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

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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.   is a formalized process of bringing a small group together for discussion on a particular topic.
B.   involves extended contact with a natural setting, but without participation by a researcher.
C.   involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.
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 participants who can generate spontaneous discussion on a research topic.
C.   selecting sample members based on earlier interviews.
D.   selecting sample members so that groups can be compared.
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.   Analyzing and reporting the results
E.   Asking questions, including follow-up probing
Question #6
________ is an observational online marketing research technique that requires deep engagement with online communities.
A.   Debriefing analysis
B.   Netnography
C.   Fugging
D.   Randomization
E.   Sugging
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.   True
B.   False
Question #8
Which of the following is an advantage of qualitative research?
A.   It often provides preliminary insights useful in developing ideas about how variables are related.
B.   It allows researchers to make accurate predictions about relationships between market factors and behaviors.
C.   It allows for generalizability of research findings, unlike quantitative research.
D.   It eliminates the need for well-trained investigators and interviewers.
E.   It is considered by most practitioners as being more reliable than quantitative research.
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.   technology-mediated observation.
B.   groupthink.
C.   sentiment analysis.
D.   debriefing analysis.
E.   content analysis.

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