Question 1

One of the major difficulties experienced with projective methods arises

Accepted Answer

A)  in the interpretation of the replies.
B)  when trying to secure the respondent's cooperation.
C)  in the lack of experience of the respondents with these techniques.
D)  in the distorted frame of reference of the interviewers.
E)  There are no problems with projective methods.F) C) and E)
G) A) and C)

Question 2

The study of selected examples of the phenomenon about which insights are needed is

Accepted Answer

A)  benchmarking.
B)  ethnography.
C)  case analysis.
D)  data mining.
E)  depth interview.F) D) and E)
G) A) and C)

Question 3

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ________ research design.

Accepted Answer

A)  causal
B)  exploratory
C)  longitudinal
D)  descriptive
E)  panelF) A) and D)
G) B) and E)

Question 4

Almost all marketing research projects should start with a literature search.

Accepted Answer

A) True 
 B)False

Question 5

The president of the Cola Beverage Company is very concerned with declining sales of the company's flagship beverage and has asked for your assistance in finding the reason for the decline.The most appropriate way to begin this research project is with

Accepted Answer

A)  a survey of consumers.
B)  an experiment in which price is systematically varied.
C)  descriptive research.
D)  exploratory research.
E)  causal research.F) A) and E)
G) B) and E)

Question 6

Which of the following is NOT one of the common projective method techniques?

Accepted Answer

A)  Word association
B)  IQ testing
C)  Sentence completion
D)  Storytelling
E)  Role playingF) A) and B)
G) A) and D)

Question 7

Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries.This is an example of which kind of problem?

Accepted Answer

A)  A firm problem
B)  A consumer problem
C)  A perception problem
D)  An industry problem
E)  An ethical problemF) A) and B)
G) B) and D)

Question 8

Which of the following is NOT what exploratory research is used for?

Accepted Answer

A)  Better formulating the manager's decision problem
B)  Getting a definitive answer
C)  Increasing the researcher's familiarity with the problem
D)  Clarifying concepts
E)  None of these statements are false;they are all true.F) B) and C)
G) C) and E)

Question 9

The primary difference between nominal groups and focus groups is that nominal groups require

Accepted Answer

A)  more participants.
B)  less time.
C)  little or no moderation.
D)  complete anonymity.
E)  written responses from participants.F) All of the above
G) A) and B)

Question 10

A projective technique involves the use of a vague hypothesis that an individual is asked to describe,expand upon,or build a structure around.

Accepted Answer

A) True 
 B)False

Question 11

The success of the case analysis approach depends upon the researcher's ability to interpret the diverse mass of information that is collected across cases.

Accepted Answer

A) True 
 B)False

Question 12

Focus groups are less susceptible to executive and researcher biases than most other exploratory techniques.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following best represents the objective of the moderator in conducting a focus group?

Accepted Answer

A)  Strictly following the moderator's guidebook
B)  Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity
C)  Striking a balance between stimulating natural discussions while ensuring the group does not wander too far from the topic
D)  To include as many people as possible in a particular group;this enables the results to be more representative
E)  The moderator must be completely unfamiliar with the purpose of the research.F) B) and E)
G) B) and D)

Question 14

When conducting depth interviews,the questions should be general.

Accepted Answer

A) True 
 B)False

Question 15

Exploratory studies are very inflexible with regard to methods.

Accepted Answer

A) True 
 B)False

Question 16

Although focus groups vary in size,most consist of ______ members.

Accepted Answer

A)  1-2
B)  3-4
C)  8-12
D)  15-18
E)  20 or moreF) A) and B)
G) C) and D)

Question 17

Exploratory research that attempts to draw from the knowledge and experience of those who have relevant information to the issue driving the research is an example of

Accepted Answer

A)  focus groups.
B)  data mining.
C)  nominal groups.
D)  case analyses.
E)  depth interviews.F) B) and E)
G) A) and B)

Question 18

A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.

Accepted Answer

A)  depth interview
B)  focus group
C)  data mining
D)  case analysis
E)  None of these are correct.F) A) and D)
G) A) and C)

Question 19

The market research team at Initech was asked to discover how to address deficiencies in the TPS reporting process.The team is studying the processes used by Globex,which has a world-class TPS reporting process.The research technique being used in this case is

Accepted Answer

A)  benchmarking.
B)  ethnography.
C)  ethnography
D)  data mining.
E)  depth interview.F) B) and C)
G) A) and B)

Question 20

The time to stop having focus groups is when

Accepted Answer

A)  the research budget has been exhausted.
B)  they show diminishing returns.
C)  you get definitive answers to your research problem.
D)  you've completed five focus groups.
E)  All of these are correct.F) B) and D)
G) A) and B)

Exam 4: Exploratory Research

The market research team at Initech was asked to discover how to address deficiencies in the TPS reporting process.The team is studying the processes used by Globex,which has a world-class TPS reporting process.The research technique being used in this case is

Correct AnswerverifiedShow Answer

A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.

Correct AnswerverifiedShow Answer

Exploratory research that attempts to draw from the knowledge and experience of those who have relevant information to the issue driving the research is an example of

Correct AnswerverifiedShow Answer

The success of the case analysis approach depends upon the researcher's ability to interpret the diverse mass of information that is collected across cases.

Correct AnswerverifiedShow Answer

The primary difference between nominal groups and focus groups is that nominal groups require

Correct AnswerverifiedShow Answer

The study of selected examples of the phenomenon about which insights are needed is

Correct AnswerverifiedShow Answer

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ________ research design.

Correct AnswerverifiedShow Answer

Which of the following is NOT what exploratory research is used for?

Correct AnswerverifiedShow Answer

When conducting depth interviews,the questions should be general.

Correct AnswerverifiedShow Answer

Exploratory studies are very inflexible with regard to methods.

Correct AnswerverifiedShow Answer

Which of the following best represents the objective of the moderator in conducting a focus group?

Correct AnswerverifiedShow Answer

The time to stop having focus groups is when

Correct AnswerverifiedShow Answer

One of the major difficulties experienced with projective methods arises

Correct AnswerverifiedShow Answer

A projective technique involves the use of a vague hypothesis that an individual is asked to describe,expand upon,or build a structure around.

Correct AnswerverifiedShow Answer

The president of the Cola Beverage Company is very concerned with declining sales of the company's flagship beverage and has asked for your assistance in finding the reason for the decline.The most appropriate way to begin this research project is with

Correct AnswerverifiedShow Answer

Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries.This is an example of which kind of problem?

Correct AnswerverifiedShow Answer

Almost all marketing research projects should start with a literature search.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the common projective method techniques?

Correct AnswerverifiedShow Answer

Focus groups are less susceptible to executive and researcher biases than most other exploratory techniques.

Correct AnswerverifiedShow Answer

Although focus groups vary in size,most consist of ______ members.

Correct AnswerverifiedShow Answer

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