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.   True
B.   False
Question #2
An in-depth interview
A.   involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.
B.   involves extended contact with a natural setting, but without participation by a researcher.
C.   has a high likelihood of participants responding in a socially desirable manner.
D.   is also called memoing.
E.   is a formalized process of bringing a small group together for discussion on a particular topic.
Question #3
Purposive sampling means
A.   selecting particular types of participants so that cross talk is minimized during discussions related to a research topic.
B.   selecting sample members based on earlier interviews.
C.   selecting sample participants who can generate spontaneous discussion on a research topic.
D.   selecting sample members to study because they possess attributes important to understanding a research topic.
E.   selecting sample members so that groups can be compared.
Question #4
A moderator's guide should include follow-up questions to help the moderator elicit more information.
A.   False
B.   True
Question #5
Identify the first phase in the process of developing a focus group interview.
A.   Conducting the focus group discussions
B.   Conducting content analysis
C.   Asking questions, including follow-up probing
D.   Analyzing and reporting the results
E.   Planning the focus group study
Question #6
________ is an observational online marketing research technique that requires deep engagement with online communities.
A.   Sugging
B.   Randomization
C.   Debriefing analysis
D.   Fugging
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.   True
B.   False
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 eliminates the need for well-trained investigators and interviewers.
C.   It often provides preliminary insights useful in developing ideas about how variables are related.
D.   It allows researchers to make accurate predictions about relationships between market factors and behaviors.
E.   It allows for generalizability of research findings, unlike quantitative research.
Question #9
When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.
A.   False
B.   True
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.   technology-mediated observation.
C.   groupthink.
D.   content analysis.
E.   sentiment analysis.

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