Question 1

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets and visit each to observe consumers' head movements as they approach each display.Which observation technique would the managers be using?
A)direct
B)past records
C)archives
D)indirect
E)in-store observation

Accepted Answer

The managers are directly observing consumers' head movements in real-time as they approach the displays, which is a direct observation technique.

Question 2

Which of the following was NOT discussed in the textbook as an appropriate condition for the use of an observation study?
A)There is a short time interval between the beginning and end of the behavior to be observed.
B)The behavior must be amenable to physiological measurement.
C)The behavior is public and therefore readily observed.
D)The behavior is so automatic or repetitive that any personal recall on the respondent's part is likely to be faulty.
E)All of the above were discussed as appropriate conditions for an observation study.

Accepted Answer

Option B was not discussed in the textbook as an appropriate condition for the use of an observation study. The other options (A, C, and D) were discussed as appropriate conditions. Option E is incorrect because it includes all the options, including option B which was not discussed.

Question 3

What is the recommended size of a "traditional" focus group?
A)2 to 20
B)5 to 10
C)6 to 12
D)7 to 15
E)9 to 25

Accepted Answer

The recommended size of a "traditional" focus group is 6 to 12 participants. This is a small enough group to encourage discussion and interaction, but large enough to generate diverse perspectives and opinions.

Question 4

Focus group participants are often interviewed by moderators,referred to as:
A)Heavy Talkers.
B)Qualitative Research Consultants.
C)Introspective Moderators.
D)Qualitative Research Commissioners.
E)FGM Counselors.

Accepted Answer

Focus group participants are interviewed by moderators who are referred to as Qualitative Research Consultants. They are trained professionals who facilitate discussions and gather insights from participants. The other choices (A, C, D, E) are not commonly used terminology in the field of focus group research.

Question 5

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?
A)qualitative research
B)quantitative research
C)pluralistic research
D)focus group research
E)Socratic research

Accepted Answer

The type of research described in the question involves structured questions and predetermined response options, which are characteristics of quantitative research. Additionally, the mention of a large number of respondents suggests that this is a survey-based approach, which is a common quantitative research method.

Question 6

Which of the following was NOT mentioned in the textbook as an advantage of observational data?
A)Subjects react in a natural manner.
B)It is the only way to gather certain information (i.e.from children).
C)Recall error is maximized.
D)Sometimes observational data may be obtained at less cost.
E)Sometimes observational data may be more accurate.

Accepted Answer

The textbook mentions that recall error is minimized in observational data, not maximized.

Question 7

In understanding the Hispanic market,researchers have found that they prefer to call themselves Latinos,and that there are vast differences between Latinos in California,Texas and Florida,the Caribbean,South America and Mexico.Your book describes this understanding of a market segment as stemming from which type of research?
A)quantitative
B)Hispanic research
C)pluralistic
D)qualitative
E)segmented research

Accepted Answer

This understanding of a market segment stems from qualitative research, which involves gathering in-depth information and insights through techniques such as interviews and focus groups. It allows for a deeper understanding of the cultural nuances and differences within the Latino market.

Question 8

Which of the following is a unique aspect of qualitative research?
A)involves quantifiable response collection
B)utilizes clear and precise methodology
C)provides rich insights into consumer behavior
D)disengages respondents so that they may make their own decisions
E)enhances the ability to predict behavior of respondents

Accepted Answer

Qualitative research provides rich insights into consumer behavior by relying on in-depth interviews, focus groups, and observation to understand consumers' motivations, attitudes, and behaviors. It aims to explore the complexity and diversity of human behavior rather than reducing it to quantifiable responses. Therefore, this is a unique aspect of qualitative research. Option A, D, and E do not represent the unique aspect of qualitative research. While option B is important for research methodology, it is not unique to qualitative research.

Question 9

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:
A)structured observation.
B)in situ observation.
C)unstructured observation.
D)physical traces.
E)invented observation.

Accepted Answer

A structured observation involves the identification of specific behaviors to be observed and recorded beforehand. This allows for more objective and consistent data collection as compared to unstructured observation, where the researcher may miss or prioritize certain behaviors. In situ observation refers to observing participants in their natural environment, physical traces involve observing the remnants of behavior (such as footprints), and invented observation does not exist as a recognized observation technique.

Question 10

Which of the following is a characteristic of a nontraditional focus group?
A)meet in a dedicated room
B)use a one-way mirror for client viewing
C)meet for about 2 hours
D)have 6-12 persons
E)may have 25 or even 50 respondents

Accepted Answer

The answer of Which of the following is a characteristic...

Question 11

Which of the following observation techniques involves observing historical records,such as records of sales calls or warehouse movements?
A)direct
B)archives
C)past records
D)indirect
E)surrogate

Accepted Answer

Archives involve observing historical records, such as records of sales calls or warehouse movements.

Question 12

Which of the following was NOT mentioned in the textbook as a limitation of observational data?
A)Typically,only a small number of subjects are studied.
B)Recall error is maximized.
C)Subjective interpretation of results is required on the part of the researcher.
D)Underlying motives are left unexamined.
E)Underlying attitudes are left unexamined.

Accepted Answer

Recall error is more of a limitation of self-reported survey data, not observational data.

Question 13

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could be improved?
A)quantitative research
B)qualitative research
C)pluralistic research
D)focus group research
E)idea-generation research

Accepted Answer

Qualitative research is most appropriate for idea generation and exploration, which is the goal of the managers of the Tide brand at Procter & Gamble.

Question 14

What type of research involves collecting,analyzing,and interpreting data by obtaining free form,nonstandardized,or open-ended observations and statements of what people do and say.
A)qualitative methods
B)quantitative methods
C)pluralistic methods
D)strategic research methods
E)survey research methods

Accepted Answer

Qualitative methods involve collecting nonstandardized or open-ended observations and statements, which is exactly what is described in the question prompt. The other options listed do not focus specifically on collecting free-form data.

Question 15

With which type of observation technique do researchers observe tangible evidence of some event,such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?
A)covert
B)archives
C)invented
D)physical traces
E)overt

Accepted Answer

Physical traces are tangible evidence observed by researchers to indicate some event, such as measuring the amount of graffiti on buildings to indicate potential crime in an area.

Question 16

What type of observation method is used when human observation may be less accurate,too costly,or faulty?
A)direct observation
B)auto observation
C)physio-observation
D)mechanical observation
E)archive observation

Accepted Answer

Mechanical observation is used when human observation is not feasible. It involves the use of machines or instruments to collect data. This method is often more precise and reliable than human observation, and can also be more cost-effective in certain situations.

Question 17

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured,spontaneous discussion about some topic?
A)observation group
B)focus groups
C)control group
D)experimental group
E)ethnographic group

Accepted Answer

A focus group is a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion about some topic. The other options (observation group, control group, experimental group, ethnographic group) are all different types of research groups with different purposes and methodologies.

Question 18

Which type of research would likely be called "soft" research?
A)qualitative research
B)quantitative research
C)pluralistic research
D)focus group research
E)Socratic research

Accepted Answer

Qualitative research often deals with subjective data such as opinions, experiences, and emotions. It seeks to understand the meaning and context behind these data rather than just measuring them. This type of research is often referred to as "soft" because it relies heavily on interpretation and is less statistically rigorous than quantitative research.

Question 19

When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,which type of observation is being used?
A)overt
B)covert
C)physical traces
D)archives
E)invented

Accepted Answer

Covert observation involves observing subjects without their knowledge or consent, which is exactly what happens in secret shopping. The salespersons are unaware that they are being observed and evaluated.

Question 20

Which type of research may begin with exploratory research and then go on to conduct a full-scale,representative survey?
A)qualitative research
B)quantitative research
C)focus group research
D)quant/qual research
E)pluralistic research

Accepted Answer

Pluralistic research involves using multiple methods, often starting with exploratory qualitative research and then proceeding to quantitative methods like surveys for broader insights.

Quiz 6: Utilizing Exploratory and Qualitative Research Techniques

Which of the following was NOT discussed in the textbook as an appropriate condition for the use of an observation study?

What is the recommended size of a "traditional" focus group?

Focus group participants are often interviewed by moderators,referred to as:

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

Which of the following was NOT mentioned in the textbook as an advantage of observational data?

Which of the following is a unique aspect of qualitative research?

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

Which of the following is a characteristic of a nontraditional focus group?

Which of the following observation techniques involves observing historical records,such as records of sales calls or warehouse movements?

Which of the following was NOT mentioned in the textbook as a limitation of observational data?

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could be improved?

What type of research involves collecting,analyzing,and interpreting data by obtaining free form,nonstandardized,or open-ended observations and statements of what people do and say.

With which type of observation technique do researchers observe tangible evidence of some event,such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?

What type of observation method is used when human observation may be less accurate,too costly,or faulty?

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured,spontaneous discussion about some topic?

Which type of research would likely be called "soft" research?

When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,which type of observation is being used?

Which type of research may begin with exploratory research and then go on to conduct a full-scale,representative survey?