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1) Whenever a new marketing research problem is being addressed, Qualitative research must be preceded by
appropriate Quantitative research.
A) qualitative; quantitative
B) observational; experimental
C) quantitative; qualitative
D) experimental; observational
2) There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative
research?
A) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from
respondents.
B) People may be unwilling or unable to answer certain questions.
C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a
negative impact on their ego or status.
D) none of the above
3) The Direct approach 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) indirect approach
B) direct approach
C) focus group approach
D) descriptive approach
4) Focus groups are a(n) Direct research procedure and projective techniques are a(n) Experimental research
procedure.
A) experimental; direct
B) indirect; direct
C) direct; experimental
D) direct; indirect
6) 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
7) Constructing a detailed moderator's outline for use during the focus group interviews involves extensive
discussions among the __re______, ________, and ________.
A) researcher; moderator; and respondents.
B) researcher; client; moderator.
C) researcher; client; respondent.
D) client; respondent; moderator.
10) Focus groups can be used to address substantive issues such as ________.
A) defining a problem more precisely
B) generating new ideas about older products
C) developing an approach to a problem
D) interpreting previously obtained quantitative results
11) A ________ is an unstructured, direct, personal interview 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 group
B) qualitative interview
C) projective interview
D) depth interview
12) Depth interviews are like focus group in all of the following ways except________.
A) both are unstructured interviews
B) both are direct ways of obtaining information
C) both are qualitative research methods
D) both are one-on-one interviews
13) "Why do you say that?", "That's interesting, can you tell me more?" or, "Would you like to add anything else?"
are examples of ________.
A) focusing
B) projecting
C) probing
D) none of the above
14) ________ is a technique for conducting depth interviews in which a line of questioning proceeds from product
characteristics to user characteristics.
A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above
18) When conducting international marketing research, focus group moderators should not only be trained in focus
group methodology but should also be familiar with the ________ of the country.
A) language
B) culture
C) patterns of social interaction
D) all of the above
19) Which of the following is not an ethical issue of concern to the researcher?
A) disguising the purpose of the research and the use of deceptive procedures
B) videotaping and recording the proceedings
C) comfort level of the respondents
D) none of the above