Question 1

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

Accepted Answer

Qualitative research in social media can generate a vast amount of information as it involves analyzing user-generated content such as comments, reviews, and posts. This type of research allows for in-depth exploration of a particular phenomenon, which can generate a large amount of data. However, the quality of this data may vary, and researchers may need to sift through irrelevant or inaccurate information to arrive at meaningful insights.

Question 2

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

Accepted Answer

By informing the respondents upfront about the disguised purpose of the research, their responses can still be valid and useful for analysis. This increases transparency and prevents any ethical concerns that may arise from misleading or deceiving respondents.

Question 3

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

Accepted Answer

Quantitative research involves collecting and analyzing numerical data. Qualitative research involves collecting and analyzing non-numerical data such as opinions, attitudes, and ideas. When starting out with a new research problem, it is important to first conduct qualitative research to better understand the problem, identify relevant variables, and develop hypotheses. This can then be followed by quantitative research to test those hypotheses and gather data to further refine the understanding of the problem.

Question 4

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

Accepted Answer

All of the options listed are valid reasons to use qualitative research, therefore none of the options would be deemed as "not a reason" to use qualitative research.

Question 5

Focus groups are a(n)________ research procedure and projective techniques are a(n)________ research procedure.

Accepted Answer

Focus groups are a direct research procedure because they involve directly asking participants for their opinions or attitudes. Projective techniques are an indirect research procedure because they seek to uncover deeper, often subconscious, feelings or attitudes by having participants interpret ambiguous stimuli.

Question 6

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

Accepted Answer

The variations of the standard focus group mentioned in the text include respondent-moderator group, client-participant group, and mini-group. There is no mention of a tag-team moderator group, which makes option C the correct answer.

Question 7

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________,________,and ________.

Accepted Answer

The researcher, client, and moderator work together to create the moderator's outline. The respondents are not involved in the creation of the outline, as they are the ones being interviewed.

Question 8

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.

Accepted Answer

This description is characteristic of a focus group, in which a trained moderator facilitates an unstructured conversation among a small group of individuals. Depth interviews are typically conducted one-on-one and involve a more in-depth exploration of an individual's thoughts and feelings. Projective and association techniques are specific methods for accessing and analyzing unconscious or emotional aspects of consumer attitudes and perceptions.

Question 9

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

The answer of GlaxoSmithKline Consumer Healthcare used the picture response...

Question 10

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

Accepted Answer

This statement is not true as "show and tell" focus groups involve participants bringing in items that represent their ideal environment and group discussion is centered on these items. The scenarios used in "show and tell" focus groups are usually structured around the items brought in by the participants.

Question 11

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

Accepted Answer

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed is called a dual-moderator group. This type of focus group is used when the topic is complex or controversial and requires expert knowledge to moderate the discussion effectively. The dual-moderator approach is beneficial to ensure a balanced discussion, increase group participation, and minimize bias.

Question 12

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

Accepted Answer

The planning process for conducting focus groups should begin with determining the objectives of the marketing research project and defining the problem that needs to be addressed. This will help in writing a screening questionnaire and developing a moderator's guide that are effective in achieving the objectives of the research. Specifying the objectives of qualitative research is important but it comes after defining the problem and determining the objectives of the marketing research project.

Question 13

The ________ 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.

Accepted Answer

The direct approach is when the researcher discloses the purpose of the project to the respondent or when the purpose is obvious, given the nature of the interview. This is in contrast to the indirect approach, where the purpose is not disclosed to the respondent. The focus group approach and descriptive approach are not relevant to describing the type of approach in which the purpose is disclosed to the respondent.

Question 14

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

Accepted Answer

With the advancements in technology and software, focus groups, depth interviews, and projective techniques can be conducted virtually over the Internet. Online platforms such as Zoom, Skype, and Google Meet provide an interactive forum for participants to share their opinions and insights on a particular topic or product. Additionally, online projective techniques involve the use of visual stimuli, allowing respondents to express their emotions and attitudes towards a product or service.

Question 15

________ are the most important qualitative research procedure.

Accepted Answer

Focus groups are considered the most important qualitative research procedure as they allow for in-depth discussions and insights from multiple participants, providing a range of perspectives and ideas.

Question 16

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Accepted Answer

The Real Research Mall of Atlanta focus group example used focus groups to uncover information on the mall visit experience, information on mall brand identity versus other malls, and information on the brand value of the mall. Therefore, option D is the correct answer.

Question 17

It is recommended that at least ________ focus groups be conducted.

Accepted Answer

At least two focus groups are recommended to ensure a representative sample and diverse perspectives.

Question 18

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Accepted Answer

The answer of The structured and direct form of questioning...

Question 19

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Accepted Answer

Qualitative research focuses on understanding the experiences, perspectives, and meanings of individuals, groups, and communities, and does not necessarily aim to recommend a final course of action. Instead, qualitative research often provides insights or suggestions for further consideration or exploration. The other options listed (A, B, and C) are characteristic of qualitative research.

Question 20

Which of the following is not one of the key qualifications of focus group moderators?

Accepted Answer

Joviality is not a key qualification of focus group moderators. While it can certainly help to create a positive and comfortable atmosphere, the moderator's primary responsibility is to effectively guide the discussion and gather useful insights from participants. Kindness with firmness, flexibility, and sensitivity are all important qualities for a successful moderator.

Quiz 5: Exploratory Research Design: Qualitative Research

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

Whenever a new marketing research problem is being addressed, research must be preceded by appropriate research.

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

Focus groups are a(n) research procedure and projective techniques are a(n) research procedure.

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ,,and .

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

The ________ 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.

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

________ are the most important qualitative research procedure.

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

It is recommended that at least ________ focus groups be conducted.

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Which of the following is not one of the key qualifications of focus group moderators?

Quiz 5: Exploratory Research Design: Qualitative Research

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

Focus groups are a(n) ________ research procedure and projective techniques are a(n) ________ research procedure.

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________,________,and ________.

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

The ________ 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.

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

________ are the most important qualitative research procedure.

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

It is recommended that at least ________ focus groups be conducted.

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

Which of the following is not one of the key qualifications of focus group moderators?

Whenever a new marketing research problem is being addressed, research must be preceded by appropriate research.

Focus groups are a(n) research procedure and projective techniques are a(n) research procedure.

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ,,and .