Question 1

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

Accepted Answer

Darren is using a focus group as a research method to gather the opinions of his important customers about his company's existing products. A focus group is a qualitative research method in which a small group of people are brought together to have a detailed discussion on a particular topic or product, and their opinions and feedback are collected. This method is useful for gathering in-depth and detailed feedback from a small group of people, who can provide valuable insights and ideas for improvement.

Question 2

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people,shows them an unbranded visual that is under consideration for the ad,and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario,which of the following is being used by the marketing firm?

Accepted Answer

The marketing firm is using a projective technique by asking participants to create a story around an unbranded visual and encouraging them to release their feelings and associations. Through this technique, the firm can gain insight into the target audience's perceptions and emotions towards the product without bias or leading questions.

Question 3

A closed-ended question for which a discrete set of response alternatives,or specific answers,is provided for respondents to evaluate is called a(n):

Accepted Answer

A structured question provides a set of specific response alternatives for respondents to choose from, making it a closed-ended question. The other options are not relevant or do not accurately describe this type of question.

Question 4

Which of the following primary qualitative data collection techniques is most frequently used?

Accepted Answer

The answer of Which of the following primary qualitative data...

Question 5

Which of the following questions is open-ended?

Accepted Answer

A requires an explanation and encourages the respondent to express their thoughts and opinion on a particular topic.

Question 6

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Accepted Answer

Survey research is more cost-effective than other research methods for reaching a large sample of consumers because it involves administering questionnaires to a large number of respondents through various methods such as mail, telephone, or online. Panel research is more expensive than survey research because it involves recruiting a group of people who are willing to participate in research studies over a period of time. Experimental research is often expensive and time-consuming because it involves manipulating variables to determine cause and effect relationships. Scanner research requires the use of specialized equipment to track consumer purchases, making it an expensive method. Focus group research typically involves a small group of participants, making it less cost-effective for reaching a large sample of consumers.

Question 7

Which of the following research methods is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes,preferences,behaviours,and knowledge about products and brands?

Accepted Answer

Survey research is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes, preferences, behaviors, and knowledge about products and brands. It is commonly used in market research to gather data from a large sample of consumers. Experimental research involves manipulating variables to observe the effect on a dependent variable. Scanner research uses data from retail scanners to track sales and inventory levels. Panel research involves a fixed group of respondents who are studied over a period of time. Focus groups involve a small group of people who are interviewed in a group setting to gain insights about their opinions, attitudes, and beliefs.

Question 8

Alex,the marketing manager of a soft-drink company,creates three advertising slogans for a newly developed drink and wants to pick one of the slogans.He brings together a small group of consumers,explains to them the idea behind the slogans,and asks for their feedback.Identify the method of research employed by Alex.

Accepted Answer

Alex is using a focus group, which is a qualitative research method that involves bringing together a small group of people to discuss a topic or idea. In this case, Alex is seeking feedback on the advertising slogans for a new soft drink. The focus group allows for more in-depth feedback and discussion compared to other methods like industry surveys or in-depth interviews.

Question 9

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

Accepted Answer

The market research company will create a focus group, which is a small group of individuals who provide feedback on a specific topic or product. In this case, the focus group will provide feedback on the new advertising slogans for the soft drink company. Industry surveys, international surveys, observation centers, and in-depth analyses are not directly applicable to the task of obtaining feedback on advertising slogans from a small group of soft drink consumers.

Question 10

Which of the following data collection methods helps firms to gather the most up-to-date news about itself,its products and services,and its competitors?

Accepted Answer

Social media allows firms to gather real-time news and updates about themselves, their products and services, and their competitors through monitoring relevant conversations and mentions on various platforms. This provides the most up-to-date information compared to other methods such as in-depth interviews or focus groups, which may have a time lag in gathering and analyzing data.

Question 11

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator using an unstructured method of inquiry,is known as:

Accepted Answer

The description matches the concept of a focus group, which involves a small group of individuals sharing their views and opinions on a specific topic in an unstructured discussion with a moderator. Panel research typically involves a larger group of individuals, while survey research and in-depth interviews are more structured and individualized methods of gathering data. Projective techniques involve asking participants to respond to ambiguous stimuli to reveal subconscious thoughts and feelings.

Question 12

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

Accepted Answer

In-depth interviews are the most helpful in providing insights about how people feel about a product or service at an individual level because they allow for open-ended and probing questions that can explore deeper emotions and thoughts. Focus groups, observation, survey research, and social media may provide valuable information, but they are better suited for understanding audience segments or trends rather than individual opinions.

Question 13

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

Accepted Answer

A questionnaire is specifically designed to collect data from respondents through a series of questions. The other options do not involve a set of questions posed to respondents.

Question 14

Zan hires a trained researcher to ask customers questions,listen to and record their answers,and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

Accepted Answer

Zan is using in-depth interviews as a research method by hiring a trained researcher to ask customers questions and listen to their answers. In-depth interviews are a qualitative research method in which an interviewer asks open-ended questions to elicit detailed responses from participants. This approach is particularly useful for exploring complex issues or topics in depth.

Question 15

What type of research methods are observation,in-depth interviews,and focus groups?

Accepted Answer

Observation, in-depth interviews, and focus groups are all qualitative research methods, as they involve collecting non-numerical data through open-ended questions and observations. These methods are often used to gain a deeper understanding of people's thoughts, feelings, and experiences, rather than generating numerical data that can be statistically analyzed.

Question 16

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

Accepted Answer

A survey is a systematic means of collecting information from people using a questionnaire. It is a commonly used method in research and data collection. Hypothesis refers to an educated guess or prediction. Validation is a process of checking and verifying something. Sample refers to a group of individuals or objects selected to represent the larger population. Review refers to an analysis or evaluation of something.

Question 17

The focus group is an exploratory research technique in which:

Accepted Answer

A focus group is a research technique where a small group comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator. This technique is used to explore people's attitudes, beliefs, and perceptions about a particular subject in a group setting. It is a qualitative research method that offers insights into how people interact with each other and generate ideas or opinions.

Question 18

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this,which of the following could he use that would help him most in conducting the survey?

Accepted Answer

In-depth interviews would allow Randall to have a detailed and flexible conversation with college professors, allowing him to ask follow-up questions and clarify any ambiguous responses. This method would be more appropriate for exploring the factors influencing textbook selection in detail than a broad international survey, experimental research, observation, or primary data mining.

Question 19

Harold was developing a questionnaire to conduct an online survey regarding the factors that influence textbook selection by professors for a particular course.Since he was unsure of the possible responses for each question,he decided to confer with some professors at a local university to decide on the responses that he could include in the questionnaire.Identify the method of qualitative research that Harold used to decide on the responses.

Accepted Answer

Harold used in-depth interviews with professors to gather qualitative data and insights on the factors that influence textbook selection. Through these interviews, he was able to gather rich and detailed information that he could use to develop his survey questions and identify possible responses. In-depth interviews are a common method of qualitative research used to gather detailed information from individuals about their experiences, opinions, and beliefs.

Question 20

An open-ended question that allows respondents to answer in their own words is known as a(n):

Accepted Answer

An unstructured question is the only option mentioned that allows for open-ended responses and does not provide pre-determined answer choices or formats.

Quiz 7: Global Marketing