1. The objective of descriptive research is to:
2. Which of the following is true of quantitative research?
A. It enables researchers and clients to get closer to their customers and potential customers
than does qualitative research.
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Learning Objective: 4.1 Identify the major differences between qualitative and quantitative research.
3. Quantitative research is most likely to be used when:
A. the objective is to identify new ideas and thoughts for a product.
B. the main goal is to uncover unanticipated findings and reactions.
4. Which of the following is true of qualitative research methods?
D. Qualitative research is used when the objective is to validate facts.
E. Qualitative researchers emphasize their samples are made up of representative rather than
relevant consumers.
5. Allen is conducting qualitative research. Which of the following is most likely to be the
objective of his research?
D. To make generalizable observations about a target population’s buying behavior
E. To test a hypothesis linking coupon value to brand preference
6. Which of the following statements is true of qualitative research methods?
E. Qualitative research methods allow researchers to generalize findings to a larger population
unlike quantitative research methods.
7. Which of the following is an advantage of qualitative research?
A. It allows researchers to make accurate predictions about relationships between market
factors and behaviors.
8. Who among the following is most likely to be conducting qualitative research?
A. Ricardo, who is performing a multiple regression analysis
9. An in-depth interview:
A. involves an extended contact with a natural setting, but without participation by a researcher.
10. Which of the following is a major advantage of in-depth interviews over focus group
interviews?
D. They increase the likelihood of cross talk, thus creating synergy among participants and
encouraging them to talk in detail about a topic.
E. They eliminate the need for asking probing questions.
11. In the context of focus groups, journaling makes it possible for:
A. interviewers to push or spawn websites to participants’ browsers.
12. Identify the first phase in the process of developing a focus group interview.
A. Conducting content analysis
B. Conducting the focus group discussions
13. In the planning phase of a focus group interview, _____.
D. the first topic area is introduced to the participants using a moderator’s guide
E. moderators give participants exercises to help stimulate conversation
14. Purposive sampling means:
D. selecting particular types of participants because they can minimize cross talk during the
discussions of a research topic.
E. selecting sample participants who can generate spontaneous discussion on a research topic.
15. The process of selecting sample members so that groups can be compared is known as
_____.
E. opportunity sampling
16. A moderator’s guide is:
E. the systematic procedure of taking individual responses and grouping them into larger theme
categories or patterns of expressions.
17. The interactive procedure in which a researcher and a moderator discuss the subjects’
responses to the topics that outlined a focus group session is called:
A. content analysis.
18. Content analysis is:
A. an interviewer’s ability to articulate questions in a direct and clear manner.
19. Unlike purposed communities, private communities are:
A. developed primarily for marketing.
20. In the context of data collection methods, which of the following statements is true of
projective techniques?
A. They are used to monitor and analyze social media sources to provide research insights.
21. Which of the following characteristics of observation describes the degree to which a
researcher or trained observer actually observes a behavior or an event as it occurs?
A. Awareness
22. The difference between social media monitoring and private communities is that in social
media research _____.
A. the sample of people interacting about a product is a self-selected sample that is
representative of consumer reactions in a target market
23. The application of technological tools to identify, extract, and quantify subject
information in textual data is called:
E. content analysis.
24. The use of quantitative measures of sentiment is still limited because:
A. their use requires deep engagement with one or more social media communities.
B. sentiment analysis relies on the emerging field of natural language processing.
25. _____ is an observational research technique that requires deep engagement with one or
more social media communities.
A. Sugging
26. Quantitative analysis techniques may be applied to qualitative data.
27. When compared with qualitative research methods, quantitative research methods, in
general, can be completed relatively quickly.
28. The richness of qualitative data can often supplement the facts gathered through other
primary data collection techniques.
29. In-depth interviewing increases the likelihood of participants responding in a socially
desirable manner.
30. The optimal number of participants in face–to-face focus group interviews should range
from 20 to 30 people.
31. Online focus groups can be conducted relatively quickly because of the ease of
participation and because the focus group transcript is produced automatically during the group.
32. A moderator’s guide should include follow-up questions to help the moderator elicit more
information.
33. Content analysis is used by quantitative researchers to create meaningful findings from
focus group discussions.
34. The major advantage of focus groups is that the reliability of the data collected is high
unlike other qualitative methods.
35. Groupthink is most likely to occur when participants do not have a previously well-formed
opinion on issues discussed in a group.
36. While not as extensive as traditional ethnography, mobile ethnography provides the ability
for researchers to analyze consumers in context.
37. Rather than focusing on one or a few cases in depth, case study research involves
studying many cases superficially.
38. The major advantage of projective techniques is the simplicity of interpretation.
39. When successful, sentence completion tests reveal hidden aspects about individuals’
thoughts and feelings toward the object(s) studied.
40. The nonparticipant observation method cannot be used to obtain information on attitudes,
preferences, beliefs, emotions, and similar information.
41. People participating in scanner-based panels have to present a unique bar-coded card at
the checkout register.
42. Using PathTracker, a system that consists of RFID tags affixed to shopping carts,
researchers can match purchase records with path data.
43. A major disadvantage of observation methods is that data collection takes more time and
is more expensive than through other types of procedures.
44. An advantage of social media monitoring is individuals who may not fill out surveys or
agree to focus groups might nevertheless share their experiences with online social networks.
45. Due to advances in social media technology, social media analytics has fully replaced
traditional marketing research methods.
46. What are the main goals of quantitative research?
47. What are some of the advantages of conducting online (instead of in-person, face-to–
face) focus groups?
48. Explain word association tests and sentence completion tests.
49. Discuss the unique characteristics of observation methods.
50. Describe the process of selecting an observation method.