Question 1

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?
A)hidden meanings test
B)protocol analysis
C)word association test
D)balloon test
E)laddering test

Accepted Answer

The most appropriate qualitative technique to determine the meanings of these names to customers would be a word association test. This would involve asking individuals to provide the first word that comes to mind when they hear each name, allowing for a better understanding of the connotations and perceptions associated with each name.

Question 2

A study was conducted of online buyers to determine purchasing differences among buyer segments such as males and females.The research began with a series of focus groups followed by in-depth interviews.Finally,an online survey was conducted of several thousand online buyers.If you had to classify this research,which of the following would be most appropriate?
A)qualitative/quantitative
B)quantitative/qualitative
C)Socratic
D)pluralistic
E)online

Accepted Answer

The answer of A study was conducted of online buyers...

Question 3

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.

Accepted Answer

Physiological measurements can indicate a response has occurred, but they do not inherently reveal the emotional valence (positive or negative) of that response.

Question 4

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed.This is an example of:
A)direct observation.
B)archives.
C)physical traces.
D)quantitative research.
E)none of the above

Accepted Answer

This is an example of physical traces, as it involves examining physical evidence (garbage) to infer behavior (alcohol consumption).

Question 5

Sue Miller,brand manager for Zippo Cat Foods,wanted to gather some information from cat food buyers.She arranged to conduct several focus groups,each conducted online with as many as 25 to 50 participants.She also wanted to interact with the focus group participants.Sue would be using which type of focus group?
A)traditional
B)nontraditional
C)covert
D)overt
E)moderated

Accepted Answer

Nontraditional focus groups are conducted online and can include a larger number of participants, allowing for interaction with the brand manager.

Question 6

Jerri Allen has trained for several months to conduct focus groups.She has just completed her first focus group as the moderator.Which factor should Jerri remember when reporting and using focus group results?
A)Qualitative statements must be categorized,and assessments must be made as to the representativeness of the focus group participants.
B)All statements must eventually be quantified and input into some type of data analysis software package that allows descriptive statistics to be calculated.
C)Statements must be summarized,and the influence of the focus group leader must be excluded from the results.
D)Statements are not summarized,but are reported verbatim.Yet the influence of the focus group leader must still be excluded from the results.
E)Jerri does not need to worry about the report as focus group "reports" simply consist of providing clients with video and audio recordings of the focus group.

Accepted Answer

Jerri should remember that qualitative statements from the focus group participants must be categorized and assessed for representativeness. This will help to ensure that her reporting and use of the focus group results are accurate and effective.

Question 7

Billy Neighbors decides to use a qualitative research technique called laddering.Which of the following would best describe how laddering could be used by Billy's Pork processing company?
A)determining values important to consumers (i.e. ,good health);the routes consumers take to achieve those values (i.e. ,exercise,eating good foods,rest);and which specific product attributes (i.e. ,eat white meats)are used as a means of achieving the end desired value (i.e. ,good health)
B)determining product attributes important to consumers (i.e. ,white meats);the routes consumers take to achieve those attributes (i.e. ,shopping,reading ads,coupons);and which specific product attributes (i.e. ,pork)are used as a means of achieving the end desired value
C)determining bottom rung values important to consumers (i.e. ,food,shelter,clothing);the routes consumers take to advance to higher rungs (i.e. ,education,job search,skill training);and which specific product attributes (i.e. ,white meats)are used as a means of achieving the highest rung (i.e. ,high self-esteem)
D)determining the step-by-step approach to determining the best method to advertise the product (i.e. ,pork)as a healthy,nutritious food (i.e. ,white meat)
E)None of the above;there is no such qualitative technique.

Accepted Answer

Laddering is a qualitative research technique that seeks to determine the values that consumers have and how specific product attributes help them achieve those values. The technique involves asking a series of questions that allow you to understand the consumer's values, beliefs, and attitudes so that you can better tailor your marketing efforts to their needs. Option A describes a laddering technique that focuses on determining the values important to consumers, the routes they take to achieve those values, and which specific product attributes help them achieve those values. Therefore, it is the best choice. Options B, C, and D do not accurately describe the laddering technique, and option E is incorrect since laddering is a recognized qualitative research method.

Question 8

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program.However,the researcher was really spying on the couple to better understand automobile buying behavior.This illustrates that:
A)all good observations should be covert.
B)observation raises ethical questions.
C)observation is not a good research technique.
D)structured observation is legal.
E)unstructured observation is legal.

Accepted Answer

This situation raises ethical questions about the researcher's spying on the couple without their knowledge or consent. It highlights the importance of informed consent and ethical considerations in conducting observations.

Question 9

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

Accepted Answer

Physiological measurements can be useful in sensitive situations as they provide objective data that may reveal true responses without relying on verbal articulation.

Question 10

Earl Chestnut and Ann Arnold were considering conducting a focus group for their company's cookie brand,Oats N' Raisins.Their objective was to understand when and under what circumstances cookies are offered as a snack in households.Earl wanted to recruit 25 people representing the different groups of employers in the city,that is,a medical researcher,a longshoreman,a truck driver,someone from the legal community,and so on.Ann felt it would be better to have a more homogeneous group such as housewives with kids still in school.Which of the following should be chosen?
A)Earl's heterogeneous group
B)Ann's homogeneous group
C)a combination of the two but use at least two dozen focus groups to evaluate differences between the two types
D)None of the above;focus groups should not be used for the objective given.
E)None of the above;pluralistic research should be used.

Accepted Answer

Ann's homogeneous group of housewives with kids still in school would be the better choice in this case because the objective is to understand when and under what circumstances cookies are offered as a snack in households, and this group would give more consistent and specific insights into household snacking habits. Earl's more heterogeneous group may provide a broader range of perspectives, but it may not be as focused on the specific objective. Option C involving a combination of the two could be an option, but it would involve a more complicated and time-consuming research design with the need for multiple focus groups to evaluate differences. Option D is not suitable in this case as focus groups can be effective in exploring consumer attitudes and behaviors. Option E involving pluralistic research is not relevant to the objective given.

Question 11

Jamie Sims developed a female public urinal that has the advantage of allowing women to use the restroom much faster.Jamie knows that waiting lines for women's rooms often are present in large,heavily used public facilities such as busy airports or spectator events.She has perfected her urinal and a major plumbing manufacturer is interested in producing and distributing the device.However,the manufacturer wants Jamie to provide some research evidence indicating how receptive women are to using the device.Jamie is concerned about how to conduct the research since the topic is socially sensitive.Given this situation,Jamie should use:
A)face-to-face focus groups.
B)a large national survey.
C)quantitative research.
D)qualitative,projective technique research.
E)quantitative,projective technique research.

Accepted Answer

Qualitative, projective technique research would be the best choice in this situation. This is because the topic is socially sensitive, and women may not feel comfortable discussing their restroom habits in a group setting. A qualitative approach would allow for in-depth, one-on-one interviews that can explore the nuances of women's attitudes and discomfort with the public restroom. Projective techniques such as role-play or scenario-based questions could also be effective in helping women to express their feelings about using the urinal. Overall, this approach would provide richer, more detailed insights into women's perceptions of the new device.

Quiz 6: Utilizing Exploratory and Qualitative Research Techniques

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

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.

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed.This is an example of:

Jerri Allen has trained for several months to conduct focus groups.She has just completed her first focus group as the moderator.Which factor should Jerri remember when reporting and using focus group results?

Billy Neighbors decides to use a qualitative research technique called laddering.Which of the following would best describe how laddering could be used by Billy's Pork processing company?

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program.However,the researcher was really spying on the couple to better understand automobile buying behavior.This illustrates that:

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.