Chapter 8
OBSERVATION, FOCUS GROUPS,
AND OTHER QUALITATIVE METHODS
2026-2027
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1. Golf Digest Companies marketing research department used focus groups, consumer diaries,
purchase protocols and in-depth interviews to help their client Callaway Golf Company. These
research methods are called:
a. quantitative methods
b. plurality methods
c. strategic research methods
d. qualitative methods
e. Socratic methods
Answer: (d) Difficulty: (Difficult) Page: 200
2. 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
Answer: (b) Difficulty: (Easy) Page: 202
3. 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
Answer: (a) Difficulty: (Moderate) Page: 202
109
, 4. 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 could be improved?
a. qualitative research
b. quantitative research
c. pluralistic research
d. focus group research
e. idea-generation research
Answer: (a) Difficulty: (Moderate) Page: 202
5. Which type of research may begin with, say, exploratory research, and then go on to conduct a full-
scale, representative survey?
a. qualitative research
b. quantitative research
c. pluralistic research
d. focus group research
e. representative research
Answer: (c) Difficulty: (Moderate) Page: 203
6. 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. store observation
Answer: (a) Difficulty: (Difficult) Page: 203
7. Which of the following observation techniques involves observing historical records, such as
records of sales calls or warehouse movements?
a. direct
b. past records
c. archives
d. indirect
e. surrogate
Answer: (c) Difficulty: (Difficult) Page: 205
110
OBSERVATION, FOCUS GROUPS,
AND OTHER QUALITATIVE METHODS
2026-2027
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1. Golf Digest Companies marketing research department used focus groups, consumer diaries,
purchase protocols and in-depth interviews to help their client Callaway Golf Company. These
research methods are called:
a. quantitative methods
b. plurality methods
c. strategic research methods
d. qualitative methods
e. Socratic methods
Answer: (d) Difficulty: (Difficult) Page: 200
2. 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
Answer: (b) Difficulty: (Easy) Page: 202
3. 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
Answer: (a) Difficulty: (Moderate) Page: 202
109
, 4. 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 could be improved?
a. qualitative research
b. quantitative research
c. pluralistic research
d. focus group research
e. idea-generation research
Answer: (a) Difficulty: (Moderate) Page: 202
5. Which type of research may begin with, say, exploratory research, and then go on to conduct a full-
scale, representative survey?
a. qualitative research
b. quantitative research
c. pluralistic research
d. focus group research
e. representative research
Answer: (c) Difficulty: (Moderate) Page: 203
6. 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. store observation
Answer: (a) Difficulty: (Difficult) Page: 203
7. Which of the following observation techniques involves observing historical records, such as
records of sales calls or warehouse movements?
a. direct
b. past records
c. archives
d. indirect
e. surrogate
Answer: (c) Difficulty: (Difficult) Page: 205
110
