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1. The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more
clearly defined.
a.
insights and ideas
b.
facts and figures
c.
buy–in and support
d.
definitive data
e.
tactical advantage
ANSWER:
a
RATIONALE:
Exploratory research is primarily used to gain insights and ideas so that problems
and opportunities can be more clearly defined. See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/20/2017 5:09 AM
DATE MODIFIED:
7/20/2017 5:10 AM
2. Which of the following is NOT what exploratory research is used for?
a.
b.
c.
d.
e.
ANSWER:
b
RATIONALE:
All of the above are uses of exploratory research except reaching a conclusive
answer. See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/20/2017 5:12 AM
DATE MODIFIED:
7/20/2017 5:13 AM
3. A hypothesis
a.
is a broad, vague problem statement.
b.
cannot be discovered during research.
c.
is only found in causal research.
d.
is an educated guess about how two or more variables are related.
e.
does not have clear implications for testing the relationship between variables.
ANSWER:
d
RATIONALE:
A statement that specifies how two or more measurable variables are related is
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Page 2
known as a hypothesis. See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/20/2017 5:18 AM
DATE MODIFIED:
7/20/2017 5:19 AM
4. Exploratory studies typically
a.
consume most of the research budget.
b.
are large-scale and highly structured.
c.
are small-scale and flexible.
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
c
RATIONALE:
Typically, exploratory studies are both small-scale and flexible. See 4-0:
Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.02 – Specify the key characteristics of exploratory research.
DATE CREATED:
7/20/2017 5:35 AM
DATE MODIFIED:
9/20/2017 1:49 PM
5. Which of the following is one of the quickest and least costly ways to conduct exploratory research?
a.
Focus group
b.
Data mining
c.
Benchmarking
d.
Literature search
e.
Case analysis
ANSWER:
d
RATIONALE:
One of the quickest and least costly forms of exploratory research is literature
search. See 4-1: Literature Search.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:38 AM
DATE MODIFIED:
7/20/2017 5:39 AM
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Page 3
6. Capitol Brewing Inc.’s management is very concerned with declining sales of their major product, a dark ale, and has
asked for help understanding the reasons. The most appropriate way to begin is with
a.
causal research.
b.
descriptive research.
c.
exploratory research.
d.
exploratory and causal research.
e.
descriptive and causal research.
ANSWER:
c
RATIONALE:
To understand the reasons for this problem, exploratory research should be used.
See 4-1: Literature Search.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:43 AM
DATE MODIFIED:
7/20/2017 5:44 AM
7. Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries. This is
an example of which kind of problem?
a.
A firm problem
b.
A consumer problem
c.
A perception problem
d.
An industry problem
e.
An ethical problem
ANSWER:
d
RATIONALE:
Problems with all firms in an industry indicates an industry problem. See 4-1:
Literature Search.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:48 AM
DATE MODIFIED:
7/20/2017 5:50 AM
8. Finding answers and drawing conclusions is better left to more ______ research.
a.
informal
b.
formal
c.
exploratory
d.
consumer
e.
scientific
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ANSWER:
b
RATIONALE:
Unlike exploratory research, formal research is better at finding definitive answers
and conclusions for a problem. See 4-1: Literature Search.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:51 AM
DATE MODIFIED:
7/20/2017 5:52 AM
9. Exploratory research that attempts to draw from the knowledge and experience of those who have relevant
information to the issue driving the research is an example of
a.
focus groups.
b.
data mining.
c.
nominal groups.
d.
case analyses.
e.
depth interviews.
ANSWER:
e
RATIONALE:
A depth interview is exploratory research that attempts to draw from the
knowledge and experience of those who have relevant information to the issue
driving the research. See 4-2: Depth Interviews.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:53 AM
DATE MODIFIED:
7/20/2017 5:55 AM
10. Candidates for depth interviews could include
a.
current customers.
b.
members of the target market.
c.
executives and managers of the company.
d.
wholesalers and retailers.
e.
All of these are candidates for depth interviews.
ANSWER:
e
RATIONALE:
All of these are candidates for depth interviews. See 4-2: Depth Interviews.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
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Page 5
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:56 AM
DATE MODIFIED:
7/20/2017 5:57 AM
11. Which of the following statements about depth interviews in NOT true?
a.
They are used to conduct exploratory research.
b.
They don’t require a random sample.
c.
They are usually informal.
d.
They often yield a final, conclusive answer to the problem.
e.
All of these are correct.
ANSWER:
d
RATIONALE:
All of the above statements are true about depth interviews except that they yield a
final, conclusive answer to the problem. See 4-2: Depth Interviews.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 5:58 AM
DATE MODIFIED:
7/20/2017 5:59 AM
12. A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.
a.
depth interview
b.
focus group
c.
data mining
d.
case analysis
e.
None of these are correct.
ANSWER:
b
RATIONALE:
Focus groups bring together a small number of individuals to talk about a topic of
interest to the researcher. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 6:04 AM
DATE MODIFIED:
7/20/2017 6:05 AM
13. The key feature that distinguishes focus groups from depth interviews is
a.
group interaction.
b.
the presence of a researcher.
c.
the expertise of the participant(s).
d.
the time required to do one.
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e.
All of these are correct.
ANSWER:
a
RATIONALE:
The key feature that distinguishes focus groups from depth interviews is the group
interaction. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 6:07 AM
DATE MODIFIED:
7/20/2017 6:09 AM
14. Although focus groups vary in size, most consist of ______ members.
a.
1–2
b.
3–4
c.
8–12
d.
15–18
e.
20 or more
ANSWER:
c
RATIONALE:
Typically, focus groups should consist of 8–12 members. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 6:18 AM
DATE MODIFIED:
7/20/2017 6:21 AM
15. The time to stop having focus groups is when
a.
the research budget has been exhausted.
b.
they show diminishing returns.
c.
you get definitive answers to your research problem.
d.
you’ve completed five focus groups.
e.
All of these are correct.
ANSWER:
b
RATIONALE:
Once focus groups start to show diminishing returns, it should be stopped. See 4-
3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
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Page 7
DATE CREATED:
7/20/2017 6:23 AM
DATE MODIFIED:
7/20/2017 6:25 AM
16. Which of the following best represents the objective of the moderator in conducting a focus group?
a.
Strictly following the moderator’s guidebook
b.
Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity
c.
Striking a balance between stimulating natural discussions while ensuring the group does not wander too far
from the topic
d.
To include as many people as possible in a particular group; this enables the results to be more
representative
e.
The moderator must be completely unfamiliar with the purpose of the research.
ANSWER:
c
RATIONALE:
The moderator of a focus group should seek to strike a balance between
stimulating natural discussions while ensuring the group does not wander too far
from the topic. See 4–3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.04 – Identify the key person in a focus group.
DATE CREATED:
7/20/2017 6:28 AM
DATE MODIFIED:
7/20/2017 6:29 AM
17. A weakness of focus groups has to do with how the results are
a.
interpreted.
b.
gathered.
c.
used.
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
a
RATIONALE:
A weakness of focus groups can be illustrated through how the results are
interpreted. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:10 AM
DATE MODIFIED:
9/20/2017 1:50 PM
18. Benefits of focus groups include
a.
ideas that can drop “out of the blue”.
b.
snowballing ideas.
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Page 8
c.
more spontaneous responses than in one-on-one interviews.
d.
easy interpretation of responses.
e.
All of these choices are correct.
ANSWER:
e
RATIONALE:
All of these are potential benefits of focus groups except the easy interpretation of
responses. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:14 AM
DATE MODIFIED:
7/20/2017 7:15 AM
19. The primary difference between nominal groups and focus groups is that nominal groups require
a.
more participants.
b.
less time.
c.
little or no moderation.
d.
complete anonymity.
e.
written responses from participants.
ANSWER:
e
RATIONALE:
Written responses from participants in nominal groups represent the primary
difference between nominal groups and focus groups. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:17 AM
DATE MODIFIED:
7/20/2017 7:18 AM
20. A technique for searching for statistical patterns in datasets is
a.
ethnography
b.
benchmarking
c.
data mining
d.
projective methods
e.
case analyses
ANSWER:
c
RATIONALE:
Data mining is a technique for searching for statistical patterns in datasets. See 4-
4: Data Mining.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
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Page 9
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:20 AM
DATE MODIFIED:
7/20/2017 7:21 AM
21. Using different ads in different geographic areas and investigating which ad generated the highest sales is an
example of ________ research design.
a.
causal
b.
exploratory
c.
longitudinal
d.
descriptive
e.
panel
ANSWER:
a
RATIONALE:
Causal research should be used over exploratory research for this problem. See 4-
4: Data Mining.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:25 AM
DATE MODIFIED:
7/20/2017 7:28 AM
22. In general, the first step in conducting exploratory research is to
a.
assemble a focus group.
b.
perform an experience survey.
c.
conduct a literature search.
d.
perform an analysis of selected cases.
e.
narrow a group of hypotheses to one specific hypothesis for investigation.
ANSWER:
c
RATIONALE:
Typically, the first step in conducting exploratory research is to conduct a literature
search. See 4-1: Literature Search.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:30 AM
DATE MODIFIED:
7/20/2017 7:31 AM
23. The president of the Cola Beverage Company is very concerned with declining sales of the company’s flagship
beverage and has asked for your assistance in finding the reason for the decline. The most appropriate way to begin this
research project is with
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a.
a survey of consumers.
b.
an experiment in which price is systematically varied.
c.
descriptive research.
d.
exploratory research.
e.
causal research.
ANSWER:
d
RATIONALE:
This type of problem should warrant exploratory research as the first step in finding
a solution. See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/20/2017 7:34 AM
DATE MODIFIED:
7/20/2017 7:36 AM
24. The study of selected examples of the phenomenon about which insights are needed is
a.
benchmarking.
b.
ethnography.
c.
case analysis.
d.
data mining.
e.
depth interview.
ANSWER:
c
RATIONALE:
A case analysis is the study of selected examples of the phenomenon about which
insights are needed. See 4-5: Case Analyses.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:39 AM
DATE MODIFIED:
7/20/2017 7:42 AM
25. The market research team at Initech was asked to discover how to address deficiencies in the TPS reporting process.
The team is studying the processes used by Globex, which has a world-class TPS reporting process. The research
technique being used in this case is
a.
benchmarking.
b.
ethnography.
c.
ethnography.
d.
data mining.
e.
depth interview.
ANSWER:
a
RATIONALE:
The research technique described here is known as benchmarking. See 4–5: Case
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Page 11
Analyses.
POINTS:
1
DIFFICULTY:
Medium
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/20/2017 7:46 AM
DATE MODIFIED:
7/20/2017 7:48 AM
26. With any form of exploratory research, the usefulness of a technique for generating insights depends on the
_____________ of the analysis.
a.
depth and breadth
b.
subjectivity and maturity
c.
quality and objectivity
d.
cost and duration
e.
cause and effect
ANSWER:
c
RATIONALE:
The usefulness of a technique used for exploratory research depends on the
quality and objectivity of the analysis. See 4–5: Case Analyses.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.05 – Discuss the two major pitfalls to avoid with focus groups (or any other form
of exploratory research).
DATE CREATED:
7/21/2017 12:40 AM
DATE MODIFIED:
7/21/2017 12:40 AM
27. _______ 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.
a.
Proactive
b.
Protective
c.
Pronounced
d.
Prolonged
e.
Projective
ANSWER:
e
RATIONALE:
Projective 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. See 4-6: Projective Methods.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
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Page 12
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 12:41 AM
DATE MODIFIED:
7/21/2017 12:42 AM
28. Which of the following is NOT one of the common projective method techniques?
a.
Word association
b.
IQ testing
c.
Sentence completion
d.
Storytelling
e.
Role playing
ANSWER:
b
RATIONALE:
All of these are common projective method techniques except IQ testing. See 4-6:
Projective Methods.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 12:43 AM
DATE MODIFIED:
7/21/2017 12:44 AM
29. One of the major difficulties experienced with projective methods arises
a.
in the interpretation of the replies.
b.
when trying to secure the respondent’s cooperation.
c.
in the lack of experience of the respondents with these techniques.
d.
in the distorted frame of reference of the interviewers.
e.
There are no problems with projective methods.
ANSWER:
a
RATIONALE:
The interpretation of replies is one of the major difficulties experienced with
exploratory research. See 4-6: Projective Methods.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 12:45 AM
DATE MODIFIED:
7/21/2017 12:46 AM
30. Exploratory studies do not involve
a.
the analysis of selected cases.
b.
probability sampling plans.
c.
experience surveys.
d.
good luck.
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e.
a search of published statistics.
ANSWER:
b
RATIONALE:
All of the above are involved in exploratory studies except the probability of
sampling plans. See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 12:47 AM
DATE MODIFIED:
7/21/2017 12:48 AM
31. You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars has been declining in
absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to
determine why sales have declined. The most appropriate research strategy is
a.
an experimental study.
b.
a field experiment followed by an exploratory study.
c.
an experimental study followed by a descriptive study.
d.
an exploratory study.
e.
a descriptive study involving a field survey of actual and potential customers.
ANSWER:
d
RATIONALE:
The most appropriate research strategy for this problem is an exploratory study.
See 4-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 12:49 AM
DATE MODIFIED:
7/21/2017 12:50 AM
32. A small group of people brought together to discuss a topic of interest to researchers is known as a(n)
a.
task force.
b.
guidance committee.
c.
experience group.
d.
focus group.
e.
development group.
ANSWER:
d
RATIONALE:
A focus group is a small group of people brought together to discuss a topic of
interest to researchers. See 4-3: Focus Groups.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
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Page 14
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 12:52 AM
DATE MODIFIED:
7/21/2017 12:52 AM
33. In general, exploratory research is appropriate for any problem about which much is known.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 12:53 AM
DATE MODIFIED:
7/21/2017 12:54 AM
34. Researchers can’t afford to devote the bulk of the research budget to exploratory research.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 12:56 AM
DATE MODIFIED:
7/21/2017 12:56 AM
35. Exploratory studies are very inflexible with regard to methods.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.02 – Specify the key characteristics of exploratory research.
DATE CREATED:
7/21/2017 12:57 AM
DATE MODIFIED:
7/21/2017 12:59 AM
36. Research investigators often follow their intuition in an exploratory study.
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Page 15
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 1:00 AM
DATE MODIFIED:
7/21/2017 1:02 AM
37. When conducting depth interviews, the questions should be general.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:03 AM
DATE MODIFIED:
7/21/2017 1:04 AM
38. Focus group respondents are usually selected so that the group is relatively homogeneous.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:16 AM
DATE MODIFIED:
7/21/2017 1:16 AM
39. Focus groups are less susceptible to executive and researcher biases than most other exploratory techniques.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
Copyright Cengage Learning. Powered by Cognero.
Page 16
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:17 AM
DATE MODIFIED:
7/21/2017 1:18 AM
40. Like focus groups, nominal groups are a terrific technique for generating new ideas.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:19 AM
DATE MODIFIED:
7/21/2017 1:19 AM
41. In case analysis, cases that reflect extremes of behavior are bad candidates for study.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:20 AM
DATE MODIFIED:
7/21/2017 1:20 AM
42. The goal of exploratory research is to discover facts and figures.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 1:21 AM
DATE MODIFIED:
7/21/2017 1:22 AM
43. A hypothesis is a statement that specifies how two or more measurable variables are related.
Copyright Cengage Learning. Powered by Cognero.
Page 17
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.01 – Describe the basic uses of exploratory research.
DATE CREATED:
7/21/2017 1:23 AM
DATE MODIFIED:
7/21/2017 1:23 AM
44. Almost all marketing research projects should start with a literature search.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:24 AM
DATE MODIFIED:
7/21/2017 1:25 AM
45. Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:25 AM
DATE MODIFIED:
7/21/2017 1:26 AM
46. A projective technique involves the use of a vague hypothesis that an individual is asked to describe, expand upon,
or build a structure around.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:27 AM
DATE MODIFIED:
7/21/2017 1:27 AM
47. The success of the case analysis approach depends upon the researcher’s ability to interpret the diverse mass of
information that is collected across cases.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:28 AM
DATE MODIFIED:
7/21/2017 1:28 AM
48. Compare and contrast focus and nominal groups
ANSWER:
Focus groups are moderator-led small group (8–12 people) interviews. The topics are
available to the moderator on a rough outline instead of a specific survey format. Group
members are relatively homogeneous, and interaction is expected. Participants are
exposed to the ideas of the other group members and can respond to those ideas with
ones of their own. Nominal groups are similar in all these areas. The key difference is that
nominal group moderators ask participants to provide written responses prior to opening
group discussion. It is believed this subtle difference does a lot to help avoid “group
think”.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
4.03 – Discuss the various types of exploratory research and describe each.
DATE CREATED:
7/21/2017 1:30 AM
DATE MODIFIED:
7/21/2017 1:31 AM