Focus group Interview – Marketing Research Quiz
The key terms of Marketing Research include Focus group Interview.
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 ____.
Observation
Focus group
Concept test
Depth interview – correct
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) ____.
Focus blog
Focus interview
Aptitude test
Thematic apperception test (TAT) – correct
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called
Qualitative marketing research
Grounded marketing research
Extensive marketing research
Quantitative marketing research – correct
Which situation is LEAST conducive for qualitative research?
When needing a fresh approach to studying some problem
When trying to better understand a topic you know little about
When learning how consumers use a product in natural settings
When needing conclusive evidence to be drawn from data – correct
When someone is unaware that he is being observed in a shopping mall, this represents what type of observation?
Indirect
Content analysis
Contrived
Unobtrusive – correct
A Web site designer is interested in how people look at a Web site. Specifically, she would like to know where they look first when a page comes up. Which mechanical device would be appropriate for determining?
Eye-tracking monitor – correct
MRI
EEG
Psychogalvanometer
Focus group Interview – Marketing Research Quiz
When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation?
Indirect
Contrived – correct
Response latency
Content analysis
John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. John is measuring response ____.
Interval
Lag
Latency – correct
Bias
When the Chicago Museum of Science and Industry measures the popularity of its children’s exhibits by the frequency of tile replacement in front of exhibits, it is using what type of observation?
Response latency analysis
Contrived analysis
Physical-trace analysis – correct
Content analysis
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 ____.
Depth interview
Grounded research study
Focus group interview – correct
Case study
When Walgreen’s uses cables across the road as “traffic counters” to determine the density of traffic near a possible retail store location, this is an example of what type of observation?
Human observation
Contrived observation
Mechanical observation – correct
Content analysis
When a researcher counts the number of females who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____.
Ethnic analysis
Content analysis – correct
Contrived analysis
Indirect analysis
All of the following are observable phenomena EXCEPT:
Spatial relations and locations
Neurological activity
Verbal behavior
Attitudes – correct
When the researcher must extract meaning from open-ended responses, the results are:
Primary
Subjective – correct
Secondary
Objective
When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy’s franchise, this is an example of a(n):
Obtrusive method
Unobtrusive method – correct
Exploratory research study
Experiment