当代市场调研 （原第12版）测试题及答案 ch07

Chapter7 Testbank

Chapter7:QualitativeResearch

MultipleChoice

Ifthegoaloftheresearchwastodiscovertheattitudes,feelings,andmotivationsofaheavyuserofaproduct,thenthepreferredtypeofresearchwouldbe_______.

a. quantitativeresearch

b. qualitativeresearch

c. processanalysis

d. formalanalysis

e. noneofthese

Answer:b

Ifthegoaloftheresearchwastoprovideademographicandlifestyleprofileofaheavyuserofaproduct,thenthepreferredtypeofresearchwouldbe_______.

a. quantitativeresearch

b. qualitativeresearch

c. processanalysis

d. formalanalysis

e. noneofthese

Answer:a

Whichofthefollowingisnotanadvantageofqualitativeresearchoverquantitativeresearch?

a. greaterabilitytoprobe

b. easiertoprovidevisualandaudioaids

c. resultsareprojectabletothepopulationunderstudy

d. researchdesignprovidesmoreflexibility

e. Allareadvantagesofqualitativeresearchoverquantitativeresearch.

Answer:c

Whichofthefollowingacademicbackgroundswouldaqualitativeresearchermostlikelyhave?

a. Math

b. Naturalsciences

c. Psychology

d. Computersciences

e. Noneofthesebackgroundsarequalifiedforqualitativeresearch.

Answer:c

Comparedtoquantitativeresearch,qualitativestudiestendtohave_______samples.

a. larger

b. morerepresentative

c. smaller

d. morestatisticallyvalid

e. noneofthese

Answer:c

Whichofthefollowingisnotalimitationofqualitativeresearch?

a. greateropportunityforinterviewerbias

b. limitedprobingofrespondents

c. resultsnotrepresentativebeyondthosepersonsinterviewed

d. problemssecuringhighlyskilledresearchersforqualitativeresearch

e. Noneofthesearelimitationsofqualitativeresearch.

Answer:b

Themostcommontypeofqualitativemarketingresearchis_______.

a. projectivetechniques

b. cartoontest

c. sentencecompletion

d. focusgroups

e. noneofthese

Answer:d

Whichofthefollowingistheprimaryreasonorunderlyingrationaleforconductingfocusgroups?

a. allowforindividualizedanalysis

b. abletoprovidemoreprecisionthanquantitativestudies

c. interactionamonggroupmembers

d. ambianceofthefocusgrouppromotesdirectquestioning

e. noneofthese

Answer:c

Howdoresearchersprevent“professional”respondentsfromparticipatinginfocusgroups?

a. selectingagoodmoderator

b. combiningqualitativewithquantitativeresearch

c. creatingadiscussionguide

d. pre-screeningrespondents

e. noneofthese

Answer:d

Whatisthetopmotivationforrespondentstoparticipateinfocusgroups?

a. financialincentives

b. interestinthetopic

c. opportunityforexpression

d. convenienttime

e. noneofthese

Answer:a

Alimitationoffocusgroupsis:

a. theneedformultivariatestatisticalexpertise.

b. thelengthoftimetheytaketoimplement.

c. thelackofrepresentationofthepopulationofinterest.

d. noneofthese

Answer:c

Howlongshouldanidealfocusgroupbe?

a. 30minutes

b. onehour

c. 90minutes

d. twohours

Answer:b

Awrittenoutlinethatdescribesthetopicstobecoveredinafocusgroupiscalleda(n)_______.

a. discussionguide

b. moderator’snote

c. survey

d. debriefing

Answer:a

Focusgroupfacilitiesprobablyhavewhichofthefollowing?

a. videoandaudiotapingequipment

b. one-waymirror

c. viewroomforclients

d. informallivingroomambiance

e. allofthese

Answer:e

Ifaresearcherwantstomakeamulti-milliondollardecisionastowhethertolaunchanewproducts/hewouldbewelladvisedtouse:

a. qualitativeresearchonly.

b. quantitativeresearchonly.

c. acombinationofqualitativeandquantitativeresearch.

d. noneofthese

Answer:c

Whenafocusgroupmoderatordebriefstheclientafterthefinalfocusgroup,thisisknownas_______.

a. thirdpersontechnique

b. brainstorming

c. instantanalysis

d. groupthink

e. noneofthese

Answer:c

Duringthefocusgroupinterview,itisimperativethatthefocusgroupmoderator:

a. remaincompletelyobjective.

b. havegoodquantitativeskills.

c. haveawiderangeofcapabilityregardingfocusgroupequipment.

d. beabletoscreenforappropriatefocusgroupparticipants.

e. allofthese

Answer:a

Whichofthefollowingisnotaclient-focusedskillneededbyafocusgroupmoderator?

a. Understandtheclient’sbusiness.

b. Beresponsiveandreliable.

c. Provideeffectivefeedbacktotheclient.

d. Haveanappreciationfordifferencesinpeople.

e. Allofthesearenecessaryclient-focusedskills.

Answer:d

Whenthefocusgroupmoderatorletshis/herownideasinfluencethegroup,thisillustratesalackof_________.

a. empathy

b. flexibility

c. observationskills

d. objectivity

e. subjectivity

Answer:d

Afinalreportofasetoffocusgroupstypicallyconsistsofwhat?

a. aPowerPointpresentation

b. datatables

c. lengthywrittenreport

d. discussionguide

e. noneofthese

Answer:a

Ofthefollowing,whichisnotanadvantageoffocusgroupresearch?

a. groupdynamicsstimulateresponsesthatotherwisewouldnothaveoccurred

b. resultscanoftenbeasubstituteforaquantitativestudy

c. beingabletoobserverespondentsbehindaone-waymirror

d. quickexecutionrelativetoothertypesofresearch

Answer:b

Focusgroupsareoftenfollowedupwith___________.

a. quantitativeresearch

b. qualitativeresearch

c. mallintercepts

d. in-depthinterviews

Answer:a

Whichofthefollowingarenotdisadvantagesofonlinefocusgroups?

a. lessenedgroupdynamics

b. lackofnonverbalinputs

c. exposuretoexternalstimuliislessefficient

d. Allaredisadvantagesofonlinefocusgroups.

Answer:d

Whichofthefollowingisnotanadvantageofdepthinterviewsoverfocusgroups?

a. heightenedgroup-dynamicseffect

b. grouppressureiseliminated

c. heightenedattentionofrespondent

d. noneedforexpensivefocusgroupfacility

e. Alloftheseareadvantagesofdepthinterviewsoverfocusgroups.

Answer:a

Disadvantagesofdepthinterviewsrelativetofocusgroupswouldnotincludewhichofthefollowing?

a. depthinterviewscostmore

b. timedevotedtoanindividualrespondentislessin-depthinterviews

c. nogroupdynamicseffect

d. depthinterviewsaremorephysicallyexhaustingtointerviewer,whodoesn’tcoverasmuchtopicalground

e. Allaredisadvantagesofdepthinterviewsrelativetofocusgroups.

Answer:b

Focusgroupsaremostlikelytobeusedby______________companies.

a. industrial

b. service-oriented

c. businesstobusiness

d. consumergoods

e. noneofthese

Answer:d

Whichofthefollowingtypesofresearchfacilitatesquestionprobing?

a. qualitative

b. quantitative

c. secondary

d. noneofthese

Answer:a

Aqualitativeresearcherisinvestigatingaverysensitivesubject,downloadingmusicillegally.Whichtechniquewouldbebestforgettingthesubjecttoanswerhonestly?

a. onlinefocusgroups

b. traditionalfocusgroups

c. third-persontechnique

d. indepthinterview

Answer:c

Whichofthefollowingisnotanexampleofaprojectivetest?

a. wordassociation

b. sentencecompletion

c. cartoontest

d. Alloftheseareexamplesofprojectivetests.

Answer:d

Researchthatfocusesoninterpretationthroughconversationsis_________.

a. HermeneuticResearch

b. DelphiMethod

c. HypothesisMethod

d. SpecificResearch

Answer:a

Awordassociationtestis______________.

a. Drawingacomparisonbetweentwoitemsintermsoftheirsimilarities.

b. Drawingacomparisonbetweenaproductandaperson.

c. Atestinwhichrespondentscompletesentencesorstoriesintheirownwords.

d. Atestinwhichtheinterviewersaysawordandtherespondentmustmentionthefirstthingthatcomestomind.

Answer:d

Themoderatorofafocusgroupshouldnotdowhichofthefollowing?

a. Showrespectforrespondents.

b. Haveacleardemonstrationofinvisibleleadership.

c. Speaksoftly.

d. Setexpectationsandgivesalltheindustrydisclosures.

e. Askshortquestionsandactivelylisten.

Answer:c

Researchersposingthequestionintermsof“yourneighbor”wouldbeanexampleof:

a. third-persontechnique

b. wordassociation

c. grouping

d. storytelling

e. noneofthese

Answer:a

Collectingroundsofindividualdatafromknowledgeablepeopleismostcloselyrelatedtowhichofthefollowing?

a. Hermeneuticresearch

b. Delphimethod

c. Individualdepthinterviews

d. Focusgroups

e. Noneofthese

Answer:b

True/False

Qualitativeresearchiseasiertoreplicatethanquantitativeresearch.

Answer:False

Quantitativestudiesallowformoreprobingthanqualitativestudies.

Answer:False

Itisbecomingcommonformarketresearcherstocombinequalitativeandquantitativestudiesintoasingleprojectorseriesofprojects.

Answer:True

Statisticalskillsareimportantforqualitativeresearchers.

Answer:False

Traininginpsychologyisusefulforqualitativeresearchers.

Answer:True

Quantitativeresearchtypicallyuseslargersamplesizesthanqualitativeresearch.

Answer:True

In-depthinterviewstypicallyarelessexpensivethanfocusgroups.

Answer:False

Focusgroupsareoftenusedintheprocessofdefiningand/orrefiningconcepts.

Answer:True

Generally,interactionwithrespondentsismorepersonalizedindescriptivestudiesthaninfocusgroups.

Answer:False

Animportantgoaloffocusgroupsisthattheyshouldleadtoimmediatelyactionableresults.

Answer:False

Generally,focusgroupsovershadowtheuseofotherqualitativeresearchtools.

Answer:True

Mostfocusgroupparticipantsarerecruitedviadoor-to-doorinterviews.

Answer:False

Professionalrespondentsareactivelyrecruitedasfocusgroupparticipants.

Answer:False

Focusgroupsareusuallynolongerthan45minutes.

Answer:False

Afocusgroupmoderator’sdebriefingisreferredtoasinstantanalysis.

Answer:True

Anadvantageofdepthinterviewsisthatgrouppressureiseliminated.

Answer:True

Aquantitativestudyoftenleadstomoreactionableresultsthanaqualitativeone.

Answer:True

GiambattistaVico,onewhoseworkspawnedtheidea/creationofthequalitativeapproach,wrotethatonlypeoplecanunderstandpeopleandthattheydosothroughafacultycalledintuitiveunderstanding.

Answer:True

Qualitativeresearchblendswithquantitativemeasurestoprovidealessthoroughunderstandingofconsumerdemand.

Answer:False

Gettingtherightrespondentsiscriticaltohavingagoodfocusgroup.

Answer:True

Duringanindividualdepthinterview,therespondentattainsaheightenedstateofawareness.

Answer:True

Qualitativeresearchismostcloselyrelatedtocausalresearch.

Answer:False

Averyunpopulartrendinfocusgroupresearchisconductingfocusgroupsonlineandovermobiledevices.

Answer:False

Globalyearlyexpendituresonmarketingresearcharecloseto$500billion.

Answer:True

Approximately35percentoftheglobalyearlyexpendituresonmarketingresearcharespentonqualitativeresearch.

Answer:False

Afocusgroupnormallyconsistsofagroupofcompletestrangers.

Answer:True

EssayQuestions

Asthefirststageofacomprehensivephysician-satisfactionstudy,ahospitalwantsamarketresearchertointerviewabout20%ofits100physicians.Thereisknowntobequiteabitofanimositybetweenprimarycarephysiciansandspecialtyphysicians,aswellasbetweenphysicianswithlessthanfiveyearsoftenurewiththehospitalandthosewithfiveormoreyearsoftenure.Recommendaqualitativeanalysistechniqueandgivereasonsforyourselection.

Answer:Focusgroupsoffertheadvantageofgroupdynamics,whichmightbeabigdisadvantageifthewrongcombinationofphysiciansendupinthesamefocusgroup.Inaddition,physiciansmaybehesitanttocriticizeahospitalinwhichtheyhaveprivileges,forfearofreprisal.Hence,eventhoughitwilltakelongertocomplete,depthinterviewswouldbethepreferablemodeofresearch.

AgroupofcitizensthinksDrysville,Arkansas,isachievingitspotentialasacity,becauseitis“dry.”Drysvilleisaveryreligiousandconservativecommunitythathasexperiencedsomegrowthasa“bedroom”communitytoSinCity.Hence,thepopulationhasgrowntotheextentthatthegroupfavoringa“wet”citythinksitmaynowhavethevotes.However,beforeembarkingonanexpensivepetition-signingcampaign,thegroupfavoring“wet”wantsamarketresearchertogivethemmoreinsightsviaaqualitativeresearcheffort.Theissueisverysensitive,andthe“wet”groupthinksthatmanyofitssupportersmaynotcomeforwardduetopossiblepeerpressure.Whatmethodormethodsofqualitativeresearchwouldyourecommend?

Answer:Thisquestioncouldhaveseveralanswers.Oneapproachwouldbeascreenedfocusgroupinterview,selectingonlypersonsfavoring“wet.”Apossiblericherbutmorevolatileapproachwouldbeamixofopinionsinthefocusgroup,augmentedwiththeuseofthird-personprojectivetechniquestogetbeneathsurfaceinhibitions,duetopossiblepeerpressure.

Youhavejustconductedasetoffocusgroupsforaclient,andtheresultsarepositiveaboutlaunchinganewproduct.Whatwordsofcautionwouldyougivetheclientbeforetheymakethismulti-milliondollardecision?

Answer:Theanswershouldincludesomeofthelimitationsofqualitativeresearch,suchasthefactthattheresponsesoffocusgroupsarenotrepresentativeofthepopulation.Anidealanswerwouldprobablyincludearecommendationofconductingquantitativeresearchtosupplementthefindingsfromthefocusgroups.

Distinguishbetweenquantitativeandqualitativeresearch,especiallywithrespecttotheappropriatenessofeach.

Answer:Exhibit7.1distinguishesbetweenqualitativeandquantitativeresearchwithqualitativeresearchbeingmoreappropriateintheexploratorystagesofaprojectwheninsightsandnotquantificationisneeded.Later,iftheprojectisdescriptiveinnature,andthegoalistogetarepresentativeresp