Question 1

An interview with 6 to 10 people in an informal group setting is called a(an):
A) secondary interview.
B) focus group interview.
C) observation interview.
D) quantitative research interview.
E) informal investigation.

Accepted Answer

A focus group interview involves a small group of people (usually 6 to 10) who are brought together in an informal setting to discuss a particular topic or issue. The aim of the interview is to gather opinions, attitudes, and perceptions about the topic being discussed. It is often used in market research, product development, and customer satisfaction analysis.

Question 2

For marketers, the purpose of gathering primary data is usually:
A) to learn what customers think or how they behave in certain situations.
B) to specify what information needs to be obtained and how.
C) to monitor what others are saying online about the company or its products.
D) to define the problem that needs to be solved.
E) to help develop a hypothesis.

Accepted Answer

The purpose of gathering primary data is usually to learn about customers' thoughts and behaviors in certain situations. Primary data is collected directly from the source, which can be achieved through various methods such as surveys, focus groups, and interviews. This data can provide insights into consumer preferences, needs, and trends, which can help marketers to make informed decisions about their products, services, and marketing strategies.

Question 3

Which of the following would NOT be a source of primary data?
A) The Wall Street Journal
B) Market tests
C) Focus groups
D) Observation studies
E) Surveys

Accepted Answer

The Wall Street Journal is a secondary source of data, as it provides information that has already been collected and analyzed by journalists and researchers. The other options (market tests, focus groups, observation studies, and surveys) are all examples of primary sources of data, as they involve collecting new data directly from individuals or through direct observation.

Question 4

____ is an example of a primary data source.
A) Cost data
B) A marketing information system
C) Company files
D) Observation
E) Library

Accepted Answer

Observation is a primary data source because it involves directly observing and recording data on a phenomenon or behavior firsthand. The other options (cost data, marketing information system, company files, and library) are all sources of secondary data, which are collected and analyzed by someone else prior to the research project.

Question 5

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:
A) the sample group is representative of the larger population.
B) the sample group is different from the larger population.
C) the sample group provides identical responses.
D) the sample group is questioned using online surveys.
E) the sample group is questioned using personal interviews.

Accepted Answer

For the sample to be effective, it needs to be representative of the larger population. This ensures that the insights gained from the sample can be applied to the entire population with a high degree of accuracy. If the sample group is different from the larger population, the insights gained may not be applicable to the population as a whole. The fact that the sample group provides identical responses is not necessarily important, as it is expected that there will be some variation in responses. The method of questioning (online surveys or personal interviews) is not as important as the representativeness of the sample group.

Question 6

The big advantage of qualitative research in marketing is:
A) ease of interpretation.
B) it provides a good basis for statistical analysis.
C) the in-depth responses it provides.
D) the analysis can be handled on a personal computer.
E) None of these is a good answer.

Accepted Answer

Qualitative research in marketing provides in-depth responses, allowing researchers to gain a deeper understanding of consumer attitudes, beliefs, and behaviors. This information can be valuable in developing marketing strategies that are more effective in addressing the needs and wants of consumers. Ease of interpretation and personal computer analysis may be advantages of some forms of research, but they are not specific advantages of qualitative research. Statistical analysis, on the other hand, is not typically used in qualitative research as it focuses on understanding the subjective experiences of individuals, rather than generalizing findings to larger populations.

Question 7

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.
A) data warehouse
B) non-directive interview
C) response rate
D) consumer panel
E) situation analysis

Accepted Answer

The non-directive interview method is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details. The goal is to gather rich and detailed information from the interviewee's perspective without influencing their responses. The other options (A, C, D, and E) are not related to this research method.

Question 8

With focus group interviews,
A) consumers talk as a group for about 10 minutes, and then meet individually with an interviewer.
B) it is typical for the researcher to develop quantitative summaries of the results.
C) marketing managers can estimate the size of the market for a new product.
D) the objective is to get the group to interact, so that many ideas are generated.
E) researchers try to select a large sample so they can extend the results to the whole population.

Accepted Answer

The objective of focus group interviews is to get the group to interact, so that many ideas are generated. Option A is incorrect as consumers may talk as a group for a longer duration. Option B is incorrect as focus groups are qualitative research methods, and therefore, researchers typically develop qualitative summaries of the results. Option C is incorrect as estimating the market size would require quantitative research methods such as surveys. Option E is incorrect as focus groups are not meant to be representative of the population, and their results cannot be extended to the whole population.

Question 9

When seeking problem-specific data through qualitative research, the researcher:
A) attempts to get yes or no answers from subjects.
B) creates strict guidelines to direct responses to questions.
C) tries to prevent the subject from giving open-ended responses.
D) seeks for subjects to share their honest thoughts on a topic without interference.
E) desires to obtain broad generalities from subjects.

Accepted Answer

When seeking problem-specific data through qualitative research, the researcher desires to obtain honest and open-ended responses from subjects. This allows for a deeper understanding of the topic being studied and can lead to richer data. The other choices (A, B, C, and E) do not align with this approach to qualitative research.

Question 10

_____ are one widely used form of qualitative questioning in marketing research.
A) Focus group interviews
B) Situation analyses
C) Telephone surveys
D) Direct observations of customers
E) Experimental research studies

Accepted Answer

Focus group interviews are a type of qualitative questioning where a small group of people are brought together to discuss a particular topic or product in depth. They allow for open-ended discussions and deeper insights into consumer behavior and attitudes. While the other options may also be used in marketing research, focus group interviews are specifically noted as a widely used form of qualitative questioning.

Question 11

Which of the following statements explains why marketers use focus groups to conduct research?
A) People may not feel free to express their honest thoughts in groups.
B) Some individuals may dominate group discussion.
C) 6 to 10 people provide feedback to marketing questions in a single event.
D) The results cannot be measured objectively.
E) Conclusions reached from a session usually vary depending on the viewpoint of the researcher.

Accepted Answer

Focus groups are used because they provide feedback to marketing questions from 6 to 10 people in a single event. This can save time and resources compared to conducting individual interviews with each participant.

Question 12

Which of the following would be a source of primary data?
A) U.S. Census Bureau reports.
B) Company records on sales, costs, and advertising.
C) Market tests.
D) A Google search.
E) None of these is a good choice.

Accepted Answer

Market tests are conducted by the researcher to collect original data, making it a source of primary data. The other options listed are sources of secondary data.

Question 13

Focus groups
A) stimulate discussion among participants.
B) involve interviewing people in a formal setting.
C) use close-ended, yes or no questions.
D) are the same as opinion leaders.
E) are the same as reference groups.

Accepted Answer

Focus groups involve a moderator stimulating discussion among participants to gather opinions and insights on a specific topic or product. This is done through open-ended questions that encourage group discussion and interaction.

Question 14

To get problem-specific data, a marketing researcher would use:
A) the experimental method.
B) a questioning method.
C) an observing method.
D) consumer panels and focus groups.
E) Any or all of these could be used.

Accepted Answer

A marketing researcher could use any or all of these methods to gather problem-specific data, depending on the nature of the research question and the target audience. The experimental method allows for the manipulation of variables to observe cause-and-effect relationships, while a questioning method such as a survey or interview can provide insight into consumer attitudes and behaviors. Observation can be useful for gathering data on consumer behavior in a natural setting. Consumer panels and focus groups can provide valuable qualitative data on consumer perceptions and opinions.

Question 15

"Qualitative research" involves:
A) talks with the firm's own managers.
B) questioning to obtain in-depth open-ended responses.
C) "yes-no" questionnaires.
D) studying secondary data.
E) None of these is a good choice.

Accepted Answer

Qualitative research is typically characterized by open-ended questioning and obtaining in-depth responses from research subjects. The other options listed do not necessarily fall under the definition of qualitative research.

Question 16

Qualitative research, compared to quantitative research:
A) Asks closed-ended questions.
B) Asks yes or no type questions.
C) Provides more representative samples of consumers.
D) Relies on open-ended questioning.
E) Uses statistics to analyze data.

Accepted Answer

Qualitative research relies on open-ended questioning to gather detailed information and insights about a topic, rather than closed-ended or yes/no type questions. It focuses on subjective experiences and perceptions of individuals, rather than statistical data analysis. Qualitative research often involves small, non-representative samples, but the goal is to gather in-depth and rich information.

Question 17

The research proposal may include information about all of the following except
A) what the costs will be.
B) who will analyze the data.
C) what data will be collected.
D) how long the process will take.
E) what the possible solutions are.

Accepted Answer

The research proposal should include information about the research question, research design, methodology, sample size, data collection methods, and analysis approach. It should also outline the significance of the study, its potential impact, and limitations. While it is important to consider the costs and timeline of the project, these are not the primary focus of the proposal. The proposal should also not include solutions but rather focus on the research question and the potential implications of the study.

Question 18

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:
A) responses can be summarized in percentages, averages, or other statistics.
B) it simplifies analysis of the replies.
C) it is more convenient for computer analysis.
D) respondents may reply faster and easier.
E) it limits the broad range of possible answers to ones envisioned by the researchers.

Accepted Answer

Multiple-choice questions do limit the respondent's answers to predetermined options, which could potentially limit the depth and complexity of their answers.

Question 19

Which of the following is NOT likely to be included in a research proposal?
A) How long the research will take.
B) Preliminary recommendations on how to solve the problem.
C) Information about what the research will cost.
D) A description of what data will be collected.
E) A description of how data will be collected.

Accepted Answer

A research proposal typically includes information about the duration and cost of the research, as well as an outline of what data will be collected and how it will be collected. However, preliminary recommendations on how to solve the problem are usually not included in the research proposal, as these would come later in the research process after data has been analyzed.

Question 20

The two basic methods for obtaining primary information about customers are
A) defining and analyzing.
B) questioning and observing.
C) intranet and data from private research organizations.
D) marketing information systems and cost data.
E) Internet search and library search.

Accepted Answer

The two basic methods for obtaining primary information about customers are questioning and observing. This involves directly asking customers about their preferences and behaviors, as well as observing their actions and behaviors in various settings.

Quiz 7: Improving Decisions With Marketing Information

An interview with 6 to 10 people in an informal group setting is called a(an) :

For marketers, the purpose of gathering primary data is usually:

Which of the following would NOT be a source of primary data?

____ is an example of a primary data source.

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

The big advantage of qualitative research in marketing is:

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

With focus group interviews,

When seeking problem-specific data through qualitative research, the researcher:

_____ are one widely used form of qualitative questioning in marketing research.

Which of the following statements explains why marketers use focus groups to conduct research?

Which of the following would be a source of primary data?

Focus groups

To get problem-specific data, a marketing researcher would use:

"Qualitative research" involves:

Qualitative research, compared to quantitative research:

The research proposal may include information about all of the following except

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Which of the following is NOT likely to be included in a research proposal?

The two basic methods for obtaining primary information about customers are