MODULE 2 TEST - MARKETING
RESEARCH
1. What is quantitative research? What’s the purpose of quantitative research?
A) Research involving open-ended questions to a few respondents
B) Research analyzing social interactions
C) ✅ Research involving the administration of a set of structured questions with
predetermined response options to a large number of respondents
D) Research based solely on observations
2. What is qualitative research? What is "thick data"? Is "thick data" better than
"big data"?
A) ✅ Qualitative research involves collecting, analyzing, and interpreting data by
observing what people do and say. Thick data emphasizes gaining qualitative insights to
complement quantitative big data.
B) Quantitative analysis of survey responses
C) Research based on statistics only
D) Data collected through online polls
3. What is mixed methods research? How is it different from quantitative and
qualitative research?
A) Research only using surveys
B) ✅ Integration of qualitative and quantitative research methods to gain advantages of
both
C) Research that ignores big data
D) Research using only interviews
4. What are focus groups? What are the three uses of information from focus groups?
A) Group surveys for statistical analysis
B) ✅ Small groups guided through unstructured discussion to generate ideas, learn
respondents’ vocabulary, or gain insight into consumer needs and attitudes
C) Groups for competitive analysis
D) Training sessions for employees
5. What is a focus group moderator? What are expectations of a good moderator?
A) A silent observer of discussions
B) ✅ Creates an open atmosphere while keeping discussion focused; has excellent
observation, interpersonal, and communication skills
C) Only takes notes
D) Runs surveys after the discussion
6. How many people should be in a focus group? Who should participate?
A) 20–30 people, mixed demographics
B) ✅ 6–12 people, ideally homogeneous in some way
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, C) 1–3 people, random selection
D) 50–100 people, diverse groups
7. How many focus groups are needed when comparing perceptions in two markets
(e.g., Gainesville, FL vs. Ithaca, NY)?
A) Only one is needed
B) ✅ More than one focus group should always be conducted
C) Two is too many
D) Focus groups are unnecessary
8. What are the advantages and disadvantages of focus groups?
A) ✅ Advantages: generate fresh ideas, allow clients to observe participants, understand
reactions to products/logos/ads, access special respondent groups; Disadvantage: limited
generalizability
B) Only disadvantages are important
C) No advantages
D) Only used for product testing
9. What are in-depth interviews (IDIs)? How do they differ from focus groups?
A) Surveys sent online
B) ✅ One-on-one probing questions by a trained interviewer to gain insight into
behavior or thoughts
C) Group discussions only
D) Telephone polls
10. What is laddering in in-depth interviews? Provide an example.
A) Asking yes/no questions
B) ✅ Technique to discover how product attributes link to desired consumer values,
e.g., “What do you like best about these shoes?” … “Why is comfort important?”
C) Ranking products by price
D) Observing participants silently
11. What is a picture test? What is a balloon test? Are pictures used in balloon tests?
A) Tests using real actors
B) ✅ Balloon test: line drawing with empty “balloon” above the actor’s head;
respondents fill in what actor is thinking/saying
C) Online polls
D) Memory recall tests
12. What is a role-playing activity? When is it used?
A) Watching participants in real life
B) ✅ Participants pretend to be a “third person” (friend/neighbor) and describe reactions
to situations/statements
C) Filling surveys online
D) Rating products anonymously
13. What are disadvantages of projective techniques?
A) ✅ Questionable reliability and validity
B) Expensive only
C) Too much data
D) Only used in surveys
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, 14. Can projective techniques be used in focus groups or in-depth interviews? Why?
A) No, only in surveys
B) ✅ Yes, they complement focus groups or IDIs
C) Only in experiments
D) Not recommended at all
15. What is direct observation? What is indirect observation? What are archives? Are
archives secondary data? Why?
A) Surveys and polls
B) ✅ Direct: observe behavior as it occurs; Indirect: observe results of past behaviors;
Archives: secondary sources like historical records
C) Only experiments
D) Only focus groups
16. For studying if students eat junk food, which observation should be used and why?
A) Direct observation
B) ✅ Indirect observation, e.g., store records
C) Interview only
D) Surveys
17. What is covert observation? Overt observation? Which is better and why?
A) Both are the same
B) ✅ Covert: subject unaware; Overt: subject aware; covert better as people act
naturally
C) Only overt is ethical
D) Observation not recommended
18. What is a mystery shopper? Are covert observations ethical?
A) Volunteer surveyor
B) ✅ Mystery shopper: paid to shop and collect data; covert observations can violate
privacy and informed consent
C) Only used in experiments
D) Online reviewer
19. What is structured vs. unstructured observation? Which is easier?
A) ✅ Structured: predetermined behaviors observed; Unstructured: no restrictions;
structured easier due to focus
B) Both the same
C) Only unstructured is easier
D) Only used online
20. What is in situ observation vs. invented observation?
A) Surveys vs. interviews
B) ✅ In situ: observes natural behavior; Invented: simulated environment
C) Both are structured
D) Both are online
21. Is in situ observation also direct and covert? Why?
A) No
B) ✅ Yes, because behavior is observed naturally without participants knowing
C) Only indirect
D) Only overt
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RESEARCH
1. What is quantitative research? What’s the purpose of quantitative research?
A) Research involving open-ended questions to a few respondents
B) Research analyzing social interactions
C) ✅ Research involving the administration of a set of structured questions with
predetermined response options to a large number of respondents
D) Research based solely on observations
2. What is qualitative research? What is "thick data"? Is "thick data" better than
"big data"?
A) ✅ Qualitative research involves collecting, analyzing, and interpreting data by
observing what people do and say. Thick data emphasizes gaining qualitative insights to
complement quantitative big data.
B) Quantitative analysis of survey responses
C) Research based on statistics only
D) Data collected through online polls
3. What is mixed methods research? How is it different from quantitative and
qualitative research?
A) Research only using surveys
B) ✅ Integration of qualitative and quantitative research methods to gain advantages of
both
C) Research that ignores big data
D) Research using only interviews
4. What are focus groups? What are the three uses of information from focus groups?
A) Group surveys for statistical analysis
B) ✅ Small groups guided through unstructured discussion to generate ideas, learn
respondents’ vocabulary, or gain insight into consumer needs and attitudes
C) Groups for competitive analysis
D) Training sessions for employees
5. What is a focus group moderator? What are expectations of a good moderator?
A) A silent observer of discussions
B) ✅ Creates an open atmosphere while keeping discussion focused; has excellent
observation, interpersonal, and communication skills
C) Only takes notes
D) Runs surveys after the discussion
6. How many people should be in a focus group? Who should participate?
A) 20–30 people, mixed demographics
B) ✅ 6–12 people, ideally homogeneous in some way
1
, C) 1–3 people, random selection
D) 50–100 people, diverse groups
7. How many focus groups are needed when comparing perceptions in two markets
(e.g., Gainesville, FL vs. Ithaca, NY)?
A) Only one is needed
B) ✅ More than one focus group should always be conducted
C) Two is too many
D) Focus groups are unnecessary
8. What are the advantages and disadvantages of focus groups?
A) ✅ Advantages: generate fresh ideas, allow clients to observe participants, understand
reactions to products/logos/ads, access special respondent groups; Disadvantage: limited
generalizability
B) Only disadvantages are important
C) No advantages
D) Only used for product testing
9. What are in-depth interviews (IDIs)? How do they differ from focus groups?
A) Surveys sent online
B) ✅ One-on-one probing questions by a trained interviewer to gain insight into
behavior or thoughts
C) Group discussions only
D) Telephone polls
10. What is laddering in in-depth interviews? Provide an example.
A) Asking yes/no questions
B) ✅ Technique to discover how product attributes link to desired consumer values,
e.g., “What do you like best about these shoes?” … “Why is comfort important?”
C) Ranking products by price
D) Observing participants silently
11. What is a picture test? What is a balloon test? Are pictures used in balloon tests?
A) Tests using real actors
B) ✅ Balloon test: line drawing with empty “balloon” above the actor’s head;
respondents fill in what actor is thinking/saying
C) Online polls
D) Memory recall tests
12. What is a role-playing activity? When is it used?
A) Watching participants in real life
B) ✅ Participants pretend to be a “third person” (friend/neighbor) and describe reactions
to situations/statements
C) Filling surveys online
D) Rating products anonymously
13. What are disadvantages of projective techniques?
A) ✅ Questionable reliability and validity
B) Expensive only
C) Too much data
D) Only used in surveys
2
, 14. Can projective techniques be used in focus groups or in-depth interviews? Why?
A) No, only in surveys
B) ✅ Yes, they complement focus groups or IDIs
C) Only in experiments
D) Not recommended at all
15. What is direct observation? What is indirect observation? What are archives? Are
archives secondary data? Why?
A) Surveys and polls
B) ✅ Direct: observe behavior as it occurs; Indirect: observe results of past behaviors;
Archives: secondary sources like historical records
C) Only experiments
D) Only focus groups
16. For studying if students eat junk food, which observation should be used and why?
A) Direct observation
B) ✅ Indirect observation, e.g., store records
C) Interview only
D) Surveys
17. What is covert observation? Overt observation? Which is better and why?
A) Both are the same
B) ✅ Covert: subject unaware; Overt: subject aware; covert better as people act
naturally
C) Only overt is ethical
D) Observation not recommended
18. What is a mystery shopper? Are covert observations ethical?
A) Volunteer surveyor
B) ✅ Mystery shopper: paid to shop and collect data; covert observations can violate
privacy and informed consent
C) Only used in experiments
D) Online reviewer
19. What is structured vs. unstructured observation? Which is easier?
A) ✅ Structured: predetermined behaviors observed; Unstructured: no restrictions;
structured easier due to focus
B) Both the same
C) Only unstructured is easier
D) Only used online
20. What is in situ observation vs. invented observation?
A) Surveys vs. interviews
B) ✅ In situ: observes natural behavior; Invented: simulated environment
C) Both are structured
D) Both are online
21. Is in situ observation also direct and covert? Why?
A) No
B) ✅ Yes, because behavior is observed naturally without participants knowing
C) Only indirect
D) Only overt
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