Marketing 346 - Market Research » Spring 2023 » Chapter 4 Connect Quiz

Need help with your exam preparation?

Existing Quiz Clients Login here
Question #1
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.
A.   False
B.   True
Question #2
An in-depth interview
A.   involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.
B.   is a formalized process of bringing a small group together for discussion on a particular topic.
C.   involves extended contact with a natural setting, but without participation by a researcher.
D.   has a high likelihood of participants responding in a socially desirable manner.
E.   is also called memoing.
Question #3
Purposive sampling means
A.   selecting sample members to study because they possess attributes important to understanding a research topic.
B.   selecting sample members so that groups can be compared.
C.   selecting sample participants who can generate spontaneous discussion on a research topic.
D.   selecting sample members based on earlier interviews.
E.   selecting particular types of participants so that cross talk is minimized during discussions related to a research topic.
Question #4
A moderator's guide should include follow-up questions to help the moderator elicit more information.
A.   True
B.   False
Question #5
Identify the first phase in the process of developing a focus group interview.
A.   Conducting the focus group discussions
B.   Planning the focus group study
C.   Conducting content analysis
D.   Asking questions, including follow-up probing
E.   Analyzing and reporting the results
Question #6
________ is an observational online marketing research technique that requires deep engagement with online communities.
A.   Sugging
B.   Fugging
C.   Debriefing analysis
D.   Randomization
E.   Netnography
Question #7
Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.
A.   False
B.   True
Question #8
Which of the following is an advantage of qualitative research?
A.   It is considered by most practitioners as being more reliable than quantitative research.
B.   It often provides preliminary insights useful in developing ideas about how variables are related.
C.   It allows for generalizability of research findings, unlike quantitative research.
D.   It allows researchers to make accurate predictions about relationships between market factors and behaviors.
E.   It eliminates the need for well-trained investigators and interviewers.
Question #9
When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.
A.   True
B.   False
Question #10
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.   debriefing analysis.
B.   sentiment analysis.
C.   groupthink.
D.   content analysis.
E.   technology-mediated observation.

Need help with your exam preparation?

Existing Quiz Clients Login here