can be compared.   C. selecting sample members based on earlier interviews.   D. selecting particular types of participants because they can minimize cross talk during the discussions of a research topic.   E. selecting sample participants who can generate spontaneous discussion on a research topic.

 

15.	The process of selecting sample members so that groups can be compared is known as _____. A. stratified purposive sampling   B. simple random sampling   C. convenience sampling   D. accidental sampling   E. opportunity sampling

 

16.

A moderator’s guide is: A. an interviewer’s ability to articulate questions in a direct and clear manner.   B. a note attached to the name tag of each participant.   C. a detailed outline of the topics, questions, and subquestions used by the moderator to lead a focus group session.   D. an interactive procedure in which the researcher and the moderator discuss the subjects’ responses to the topics that outlined a focus group session.   E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

 

17.	The interactive procedure in which a researcher and a moderator discuss the subjects’ responses to the topics that outlined a focus group session is called: A. content analysis.   B. sentiment analysis.   C. groupthink.   D. debriefing analysis.   E. listening post.

 

18.

Content analysis is: A. an interviewer’s ability to articulate questions in a direct and clear manner.   B. the process of collecting both attitudinal and behavioral data from a subject that spans all time frames.   C. a detailed outline of the topics, questions, and subquestions used by a moderator to lead a focus group session.   D. an interactive procedure in which a researcher and moderator discuss the subjects’ responses to the topics that outlined a focus group session.   E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns.

 

19.	Unlike purposed communities, private communities are: A. developed primarily for marketing.   B. developed primarily for research.   C. online social networks.   D. outsourced to a provider.   E. brand communities.

 

20.

In the context of data collection methods, which of the following statements is true of projective techniques? A. They are used to monitor and analyze social media sources to provide research insights.   B. They involve recording human behavior in natural settings.   C. They rule out subjectivity.   D. They use indirect questioning methods.   E. They are primarily used in quantitative research.

 

21.	Which of the following characteristics of observation describes the degree to which a researcher or trained observer actually observes a behavior or an event as it occurs? A. Awareness   B. Structure   C. Directness   D. Observing mechanism   E. Reference

 

22.

The difference between social media monitoring and private communities is that in social media research _____. A. the sample of people interacting about a product is a self-selected sample that is representative of consumer reactions in a target market   B. the data already exists and is not created by interaction with researchers   C. the primary purpose is research   D. most companies outsource community development to a provider because of the start-up costs involved   E. researchers cannot observe people interacting with each other unprompted by the potential bias of interviewers and questions

 

23.	The application of technological tools to identify, extract, and quantify subject information in textual data is called: A. sentiment analysis.   B. scanner-based research system.   C. listening post.   D. netnography.   E. content analysis.

 

24.

The use of quantitative measures of sentiment is still limited because: A. their use requires deep engagement with one or more social media communities.   B. sentiment analysis relies on the emerging field of natural language processing.   C. most social media monitoring tools seek to seamlessly mix qualitative and quantitative analyses.   D. a large amount of data is currently unclassifiable or incorrectly classified with current automation tools.   E. researchers prefer to collect data from higher traffic forums.

 

25.	_____ is an observational research technique that requires deep engagement with one or more social media communities. A. Sugging   B. Debriefing analysis   C. Randomization   D. Netnography   E. Fugging

 

 

True / False Questions

26.	Quantitative analysis techniques may be applied to qualitative data. True    False

 

27.	When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly. True    False

 

28.	The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques. True    False

 

29.	In-depth interviewing increases the likelihood of participants responding in a socially desirable manner. True    False

 

30.	The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people. True    False

 

31.	Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group. True    False

 

32.	A moderator’s guide should include follow-up questions to help the moderator elicit more information. True    False

 

33.	Content analysis is used by quantitative researchers to create meaningful findings from focus group discussions. True    False

 

34.	The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods. True    False

 

35.	Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group. True    False

 

36.	While not as extensive as traditional ethnography, mobile ethnography provides the ability for researchers to analyze consumers in context. True    False

 

37.	Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially. True    False

 

38.	The major advantage of projective techniques is the simplicity of interpretation. True    False

 

39.	When successful, sentence completion tests reveal hidden aspects about individuals’ thoughts and feelings toward the object(s) studied. True    False

 

40.	The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions, and similar information. True    False

 

41.	People participating in scanner-based panels have to present a unique bar-coded card at the checkout register. True    False

 

42.	Using PathTracker, a system that consists of RFID tags affixed to shopping carts, researchers can match purchase records with path data. True    False

 

43.	A major disadvantage of observation methods is that data collection takes more time and is more expensive than through other types of procedures. True    False

 

44.	An advantage of social media monitoring is individuals who may not fill out surveys or agree to focus groups might nevertheless share their experiences with online social networks. True    False

 

45.	Due to advances in social media technology, social media analytics has fully replaced traditional marketing research methods. True    False

 

 

Essay Questions

46.	What are the main goals of quantitative research?

 

47.	What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

 

48.	Explain word association tests and sentence completion tests.

 

49.	Discuss the unique characteristics of observation methods.

 

50.	Describe the process of selecting an observation method.

 

Chapter 04 Exploratory and Observational Research Designs and Data Collection Approaches Answer Key

Multiple Choice Questions

1.

The objective of descriptive research is to: A. test cause-and-effect relationships between specifically defined marketing variables.   B. explicitly define the research question and variables.   C. collect information that provides answers to research questions.   D. choose the type of individuals who will best represent the target population of interest.   E. ascertain how much detail of a behavior needs to be recorded.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

2.

Which of the following is true of quantitative research? A. It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.   B. It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.   C. Quantitative analysis techniques cannot be applied to qualitative data.   D. It can be superior for studying topics that involve complex psychological motivations.   E. Quantitative researchers usually collect detailed data from relatively small samples, which limit a researcher’s ability to generalize quantitative data to the population.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

3.

Quantitative research is most likely to be used when: A. the objective is to identify new ideas and thoughts for a product.   B. the main goal is to uncover unanticipated findings and reactions.   C. the objective is to understand hidden underlying psychological processes.   D. the objective is to validate relationships and test hypotheses.   E. one has access to small samples.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

4.

Which of the following is true of qualitative research methods? A. Qualitative data may be analyzed qualitatively or quantitatively.   B. Qualitative researchers must be able to translate numerical data into meaningful narrative information.   C. Qualitative researchers seek to fit the answers of research participants into predetermined categories rather than to understand them.   D. Qualitative research is used when the objective is to validate facts.   E. Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

5.

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research? A. To probe into subconscious consumer motivations   B. To make accurate predictions about relationships between market forces and purchase behavior   C. To validate the relationship between advertising expenses and sales volume   D. To make generalizable observations about a target population’s buying behavior   E. To test a hypothesis linking coupon value to brand preference

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

6.

Which of the following statements is true of qualitative research methods? A. Most practitioners regard qualitative research as being more reliable than quantitative research.   B. Qualitative data collection occurs over long time periods.   C. Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.   D. Qualitative researchers usually collect detailed data from relatively small samples by asking questions.   E. Qualitative research methods allow researchers to generalize findings to a larger population unlike quantitative research methods.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

7.

Which of the following is an advantage of qualitative research? A. It allows researchers to make accurate predictions about relationships between market factors and behaviors.   B. It is considered more reliable than quantitative research.   C. It provides preliminary insights useful in developing ideas about how variables are related.   D. It eliminates the need for well-trained investigators and interviewers.   E. It allows for generalizability of research findings unlike quantitative research.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

8.

Who among the following is most likely to be conducting qualitative research? A. Ricardo, who is performing a multiple regression analysis   B. Zainab, who is developing questionnaires   C. Phillip, who is conducting a census   D. Mariam, who is conducting surveys   E. Katie, who is conducting focus group interviews

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.

 

9.

An in-depth interview: A. involves an extended contact with a natural setting, but without participation by a researcher.   B. involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.   C. has a high likelihood of participants responding in a socially desirable manner.   D. is a formalized process of bringing a small group together for discussion on a particular topic.   E. is also called memoing.

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 4.2 Understand in-depth interviewing and focus groups as questioning techniques.

 

10.

Which of the following is a major advantage of in-depth interviews over focus group interviews? A. They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.   B. They allow researchers to observe the social influence process that affects consumer behavior and attitudes because group members interact with each other.   C. They eliminate the need for a trained interviewer.   D. They increase the likelihood of cross talk, thus creating synergy among participants and encouraging them to talk in detail about a topic.   E. They eliminate the need for asking probing questions.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 4.2 Understand in-depth interviewing and focus groups as questioning techniques.