Proctor 1 Exam DESIGN AND DATA/ QNR&MEASUREMENT DESIGNS

Question 1

What is Secondary research?

Answer 1

Defining the business problem or how to address It, however it needs to be carefully evaluated, since it was gathered for another business problem.

Question 2

Example of Internal secondary research

Answer 2

prior research, customers database

Question 3

Example of External secondary research

Answer 3

political articles, papers, syndicated research, government data

Question 4

The business problem IS the problem confronting the clients

Answer 4

The business problem IS the problem confronting the clients

Question 5

Business Problem:

Answer 5

• Ask what the decision makers need to know
• Action-oriented
• Focuses on symptoms

Question 6

Market Research Problem

Answer 6

• Ask what information is needed and how it should be obtained
• Information oriented
• Focuses on the underlying causes

Question 7

The information gathered to address the market research problem is used to take action to address the business problem

Answer 7

The information gathered to address the market research problem is used to take action to address the business problem

Question 8

Business problem examples:

Answer 8

• Should a new product be introduced by a tech company?
• Should the advertising campaign of an innovative manufacturer be changed?
• Should the price of a laundry detergent brand increase?

Question 9

Market research problem examples

Answer 9

• Determine consumer preferences and purchase intentions for the proposed new product.
• Determine the effectiveness of the current ad campaign
• Determine the price elasticity of demand and impact on sales and profit of various levels of price changes

Question 10

The market research problem needs to allow the researcher to obtain all the information required to address the business problem and it guides the researcher throughout the rest of the market research process.

Answer 10

The market research problem needs to allow the researcher to obtain all the information required to address the business problem and it guides the researcher throughout the rest of the market research process.

Question 11

Business problem can have two issues too broadly or too narrowly. What do both mean?

Answer 11

Too broadly: not specific enough to determine an approach and research design.
Too narrowly: all possible courses of action may not be defined.

Question 12

Business Problem + Market Research Problem equal what ?

Answer 12

Research Objective

Question 13

What are the terms Research Objective ?

Answer 13

• Goal oriented – questions that specifies what information is needed to solve a problem
• What researchers must do; have to be clean, specific, and actionable
• Designed to address both business and market research problem
• It’s the foundation of the research plan

Question 14

Think of the market research problem as broad /general statement while research objectives are specific components of the market research problem.

Answer 14

Think of the market research problem as broad /general statement while research objectives are specific components of the market research problem.

Question 15

Purpose of Research

Answer 15

• To prove a point/advance an interest of those conducting the research
• Can help identify limitation of using the research
• Hard to determine the true purpose – caution must be exercised

Question 16

Reliability of the information

Answer 16

• Who conducted the research

* Quality, consistency, expertise, creditability are extremely important

Question 17

Data collection Methodology

Answer 17

• Who was sampled, type of people, sample size, mode of collection (phone, online)
• Understanding the target population is adequately represented

Question 18

Nature of the data collected

Answer 18

how questions were asked and analyzed

Question 19

Accuracy of Secondary data

Answer 19

Its difficult; however you can verify with other research to compare results

Question 20

Timeliness of the research

Answer 20

when the data was collected

Question 21

Research Types

Answer 21

• Research evolves over time; qualitative was distinctly different from quantitative research
• Primary was different from secondary ; it was rare that a project could accommodate both descriptive and exploratory research
• As tools are becoming more sophisticated; lines are becoming blurred

Question 22

Qualitative Research

Answer 22

• Smaller sample
• Flexible and unstructured
• Open-ended questions and probing
• Analysis is non statistical and subjective
• Tentative and Directional
• Meant for initial understanding; usually followed up with additional research
• Examples include: focus groups, IDIs, Observations, Ethnographies and online bulletin boards

Question 23

Quantitative Research

Answer 23

• Large sample, statistically projectable
• Formal structure questions
• Clearly defined
• Statistical and objective
• Conclusive and definitive
• Findings are needs as input into decision making and reconvened course of action
• Examples include; online surveys, mobile surveys, telephones surveys, mail surveys, and in person interviews

Question 24

Sequential

Answer 24

research methods followed by one another

Question 25

Concurrent

Answer 25

research methods occur at same time

Question 26

Embedded

Answer 26

research methods are within one another

Question 27

Multi-level

Answer 27

any of the combined above

Question 28

Exploration

Answer 28

written critical actions and solutions are unknown

Question 29

Expansion

Answer 29

building and learning that was already collected

Question 30

Triangulation

Answer 30

confirms that findings are valid and reflect the population

Question 31

Transformation

Answer 31

paradigm shifts and changes thinking

Question 32

Explanation

Answer 32

what is it and is it possible

Question 33

Consumer intimacy

Answer 33

brings target audience to life and reinforce findings

Question 34

Clients usually ask for data synthesis and a combination of both

Answer 34

Clients usually ask for data synthesis and a combination of both

Question 35

What is Primary Research?

Answer 35

o Original research tailored to address specific business problems
o You control the research design

Question 36

What is Secondary research?

Answer 36

o Defines the business problem but could also address the market research problem
o Data is collected for another purpose by someone else, public access or for purchase

Question 37

Big data

Answer 37

is capturing, processing, integrating, and interpreting extremely large volumes of data originally from a variety of sources

Question 38

In the business problem statement, it is important that the business problem be stated (worded) using the __________ perspective and language.

Answer 38

client’s / business’s

Question 39

A common description of a business problem from clients is that market share is declining. To the researcher, this description is:

Answer 39

a symptom being caused by an underlying problem

Question 40

True or False: The business problem statement must be formulated as a statement; it should NEVER be formulated as a question.

Answer 40

False

Question 41

The FINAL step in defining the business problem so that the research questions can be considered is to:

Answer 41

Formulate the business problem statement

Question 42

The FIRST step in a market research project is:

Answer 42

Defining and understanding the business problem

Question 43

You are considering the sponsor of a secondary research study you are examining. Which type of sponsor should raise MORE concerns about the accuracy of the findings?

Answer 43

An organization interested in encouraging actions such as sales and investment

Question 44

As a client or research buyer, you should strive toward communicating the __________ information about the business problem including relevant information, background, assumptions (and their confidence) in your discussions with the researchers.

Answer 44

maximum possible

Question 45

When thinking about the differences between the business problem and the market research problem, which are characteristics of the BUSINESS problem statement?

Answer 45

• Action-oriented
• Focuses on symptoms
• Asks what the decision-makers need to know

Question 46

Price changes, product improvements, promotion of any kind, and adjustments in channels of distribution are examples of:

Answer 46

Decision alternatives the business could take to address the problem

Question 47

True or False: When managers must make decisions and they have inadequate information (or lack confidence in their information), this indicates a need for primary research.

Answer 47

True

Question 48

Which BEST describes the overall purpose of the market research industry?

Answer 48

Assisting business decision making

Question 49

Which of the following is NOT a part of a good research design?

Answer 49

Detailing all “nice to know” and extraneous information to be collected

Question 50

Based on this course, the MOST serious mistake one can make during research design is:

Answer 50

Asking the wrong questions

Question 51

True or False: The analysis plan for a study does NOT need to be considered until after a research proposal is accepted by a business.

Answer 51

False

Question 52

__________ research designs are based on established theories, models, or best practices. They are often more efficient and allow for comparison across projects to normative databases.

Answer 52

Standardized

Question 53

Examples of synergizing secondary data with primary data include which of the following? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 53

In a study to be conducted with physicians, including their actual prescribing data from an external source in data analysis

Using secondary data available to address the business problem and planning to conduct exploratory research to better understand this information

In a study to be conducted with consumers in specific regions of a country, including measures from sales data and marketing efforts in each region for analysis

Question 54

__________ uses a flexible and unstructured line of questioning, whereas, __________ is formal, structured, and specifies the precise information needed.

Answer 54

Qualitative research; quantitative research

Question 55

Your client is interested in precisely measuring the optimal positioning, within the market, for their new product currently being developed. They have very little prior experience or background knowledge in this competitive product category. Identify the type of research MOST appropriate for this key objective.

Answer 55

Combination: Qualitative followed by Quantitative

Question 56

__________ research is appropriate when you need to develop an initial understanding, which is often followed by other phases of research.

Answer 56

Qualitative

Question 57

True or False: Causal research often uses an experimental design to control for the influence of potential “causes” on the “effect” being studied.

Answer 57

True

Question 58

Market research proposals serve multiple purposes. Which of the following is NOT one of these purposes?

Answer 58

They always include a full, first draft of the survey / discussion guide.

Question 59

Before researchers can work with a new client/business, they must often:

Answer 59

a. Sign non-disclosure agreements (NDAs)
b. Get a service agreement in place / meet the company’s standard operating procedures
c. Get onto the list “preferred research suppliers” of the business
d. Demonstrate (often in responses to RFIs) they have the expertise the company desires

***All of the above

Question 60

A market research proposal should communicate what the project ___________ as it relates to the business needs the project will address.

Answer 60

does and does not do

Question 61

Which of the following statements about how buyers (the client or business) evaluate market research proposals is NOT true?

Answer 61

All buyers are similar in how they evaluate every research proposal.

Question 62

True or False: Research companies must be honest about their qualifications and abilities to conduct the project they are proposing.

Answer 62

True

Question 63

How can researchers maintain the confidentiality of proprietary information of competing clients that the research company works for? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 63

Business’s’ non-compete & confidentiality agreements

Research company confidentiality agreements and training for personnel

Separating researchers that work on competing company studies

Question 64

When presented with a “research” project that is NOT true research (it is intended to further an agenda, sell, market…) the researcher should:

Answer 64

walk away

Question 65

A researchers’ job begins when a client approaches you with a business problem. Your FIRST step in the market research process is to work with your client to learn about:

Answer 65

the challenges, opportunities, and information needs of the business

Question 66

True or False: The purpose of interviewing industry experts before developing a research design is to better understand the business problem, its background, or context.

Answer 66

True

Question 67

Reviewing secondary research can assist the business and the researcher by:

Answer 67

a) Helping to define the business problem
b) Providing some answers to the business problem, its background, or context
c) Refining the information needed to be gathered in primary research
d) Offering insights for the design of primary research (e.g., sample, question wording, analysis, etc.)
e) All of the above (this is correct)

Question 68

Some distinctions are blurring in the market research industry. Identify the trends from this course that the market researcher should be aware of: (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 68

a) Primary research is increasingly utilizing secondary data to provide greater insights.
b) With widespread internet access, smart phones, etc., there is an increasing amount of secondary and meta-data available that may be useful to market research.
c) While still distinct in many ways, quantitative and qualitative research are becoming more intertwined within a broader project.

Question 69

All of the following can be particularly useful when conducting a situation analysis EXCEPT:

Answer 69

Framing the problem so as to favor use of a particular research design

Question 70

he more time and effort that has been spent on a business problem, the __________ difficult it can be to recommend that there is NOT a need for primary research to address the business problem.

Answer 70

More

Question 71

Which of the following must be answered FIRST in order to develop an effective research design?

Answer 71

Why is the research needed and what are its goals?

Question 72

Types of PRIMARY market research include: (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 72

a) Observation
b) Surveys/interviews
c) Focus groups/group discussions

Question 73

True or False: Some market research projects include a qualitative and quantitative phase.

Answer 73

True

Question 74

Which of the following are appropriate uses for qualitative research? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 74

a. Develop hypotheses
b. Generate ideas
c. Develop a better understanding about a problem

Question 75

True or False: Many quantitative studies use both descriptive and causal elements in their designs (together in the same study or as separate phases).

Answer 75

True

Question 76

Which of the following is an example of how costs are often broken-out for different elements of the research design?

Answer 76

a) Sample & data collection
b) Incentives / honoraria / pass through expense
c) Sample size & analysis options
d) By assumptions such as incidence, interview length, etc.
e) All of the above (correct)

Question 77

True or False: While the client usually includes the study background in their Request for Proposal (RFP), good researchers will add to the background from their own industry and research knowledge (including implications from secondary research available).

Answer 77

True

Question 78

Which of the following statements about how buyers (the client or business) evaluate market research proposals is NOT true?

Answer 78

All buyers are similar in how they evaluate every research proposal.

Question 79

True or False: In Requests for Proposals and during the proposal process, any constraints, restrictions, and deadlines should be stated clearly and up-front.

Answer 79

True

Question 80

True or False: In discussions and in their Requests for Proposals (RFPs), clients need to disclose all relevant information about the project and not misrepresent the project.

Answer 80

True

Question 81

One method to guide your situation analysis is the “Five Cs” approach. Which of the following is NOT one of the Five Cs?

Answer 81

controller

The 5Cs are company, competitors, customers, collaborators, climate

Question 82

All of the following are essential to the process of defining the business problem EXCEPT:

Answer 82

Estimate costs to address the problem

What is essential is :
Understand the background of the problem, Formulate a business problem statement, Identify what information is needed, Determine what decisions the business needs to make

Question 83

A new use for a product is identified. This is an example of what type of business problem?

Answer 83

Opportunity assessment

Question 84

The background and context of the business problem will include:

Answer 84

Past forecasts
Company resources and constraints
Customer behavior changing
Legal & regulatory environment
All of the above (Correct)

Question 85

Interactions between the researcher and the client/business should be characterized by all of the following EXCEPT:

Answer 85

Infrequent & brief interaction

The right interactions are openness, disclosure or relevant information and constraints, cooperation as a team, respect for each others time, infrequent and brief interaction

Question 86

A researcher must assess the information available to address a business problem. In some cases, adequate information already exists. What should the researcher do in this situation? (SELECT TWO [2] ANSWERS THAT APPLY.)

Answer 86

Prepare a written explanation of why a primary research project is not needed

Discuss with clients how needs can be met with existing information

Question 87

Indicators that primary research may NOT be appropriate or necessary to solve a business problem include: (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 87

Low-risk business decision must be made
The business has high confidence in the information it has available
The business’s directors and executives are never supportive of primary research results

Question 88

How can a researcher express the value of market research to a business?

Answer 88

Demonstrating through discussions, research designs, proposals how business questions will be addressed
Providing needed deliverables such as tools, simulators, and working models
Skillfully helping to identify the business problem

Question 89

TWO examples of standardized research designs, mentioned in this course, are: (SELECT TWO [2] ANSWERS THAT APPLY.)

Answer 89

Net Promoter Score

Van Westendorp Price Sensitivity

Question 90

From this course, you know developing a good research design consists of answering the “5 Ws and 2 Hs” types of questions. Which of the following is NOT one of these questions?

Answer 90

To which syndicated study should we subscribe?

Question 91

Based on this course, the MOST serious mistake one can make during research design is:

Answer 91

Asking the wrong questions

Question 92

True or False; As research tools become more sophisticated, more research projects contain elements of both qualitative and quantitative as well as encompassing primary and secondary data.

Answer 92

True

Question 93

Market research proposals serve multiple purposes. Which of the following is NOT one of these purposes?

Answer 93

They always include a full, first draft of the survey / discussion guide.

Question 94

When the business problem is defined too __________, it can lack sufficient focus and the researchers not know where to start.

Answer 94

broadly

Question 95

When the business problem is defined too __________, alternatives may not be adequately investigated or factors important to the problem may not even be considered.

Answer 95

narrowly

Question 96

The concise description of the business problem or opportunity that may require market research is referred to as:

Answer 96

Business problem statement

Question 97

Each of the following are sources of secondary research data and findings EXCEPT:

Answer 97

Conducting qualitative research yourself

What are
Internal company sales data
Prior research studies conducted by the business
Reports from government or industry associations
Results from syndicated research studies the business subscribes to

Question 98

Which one statement BEST describes when a primary research project should be conducted:

Answer 98

When the cost of obtaining the information is less than the cost of making a bad business decision

Question 99

Which BEST describes the overall purpose of the market research industry?

Answer 99

Assisting business decision making

Question 100

Which of the following is a consideration when determining the research design for a business problem?

Answer 100

The clients’ resources available for the study (e.g., budget)
How information provided by the study will be used
Secondary research that informs the background, information needing to be collected, etc.
Timing needs for the research milestones
All of the above (correct)

Question 101

A research design can BEST be described as:

Answer 101

“a plan of action for carrying out a research project”

Question 102

Your client is interested in modeling a relationship (among many variables that could impact customer loyalty). Identify the type of research MOST appropriate for this key objective.

Answer 102

Quantitative: Causal

Question 103

Which is a key assumption or specification that can have a major impact on a project’s total costs?

Answer 103

Sample size
Length of interview / amount of data collected
Incidence in the population/sample
Scope of analysis, reporting, presenting, & deliverables
All of the above (correct)

Question 104

True and False: The client/business and the researcher need NOT be respectful of each other’s time since creating a thoughtful and effective research design and proposal requires only brief interaction.

Answer 104

False

Question 105

A retailer wants to understand an increase in sales among baby boomers and a decrease in sales among millennials occurring during the past 12 months. This is an example of:

Answer 105

A business problem statement

Question 106

All of the following are extremely important when evaluating secondary research EXCEPT:

Answer 106

Did the research utilize the most innovative statistical techniques?

Question 107

When should the client and researcher consider whether primary research is truly needed to address the business problem?

Answer 107

As early as there are indicators that primary research may NOT be needed

Question 108

After the researcher has defined the business problem, its background, decisions to be made, problem statement, and the broad research question, the researcher’s NEXT step is to:

Answer 108

Create objectives

Question 109

Which of the following is typically included in the Background section of a proposal?

Answer 109

Sample design

Question 110

Which of the “Five Cs” of situation analysis represents the legal and economic environment that impacts the business?

Answer 110

Climate

Question 111

When there is not enough knowledge or understanding to proceed with a market research project, _____________ research is needed.

Answer 111

exploratory

Question 112

A _____________ is typically issued to external research companies when a client/business has already designed the research including number and length of interviews, data collection method, and information to be obtained.

Answer 112

Request for Quotation (RFQ) / bid request

Question 113

A thorough situation analysis with your clients about their business problem reveals they have a limited understanding of the problem. However, it is clear that a quantitative design will eventually be needed to address the need. What technique should you recommend NEXT to address this information gap?

Answer 113

Conducting qualitative, exploratory research

Question 114

True or False: The purpose of interviewing industry experts before developing a research design is to better understand the business problem, its background, or context.

Answer 114

True

Question 115

________ involves searching for and interpreting existing information, studies, and data relevant to the research topic.

Answer 115

Secondary research

Question 116

Which of the following is typically included in the Background section of a proposal?

Answer 116

Context and environment of the business problem

Question 117

Your initial situation analysis with your clients about their business problem is providing limited information. You specifically need to better understand their product’s advantages and disadvantages, in the context of competitors’ products. Which ONE of the following techniques will BEST address this specific need?

Answer 117

SWOT analysis

Question 118

Before recommending a primary research project, you should consider each of the following EXCEPT:

Answer 118

The best sampling frame to use for the business problem

Question 119

True or False: Causal research often uses an experimental design to control for the influence of potential “causes” on the “effect” being studied.

Answer 119

True

Question 120

Conducting a __________ analysis is the key to understanding the background / context of the business problem and possible underlying causes.

Answer 120

situation

Question 121

All of the following are essential to the process of defining the business problem EXCEPT:

Answer 121

Estimate costs to address the problem

Question 122

Each of the following are sources of secondary research data and findings EXCEPT:

Answer 122

Conducting qualitative research yourself

Question 123

In __________ research, questions are often asked in different ways and in a different orders to participants.

Answer 123

qualitative

Question 124

Your clients desire a much better understanding of all the interactions a customer has with their company and its products, particularly those interactions that would be considered “pain points.” What type of research should you recommend?

Answer 124

A qualitative journey mapping study

Question 125

Your client is interested in ideation, qualitative research to generate many new ideas for a new consumer product. What characteristics should your research design include to meet this objective? (SELECT TWO [2] ANSWERS THAT APPLY.)

Answer 125

Gather many participants together so more ideas may be generated & built upon.

Encourage participants to offer a large number of ideas without evaluating the ideas mentioned.

Question 126

Research that focuses on gaining a holistic understanding of customers’ relationship with a brand or company, including all the “touch points” and “pain points” of contact, is called:

Answer 126

Customer experience (CX) research

Question 127

True or False: Qualitative research, by itself, does not fulfill business needs. It must be used to inform and guide quantitative research in order for it to have value.

Answer 127

False

Question 128

True or False: Qualitative observational research is based on the premise that individuals are not always able to articulate their innermost feelings about brands or products.

Answer 128

True

Question 129

True or False: Focus groups are always to be preferred to In-depth Interviews wherever possible.

Answer 129

False

Question 130

A concern in observational research is that:

Answer 130

Participants may NOT act as they normally would because they know they are being observed.

Question 131

__________ qualitative research is when all participants and the moderator are engaged in the data collection process at the same time.

Answer 131

Synchronous

Question 132

Message boards typically serve as the “hub” for __________ but they use other methods, such as polls, online chats, and other techniques, to keep members engaged.

Answer 132

online communities

Question 133

True or False: A good qualitative moderator/interviewer will take minimal notes during focus groups/in-depth-interviews.

Answer 133

True

Question 134

A qualitative research moderator/interviewer will ask follow up questions to:

Answer 134

Probe for clarity on what a participant said.
Probe to encourage a participant to say more.
Probe to gain a deeper understanding of a participant’s opinion.
Probe to ensure a participant has shared all of their ideas on a topic (none held back).
All of the above - the correct answer

Question 135

Of the following steps in a qualitative study, which should typically be done BEFORE the others?

Answer 135

Finalize the screener so recruiting can begin

Question 136

You are beginning an in-depth-interview study, consisting of 6 interviews on the first day. You MUST ensure that the desired number of interviews are conducted. What instructions should you give to the facility doing the recruiting?

Answer 136

Recruit 8 participants for 6 to show, provide reminders in advance, and recruit one “floater” to fill-in for no-shows.

Question 137

Guidelines for conducting successful international qualitative studies include each of the following EXCEPT:

Answer 137

Avoid briefing foreign moderators on results from previous groups/in-depth-interviews (so that they have no preconceptions).

The right way; Begin the research in your home country., Respect recommendations of field agencies who are experts on research in their own country., Use native-speaking moderators/interviewers., Add extra time to the schedule in each foreign country for the unanticipated.

Question 138

The most effective discussion guide for qualitative research will have each of the following features EXCEPT:

Answer 138

It will mainly include closed-ended questions intended to address business questions such as: What? Who? When? And How many?

The right way; It will reflect the agreement between the client and researcher about how to address objectives and what will be discussed., It should allow the moderator flexibility to follow the flow of the discussion and topics raised by participants (vs precisely following the guide)., It will rarely contain the term “Why,” but rather, use less confrontational language to encourage responses. , Its content will adapt to what has been learned and new questions that may emerge during the study.

Question 139

When a participant in qualitative research is responding, a good moderator/interviewer is thinking about:

Answer 139

Both their response to the question being asked as well as how it relates to other questions that will be asked.

Question 140

When qualitative research is underway, analysis and debrief sessions should focus on:

Answer 140

Old news (findings that confirm),
New learnings (Aha! Moments),
Changes that may be appropriate for the next day of research,
All of the above (the correct answers)

Question 141

Qualitative research is ideal for hypothesis __________ while quantitative research is more appropriate for hypothesis __________ .

Answer 141

development; testing

Question 142

Who’s responsibility is it to RECOMMEND the type of research (e.g., qualitative or quantitative, focus groups or IDIs, etc.) that best addresses the business need?

Answer 142

Research designer (research company)

Question 143

What is the researcher’s BEST strategy when multiple stakeholders in a focus group study (marketing department, R&D, advertising firm, etc.) request more than can be accomplished effectively in one study?

Answer 143

Work with the direct client to help prioritize the objectives.

Question 144

You need to understand how different hospitals go about their purchase process for radioactive isotopes (a highly specialized product). Neither you nor your client has background knowledge on the topic, which will be needed to inform the next phase of research. Which methodology would be MOST likely to address these objectives?

Answer 144

In-depth Interviews

Question 145

True or False: Findings from a qualitative study can be generalized to a larger target population if care is taken in sampling and in statistical analysis of the results.

Answer 145

False

Question 146

Markets for in-person qualitative research should be chosen PRIMARILY based on:

Answer 146

Business and sample-driven needs

Question 147

In-depth interviews are BEST described as:

Answer 147

An experienced interviewer asking each participant unstructured questions in free-flowing manner

Question 148

Selection of a videographer can be very important in certain qualitative studies. All of the following are important considerations for videography EXCEPT:

Answer 148

In ethnography studies, one stationary camera will meet all the video recording needs.

Question 149

True or False: A contrived or artificial environment may be appropriate for observing participants when their behaviors do not yet exist in the natural environment or when it is not practical to observe the behavior otherwise.

Answer 149

True

Question 150

An online message or bulletin board, which is open for days, weeks, or even longer, is an example of __________ .

Answer 150

asynchronous data collection

Question 151

True or False: Screeners for qualitative research may be administered by traditional telephone interviewing or online via a short screening survey.

Answer 151

True

Question 152

To obtain the best results possible in qualitative observation studies, the researcher should:

Answer 152

be unobtrusive/invisible so that participants forget they are being watched and act naturally.

Question 153

True or False: Cash is the only type of incentive that should be considered for qualitative research participants.

Answer 153

False

Question 154

A national, qualitative, in-person study will typically visit a minimum of __________ market(s).

Answer 154

two

Question 155

For qualitative research, a recruiting organization will provide you with regular updates in the form of a “grid.” What do you need to monitor via these updates? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 155

Is recruiting on-track to field the research?
Do adjustments need to be made to the screener to fill open slots in the schedule?
Do we have the right mix of participants scheduled?

Question 156

True or False : A qualitative research moderator/interviewer is expected to word questions as they appear in the guide, just as an actor would speak their lines in a play as it is written in the script.

Answer 156

False

Question 157

Which of the following is a qualitative indicator of what a participant is really thinking or feeling?

Answer 157

Voice inflection
Body language
Tone of voice
Speed of response

All of the above (correct answer)

Question 158

True or False: When a moderator encounters “problem participants” in a focus group, best practice is to correct the behavior early in the group and in a compassionate and friendly way (without making the participant feel too self-conscious, unless it is unavoidable).

Answer 158

True

Question 159

Decision trees and flow charts are reporting tools MOST applicable for which of the following qualitative research objectives? (SELECT TWO [2] ANSWERS THAT APPLY.)

Answer 159

Studies to understand a purchase process

Studies to identify all the touch points a customer has with a company or product

Question 160

During qualitative data collection, our confidence in the research results increases when:

Answer 160

We begin hearing/observing the same things from participants.

Question 161

As a client, a win-win solution to avoid one of your most relied-upon, independent moderators working for a direct competitor would be to:

Answer 161

Set up a retainer contract that assures the moderator a minimum level of work for your company in exchange for him/her not working for a competitor.

Question 162

The reliability/repeatability of research results is GREATEST in __________ studies.

Answer 162

quantitative

Question 163

Qualitative and quantitative research are similar in that they seek to:

Answer 163

minimize risks associated with business decisions

Question 164

Your clients desire a much better understanding of all the interactions a customer has with their company and its products, particularly those interactions that would be considered “pain points.” What type of research should you recommend?

Answer 164

A qualitative journey mapping study

Question 165

When possible (and practical), qualitative observational researchers usually prefer to observe participants in a __________ environment.

Answer 165

natural

Question 166

Historically, most qualitative market research uses __________ because it is less time-consuming and expensive than __________ .

Answer 166

direct questioning; observation

Question 167

The growth and popularity of smart phone technology (with audio, images, and video) is making qualitative __________ techniques more affordable and less time-consuming.

Answer 167

observation

Question 168

Regardless of whether you are considering focus groups or IDIs, in-person qualitative research is MORE LIMITED than online and phone qualitative methods with respect to:

Answer 168

the geography/markets from which individuals can participate

Question 169

Conducting qualitative research with individuals about sensitive topics can be challenging when participants worry about how others will react to what they share. Which of the following is the LEAST effective solution to address this challenge?

Answer 169

Conduct an online video focus group where participants do not disclose their names.

Question 170

True or False: In qualitative screeners, we usually include those employed in advertising and the industry that our project is about, since their expertise may be provide additional insights to our research.

Answer 170

False

Question 171

In order to design effective qualitative research, its study screener, and discussion guide, what does the researcher REQUIRE?

Answer 171

An understanding of the business need & objectives

Question 172

In qualitative projects, business executives, physicians, floaters, and low incidence participants have at least one thing in common relevant to research design. Identify this commonality:

Answer 172

They typically require higher incentives to encourage participation.

Question 173

A host/hostess at a focus group facility often plays several roles for in-person research. Which of the following is an example of these roles?

Answer 173

Greeting participants and confirming they are the person scheduled and are qualified.
Ensure each participant will not harm group dynamics (e.g., by being drunk or having severe personal hygiene issues).
Advise on who to excuse (based on observing behavior in the waiting room) if too many show up.
Consult with the moderator on whether to allow a late arrival to participate.
All of the above– (correct)

Question 174

Which should you focus on when analyzing and reporting on qualitative research, such as focus groups or in-depth-interviews? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 174

Consensus
Verbatim quotes
Mixed reactions (some feel one way, some another)

Question 175

True or False: A good moderator will ONLY probe with follow-up questions when probing is specified in the discussion guide.

Answer 175

False

Question 176

Your client asks you for MAJOR revisions to a qualitative study’s conclusions, in a way that is NOT supported by the actual findings. How should you respond? (SELECT THREE [3] ANSWERS THAT APPLY.)

Answer 176

Build a case politely explaining why the change is not appropriate and discuss with the client.

Invite the client to submit an addendum (under his/her name) to share a different point of view of the findings.

Remind the client that the report, under your name, must not be changed.

Question 177

Which of the following provides the BEST understanding of “why” and “how” participants think and behave the way they do?

Answer 177

Qualitative

Question 178

Some business issues are more exploratory in nature, requiring a broad understanding of a situation and introducing decision-makers to the general nature of the market. What type of research is BEST to meet these objectives?

Answer 178

Qualitative

Question 179

Clients tell you their products suffer from being seen as old-fashioned and are looking for creative ideas and collaborative efforts to solve the problem. Which would NOT be an effective methodology to recommend?

Answer 179

Online survey

Question 180

You are conducting analysis and reporting on qualitative research (in-depth-interviews) and want to communicate how frequently participants volunteered a response about a company’s “good service.” How should you present this finding in your report?

Answer 180

“Good service” was offered by 5 out of the 10 participants (without being asked about service quality).

Question 181

True or False: Focus groups are always to be preferred to In-depth Interviews wherever possible.

Answer 181

False

Question 182

You are designing qualitative research and your target population has a very low incidence. The research objectives would benefit most from cross-discussion among participants and being able to observe their non-verbal behavior. What qualitative methodology should you recommend?

Answer 182

Online focus group through video chat

Question 183

Regardless of whether you are considering focus groups or IDIs, in-person qualitative research is MORE LIMITED than online and phone qualitative methods with respect to:

Answer 183

the geography/markets from which individuals can participate

Question 184

Of the following steps in a qualitative study, which should typically be done BEFORE the others?

Answer 184

Finalize the screener so recruiting can begin

Question 185

True or False: Screeners for qualitative research may be administered by traditional telephone interviewing or online via a short screening survey.

Answer 185

True

Question 186

Why are interventions and stimuli used in qualitative research? (SELECT TWO [2] ANSWERS THAT APPLY.)

Answer 186

To change the pace of discussion and keep participants interested and engaged.

To help participants express their attitudes and perceptions that may be difficult to articulate otherwise.

Question 187

Best practices for observation of a focus group include each of the following EXCEPT:

Answer 187

Have the moderator interact with only one key observer who can prioritize and filter feedback from others.

the best practices are
To keep observers focused (not distracted) have each focus on one participant so they can represent that person’s perspective in later discussions.
Ensure the moderator is sent notes, during the group, from each of the observers who has ideas and questions for the group.
Schedule two times during the group when the moderator will leave the room and consult with observers.
Hold debrief sessions with observers between groups or before the next day of interviewing to consider findings and any changes needed for the next group.

Question 188

During qualitative data collection, our confidence in the research results increases when:

Answer 188

We begin hearing/observing the same things from participants.

Question 189

Effective research design requirement
• Understand the decision making process and participants
• Become very familiar with the category
• Be knowledgeable and understand the context, lifestyle and competitor
• Be familiar with external event that may unfold that may have impact on product
• Understand unexpected business development opportunities
• Take consideration other research that been conducted
• Design research with end in mind

Answer 189

Effective research design requirement
• Understand the decision making process and participants
• Become very familiar with the category
• Be knowledgeable and understand the context, lifestyle and competitor
• Be familiar with external event that may unfold that may have impact on product
• Understand unexpected business development opportunities
• Take consideration other research that been conducted
• Design research with end in mind

Question 190

Research design- a plan of action for carrying out a research project; it includes research methods, QNR/form design, sampling analysis, key success criterion, who and how the results will be communicated

Answer 190

Research design- a plan of action for carrying out a research project; it includes research methods, QNR/form design, sampling analysis, key success criterion, who and how the results will be communicated

Question 191

5W’s an 2H’s
How much?, who will research be conducted?, who should we interview? What information do we need? Where should the information be gathered? Why the research is being done? When should the research take place?

Answer 191

5W’s an 2H’s
How much?, who will research be conducted?, who should we interview? What information do we need? Where should the information be gathered? Why the research is being done? When should the research take place?

Question 192

When a client brings you a laundry list of information, your job is to recommend what cannot be accommodated within the scope of the project. It is important as a research, you be selective in what you are trying to achieve and not try too many objectives in a single project.

Answer 192

When a client brings you a laundry list of information, your job is to recommend what cannot be accommodated within the scope of the project. It is important as a research, you be selective in what you are trying to achieve and not try too many objectives in a single project.

Question 193

Net promoter score: producing a clear measure of an organization performance through it customers eyes; the percentage of promoters minus the percentage of detractors

Answer 193

Net promoter score: producing a clear measure of an organization performance through it customers eyes; the percentage of promoters minus the percentage of detractors

Question 194

Concept and use test: design to measure consumer reactions to an project; 2 survey: concept test and user usage experience

Answer 194

Concept and use test: design to measure consumer reactions to an project; 2 survey: concept test and user usage experience

Question 195

Success metrics, actionable, focuses on what criteria needs to be met it makes the project successful, criteria and action to be taken

Answer 195

Success metrics, actionable, focuses on what criteria needs to be met it makes the project successful, criteria and action to be taken

Question 196

Casual
• Test hypotheses are used when need an effect of change in one or more marketing variable
• Test the effects of one variable
• Test impact on specific market or variable
• Experimental/ non experimental

Answer 196

Casual
• Test hypotheses are used when need an effect of change in one or more marketing variable
• Test the effects of one variable
• Test impact on specific market or variable
• Experimental/ non experimental

Question 197

Descriptive
• Measures and describe the current state of the market
• Who are the users? When do they use the product? Why aren’t they using it?
• Preplanned/structured
• Learn about current marketplace users, competitors, demographic of customers, etc.

Answer 197

Descriptive
• Measures and describe the current state of the market
• Who are the users? When do they use the product? Why aren’t they using it?
• Preplanned/structured
• Learn about current marketplace users, competitors, demographic of customers, etc.

Question 198

Exploratory
• Gain insight, develop hypothesis, great for new topic research, usually first phase of multi-level project, flexible/versaltle design, best first step If business problem is vague or not well understood

Answer 198

Exploratory
• Gain insight, develop hypothesis, great for new topic research, usually first phase of multi-level project, flexible/versaltle design, best first step If business problem is vague or not well understood

Question 199

Exploratory – unstructured techniques in order to develop hypotheses

Answer 199

Exploratory – unstructured techniques in order to develop hypotheses

Question 200

Conclusive: highly structured, statistically representative sample to prove or disapprove hypothesis

Answer 200

Conclusive: highly structured, statistically representative sample to prove or disapprove hypothesis

Question 201

Descriptive: describe a product or market associated among variables; descriptive

Answer 201

Descriptive: describe a product or market associated among variables; descriptive

Question 202

Casual: conclusive research aims to collect data on casual relationships

Answer 202

Casual: conclusive research aims to collect data on casual relationships

Question 203

Elements of an MR proposal
Cost: cost conducting the research
Background: contains relevant info about business problems and context about topic and secondary research
Business problem/purpose: includes the statement about business problem usually from business prospective
Research objective: the info the research will provide to address the business problem
Research Design: outline and provide rationale for that design
Deliverable : what the client will receive, data analysis
Reporting: type of report; ppt word doc, excel
Schedule: how long each phase of the project will be

Answer 203

Elements of an MR proposal
Cost: cost conducting the research
Background: contains relevant info about business problems and context about topic and secondary research
Business problem/purpose: includes the statement about business problem usually from business prospective
Research objective: the info the research will provide to address the business problem
Research Design: outline and provide rationale for that design
Deliverable : what the client will receive, data analysis
Reporting: type of report; ppt word doc, excel
Schedule: how long each phase of the project will be

Question 204

RFP- request for proposal – the client states the business problem and research objectives and ask the research to provide the recommendation on the research design; it also serves as a sales tool, giving researchers opportunity to demonstrate their capabilities

Answer 204

RFP- request for proposal – the client states the business problem and research objectives and ask the research to provide the recommendation on the research design; it also serves as a sales tool, giving researchers opportunity to demonstrate their capabilities

Question 205

MR proposal - a written statement of research designs and deliverables; it includes the business problems, research objectives, deliverables, cost, timing and schedule

Answer 205

MR proposal - a written statement of research designs and deliverables; it includes the business problems, research objectives, deliverables, cost, timing and schedule

Question 206

Primary qual fills in info about consumer needs and perceptions

Answer 206

Primary qual fills in info about consumer needs and perceptions

Question 207

Many times, a research project involves both qual and quant; quant typically goes first to develop the research design to develop the hypothesis and aid to the development of the qnr; the qual phase helps to guide the researcher in developing the research design

Answer 207

Many times, a research project involves both qual and quant; quant typically goes first to develop the research design to develop the hypothesis and aid to the development of the qnr; the qual phase helps to guide the researcher in developing the research design

Question 208

Qualitative- deeper understanding of the business problem and underlying issues; quantitative- all about measuring and quantifying the data

Answer 208

Qualitative- deeper understanding of the business problem and underlying issues; quantitative- all about measuring and quantifying the data

Question 209

Review of Marketing Research Process and Terminology
Step 1: Framing the Issue: the process starts when your client approaches you with a business problem
Step 2: Developing an approach : identifying hypotheses and formulating research questions
Step 3: Research Design: Developing a concrete plan/design ; best approach to achieve it
Step 4: Data collection: fieldwork/collection
Step 5: Preparing and analyzing data: analyze to address market research objectives and provide insight into business problems
Step 6: Prepping the report: provide the written report on presentation

Answer 209

Review of Marketing Research Process and Terminology
Step 1: Framing the Issue: the process starts when your client approaches you with a business problem
Step 2: Developing an approach : identifying hypotheses and formulating research questions
Step 3: Research Design: Developing a concrete plan/design ; best approach to achieve it
Step 4: Data collection: fieldwork/collection
Step 5: Preparing and analyzing data: analyze to address market research objectives and provide insight into business problems
Step 6: Prepping the report: provide the written report on presentation

Question 210

Exploring the value of MR
The value/return on the investment that MR bring is that it reduces the risk in making decisions
Will provide input on ways to increase customer satisfaction
It will identify customers who will be most responsive to the new product introduction
MR should strive to be more consultive than technical

Answer 210

Exploring the value of MR
The value/return on the investment that MR bring is that it reduces the risk in making decisions
Will provide input on ways to increase customer satisfaction
It will identify customers who will be most responsive to the new product introduction
MR should strive to be more consultive than technical

Question 211

Process of defining the business problem and developing an approach

Answer 211

Process of defining the business problem and developing an approach

Question 212

Understanding the business decisions and underlying problem is meant to be address and is most important step. A business problem is the key to determining whether or not there is a need to conduct research. There are two categories to not conduct research failure to meet objective and identification of an opportunity. Failure to meet objective: what actually happen was not suppose to happen Identification of an opportunity: when clients are trying to identify potential opportunities

Answer 212

Understanding the business decisions and underlying problem is meant to be address and is most important step. A business problem is the key to determining whether or not there is a need to conduct research. There are two categories to not conduct research failure to meet objective and identification of an opportunity. Failure to meet objective: what actually happen was not suppose to happen Identification of an opportunity: when clients are trying to identify potential opportunities

Question 213

Tracking studies- identify any problem that my occur

Answer 213

Tracking studies- identify any problem that my occur

Question 214

The business problem clients describe are actually symptoms and not underlying problems; symptoms are signals of problems

Answer 214

The business problem clients describe are actually symptoms and not underlying problems; symptoms are signals of problems

Question 215

A situation analysis – key to understanding the background of the business problem and cause of symptoms

Answer 215

A situation analysis – key to understanding the background of the business problem and cause of symptoms

Question 216

5C’s – company, collaborators, climate, competitors, and customers

Answer 216

5C’s – company, collaborators, climate, competitors, and customers

Question 217

Company- objectives, strategies, capabilities, resources, and constraints

Answer 217

Company- objectives, strategies, capabilities, resources, and constraints

Question 218

Competitors- present and future initiatives;

Answer 218

Competitors- present and future initiatives;

Question 219

Collaborators- agencies, partners, supplies, and distributors (PADS);

Answer 219

Collaborators- agencies, partners, supplies, and distributors (PADS);

Question 220

Climate-legal and economic,;

Answer 220

Climate-legal and economic,;

Question 221

Customers- buying behavior, demographic, needs and wants ;

Answer 221

Customers- buying behavior, demographic, needs and wants ;

Question 222

When not to research; information is already available, money and personnel, timing is wrong to conduct MR, mgmt. is not supportive, business decision does not justify, actual business may provide a better answer, cost outweigh value

Answer 222

When not to research; information is already available, money and personnel, timing is wrong to conduct MR, mgmt. is not supportive, business decision does not justify, actual business may provide a better answer, cost outweigh value

Question 223

The business problem STATEMENT- a concise description of problem and opportunities that business mgmt. is facing that requires to make a decision

Answer 223

The business problem STATEMENT- a concise description of problem and opportunities that business mgmt. is facing that requires to make a decision

Question 224

Reliability refers to consistency of measurement.
A measurement instrument gives
reliable results if repeated measurements yield the same
result, assuming that the object that is measured has not
changed.

Answer 224

Reliability refers to consistency of measurement.
A measurement instrument gives
reliable results if repeated measurements yield the same
result, assuming that the object that is measured has not
changed.

Question 225

Another type of reliability examines internal consistency.
Internal consistency examines responses to similar questions
in a survey to see if participants are answering in a consistent fashion.

Answer 225

Another type of reliability examines internal consistency.
Internal consistency examines responses to similar questions
in a survey to see if participants are answering in a consistent fashion.

Question 226

Validity refers to the relevance of measurement, that is, whether a measurement is measuring what it is supposed to be measuring.

Answer 226

Validity refers to the relevance of measurement, that is, whether a measurement is measuring what it is supposed to be measuring.

Question 227

How well a scale measures

what it is supposed to measure is criterion validity.

Answer 227

How well a scale measures

what it is supposed to measure is criterion validity.

Question 228

Content validity or face validity means that people agree that the scale appears to be measuring what it should be
measuring. Content validity is necessarily subjective.

Answer 228

Content validity or face validity means that people agree that the scale appears to be measuring what it should be
measuring. Content validity is necessarily subjective.

Question 229

In deciding question order, it is important to
remember that prior questions will in influence
responses to later questions.

Answer 229

In deciding question order, it is important to
remember that prior questions will in influence
responses to later questions.

Question 230

For instance, open-ended questions are typically placed toward the beginning of the questionnaire.

Answer 230

For instance, open-ended questions are typically placed toward the beginning of the questionnaire.

Question 231

“The funnel approach is a
strategy for ordering questions in a questionnaire in which the sequence starts with general questions that are specific questions from biasing general questions.”
followed by progressively specific questions in order to prevent

Answer 231

“The funnel approach is a
strategy for ordering questions in a questionnaire in which the sequence starts with general questions that are specific questions from biasing general questions.”
followed by progressively specific questions in order to prevent

Question 232

In most cases, key questions occur at the beginning of the questionnaire and less important questions should occur later in the questionnaire. If your key measure is overall satisfaction, then you would want to place that question earlier in the survey.

Answer 232

In most cases, key questions occur at the beginning of the questionnaire and less important questions should occur later in the questionnaire. If your key measure is overall satisfaction, then you would want to place that question earlier in the survey.

Question 233

Typical ordering of
questions include chronology ( rst, next, next) or by topic area (questions about patients, then questions about what drugs
are used to treat these patients and under what circumstances, then questions that focus in on the drugs themselves).

Answer 233

Typical ordering of
questions include chronology ( rst, next, next) or by topic area (questions about patients, then questions about what drugs
are used to treat these patients and under what circumstances, then questions that focus in on the drugs themselves).

Question 234

QNR Order

Screener
Open-Ended Questions 
General Questions 
Specific Questions 
Demographics 
Follow-Up

Answer 234

QNR Order

Screener
Open-Ended Questions 
General Questions 
Specific Questions 
Demographics 
Follow-Up

Question 235

The first step in the questionnaire design process is identifying the information needed.

Many times the research proposal includes a list of
question areas. This list may include general areas of
inquiry such as taste appeal, brand and product imagery, etc. or the list may look more like the questions to be asked. Either way, this list becomes the guide for questionnaire development.

Answer 235

The first step in the questionnaire design process is identifying the information needed.

Many times the research proposal includes a list of
question areas. This list may include general areas of
inquiry such as taste appeal, brand and product imagery, etc. or the list may look more like the questions to be asked. Either way, this list becomes the guide for questionnaire development.

Question 236

Qualitative research uses unstructured
discussion or moderator guides rather than
structured questionnaires.

Answer 236

Qualitative research uses unstructured
discussion or moderator guides rather than
structured questionnaires.

Question 237

The discussion guide outlines the topics
covered, and within each topic, specific
question areas.

Answer 237

The discussion guide outlines the topics
covered, and within each topic, specific
question areas.

Question 238

A key difference between a
quantitative survey and a moderator’s
discussion guide is that in a quantitative
survey, the interviewer reads the question
exactly as worded. In contrast, a moderator
words questions to suit the context of the
group. A questionnaire provides a script
while a discussion guide is a general outline
of topic

Answer 238

A key difference between a
quantitative survey and a moderator’s
discussion guide is that in a quantitative
survey, the interviewer reads the question
exactly as worded. In contrast, a moderator
words questions to suit the context of the
group. A questionnaire provides a script
while a discussion guide is a general outline
of topic

Question 239

Discussion guides include:
Topics to be covered and key areas that should be asked for each topic.
Order in which topics will be covered.
How long the moderator plans to spend on each section.
Description of materials presented during the discussion.
Description of activities.

Answer 239

Discussion guides include:
Topics to be covered and key areas that should be asked for each topic.
Order in which topics will be covered.
How long the moderator plans to spend on each section.
Description of materials presented during the discussion.
Description of activities.

Question 240

Programming for
CATI systems traditionally involved using a proprietary programming language designed to meet the unique needs of questionnaires. Today, most systems, especially online survey systems, instead provide a visual user interface for
specification and configuration of the questionnaire.

Answer 240

Programming for
CATI systems traditionally involved using a proprietary programming language designed to meet the unique needs of questionnaires. Today, most systems, especially online survey systems, instead provide a visual user interface for
specification and configuration of the questionnaire.

Question 241

Survey tools typically boast many dozens of “question types”, but these are typically variations on a more general type

Answer 241

Survey tools typically boast many dozens of “question types”, but these are typically variations on a more general type

Question 242

Survey systems also vary widely in their support for mixed-mode surveys and mobile support. Some systems can be used to
program a survey for CATI, online fielding, and a proprietary mobile app, while many are limited to deployment through web
browsers.

Answer 242

Survey systems also vary widely in their support for mixed-mode surveys and mobile support. Some systems can be used to
program a survey for CATI, online fielding, and a proprietary mobile app, while many are limited to deployment through web
browsers.

Question 243

Participant engagement is an alternative phrase for “getting people to
cooperate with survey invitations

Answer 243

Participant engagement is an alternative phrase for “getting people to
cooperate with survey invitations

Question 244

According to other scholarly sources, “engagement” is a psychological
phenomenon that occurs when the mind is highly focused on a specific
task or activity.

Answer 244

According to other scholarly sources, “engagement” is a psychological
phenomenon that occurs when the mind is highly focused on a specific
task or activity.

Question 245

If we can create this heightened sense of focus (resulting in a state of
maximum concentration) in a survey environment, we can yield higher
quality responses and “mindfulness.” T

Answer 245

If we can create this heightened sense of focus (resulting in a state of
maximum concentration) in a survey environment, we can yield higher
quality responses and “mindfulness.” T

Question 246

As we talk about “gamification” in the research industry, we should be aware of what makes games appealing in
general. Interactive game manufacturers have long used data collection techniques that measure the level of “engagement”
being driven particular game-play activities.

Answer 246

As we talk about “gamification” in the research industry, we should be aware of what makes games appealing in
general. Interactive game manufacturers have long used data collection techniques that measure the level of “engagement”
being driven particular game-play activities.

Question 247

This expanded notion of engagement will also drive respondent cooperation, particularly since satisfaction in one survey
experience is highly correlated with future participation.

Answer 247

This expanded notion of engagement will also drive respondent cooperation, particularly since satisfaction in one survey
experience is highly correlated with future participation.

Question 248

Even though quantitative research uses closed-ended questions extensively, more often than not it also includes a limited
number of open-ended questions. Open-ended questions, usually referred to as open-ends, do not force participants to
choose among a set of responses, but ask them to respond in their own words.

Answer 248

Even though quantitative research uses closed-ended questions extensively, more often than not it also includes a limited
number of open-ended questions. Open-ended questions, usually referred to as open-ends, do not force participants to
choose among a set of responses, but ask them to respond in their own words.

Question 249

Examples of open-ends are:
What do you like about this product?
Why didn’t you renew your insurance policy with Company X?
What suggestions do you have to improve the service you get from your cell phone company?
What is the rst brand of car that comes to mind?

Answer 249

Examples of open-ends are:
What do you like about this product?
Why didn’t you renew your insurance policy with Company X?
What suggestions do you have to improve the service you get from your cell phone company?
What is the first brand of car that comes to mind?

Question 250

There are several benefits to open-ended
questions. Open-ends give participants the
opportunity to voice their opinions

Answer 250

There are several benefits to open-ended
questions. Open-ends give participants the
opportunity to voice their opinions

Question 251

The question, “what is the first brand of car
that comes to mind,” is an example of an
unaided recall question.

Answer 251

The question, “what is the first brand of car
that comes to mind,” is an example of an
unaided recall question.

Question 252

However, unaided awareness, where the
participant recalls one or more items rather
than simply acknowledging recognition (“aided” recall) is more useful in understanding which brands consumers think about first when making purchases.

Answer 252

However, unaided awareness, where the
participant recalls one or more items rather
than simply acknowledging recognition (“aided” recall) is more useful in understanding which brands consumers think about first when making purchases.

Question 253

Instead of coding , researchers will sometimes conduct a verbatim analysis. This involves reading the responses line for line
and trying to summarize the main themes that emerge. They select a few verbatim to illustrate the range of points of view.

Answer 253

Instead of coding , researchers will sometimes conduct a verbatim analysis. This involves reading the responses line for line
and trying to summarize the main themes that emerge. They select a few verbatim to illustrate the range of points of view.

Question 254

One way to create efficiency
in coding open-ends is to
provide a prelist of expected
responses. This is
sometimes referred to as
precoding. The researcher
lists expected responses to
the open-ended question and the interviewer, in face-to- face or telephone based
questionnaires, selects the appropriate category based
on the participant's answer.
The researcher also includes an "other" category and the
interviewer records
responses that do not t into
the precoded responses as
"other."

Answer 254

One way to create efficiency
in coding open-ends is to
provide a prelist of expected
responses. This is
sometimes referred to as
precoding. The researcher
lists expected responses to
the open-ended question and the interviewer, in face-to- face or telephone based
questionnaires, selects the appropriate category based
on the participant's answer.
The researcher also includes an "other" category and the
interviewer records
responses that do not t into
the precoded responses as
"other."

Question 255

Unstructured (open-ended) questions
should play a relatively limited role in the
design of most quantitative questionnaires.

Answer 255

Unstructured (open-ended) questions
should play a relatively limited role in the
design of most quantitative questionnaires.

Question 256

Observation techniques do not involve

direct questioning of participants.

Answer 256

Observation techniques do not involve

direct questioning of participants.

Question 257

Mystery shopping requires observations and
recording of what is seen, heard and
experienced.

Answer 257

Mystery shopping requires observations and
recording of what is seen, heard and
experienced.

Question 258

Usually when people think of scales in survey
research, they think of what we call non-comparative
scales.

Non-comparative scales vary in many ways including the number of points used. In the example in the previous section, we
used a 10-point scale, but scales can be 4-point, 5-point, 6-point, 7-point, and so forth

Answer 258

Usually when people think of scales in survey
research, they think of what we call non-comparative
scales.

Non-comparative scales vary in many ways including the number of points used. In the example in the previous section, we
used a 10-point scale, but scales can be 4-point, 5-point, 6-point, 7-point, and so forth

Question 259

. An odd number of scale points has a neutral point in the middle, while an even number of scale points has no neutral point. In
an even-numbered scale, participants must choose between a positive and a negative end

Answer 259

. An odd number of scale points has a neutral point in the middle, while an even number of scale points has no neutral point. In
an even-numbered scale, participants must choose between a positive and a negative end

Question 260

The Likert scale asks participants the degree to which they agree or disagree with a series of statements.
The Likert scale is commonly used, easy for participants to understand and is easy to administer with any of the data
collection methodologies (phone, in-person, online, mail).

Answer 260

The Likert scale asks participants the degree to which they agree or disagree with a series of statements.
The Likert scale is commonly used, easy for participants to understand and is easy to administer with any of the data
collection methodologies (phone, in-person, online, mail).

Question 261

The semantic differential is another commonly used scale. Semantic differential scales have end-point labels that are
opposites of each other. Researchers commonly use the semantic differential in advertising and branding research to
determine the extent to which certain attributes are associated with the brand or influenced by the advertising.

Answer 261

The semantic differential is another commonly used scale. Semantic differential scales have end-point labels that are
opposites of each other. Researchers commonly use the semantic differential in advertising and branding research to
determine the extent to which certain attributes are associated with the brand or influenced by the advertising.

Question 262

Nominal scales use numbers to designate an object, but the number has no particular meaning

Answer 262

Nominal scales use numbers to designate an object, but the number has no particular meaning

Question 263

In an ordinal scale, the numbers indicate rank order. However, the intervals between the numbers are not necessarily equal.

Answer 263

In an ordinal scale, the numbers indicate rank order. However, the intervals between the numbers are not necessarily equal.

Question 264

In an equal interval scale, there are equal distances between the values in each scale item.

Answer 264

In an equal interval scale, there are equal distances between the values in each scale item.

Question 265

A ratio scale includes an absolute zero point. In a ratio scale, the numbers represent equal intervals, just as an interval scale.

Answer 265

A ratio scale includes an absolute zero point. In a ratio scale, the numbers represent equal intervals, just as an interval scale.

Question 266

While studies have typically used only one mode of data collection such as phone, online or in-person, increasingly
researchers are employing multi-mode techniques.

Answer 266

While studies have typically used only one mode of data collection such as phone, online or in-person, increasingly
researchers are employing multi-mode techniques.

Question 267

Closed-end questions, also known as structured questions, only allow certain answer choices to a question. These
responses can be yes or no, they can be multiple-choice
questions listing several options, or they can be scale
questions.

Another type of closed-end question is the multiple-choice question.

Answer 267

Closed-end questions, also known as structured questions, only allow certain answer choices to a question. These
responses can be yes or no, they can be multiple-choice
questions listing several options, or they can be scale
questions.

Another type of closed-end question is the multiple-choice question.

Question 268

Multiple-choice questions eliminate the need for coding open-ended questions, are quicker to administer and can make
completing the survey more pleasant for the participant.

Answer 268

Multiple-choice questions eliminate the need for coding open-ended questions, are quicker to administer and can make
completing the survey more pleasant for the participant.

Question 269

Another issue with multiple-choice questions relates to possible biases introduced by the order in which response options
are shown or read. To overcome this source of bias, researchers typically rotate the order of response options.

Answer 269

Another issue with multiple-choice questions relates to possible biases introduced by the order in which response options
are shown or read. To overcome this source of bias, researchers typically rotate the order of response options.

Question 270

The way you
write instructions and frame questions will vary
depending on the data collection method. The main
difference to keep in mind when designing a question
is whether the survey is interviewer-administered
or self-administered.

Answer 270

The way you
write instructions and frame questions will vary
depending on the data collection method. The main
difference to keep in mind when designing a question
is whether the survey is interviewer-administered
or self-administered.

Question 271

Questions with complex skip patterns and rotations are

best suited for a survey that is computer programmed, whether it is self-administered or interviewer-administered.

Answer 271

Questions with complex skip patterns and rotations are

best suited for a survey that is computer programmed, whether it is self-administered or interviewer-administered.

Question 272

Comparative scales
compare two or more objects. Several commonly used comparative scaling questions are paired comparison scales, rank
order scales, constant sum questions, and Q-sorts. Comparative scales are ordinal scales rather than interval or ratio scales.

Answer 272

Comparative scales
compare two or more objects. Several commonly used comparative scaling questions are paired comparison scales, rank
order scales, constant sum questions, and Q-sorts. Comparative scales are ordinal scales rather than interval or ratio scales.

Question 273

You can ask participants to compare the ads

on a series of attributes .

Answer 273

You can ask participants to compare the ads

on a series of attributes .

Question 274

Rank order scales ask participants to rank a series of items on some dimension. As an example: rank the ice cream flavors
from most to least preferred. Assign a rank of “1” to your most preferred flavor, a rank of “2” to your next most preferred
flavor. Your least preferred flavor gets a rank of “4.”

Answer 274

Rank order scales ask participants to rank a series of items on some dimension. As an example: rank the ice cream flavors
from most to least preferred. Assign a rank of “1” to your most preferred flavor, a rank of “2” to your next most preferred
flavor. Your least preferred flavor gets a rank of “4.”

Question 275

Ranking gives relative preference order, but does not provide absolute information on how participants feel about a product
or concept.

Answer 275

Ranking gives relative preference order, but does not provide absolute information on how participants feel about a product
or concept.

Question 276

Constant sum scales ask participants to allocate a fixed sum such as 100 points among a set of choices

This type of constant sum question is often used in a concept or product test questionnaire. The questionnaire poses the
constant sum question before the new concept or product is shown to participants to get their pre-introduction purchase
behavior.

Answer 276

Constant sum scales ask participants to allocate a fixed sum such as 100 points among a set of choices

This type of constant sum question is often used in a concept or product test questionnaire. The questionnaire poses the
constant sum question before the new concept or product is shown to participants to get their pre-introduction purchase
behavior.

Question 277

Another type of constant sum question asks participants to allocate attributes .
fixed number of points to indicate the importance of attributes

Constant sum questions offer several advantages. They encourage participants to make
trade-offs

Answer 277

Another type of constant sum question asks participants to allocate attributes .
fixed number of points to indicate the importance of attributes

Constant sum questions offer several advantages. They encourage participants to make
trade-offs

Question 278

Q-sorts can be used when there are a large number of items for participants to evaluate, sometimes as many as 50 to 100
items.

Answer 278

Q-sorts can be used when there are a large number of items for participants to evaluate, sometimes as many as 50 to 100
items.

Question 279

Maximum di erential scaling or MaxDi is another comparative scaling technique that has recently gained in popularity
because it is easy to administer online.

Answer 279

Maximum di erential scaling or MaxDi is another comparative scaling technique that has recently gained in popularity
because it is easy to administer online.

Question 280

Over the last few years a variety of terms have been used by researchers when talking about ways of designing surveys for
mobile devices, for example, device agnostic, mobile friendly, mobile optimized and mobile first

Answer 280

Over the last few years a variety of terms have been used by researchers when talking about ways of designing surveys for
mobile devices, for example, device agnostic, mobile friendly, mobile optimized and mobile first

Question 281

Mobile rst is a term that is frequently used to describe operationalizing online or multi-mode surveys so that the
characteristics of mobile devices determine the design decisions. However, there is no definitive definition of what this is. In
general, it means designing a survey that functions well on mobile devices and is suitable for other modes.

Answer 281

Mobile rst is a term that is frequently used to describe operationalizing online or multi-mode surveys so that the
characteristics of mobile devices determine the design decisions. However, there is no de nitive de nition of what this is. In
general, it means designing a survey that functions well on mobile devices and is suitable for other modes.

Question 282

Assuming that the researcher has access to a suitable software system, the key design
issues are…
1. The length of the survey
2 Fitting questions onto the screen
3. Fitting the survey to the operating system
4. The required bandwidth
5. Paradata

Answer 282

Assuming that the researcher has access to a suitable software system, the key design
issues are…
1. The length of the survey
2 Fitting questions onto the screen
3. Fitting the survey to the operating system
4. The required bandwidth
5. Paradata

Question 283

Some research on research (RoR) has shown that mobile surveys generally take longer than the same study completed on a
PC, particularly if the mobile survey is rendered the same on both the PC and the mobile device (as opposed to being re-
designed for mobile)

Answer 283

Some research on research (RoR) has shown that mobile surveys generally take longer than the same study completed on a
PC, particularly if the mobile survey is rendered the same on both the PC and the mobile device (as opposed to being re-
designed for mobile)

Question 284

Paradata is a term that describes data about the process by which survey data were collected, for example, the operating
system, the browser used, the screen size, the connection speed, elapsed time for the entire survey or even for each
question, and for participants who break o without completing the entire survey, the last question answered.

Answer 284

Paradata is a term that describes data about the process by which survey data were collected, for example, the operating
system, the browser used, the screen size, the connection speed, elapsed time for the entire survey or even for each
question, and for participants who break o without completing the entire survey, the last question answered.

Question 285

Paradata is often very useful for diagnosing problems with the survey.

Answer 285

Paradata is often very useful for diagnosing problems with the survey.

Question 286

In drafting your survey questions, you should always
consider whether the typical participant in your
sample would be able to answer your questions.

You also want to make participants feel comfortable
providing information about sensitive topics.

Answer 286

In drafting your survey questions, you should always
consider whether the typical participant in your
sample would be able to answer your questions.

You also want to make participants feel comfortable
providing information about sensitive topics.

Question 287

If you are creating a new survey, specifically to be used for cross-cultural comparison, the best approaches involve
eliminating traditional rating scales and replacing them as appropriate with these:

Binary Scales, Choose many question, Ranking Questions, maxdiff scaling.

Answer 287

If you are creating a new survey, specifically to be used for cross-cultural comparison, the best approaches involve
eliminating traditional rating scales and replacing them as appropriate with these:

Binary Scales, Choose many question, Ranking Questions, maxdiff scaling.

Question 288

When conducting international research, which type of scale is more appropriate?

Answer 288

Binary scales and comparative scales

Question 289

Which of the following is NOT an open-ended or unstructured question?

Answer 289

Would you say price is unimportant or important to you in deciding what car to buy?

Question 290

The questionnaire design process cannot begin until:

Answer 290

The information needs are defined

Question 291

Which of the following is NOT a reason that a researcher would develop an observation form for observers watching shoppers purchase soft drinks in a grocery store?

Answer 291

Provide a script to observers for how to frame questions asked of shoppers

Question 292

Which of the following is NOT an approach to assessing reliability?

Answer 292

Content reliability

Question 293

While many survey systems can import questionnaires from text documents, what is typically lost?

Answer 293

Skip patterns

Question 294

What design issues must be considered for online surveys taken on mobile devices?

Answer 294

The length of the survey

Fitting questions onto the screen

The required bandwidth

The paradata collected

All of the above (correct)

Question 295

Which statement is TRUE of comparative scales?

Answer 295

The major benefit of comparative scales is to detect small differences.

Question 296

Which type of scale has adjectives at each end of the scale that are opposites of each other?

Answer 296

Semantic differential

Question 297

Pretests are useful because they _____________.

Answer 297

identify problems with questionnaire wording or question flow

Question 298

Which of the following is NOT an example of a comparative scale?

Answer 298

Likert scale

Question 299

Which of the following is a reason to provide a “don’t know” option for rating scales?

Answer 299

Forcing participants to answer questions they don’t know irritates them.
Forcing participants to answer questions they don’t know risks non-accurate responses.
Participants without an opinion may simply mark the middle scale point which may distort results.
In situations where some participants are expected to not have opinions or not to know, accuracy of the data can be improved by providing a “don’t know” option.

All of the above (correct)

Question 300

A researcher must decide to remove some questions from a questionnaire because the interview is too long. Which question would be the BEST candidate to remove from the questionnaire?

Answer 300

The question provides new information because it has not been asked in previous surveys

Question 301

For which data collection method is it most important to include simple yet detailed instructions for participants?

Answer 301

Mail survey

Question 302

Which scale or scales have an absolute zero point?

Answer 302

Ratio only

Question 303

_____________ is being used for measurement if participants are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from “most highly agreed with” to “least highly agreed with.”

Answer 303

Q-sort

Question 304

Is it a luxury or a necessity to pilot test a questionnaire?

Answer 304

Necessity

Question 305

When trying to overcome participants’ unwillingness to answer, the researcher might list possible responses. The researcher provides this list in order to _____________.

Answer 305

reduce the effort required of participants

Question 306

Which of the following is a disadvantage of a Likert scale?

Answer 306

Participants often acquiesce, signaling agreement even when they disagree.

Question 307

True or False: Participants in some cultures may not use all of the choices offered by a scale.

Answer 307

True

Question 308

Which statement is TRUE of comparative scales?

Answer 308

The major benefit of comparative scales is to detect small differences.

Question 309

Which of the following is NOT an approach to assessing reliability?
Question options:

Answer 309

Content reliability

Question 310

Which of the following drives the information needs for a questionnaire?

Answer 310

Business and research objectives