Question 1

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements?
A) direct
B) archival
C) past records
D) indirect
E) mechanical

Accepted Answer

D

Question 2

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

Accepted Answer

The engagement of respondents in group discussion is a unique aspect of qualitative research as it allows for in-depth exploration of individual perspectives and experiences. The other options are more commonly associated with quantitative research.

Question 3

Which of the following were not listed in the textbook as an avenue for engaging in social media research?
A) cellular phones
B) social networks
C) blogs
D) content communities
E) social bookmarking

Accepted Answer

Cellular phones were not listed in the textbook as an avenue for engaging in social media research. The other options (B, C, D, E) were all listed as avenues for engaging in social media research.

Question 4

Which type of research would likely be called "soft" research?
A) qualitative research
B) quantitative research
C) pluralistic research
D) survey research
E) Socratic research

Accepted Answer

Soft research is typically associated with qualitative research, which focuses on exploring and understanding human experiences, attitudes, and perceptions rather than collecting numerical data. This type of research is often open-ended, subjective, and involves smaller sample sizes compared to quantitative research.

Question 5

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?
A) non-human observation
B) automated observation
C) physio-observation
D) mechanical observation
E) psychic observation

Accepted Answer

Mechanical observation is used when human observation may be less accurate, too costly, or non-functional, as it involves using devices or machines to record and analyze data.

Question 6

Which of the following was NOT discussed in the textbook as conditions for the use of an observation study?
A) If there is a short time interval between the beginning and end of the behaviour to be observed the condition is favourable.
B) If the behaviour must be amenable to physiological measurement than the condition is favourable.
C) If the behaviour is public and therefore readily observed the condition is favourable.
D) If the behaviour is so automatic or repetitive that any personal recall on the respondent's part is likely to be faulty the condition is favourable.
E) If there is a very long time interval between the beginning and end of a behaviour that observation would be impractical the condition is unfavourable.

Accepted Answer

The textbook discusses that if the behaviour must be amenable to physiological measurement, it is a favourable condition for an observation study. Therefore, option B was not discussed as an unfavourable condition.

Question 7

Which of the following was NOT mentioned in the textbook as a limitation of observational data?
A) Normally 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.

Accepted Answer

Recall error is a limitation of survey data, not observational data. The other options are mentioned as limitations of observational data in the textbook.

Question 8

When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?
A) undisguised
B) disguised
C) physical traces
D) human
E) mystery surrogate

Accepted Answer

"Secret shopper" involves the use of disguised observation, as the shopper's true identity and purpose is unknown to the salesperson being observed.

Question 9

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 best describes this situation?
A) direct
B) disguised
C) mechanical
D) indirect
E) store observation

Accepted Answer

The observation technique is direct because the brand managers are personally observing the consumers' head movements as they approach the displays.

Question 10

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?
A) observation group
B) focus group
C) control group
D) experimental group
E) Socratic group

Accepted Answer

A focus group is a small group of people brought together by a moderator to discuss a topic or product for the purpose of gaining information relevant to the research problem. The discussion is unstructured and spontaneous, allowing for free-flowing conversation among the participants. Observation group, control group and experimental group are terms used in experimental research while Socratic group is not a commonly used term in research.

Question 11

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.
C) Recall error is maximized.
D) May be obtained at less cost.
E) May be more accurate.

Accepted Answer

The textbook did not mention recall error as an advantage of observational data. In fact, observational data is often preferred over self-report data precisely because it reduces the potential for recall bias or error.

Question 12

Which of the following is NOT a step in the social media research process?
A) Tap social media for information
B) Segment the conversations into meaningful categories and issues
C) Join some of the conversations by asking well-thought-out questions
D) Engage in the conversations by providing well-planted answers
E) Analyze the participants answers

Accepted Answer

"Engage in the conversations by providing well-planted answers" is not a step in the social media research process. The other options are all steps in the process.

Question 13

What is the recommended size of a "traditional" focus group?
A) 2 to 6
B) 5 to 10
C) 6 to 12
D) 7 to 15
E) 9 to 25

Accepted Answer

The recommended size of a "traditional" focus group is usually 6 to 12 people. This allows for a diverse range of opinions while still maintaining a manageable size for discussion and analysis. Groups that are too small may not provide enough variety of views, while groups that are too large may make it difficult for everyone to participate equally. Therefore, the best choice is C) 6 to 12.

Question 14

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) qual-tative research
E) pluralistic research

Accepted Answer

Pluralistic research involves using multiple methods, often starting with exploratory research like qualitative methods, and then proceeding to quantitative methods such as surveys for broader insights.

Question 15

Which of the following is a characteristic of a "non-traditional" focus group?
A) Group meets in a dedicated room
B) Group uses a one-way mirror for client viewing
C) Group meets for about 2 hours
D) Group has 6-12 persons
E) Group may have 25 or even 50 respondents

Accepted Answer

A non-traditional focus group may have a larger number of respondents (25 or even 50) compared to a traditional focus group where the typical size is between 6-12 participants. The other options listed are more characteristic of a traditional focus group, such as meeting in a dedicated room or using a one-way mirror for client viewing.

Question 16

Focus group participants are often interviewed by moderators, referred to as:
A) Observation Facilitators
B) Qualitative Research Consultants
C) Introspective Moderators
D) Qualitative Research Commissioners
E) FG Researchers

Accepted Answer

Moderators in focus group research are typically referred to as Qualitative Research Consultants. They are responsible for directing the discussion, keeping the conversation on track, and gathering insights from the participants.

Question 17

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

Accepted Answer

The description fits with the characteristics of quantitative research, which involves the use of structured and standardized instruments, large samples, and numerical data analysis. Qualitative research explores subjective experiences and meanings through open-ended questions and small sample sizes. Pluralistic research integrates different types of methods and perspectives. Focus group research involves a moderated group discussion to explore attitudes and perceptions of a specific topic. Socratic research refers to a philosophical inquiry method developed by ancient Greek philosopher Socrates.

Question 18

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) survey research
E) idea-generation research

Accepted Answer

Qualitative research, such as focus groups or in-depth interviews, would be most appropriate for generating new ideas and exploring potential improvements for the Tide brand. These methods allow for open-ended discussions and the collection of rich, detailed data that can be used to identify key themes and insights. Quantitative research and survey research may be more appropriate for testing specific hypotheses or measuring the effectiveness of different marketing strategies, but they may not be as effective in generating new ideas. Pluralistic research is not a commonly used term in marketing research and may not be applicable in this context. Idea-generation research can encompass a variety of qualitative and quantitative methods but is not a commonly used term in the field.

Question 19

An observation technique where the researcher identifies beforehand which behaviours 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

Accepted Answer

Structured observation involves identifying beforehand which behaviours are to be observed and recorded. The researcher creates a checklist of specific behaviours to look for during the observation period, allowing for standardized data collection and analysis. This approach is useful when studying specific behaviours or when consistency is required for comparing observations across different settings or time periods.

Question 20

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 level of vandalism in an area?
A) disguised
B) archives
C) structured
D) physical traces
E) undisguised

Accepted Answer

Physical traces observation technique involves observing tangible evidence of events. Measuring the amount of graffiti on buildings to indicate the level of vandalism in an area is an example of physical traces observation.

Quiz 5: Qualitative Research Methods

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

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

Which of the following were not listed in the textbook as an avenue for engaging in social media research?

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

What type of observation method is used when human observation may be less accurate, too costly, or non-functional?

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

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

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

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem?

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

Which of the following is NOT a step in the social media research process?

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

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

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

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

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?

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?

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

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 level of vandalism in an area?