Question 1

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

This statement is false. Focus groups typically use a trained facilitator or moderator to guide the conversation and ask questions. Additionally, focus groups can be more time-consuming and expensive compared to other data collection methods like surveys.

Question 2

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Accepted Answer

Photo elicitation involves participants being shown photographs (or other visual media) and then discussing their thoughts, feelings, or memories that the images evoke, rather than sorting through photos to pick out specific representations.

Question 3

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Accepted Answer

Formal focus groups usually take place in a controlled environment, such as a research facility or conference room, and participants are recruited based on certain criteria by the researchers or organization conducting the study.

Question 4

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

Accepted Answer

Sculpting is a projective technique in which participants are asked to physically arrange objects or people to represent a particular idea or concept, such as their perception or use of a brand.

Question 5

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places,such as shopping malls.

Accepted Answer

Crowdsourcing generally refers to obtaining information, ideas, or content by soliciting contributions from a large group of people, especially from an online community, rather than from traditional employees or suppliers. It is not limited to collecting opinions through surveys in public places.

Question 6

Qualitative research should be used to draw conclusions about the larger population.

Accepted Answer

Qualitative research methods do not rely on statistical analysis and are not typically used to draw generalizable conclusions about a larger population. Instead, qualitative research methods are typically used to gather in-depth insights and understanding of a specific phenomenon or group of people.

Question 7

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Accepted Answer

Telephone surveys became more popular in the 1960s because they allowed for quicker and more efficient data collection compared to door-to-door surveys.

Question 8

Psychographic research involves the researcher participating in the lives of the people being studied.

Accepted Answer

Psychographic research focuses on understanding the attitudes, interests, personality, values, and lifestyle of a target market, rather than the researcher participating in the lives of the people being studied, which is more characteristic of ethnographic research.

Question 9

Focus groups should be used only in the background research step of the message development process.

Accepted Answer

Focus groups can also be used in the message evaluation and refinement step of the message development process to gather feedback on the effectiveness of the message and make adjustments as needed.

Question 10

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of a survey.

Accepted Answer

This method is an example of observation or fieldwork, not a survey. A survey typically involves asking people to self-report their behavior or opinions through questionnaires or interviews.

Question 11

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

Accepted Answer

This is true. Beeper diaries are used to randomly capture moments when consumers engage in certain activities without requiring participants to be constantly filling out surveys or questionnaires.

Question 12

The two basic research criteria of validity and reliability are drawn from the scientific method.

Accepted Answer

Validity and reliability are key components of the scientific method and are essential criteria for ensuring accurate and trustworthy research findings.

Question 13

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Accepted Answer

Qualitative research provides a deeper understanding of consumer behavior by exploring the underlying reasons and motivations behind it. It involves techniques such as focus groups, in-depth interviews, and observation to gather rich and detailed data. This type of research can help marketers develop more effective marketing strategies and tailor their messaging and products to meet the needs and desires of their target audience.

Question 14

Reliability means that the research actually measures what it says it measures.

Accepted Answer

Reliability refers to the consistency of a research study or measuring test. If the same experiment or test yields the same results repeatedly, it is considered reliable. Validity, on the other hand, refers to whether the research actually measures what it says it measures.

Question 15

Experimental research uses formal hypothesis-testing techniques.

Accepted Answer

Experimental research is typically designed to test a specific hypothesis using formal hypothesis-testing techniques, such as manipulation of an independent variable, random assignment to conditions, and statistical analysis of results.

Question 16

In research terms,reliability means that any differences that are uncovered by the research,such as different attitudes or purchasing patterns,really reflect differences among individuals,groups,or situations.

Accepted Answer

Reliability in research refers to the consistency of a measure, meaning that the same results should be obtained if the research were repeated under the same conditions. The description given pertains more closely to validity, specifically external validity or construct validity, which concerns whether the research truly measures or reflects what it intends to.

Question 17

Focus groups have the advantage of revealing what people actually do,as distinguished from what they say they do.

Accepted Answer

Focus groups are designed to gather opinions, attitudes, and beliefs; they do not directly observe or measure actual behavior.

Question 18

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Accepted Answer

Primary research suppliers specialize in collecting and analyzing data through methods such as interviews, observations, and recordings to understand consumer behavior.

Question 19

Qualitative research is often conducted before quantitative research.

Accepted Answer

Qualitative research is typically used to generate hypotheses and explore new ideas, which can then inform the development of quantitative research methods. Therefore, it is common for qualitative research to be conducted before quantitative research.

Question 20

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Accepted Answer

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Quiz 6: Strategic Research

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

In the qualitative research method called photo elicitation,consumers are asked to sort through a deck of photos and pick out visuals that represent something,such as typical users of the product or situations in which it might be used.

Formal focus groups take place in a comfortable setting,usually people's homes,where the participants have been recruited by the host.

Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places,such as shopping malls.

Qualitative research should be used to draw conclusions about the larger population.

Telephone surveys largely replaced door-to-door surveys in the 1960s.

Psychographic research involves the researcher participating in the lives of the people being studied.

Focus groups should be used only in the background research step of the message development process.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of a survey.

Researchers use beeper diaries as a way to randomize the recording of consumer activities.

The two basic research criteria of validity and reliability are drawn from the scientific method.

Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Reliability means that the research actually measures what it says it measures.

Experimental research uses formal hypothesis-testing techniques.

In research terms,reliability means that any differences that are uncovered by the research,such as different attitudes or purchasing patterns,really reflect differences among individuals,groups,or situations.

Focus groups have the advantage of revealing what people actually do,as distinguished from what they say they do.

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Qualitative research is often conducted before quantitative research.

Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.