Question 1

The most common techniques utilized in the use of projective methods are word association,sentence completion,storytelling and role playing.

Accepted Answer

The statement is true. The four techniques mentioned - word association, sentence completion, storytelling and role playing - are among the most commonly used projective methods.

Question 2

The general objective in causal research is to gain insights and ideas.

Accepted Answer

The general objective in causal research is to determine cause-and-effect relationships, not just to gain insights and ideas.

Question 3

Compare and contrast focus and nominal groups.

Accepted Answer

The answer of Compare and contrast focus and nominal groups....

Question 4

Focus groups are a great tool for research because the group results are representative of what would be true for the general population.

Accepted Answer

Focus groups can provide valuable insights into consumer attitudes and preferences, but they are not always representative of the general population. Focus groups typically consist of a small number of participants who are selected based on specific criteria, such as age, gender, or geographic location. As a result, the views and opinions expressed by the focus group may not be indicative of those held by the broader population. Additionally, focus groups may be subject to bias, such as social desirability bias or groupthink, which can affect the validity of the results. Therefore, while focus groups can be a useful tool for research, they should be used in conjunction with other methods to ensure that the findings are reliable and accurate.

Question 5

The main difference between a nominal group and a focus group is the number of participants.

Accepted Answer

The main difference between a nominal group and a focus group is not the number of participants, but rather the structure and purpose of the group. A nominal group is a technique for generating ideas or solving problems by brainstorming individually and then sharing ideas in a group setting, while a focus group is a research method that uses a small group of people to gather data and opinions about a specific topic or product. Focus groups typically involve 6-10 participants, while nominal groups can be larger or smaller depending on the purpose and context.

Question 6

Almost all marketing research projects should start with a(n)____________________.

Accepted Answer

The answer of Almost all marketing research projects should start...

Question 7

Which of the following are NOT projective techniques?

Accepted Answer

Depth interviews are not considered projective techniques. They involve open-ended questioning and follow-up questions to gain insight into a respondent's feelings, attitudes, and behaviors. Projective techniques involve presenting a stimulus or situation that the respondent then interprets or reacts to, providing insight into their unconscious thoughts and motivations. The other options, including sentence completion tasks, word association tasks, storytelling, and Thematic Apperception Tests, are all examples of projective techniques.

Question 8

The goal of ____________________ is to discover ideas and insights.

Accepted Answer

The answer of The goal of ____________________ is to discover...

Question 9

Anyone who has any association with the issue at hand is a potential candidate for a depth interview.

Accepted Answer

Depth interviews are ideal for gaining in-depth insights and perspectives on a particular issue or topic. As such, anyone who has experience, expertise, or involvement with the issue can provide valuable insights through a depth interview. This can include stakeholders, experts, clients, employees, customers, and even individuals with personal experience or knowledge related to the issue.

Question 10

____________________ is typically concerned with determining the frequency with which something occurs or the relationship between two variables.

Accepted Answer

The answer of ____________________ is typically concerned with determining the...

Question 11

____________________ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

Accepted Answer

The answer of ____________________ methods encourage respondents to reveal their...

Question 12

Group interaction is the key aspect that distinguishes ____________________ interviews from depth interviews.

Accepted Answer

The answer of Group interaction is the key aspect that...

Question 13

One of the major difficulties experienced with projective methods arises

Accepted Answer

Projective methods rely on the interpretation of the respondents' replies and this is often subjective, leading to difficulties in the interpretation of the results.

Question 14

Storytelling is an example of the ____ method of communication.

Accepted Answer

The answer of Storytelling is an example of the ____...

Question 15

A(n)____________________ is a statement that specifies how two or more measurable variables are related.

Accepted Answer

The answer of A(n)____________________ is a statement that specifies how...

Question 16

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

Accepted Answer

Focus group interviews involve a group of people interacting with each other and sharing their opinions, while depth interviews are one-on-one and do not involve group interaction.

Question 17

Almost all marketing research projects should start with a focus group.

Accepted Answer

Starting with a focus group is not necessarily required for all marketing research projects. The research objective and methodology should dictate the approach, and sometimes other methods like surveys or secondary research may be more appropriate.

Question 18

Which of the following uses the projective method?

Accepted Answer

The sentence completion method is an example of the projective method. It involves completing sentence stems that are designed to tap into the respondent's deeper motivations, attitudes, and beliefs. Fixed-alternative questionnaires, depth interviews, and telephone interviews do not use the projective method.

Question 19

Ethnographic methods would be the most appropriate research methodology if the managers of Arm & Hammer Baking Soda wanted some ideas as to different ways customers use Arm & Hammer Baking Soda in their homes?

Accepted Answer

Ethnographic methods involve observing and studying people in their natural environment to gain insights into their behaviors, attitudes, and culture. Therefore, it would be the most appropriate research methodology for understanding how customers use Arm & Hammer Baking Soda in their homes. Ethnographic methods would allow researchers to observe customers using the product, interview them about their experiences, and gain insights into their motivations and beliefs.

Question 20

The focus of a case analysis may be on individuals or groups of people.

Accepted Answer

A case analysis can focus on either individuals or groups of people, depending on the specific case being analyzed.

Quiz 5: Types of Research Design and Exploratory Research