Exploring Marketing Research 11th Edition Barry J. Babin - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below True / False 1. The focus of qualitative research is on producing "numbers" that can be used in statistical tests. a. True b. False …
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Exploring Marketing Research 11th Edition Barry J. Babin – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
| True / False |
1. The focus of qualitative research is on producing “numbers” that can be used in statistical tests.
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2. Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.
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3. Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.
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4. Quantitative research uses empirical assessments that involve numerical measurement and analytical approaches.
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5. Qualitative research is objective.
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6. Qualitative research is cheaper than quantitative research.
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7. Quantitative research is used most often in exploratory research.
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8. Concept testing is a type of exploratory research.
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9. Anthropology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective.
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10. Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.
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11. Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.
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12. Observation plays a key role in ethnography.
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13. Prospect theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.
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14. Phenomenology refers to the documented history of a particular person, group, organization, or event.
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15. A primary advantage of the case study is that an entire organization or entity can be investigated in depth.
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16. A focus group typically involves a rigid question-and-answer session among participants.
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17. Focus groups are relatively fast and easy to execute.
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18. Piggybacking is a procedure in which one respondent stimulates thought among the others in a focus group.
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19. The ideal size of a focus group is 20 to 25 people.
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20. A focus group moderator needs to be a good listener.
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21. Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
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22. Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted.
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23. The sentence completion method is based on free-association principles.
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24. The grounded theory technique (GTT) presents subjects with an ambiguous picture in which consumers and products are the center of attention.
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25. In online focus group sessions, the moderator’s ability to probe is greater than it is in a face-to-face focus group session.
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| Multiple Choice |
26. Kodetra is interpreting consumers’ blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?
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27. Which situation is LEAST conducive for qualitative research?
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28. Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.
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29. When the researcher must extract meaning from open-ended responses, the results are:
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30. Research that is conducted to clarify the nature of a research problem is called _____ research.
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31. Qualitative research ____.
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32. Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____.
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33. All of the following are qualitative research orientations EXCEPT ____.
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34. Which qualitative research orientation originated in philosophy and psychology?
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35. Ethnography is a qualitative research orientation originating in ____.
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36. Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person’s behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?
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37. Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?
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38. Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother’s group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.
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39. Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?
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40. Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.
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41. In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.
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42. Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____.
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43. One advantage of focus group interviews is that they ____.
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44. A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____.
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45. Which approach to probing asks respondents to compare differences between brands at different levels?
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46. Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank’s primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using?
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47. All of the following are advantages of semi-structured interviews EXCEPT for the ____.
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48. Respondents are presented with the statement: “People who watch football on television are __________,” and asked to fill in the blank. This is an example of a ____.
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49. Which term refers to the researcher’s descriptions of what he or she actually observes and the text from which meaning is extracted?
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50. Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____.
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51. A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____.
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52. An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.
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53. The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n) ____.
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54. A type of formal “continuous” group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.
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55. When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.
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| Completion |
56. Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of marketing phenomena without depending on numerical measurement is referred to as ____________________ marketing research.
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57. Research that is conducted to clarify the nature of a problem is called ____________________ research.
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58. When focus group participants are shown a drawing of a new type of car and are asked for their reactions, this is called a(n) ____________________.
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59. The typical ethnographic approach involves the use of ____________________.
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60. An in-depth study of a major competitor in order to determine how to improve your organization’s product line offerings is an example of a(n) ____________________.
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61. An unstructured, free-flowing discussion with a small number of consumers in a session that is conducted by a moderator is called a(n) ____________________.
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62. The procedure in which one focus group participant stimulates thought among the others is called ____________________.
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63. The person who leads a focus group discussion is called a(n) ____________________.
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64. A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n) ____________________.
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65. An interviewer who reads a list of words and asks the respondent to “say the first thing that comes to mind after I say each word” is using a(n) ____________________ technique.
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66. A respondent is shown a new television commercial and is asked to write the answer to this stimulus: “The man in the commercial ____.” This is an example of the ____________________ technique.
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67. An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n) ____________________ technique.
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68. The manual that outlines the topics to be discussed in a focus group session is called a(n) ____________________.
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69. A focus group session that is conducted over the Internet is called a(n) ____________________ focus group session.
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70. Research that is intersubjectively certifiable means that it is ____________________.
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| Essay |
71. Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.
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72. Name and briefly describe the four qualitative research orientations.
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73. Describe a focus group interview and discuss the advantages and disadvantages of this technique.
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74. List the elements of a focus group discussion guide.
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75. What role do exploratory research approaches using qualitative research tools have in scientific inquiry? Explain why a decision may be based solely on these results.
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Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
