Deck 8: Observation, Focus Groups, and Other Qualitative Methods

Question 1

With which type of observation technique do researchers observe tangible evidence of some event, such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?

A) disguised
B) archives
C) surrogate
D) physical traces
E) undisguised

Answer 1

D

Question 2

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion about some topic?

A) observation group
B) focus groups
C) control group
D) experimental group
E) Socratic group

Answer 2

B

Question 3

Which of the following is a characteristic of a non-traditional focus group?

A) meet in a dedicated room
B) use a one-way mirror for client viewing
C) meet for about 2 hours
D) have 6-12 persons
E) may have 25 or even 50 respondents

Answer 3

A

Question 4

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets and visit each to observe consumers head movements as they approach each display. Which observation technique would the managers be using?

A) direct
B) past records
C) archives
D) indirect
E) store observation

Question 5

Which of the following was NOT discussed in the textbook as an appropriate condition for the use of an observation study?

A) There is a short time interval between the beginning and end of the behavior to be observed.
B) The behavior must be amenable to physiological measurement.
C) The behavior is public and therefore readily observed.
D) The behavior is so automatic or repetitive that any personal recall on the respondent's part is likely to be faulty.
E) All of the above were discussed as appropriate conditions for an observation study.

Question 6

Which of the following was NOT mentioned in the textbook as a limitation of observational data?

A) Typically, only a small number of subjects are studied.
B) Recall error is maximized.
C) Subjective interpretation of results is required on the part of the researcher.
D) Underlying motives are left unexamined.
E) Underlying attitudes are left unexamined.

Question 7

What is the recommended size of a "traditional" focus group?

A) 2 to 20
B) 5 to 10
C) 6 to 12
D) 7 to 15
E) 9 to 25

Question 8

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

A) Subjects react in a natural manner.
B) It is the only way to gather certain information (i.e. from children).
C) Recall error is maximized.
D) Sometimes observational data may be obtained at less cost.
E) Sometimes observational data may be more accurate.

Question 9

Which of the following is a unique aspect of qualitative research?

A) large samples
B) quantitative data analysis
C) engagement of respondents in group discussion
D) disengaging respondents so that they may make their own decisions
E) ability to calculate the margin of error

Question 10

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved?

A) quantitative research
B) qualitative research
C) pluralistic research
D) focus group research
E) idea-generation research

Question 11

What type of research is: designed to reveal a target audience's range of behavior; the perceptions that drive the target market; sometimes based on in-depth studies of small groups of people; descriptive rather than prescriptive; inclusive of diary and journal exercises, focus groups, individual depth interviews, and ethnography?

A) qualitative methods
B) quantitative methods
C) plurality methods
D) strategic research methods
E) Socratic methods

Question 12

Which type of research would likely be called "soft" research?

A) qualitative research
B) quantitative research
C) pluralistic research
D) focus group research
E) Socratic research

Question 13

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?

A) direct
B) archives
C) past records
D) indirect
E) surrogate

Question 14

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

A) qualitative research
B) quantitative research
C) pluralistic research
D) focus group research
E) Socratic research

Question 15

Focus group participants are often interviewed by moderators, referred to as:

A) Heavy talkers
B) Qualitative Research Consultants
C) Introspective Moderators
D) Qualitative Research Commissioners
E) FGM Counselors

Question 16

In understanding the Hispanic market, researchers have found that they prefer to call themselves Latinos, and that there are vast differences between Latinos in California, Texas and Florida, the Caribbean, South America and Mexico. Your book describes this understanding of a market segment as stemming from which type of research?

A) quantitative
B) Hispanic research
C) pluralistic
D) qualitative
E) segmented research

Question 17

When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy, which type of observation is being used?

A) undisguised
B) disguised
C) physical traces
D) archives
E) mystery surrogate

Question 18

Which type of research may begin with exploratory research and then go on to conduct a full-scale, representative survey?

A) qualitative research
B) quantitative research
C) focus group research
D) quant/qual research
E) pluralistic research

Question 19

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

A) structured observation
B) a priori observation
C) unstructured observation
D) physical traces
E) predetermined Socratic observation

Question 20

What type of observation method is used when human observation may be less accurate, too costly, or not functional?

A) nonhuman observation
B) auto observation
C) physio-observation
D) mechanical observation
E) psychic observation

Question 21

Which of the following is not an advantage of online focus groups over traditional focus groups?

A) no physical set up is necessary
B) participants from different geographic areas can participate
C) participants are comfortable in their homes/offices
D) the moderator can exchange private messages with participants
E) participants' "body language" may be observed

Question 22

Borrowed from anthropology, which type of research listed requires marketing researchers to directly observe, interview, and audio and video record consumers over time?

A) role-playing research
B) ethnographic research
C) ecological research
D) qualitative-immersion research
E) quantitative-immersion research

Question 23

A device that determines the level of excitement by measuring the electrical activity in the respondent's skin is known as:

A) an exits-o-meter
B) a galvanometer
C) a stimuli gauge
D) an electrodermometer
E) None of the above; there is no such measurement.

Question 24

Which one of the following is NOT an objective of focus groups?

A) generate ideas
B) understand consumer vocabulary
C) reveal consumer needs
D) determine quantities of a proposed new products/services that will be sold in a given market
E) reveal consumer attitudes

Question 25

Which one of the following best represents the desired composition of a focus group?

A) homogeneous participants
B) heterogeneous participants
C) highly educated and articulate participants
D) participants who vary widely in terms of demographics
E) literate adults

Question 26

Though they are often used, Focus Groups are NOT considered qualitative research.

Question 27

Focus groups should NOT be used when:

A) there is a need to understand the consumers' vocabulary
B) there is a need to determine consumers' attitudes
C) there is a need to predict the sales volume for a new product in a market territory
D) there is a need to understand consumers' motives
E) there is a need to know how accepting consumers are of a proposed new package design

Question 28

Which situations are particularly relevant for the use of protocol analysis?

A) purchases involving a long time frame and several decision factors
B) purchases involving a short time frame and only one or two decision factors
C) purchases involving a long time frame and only one or two decision factors
D) purchases involving a short time frame and several decision factors
E) routine purchases, such as purchasing chewing gum

Question 29

One of the disadvantages of focus groups is that:

A) results may be interpreted in an objective fashion
B) results must be subjectively interpreted
C) although the cost-per-participant is low, representativeness is also low
D) although the cost-per-participant is high, representativeness is also high
E) it is difficult to access special respondent groups such as lawyers or doctors

Question 30

In which technique below are consumers' values determined, followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example, it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."

A) value salience analysis
B) qualitative value interviews
C) quantitative value interviews
D) laddering
E) value gradient analysis

Question 31

Which of the following best represents the future of focus groups?

A) Because of their many advantages and the unique abilities added by online focus groups, the popularity of focus groups is increasing and they are being used on a worldwide basis.
B) Because it is difficult to interpret focus group results, their usage is declining.
C) Focus groups peaked during the 1980s and saw little growth during the 1990s.
D) Focus group use will go down because single source data is increasing.
E) Because of their many disadvantages and the problems associated with online focus groups, the popularity of focus groups is decreasing worldwide.

Question 32

The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision. Which qualitative technique will she be using?

A) depth interview
B) protocol analysis
C) probing question survey
D) role-playing activity
E) value salience analysis

Question 33

Quantitative techniques deal with the "soft side" of marketing research.

Question 34

Often, a critical requirement for a focus group meeting place is:

A) a very large room
B) a small, cozy room
C) roundtable format allowing participants to see one another
D) equipment to measure physiological responses of the participants
E) hidden cameras and recording devices

Question 35

A researcher for Lipton tea is interested in learning how teenagers think of iced tea, and she gives a sample of teens the following incomplete sentence: "Teens who drink tea instead of cola are ________" and asks them to finish the sentence. This is an example of a:

A) in-depth interview
B) "Picture This, Picture That" exercise
C) word differences test
D) sentence completion test
E) "Sort Me Up"

Question 36

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?

A) monetary incentives
B) free products or gift certificates
C) overrecruiting
D) making callbacks on the day preceding the focus group to remind the participant
E) using direct mail lists

Question 37

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?

A) probing question survey
B) protocol analysis
C) role-playing activity
D) depth interview
E) school teacher-probing

Question 38

Which one of the following was NOT mentioned in the textbook as an advantage of focus groups?

A) They generate fresh ideas.
B) Hidden cameras record hidden motives.
C) They allow clients to observe the group.
D) They are generally versatile in that they can handle an unlimited number of topics.
E) They allow access to special respondent groups such as lawyers or doctors.

Question 39

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to relate their true opinions?

A) depth interview
B) probing question survey
C) projective technique
D) coercion exercises
E) ethosgraphy

Question 40

Which of the following qualitative techniques involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye?

A) pupil dilation test
B) eye-o-gram
C) retina-o-meter
D) pupilometer
E) None of the above; there is no such measurement.

Question 41

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

Question 42

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing.

Question 43

Using a device attached to a family's TV or recording a sales presentation in a laboratory are examples of undisguised observation techniques.

Question 44

A combination of qualitative and quantitative research is referred to as pluralistic research.

Question 45

Focus group reports must translate the qualitative statements of participants into categories, and then report the degree of consensus apparent in the focus groups.

Question 46

Faulty recall occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question. It is a reason for not using an observation technique.

Question 47

Pluralistic research is losing favor in the marketplace of marketing research because of its extensive and exclusive use of "soft" research methods.

Question 48

Focus groups consist of dividing large groups, classes of college students, church groups, and so on into several smaller groups. This allows each subgroup to focus on a separate issue such as price of the product, packaging of the product, usefulness of the product, and so on. Combining all the subgroup reports together affords clients greater "focus" on their products and services.

Question 49

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research.

Question 50

Rooms designed especially for focus groups are referred to as focus group facilities.

Question 51

A researcher is to observe supermarket meat-shopping behavior. She has carefully laid out an observation form that contains a list of all possible relevant behaviors. This is an example of structured observation.

Question 52

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

Question 53

Observation studies the advantage of allowing observation of consumers' motives, attitudes, and intentions.

Question 54

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This "traffic counting" machine would be an example of mechanical observation.

Question 55

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

Question 56

Nissan allegedly placed a Japanese observer in a couple's home, and the couple thought he was there as part of an educational exchange program. Rather, he was observing the couple's automobile buying behavior for Nissan. This example illustrates that there are ethical issues associated with observation studies.

Question 57

Focus group moderators are sometimes called Qualitative Research Consultants.

Question 58

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Question 59

Quantitative techniques often use structured questions having predetermined response options and is sometimes referred to as "survey research."

Question 60

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner.

Question 61

The sentence completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.

Question 62

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

Question 63

When the decision process is very short and recall may be faulty, protocol analysis may be useful to slow down the process.

Question 64

Focus groups should be composed of persons who are similar in terms of demographics and other relevant variables.

Question 65

One of the disadvantages of focus groups is that they do not constitute representative samples of larger populations.

Question 66

Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.

Question 67

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

Question 68

Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.

Question 69

In role-playing, participants are asked to pretend they are a "third person," such as a friend or neighbor, and describe how the third person would react in a certain situation.

Question 70

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative.

Question 71

Focus groups should be used when something must be predicted or forecast with precision.

Question 72

There is only one form of online focus group; focus group members meet in a focus group facility and the focus group is communicated via the Internet to clients who may be in remote locations.

Question 73

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

Question 74

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

Question 75

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

Question 76

In ethnographic research, marketing researchers act exactly as anthropologists, in that they enter into an "immersion" state with consumers and observe their behavior by living with them.

Question 77

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

Question 78

The picture test, a projective technique, is carried out by asking respondents to fill in "balloons" drawn above the heads of the actors.

Question 79

Marketing researchers walking with seniors in their walking groups and listening to them discuss their hopes, fears, worries, health, family and friends would be an example of an application of ethnographic research.

Question 80

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.