PROCTOR EXAM 1 - QUAL AND SAMPLING

Question 1

A sample is often used to study a target population. the larger our sample size the smaller our margin of error and our estimate of the population is more likely to be accurate.

Answer 1

A sample is often used to study a target population. the larger our sample size the smaller our margin of error and our estimate of the population is more likely to be accurate.

Question 2

Stages of the sampling process

1. Defining the target population
2. Deciding on the best way to reach the population
3. Determining a sample frame
4. Choosing a sampling method
5. Determining a sample size and carrying out the sampling process

Answer 2

Stages of the sampling process

1. Defining the target population
2. Deciding on the best way to reach the population
3. Determining a sample frame
4. Choosing a sampling method
5. Determining a sample size and carrying out the sampling process

Question 3

One of the biggest decisions within the sampling process will be choosing between a probability vs. a non-probability sampling method.
This decision will depend on the purpose of the research, the need for accuracy, the budget, and timing of the project.

Answer 3

One of the biggest decisions within the sampling process will be choosing between a probability vs. a non-probability sampling method.
This decision will depend on the purpose of the research, the need for accuracy, the budget, and timing of the project.

Question 4

Knowing the incidence of our target population within our sampling frame will help us predict how many interviews need to be conducted
to achieve the sample size we want and how much money the study will cost.

Answer 4

Knowing the incidence of our target population within our sampling frame will help us predict how many interviews need to be conducted
to achieve the sample size we want and how much money the study will cost.

Question 5

It is important for market researchers to treat research buyers ethically by being transparent regarding sampling practices and treat the survey participants ethically by being honest with them and fulfilling any promises to them

Answer 5

It is important for market researchers to treat research buyers ethically by being transparent regarding sampling practices and treat the survey participants ethically by being honest with them and fulfilling any promises to them

Question 6

Market Research is utilized to make decisions that reduce business risks. To have con dence in the decisions that are being made, we
need to have a sample that we are con dent in. Without that, all the results produced from our study could be called into question.

Answer 6

Market Research is utilized to make decisions that reduce business risks. To have con dence in the decisions that are being made, we
need to have a sample that we are con dent in. Without that, all the results produced from our study could be called into question.

Question 7

The principles we have laid out in this course highlight that the sampling methods used to produce the research are as important to
interpreting the findings as the questions being asked. The answers to these questions can help
us formulate an idea of how accurate a secondary data set may be and how appropriate it would be to use the data set for our current need.

Answer 7

The principles we have laid out in this course highlight that the sampling methods used to produce the research are as important to interpreting the findings as the questions being asked. The answers to these questions can help
us formulate an idea of how accurate a secondary data set may be and how appropriate it would be to use the data set for our current need.

Question 8

A Random Digit Dialing (RDD) sample consists of phone

numbers randomly generated from a computer.

Answer 8

A Random Digit Dialing (RDD) sample consists of phone

numbers randomly generated from a computer.

Question 9

RDD - However, this is not the most efficient way to produce a
phone sample, as many of the numbers that are chosen
could be non-working or lead to a place of business.

Answer 9

RDD - However, this is not the most efficient way to produce a
phone sample, as many of the numbers that are chosen
could be non-working or lead to a place of business.

Question 10

Often systematic sampling is used for phone—where all of the
phone numbers within the defined sample frame are put in numerical order, then the first number is chosen at random and then every
nth number the next number is chosen.
By performing a systematic sample via the phone numbers, it can help to guarantee disbursement of numbers across the population.

Answer 10

Often systematic sampling is used for phone—where all of the
phone numbers within the defined sample frame are put in numerical order, then the first number is chosen at random and then every
nth number the next number is chosen.
By performing a systematic sample via the phone numbers, it can help to guarantee disbursement of numbers across the population.

Question 11

Stratification would be another form of telephone sampling that may also produce a more accurate sample than an RDD sample, in certain conditions. Because telephone numbers tell you information about location, it may make sense to stratify the sample by specific geography.

Answer 11

Stratification would be another form of telephone sampling that may also produce a more accurate sample than an RDD sample, in certain conditions. Because telephone numbers tell you information about location, it may make sense to stratify the sample by specific geography.

Question 12

Landlines remain an important part of telephone sampling today, largely due to the cost associated with dialing mobile telephones.

Answer 12

Landlines remain an important part of telephone sampling today, largely due to the cost associated with dialing mobile telephones.

Question 13

Mixing across these two separate frames (landline and mobile), requires care to apply various screenouts and/or data
weighting , as the people with both mobile and landline telephones will be more likely to be chosen, because they exist in both frames.

Answer 13

Mixing across these two separate frames (landline and mobile), requires care to apply various screenouts and/or data
weighting , as the people with both mobile and landline telephones will be more likely to be chosen, because they exist in both frames.

Question 14

Autodialers can be used to dial landline telephone numbers. These computer based dialers will call many telephone numbers quickly,
passing the phone to a live interviewer once someone has answered.

Answer 14

Autodialers can be used to dial landline telephone numbers. These computer based dialers will call many telephone numbers quickly,
passing the phone to a live interviewer once someone has answered.

Question 15

E ective sampling is important in order to gather meaningful data that will drive successful decisions. Taking care to consider alternatives
and make informed choices in each step of the sampling process helps to ensure success.

Answer 15

E ective sampling is important in order to gather meaningful data that will drive successful decisions. Taking care to consider alternatives
and make informed choices in each step of the sampling process helps to ensure success.

Question 16

One of the most common questions you will hear in the Market Research industry is “How large does my sample need to be in order to be representative?” However, it is not the sample size that determines representativeness. It is the other elements discussed in this course, such as defining the target population correctly, and selecting valid sample in a way that will assure representativeness

Answer 16

One of the most common questions you will hear in the Market Research industry is “How large does my sample need to be in order to be representative?” However, it is not the sample size that determines representativeness. It is the other elements discussed in this
course, such as defining the target population correctly, and selecting valid sample in a way that will assure representativeness

Question 17

Sample size is very often used interchangeably with the terms base size and the number of completed interviews.

Answer 17

Sample size is very often used interchangeably with the terms base size and the number of completed interviews.

Question 18

Response rates - (% of those responding to an

invitation)

Answer 18

Response rates- (% of those responding to an

invitation)

Question 19

Participation rates - (% of those responding and willing to complete the survey)

Answer 19

Participation rates - (% of those responding and willing to complete the survey)

Question 20

Base or Base Size
The number of sample units used in analysis. This could be all the completed interviews, a subset of the completed interviews, or
even all of the started interviews. This term is sometimes used interchangeably with sample size when presenting research results.

Answer 20

Base or Base Size
The number of sample units used in analysis. This could be all the completed interviews, a subset of the completed interviews, or
even all of the started interviews. This term is sometimes used interchangeably with sample size when presenting research results.

Question 21

Sample
A sub-group of the population of interest that has been selected for study. The term is also used to refer to a different number of people who completed the study.

Answer 21

Sample
A sub-group of the population of interest that has been selected for study. The term is also used to refer to a different number of people who completed the study.

Question 22

Sample Size

The number of sample units selected for a study. The term is sometimes used interchangeably with base size.

Answer 22

Sample Size

The number of sample units selected for a study. The term is sometimes used interchangeably with base size.

Question 23

A margin of error (a range around a sample finding that is expected to contain
the true finding within the population). We measure through statistical analysis how likely the truth is to be within this margin.

Answer 23

A margin of error (a range around a sample finding that is expected to contain
the true finding within the population). We measure through statistical analysis how likely the truth is to be within this margin.

Question 24

The larger the sample size, the smaller the impact additional sample has on the margin of error.

Answer 24

The larger the sample size, the smaller the impact additional sample has on the margin of error.

Question 25

The confidence level produces a confidence interval , which is the margin of error on either side of our result. The higher the confidence level we test at, the greater our confidence interval and margin of error become.

Answer 25

The confidence level produces a confidence interval , which is the margin of error on either side of our result. The higher the confidence level we test at, the greater our confidence interval and margin of error become.

Question 26

Significance testing is often used in cross-tabulation to measure whether or not two results have a statistically significant difference.
This testing uses confidence level and margin of error to make a determination, but it does so often by comparing two results with
different base sizes. This testing is done to confirm that differences are likely to be real, rather than due to sample error

Answer 26

Significance testing is often used in cross-tabulation to measure whether or not two results have a statistically significant difference.
This testing uses confidence level and margin of error to make a determination, but it does so often by comparing two results with
different base sizes. This testing is done to confirm that differences are likely to be real, rather than due to sample error

Question 27

The screening section of the questionnaire is where we qualify participants as part of the target population, removing people from the
original sample in the process.

Answer 27

The screening section of the questionnaire is where we qualify participants as part of the target population, removing people from the
original sample in the process.

Question 28

People who begin the survey, but do not complete the survey are considered as participants who have dropped from the survey or
incompletes. This is measured as a proportion of the sample that was
able to start the survey, but did not complete the survey, even though
they were not turned away. It is important that this drop rate stays relatively consistent over time and that it is not tied to a specific element of the survey, which could potentially create a bias in the sample.

Answer 28

People who begin the survey, but do not complete the survey are considered as participants who have dropped from the survey or
incompletes. This is measured as a proportion of the sample that was
able to start the survey, but did not complete the survey, even though
they were not turned away. It is important that this drop rate stays relatively consistent over time and that it is not tied to a specific element of the survey, which could potentially create a bias in the sample.

Question 29

Market researchers may evaluate the quality of the data collected through the questionnaire and decide that certain survey participants need to be removed from the data (also known as data cleaning). The data is assessed in a variety of ways, from speeding (finishing the questionnaire too quickly), straight lining (giving the same answers over and over), terse or
nonsense responses from open-ended questions, and other quality control measures. This is done is to reduce the noise in the data from these invalid responses, increasing the overall validity of the survey findings.

Answer 29

Market researchers may evaluate the quality of the data collected through the questionnaire and decide that certain survey participants need to be removed from the data (also known as data cleaning). The data is assessed in a variety of ways, from speeding (finishing the questionnaire too quickly), straight lining (giving the same answers over and over), terse or
nonsense responses from open-ended questions, and other quality control measures. This is done is to reduce the noise in the data from these invalid responses, increasing the overall validity of the survey findings.

Question 30

Sampling internationally is not easy

Answer 30

Sampling internationally is not easy

Question 31

When doing international

sampling, you must understand cultural differences. You also have to understand behavioral differences

Answer 31

When doing international

sampling, you must understand cultural differences. You also have to understand behavioral differences

Question 32

“What do clients mean when they ask for census balanced”? Research buyers will often use the word “census” when they mean
characteristics of the overall population.

Answer 32

“What do clients mean when they ask for census balanced”? Research buyers will often use the word “census” when they mean
characteristics of the overall population.

Question 33

Online is also a self-completion mode where the participants do not interact with an interviewer. This method is often the preferred means to conduct surveys

Answer 33

Online is also a self-completion mode where the participants do not interact with an interviewer. This method is often the preferred means to conduct surveys

Question 34

It is possible to achieve a probability sample from online when
the sample frame gives complete coverage of the target population

Answer 34

It is possible to achieve a probability sample from online when
the sample frame gives complete coverage of the target population

Question 35

An online sample that is trying to measure the general population is a form of convenience sampling.

Answer 35

An online sample that is trying to measure the general population is a form of convenience sampling.

Question 36

Often participants who are recruited to take part in online surveys are recruited to join research panels, where they have given their
contact information and will be invited to take part in multiple research studies over their tenure.

Answer 36

Often participants who are recruited to take part in online surveys are recruited to join research panels, where they have given their
contact information and will be invited to take part in multiple research studies over their tenure.

Question 37

A technique known as a
“ River Sample ” recruits participants from online advertisements directly into surveys, as opposed to using existing online panels. The difference being that online panels know more about the survey participant, tend to have a more consistent sample frame, and can adhere to a higher level of quality in this self-completion environment. However, proponents of river sampling point out that not everyone wants to join a research panel and that river sample extends the coverage in an online sample.

Answer 37

A technique known as a
“ River Sample ” recruits participants from online advertisements directly into surveys, as opposed to using existing online panels. The difference being that online panels know more about the survey participant, tend to have a more consistent sample frame, and can adhere to a higher level of quality in this self-completion environment. However, proponents of river sampling point out that not everyone wants to join a research panel and that river sample extends the coverage in an online sample.

Question 38

At its core online sampling is a convenience sample. Because online sampling has become the most popular form of sampling and widely
accepted across the Market Research industry, there has been large investment into the quality, methodology , and best practices
around online sampling.

Answer 38

At its core online sampling is a convenience sample. Because online sampling has become the most popular form of sampling and widely
accepted across the Market Research industry, there has been large investment into the quality, methodology , and best practices
around online sampling.

Question 39

The goal of recruiting through online channels should be to minimize potential bias, by recruiting through a diverse set of sources and by
trying to maximize participation.

Answer 39

The goal of recruiting through online channels should be to minimize potential bias, by recruiting through a diverse set of sources and by
trying to maximize participation.

Question 40

Many advantages to routers
1. Efficient way to allocate
sample
2. Has the opportunity to
reduce cost
3. Better user experience, especially for those who are always screened out of a survey

Answer 40

Many advantages to routers
1. Efficient way to allocate
sample
2. Has the opportunity to
reduce cost
3. Better user experience, especially for those who are always screened out of a survey

Question 41

The concern when it comes to employing routers is a router bias occurring. The router bias is most concerning when two
studies are competing for a similar audience.

Answer 41

The concern when it comes to employing routers is a router bias occurring. The router bias is most concerning when two
studies are competing for a similar audience.

Question 42

Although survey routing is clearly a form of convenience sample, there are arguments that survey routing is an improved methodology
for online panels over email invitations directly into studies. The routing technology reduces the opportunity for self-selection that could
come from an email invitation. The routing technology allows panel companies to increase reach by bringing in sample from other
sources, which could be other panel providers, river sample, other non-email based sources, such as app based panels and social
communities.

Answer 42

Although survey routing is clearly a form of convenience sample, there are arguments that survey routing is an improved methodology
for online panels over email invitations directly into studies. The routing technology reduces the opportunity for self-selection that could
come from an email invitation. The routing technology allows panel companies to increase reach by bringing in sample from other
sources, which could be other panel providers, river sample, other non-email based sources, such as app based panels and social
communities.

Question 43

Their overall conclusion is that routers do not show measurable levels of bias
relative to any online sample, as long as they are employed correctly.

Answer 43

Their overall conclusion is that routers do not show measurable levels of bias
relative to any online sample, as long as they are employed correctly.

Question 44

In online research targeting can be used to help with the efficiency of the study

Answer 44

In online research targeting can be used to help with the efficiency of the study

Question 45

One concern users of online research panels have is prior survey exposure. This is a conditioning effect that occurs when information from a previous survey informs the participant and influences their responses to future surveys.

Answer 45

One concern users of online research panels have is prior survey exposure. This is a conditioning effect that occurs when information from a previous survey informs the participant and influences their responses to future surveys.

Question 46

This leads us to the question of how, if at all, margin of error can be applied in online sampling, when a random sample of everyone
online cannot be employed. There are three schools of thought.
1. Margin of error should never be applied to anything other than a probability based sample.
2. Margin of error can be applied in online sampling, but only to measure differences between the current sample and future
testing that is done within the same sample frame.
3. Online samples, though not probability based, are trying to measure a marketplace. Therefore, if a business believes that the
sample they created online accurately reflects the marketplace, they can use margin of error to project to that marketplace.

Answer 46

This leads us to the question of how, if at all, margin of error can be applied in online sampling, when a random sample of everyone
online cannot be employed. There are three schools of thought.
1. Margin of error should never be applied to anything other than a probability based sample.
2. Margin of error can be applied in online sampling, but only to measure differences between the current sample and future
testing that is done within the same sample frame.
3. Online samples, though not probability based, are trying to measure a marketplace. Therefore, if a business believes that the
sample they created online accurately reflects the marketplace, they can use margin of error to project to that marketplace.

Question 47

Probability based online panels are online panels of survey participants that are recruited via probability samples using offline
means, such as address-based sampling and/or telephone. These panels are expensive to recruit and maintain

Answer 47

Probability based online panels are online panels of survey participants that are recruited via probability samples using offline
means, such as address-based sampling and/or telephone. These panels are expensive to recruit and maintain

Question 48

A sample can be developed from frames that are fundamentally different (email lists, street addresses, etc.). Similarly, studies can be implemented with more than one mode of administration (online, phone, etc.).
By having these multiple modes of contact we can work to increase response rates for our study.

Answer 48

A sample can be developed from frames that are fundamentally different (email lists, street addresses, etc.). Similarly, studies can be implemented with more than one mode of administration (online, phone, etc.).
By having these multiple modes of contact we can work to increase response rates for our study.

Question 49

Probability sampling is a
rigorous, scientific, and theory-based approach to sampling. Non-probability
sampling is less rigorous but faster and significantly less expensive.

Answer 49

Probability sampling is a
rigorous, scientific, and theory-based approach to sampling. Non-probability
sampling is less rigorous but faster and significantly less expensive.

Question 50

A key part of almost every Market Research project involves the collection and/or processing of personal data (sometimes called PII for “personally identifiable information”), that is, data that can be used either directly or indirectly (e.g., by combining it with other data) to identify a specific individual. Protecting the identify of those who participate in research is recognized as a fundamental responsibility that must be met by every researcher.

Answer 50

A key part of almost every Market Research project involves the collection and/or processing of personal data (sometimes called PII for “personally identifiable information”), that is, data that can be used either directly or indirectly (e.g., by combining it with other data) to identify a specific individual. Protecting the identify of those who participate in research is recognized as a fundamental responsibility that must be met by every researcher.

Question 51

In addition, researchers are required to strictly adhere to any relevant regional, national and local laws or regulations, and industry/professional
codes of conduct that may set a higher standard. They must review and comply with the national data protection and market research self-
regulatory requirements of each country where they plan to collect or process data, as there may be differences in how basic principles are
implemented within a specific country.

Answer 51

In addition, researchers are required to strictly adhere to any relevant regional, national and local laws or regulations, and industry/professional
codes of conduct that may set a higher standard. They must review and comply with the national data protection and market research self-
regulatory requirements of each country where they plan to collect or process data, as there may be differences in how basic principles are
implemented within a specific country.

Question 52

Market researchers have an ethical obligation to
both the entity they are doing the research for
and the survey participants who are taking part
in the research.

Answer 52

Market researchers have an ethical obligation to
both the entity they are doing the research for
and the survey participants who are taking part
in the research.

Question 53

Being transparent with the
research user about the sampling procedure
that will be used for the study is the most
important ethical obligation.

Answer 53

Being transparent with the
research user about the sampling procedure
that will be used for the study is the most
important ethical obligation.

Question 54

Many of those regulations have to do with
protecting people’s PII (Personally Identi able
Information). PII, includes, without limitation, information such as name, address, and social security number.

Answer 54

Many of those regulations have to do with
protecting people’s PII (Personally Identi able
Information). PII, includes, without limitation, information such as name, address, and social security number.

Question 55

Much of Market Research is conducted with the assurance to participants of work to protect people’s PII and keep their identities a secret.

Answer 55

Much of Market Research is conducted with the assurance to participants of work to protect people’s PII and keep their identities a secret.

Question 56

A sample frame is the list of contacts that the sample will be drawn from

Answer 56

A sample frame is the list of contacts that the sample will be drawn from

Question 57

The most important thing to consider regarding the sampling frame is coverage.

Answer 57

The most important thing to consider regarding the sampling frame is coverage.

Question 58

Coverage can be defined as the proportion of the target population that exists within the sampling frame

Answer 58

Coverage can be defined as the proportion of the target population that exists within the sampling frame

Question 59

Basically there are three criteria, related to different kinds of objectives that affect decisions
about sample size:
Precision - how accurate do your estimates (means, percentages) need to be?
Power - how much do you need to be able to identify differences when they exist?
Statistical modeling - what samples are required to run various statistical models?

Answer 59

Basically there are three criteria, related to different kinds of objectives that affect decisions
about sample size:
Precision - how accurate do your estimates (means, percentages) need to be?
Power - how much do you need to be able to identify differences when they exist?
Statistical modeling - what samples are required to run various statistical models?

Question 60

To decide on a base size, we need to first understand what result will be significant to the marketing decision
and then choose a base size that makes sure that result would be statistically significant.

Answer 60

To decide on a base size, we need to first understand what result will be significant to the marketing decision
and then choose a base size that makes sure that result would be statistically significant.

Question 61

We must also weigh the practicality of finding the individuals in our target population. If we are dealing with a population that
is very small, then the desire for a large sample will be logically impossible

Answer 61

We must also weigh the practicality of finding the individuals in our target population. If we are dealing with a population that
is very small, then the desire for a large sample will be logically impossible

Question 62

If the research team defines their target too narrowly then they limit their ability to answer some key business questions

Answer 62

If the research team defines their target too narrowly then they limit their ability to answer some key business questions

Question 63

if the research team defines the population too broadly, they may “waste” interviews and potentially marketing programs with potential customers who would not be very likely to use their product or service.

Answer 63

if the research team defines the population too broadly, they may “waste” interviews and potentially marketing programs with potential customers who would not be very likely to use their product or service.

Question 64

The first step is to define the target population. The decision of what the target population should be is tied directly to the goal of the
research. When making the decision of what population to measure, we do not
want to exclude anyone who could be relevant to our study, but we also
do not want to include anyone not needed.

Answer 64

The first step is to define the target population. The decision of what the target population should be is tied directly to the goal of the
research. When making the decision of what population to measure, we do not
want to exclude anyone who could be relevant to our study, but we also
do not want to include anyone not needed.

Question 65

It is important to have a discussion between the research user and research company carefully defining the business issues to address, and characteristics of the population that best relate to those issues. Defining the target group is a critical step and will impact the usefulness of results to achieve business decisions and goals.

Answer 65

It is important to have a discussion between the research user and research company carefully defining the business issues to address, and characteristics of the population that best relate to those issues. Defining the target group is a critical step and will impact the usefulness of results to achieve business decisions and goals.

Question 66

Data weighting is a mathematical correction made to balance the sample and improve its validity.

Answer 66

Data weighting is a mathematical correction made to balance the sample and improve its validity.

Question 67

Weighting factors below a one, weight the data down (we reduce their representation in the data).

Answer 67

Weighting factors below a one, weight the data down (we reduce their representation in the data).

Question 68

Weighting factors

above a one, weight the data up (we increase their representation in the data).

Answer 68

Weighting factors

above a one, weight the data up (we increase their representation in the data).

Question 69

When weighting by a single variable, the weighting factor

is easy to compute. Take the target value you want to achieve and divide it by the value you have.

Answer 69

When weighting by a single variable, the weighting factor

is easy to compute. Take the target value you want to achieve and divide it by the value you have.

Question 70

The researcher usually decides if the data needs to be weighted and they come up with the weighting targets (also called the weighting scheme)

In probability sampling, it can be used as a way to control for non-response

Weighting can also be used in any situation where a quota is applied

We may be trying to balance the population to make
it look more like the population we are trying to study.

We could also be weighting samples to targets to make them more comparable.

Take care when weighting the data, as it is manipulation of the result.

Weighting methods should be communicated to the research buyer
and others using the data. For ethical reasons, weighting should not be done on the dependent variables, but rather than independent
variables.

Answer 70

The researcher usually decides if the data needs to be weighted and they come up with the weighting targets (also called the weighting scheme)

In probability sampling, it can be used as a way to control for non-response

Weighting can also be used in any situation where a quota is applied

We may be trying to balance the population to make
it look more like the population we are trying to study.

We could also be weighting samples to targets to make them more comparable.

Take care when weighting the data, as it is manipulation of the result.

Weighting methods should be communicated to the research buyer
and others using the data. For ethical reasons, weighting should not be done on the dependent variables, but rather than independent
variables.

Question 71

Incidence is how often something occurs within the

population.

Answer 71

Incidence is how often something occurs within the population.

Question 72

From an analytics point of view, incidence can be stated as how often something occurs within the population

Answer 72

From an analytics point of view, incidence can be stated as how often something occurs within the population

Question 73

It is important to note that some types of convenience sampling do not have a measurable response rate, because there are not a known number of individuals invited to take part in the study.

Answer 73

It is important to note that some types of convenience sampling do not have a measurable response rate, because there are not a known number of individuals invited to take part in the study.

Question 74

Non-response error becomes especially problematic when different groups in the population respond at different rates.

Answer 74

Non-response error becomes especially problematic when different groups in the population respond at different rates.

Question 75

Researchers frequently use incentives to increase response rates, which are discussed in more detail in the next section

Answer 75

Researchers frequently use incentives to increase response rates, which are discussed in more detail in the next section

Question 76

Well-designed and short questionnaires help keep refusal rates down

Answer 76

Well-designed and short questionnaires help keep refusal rates down

Question 77

Participants are the lifeblood of the opinion and Market Research industry. They should be respected, valued, and protected. The
researcher’s interactions with participants should be characterized by honesty and integrity. The researcher’s ultimate objective is to
ensure that with every contact:
Participants will participate in surveys willingly
Participants are informed about the survey’s intentions
Participants will be satisfied with the survey experience
Participants will be willing to participate again

Answer 77

Participants are the lifeblood of the opinion and Market Research industry. They should be respected, valued, and protected. The
researcher’s interactions with participants should be characterized by honesty and integrity. The researcher’s ultimate objective is to
ensure that with every contact:
Participants will participate in surveys willingly
Participants are informed about the survey’s intentions
Participants will be satisfied with the survey experience
Participants will be willing to participate again

Question 78

Incentives are given to entice people to take part in survey research and to complete the survey once it begins.

Answer 78

Incentives are given to entice people to take part in survey research and to complete the survey once it begins.

Question 79

To increase efficiency, targeting measures may be employed.
Targeting is often used to adjust sample frames in a way that does not disrupt representivity. we need to
include everyone in the target population, but if we know we are inviting people outside of our target population, then we need to have adequate screening in the questionnaire.

Answer 79

To increase efficiency, targeting measures may be employed.
Targeting is often used to adjust sample frames in a way that does not disrupt representivity. we need to
include everyone in the target population, but if we know we are inviting people outside of our target population, then we need to have adequate screening in the questionnaire.

Question 80

Prescreening the information is collected prior to the survey and is used specifically for targeting to reduce cost

Answer 80

Prescreening the information is collected prior to the survey and is used specifically for targeting to reduce cost

Question 81

In some instances, we may be conducting a tracking study , which regularly measure changes in the marketplace over time. Or perhaps
we are doing concept testing that needs to be compared to previous waves of research. For these types of studies, it is particularly
important to control the consistency of the sample.

Answer 81

In some instances, we may be conducting a tracking study , which regularly measure changes in the marketplace over time. Or perhaps
we are doing concept testing that needs to be compared to previous waves of research. For these types of studies, it is particularly
important to control the consistency of the sample.

Question 82

Probability based sampling and non-probability sampling. Probability based
sampling is when everyone in the target population has a known, non-zero, chance
of selection.

Answer 82

Probability based sampling and non-probability sampling. Probability based
sampling is when everyone in the target population has a known, non-zero, chance
of selection.

Question 83

In order to achieve a probability-based
sample, you need to have a sample frame
that has complete coverage of the target
population and you need to understand the
likelihood of selection within this frame.

Answer 83

In order to achieve a probability-based
sample, you need to have a sample frame
that has complete coverage of the target
population and you need to understand the
likelihood of selection within this frame.

Question 84

In a non‐probability sample , some elements of the population are not
accounted for and/or elements within the
sampling frame may have no chance of selection.

Answer 84

In a non‐probability sample , some elements of the population are not
accounted for and/or elements within the
sampling frame may have no chance of selection.

Question 85

A simple random sample is when each element within the same frame has an equal chance of selection and is chosen at random. This may be the simplest form of all sampling, but it is not necessarily the most used

Answer 85

A simple random sample is when each element within the same frame has an equal chance of selection and is chosen at random. This may be the simplest form of all sampling, but it is not necessarily the most used

Question 86

When we sample strata at different rates than they occur in the population, we employ disproportionate sampling. When we sample each stratum at the same rate as occurs in the population, we are using proportionate sampling.

Answer 86

When we sample strata at different rates than they occur in the population, we employ disproportionate sampling. When we sample each stratum at the same rate as occurs in the population, we are using proportionate sampling.

Question 87

Cluster sampling includes a large number of clusters. These clusters are meant to be heterogeneous in nature.

Answer 87

Cluster sampling includes a large number of clusters. These clusters are meant to be heterogeneous in nature.

Question 88

“Convenience sampling
is a form of non-probability sampling in which the ease with which potential participants can be located or recruited is the
primary consideration.

Answer 88

“Convenience sampling
is a form of non-probability sampling in which the ease with which potential
participants can be located or recruited is the
primary consideration.

Question 89

A quota is a number of interviews required

Answer 89

A quota is a number of interviews required

Question 90

Quotas can also be used to control characteristics of the sample, to guarantee consistency across samples. This is of importance if the characteristics being controlled for have a significant impact on the findings of the study

Answer 90

Quotas can also be used to control characteristics of the sample, to guarantee consistency across samples. This is of importance if the characteristics being controlled for have a significant impact on the findings of the study

Question 91

In snowball sampling we select a sample, either through probability or non-probability methods. We then ask those selected
who participate in our research to refer someone they know to take the survey

Answer 91

In snowball sampling we select a sample, either through probability or non-probability methods. We then ask those selected
who participate in our research to refer someone they know to take the survey

Question 92

Snowball sampling is used to reach hard to nd populations,

where members of the target population are more likely to know each other

Answer 92

Snowball sampling is used to reach hard to nd populations,

where members of the target population are more likely to know each other

Question 93

Which type of telephone sample is more expensive?

Answer 93

Mobile phone numbers

Question 94

Which is NOT a difference you are likely to encounter as you design your sampling for international projects?

Answer 94

The application of sampling principles

Question 95

You are reviewing results from secondary research, you have only 2 minutes before meeting with management. You will probably be asked, “how applicable this study’s sample for our purposes?”, if you can only learn ONE of the following about the study’s sample before the meeting, what is the most important to know?

Answer 95

Population and sample definitions

Question 96

In which option will increasing the sample size result in the largest improvement in precision (that is, the largest decrease in the margin of error)?

Answer 96

Increasing the sample size from 100 to 200

Question 97

Which one of the following statements about using a sample versus a census is FALSE?

Answer 97

Accurate population estimates can only be obtained through a census.

Question 98

If you increase your confidence level, for example from 85% to 95%, what (if any) change occurs in the margin of error?

Answer 98

The margin of error increases

Question 99

Which of the following is NOT one of the steps in the sample design process?

Answer 99

Calculating corrective weights for a sample you have

Question 100

Which of the following is NOT a consideration in determining the desired sample size for a study?

Answer 100

The minimum size required to establish “statistical validity”

Question 101

Typical sampling sources for studies with physicians include all of the following, EXCEPT:

Answer 101

RDD

Question 102

Which of the following is a type of non-probability sampling technique?

Answer 102

Snowball sample

Question 103

The two main classifications of sampling techniques are _____________ and _____________.

Answer 103

probability samples; non-probability samples

Question 104

The probability sampling method used to ensure that subgroups of interest within the target population are adequately represented in the sample is called:

Answer 104

Stratified sampling

Question 105

When using a ___________ sampling technique, a large number of groups are defined with each having a heterogeneous composition. Specific groups are then selected at random to be included in the research. Every member of the selected groups is included in the sampling.

Answer 105

cluster

Question 106

An instructor is doing research with college students in his/her course to draw conclusions about the adult population. This is an example of a ___________ sample.

Answer 106

convenience

Question 107

Most market research sample sizes are selected based on:

Answer 107

Practical considerations that include: project budget, what sizes are feasible given population(s) size, and the company’s own standard practices

Question 108

True or False: Probability-based online panels are available for online research.

Answer 108

True

Question 109

The type of online sample in which individuals agree to participate in research studies, provide their demographics and other information, and typically respond at high rates to survey invitations is called:

Answer 109

An online panel sample

Question 110

When interviewing busy corporate executives, you should expect response rates to be LOWEST for a __________ minute survey.

Answer 110

30

Question 111

A change in which of the following, could potentially change sample composition?

Answer 111

All of the above

The drop out rate, The screener questions, The data cleaning procedures, The field time period

Question 112

n sampling design, we want the data collection method we select to: (SELECT THREE [3] ANSWERS THAT APPLY)

Answer 112

maximize response while reducing biases, have good coverage of our target population,
fit the study topic and objectives

Question 113

Fraud that is a particular concern for the healthcare market research is:

Answer 113

Someone pretending to be a doctor to obtain the large incentives associated with physician studies

Question 114

Screening potential participants to ensure they are members of the population of interest:

Answer 114

Helps to address some sampling frame errors that can arise

Question 115

Best practices for defining a target population for sampling purposes involve each of the following EXCEPT:

Answer 115

Stating the definition vaguely enough to be flexible in sampling

Question 116

Which of the following LEAST affects how representative a sample is?

Answer 116

The size of the sample

Question 117

True or False: It is ethical to let the readers of research results make their own judgements about it being projectable to a larger population from the margin of error you report.

Answer 117

False

Question 118

True or False: The marketing research industry is heavily regulated by governments and has no rules or guidelines on best practices and ethical guidelines.

Answer 118

False

Question 119

The closer the population estimate is to __________ , the __________ the margin of error of a sample will be.

Answer 119

50%; larger

Question 120

Sampling sources for healthcare research with patients include which of the following:

Answer 120

Volunteers responding to newspaper advertisements or announcements on websites, Panels of individuals with specific types of chronic conditions, Emails to general household panels asking if anybody in the household suffers from the target symptoms or disease, Patients who have enrolled in a product’s patient support program and indicated a willingness to be contacted for research purposes (All the above -correct answer)

Question 121

True or False: One critical requirement to have a true probability sample (as academics define) is you must know the likelihood one is picked from the list.

Answer 121

True

Question 122

In which type of sampling technique does each individual in the target population have an EQUAL chance to be included in the sample?

Answer 122

Simple random sampling

Question 123

True or False: Probability-based online panels are available for online research.

Answer 123

True

Question 124

Participant fraud can be a concern particularly for online studies. Which of the following are examples of participant fraud? (SELECT TWO [2] ANSWERS THAT APPLY)

Answer 124

A restaurant manager completes multiple visitor satisfaction cards (available at each table) to boost his restaurant’s service ratings.

A college student registers with an online panel several times as himself and as his roommates.

Question 125

Best practices for defining a target population for sampling purposes involve each of the following EXCEPT:

Answer 125

Stating the definition vaguely enough to be flexible in sampling

Question 126

True or False: It is very important that researchers report every statistically significant difference between subgroups to their client.

Answer 126

False

Question 127

Researchers must keep participants’ personally identifiable information confidential EXCEPT when:

Answer 127

Participants give permission for their data to be shared.

Question 128

Which is NOT a difference you are likely to encounter as you design your sampling for international projects?

Answer 128

The application of sampling principles

Question 129

Which of the following is NOT one of the steps in the sample design process?

Answer 129

Calculating corrective weights for a sample you have

Question 130

When determining the size of the sampling frame needed to obtain a desired number of completed interviews, a researcher must consider:

Answer 130

The contact rate, The refusal rate, The incidence rate, The termination rate during the interview, (all of the above-correct)

Question 131

True or False: For an Online sample to be a Probability sample, you must have a sampling frame with complete coverage of the target population.

Answer 131

True

Question 132

When using targeted lists as the sampling frame for a study, a researcher should:

Answer 132

Evaluate how representative the list is of the target population.
Learn how and for what purpose the targeted list was compiled.
Identify how the list differs from the target population.
Consider approaches that could make the sample more representative of the target population.

(correct answer) All of the above

Question 133

When a sample is drawn, it is a sample of:

Answer 133

people, businesses, households, transactions, (correct answer- could be any of the above)

Question 134

Five focus groups are conducted with users of a specific brand and five are conducted with non-users. The type of sampling being used is BEST described as:

Answer 134

Quota sampling

Question 135

True or False: It is possible for a wave of a tracking study to produce a very different sample than a prior wave due to different field timing, even if the same list is used and everything else about the sampling process remains exactly the same.

Answer 135

True

Question 136

All else being equal, which of the following situations is preferable:

Answer 136

Having to design multiple surveys for CATI and self-administered online data collection methods in order to obtain a more representative sample and better response rates. Mode effects will need to be considered in analysis.

Question 137

Sampling statistics, like the margin of error, are based on the use of a __________ .

Answer 137

probability sample

Question 138

_____________ provide a range of possible values into which the true population parameter will fall.

Answer 138

Confidence intervals

Question 139

True or False: Online panels are usually not specific to device-type (PC, mobile, etc.) since they are based on an online account that can be accessed via different devices.

Answer 139

True

Question 140

There are drawbacks when a survey router is used in online studies, however, a survey router has a benefit of reducing what type of bias?

Answer 140

self-selection

Question 141

In healthcare market research, a population misspecification error can be fatal to a study’s success with no way to correct later. Which of the following is an example of this type of error?

Answer 141

A study is conducted with a physician specialty which is NOT a decision-maker in the drug category the study is interested in.

Question 142

For ethical reasons, weighting should be done on the __________ variables and not on the __________ variables.

Answer 142

independent; dependent

Question 143

“Qualitative research is also referred to as motivational research
and developmental research

These days, qualitative
research is usually offered as a developmental phase in preparation for subsequent quantitative surveys

Answer 143

“Qualitative research is also referred to as motivational research
and developmental research

These days, qualitative
research is usually offered as a developmental phase in preparation for subsequent quantitative surveys

Question 144

Qualitative market research is an exploration of the
“whys” behind behaviors and attitudes. The focus is
less on who, what, when, and where, and more on
how and why.
Qualitative market research has been traditionally
used as a stepping stone to further understanding
rather than the means to an end—it is used primarily
for hypotheses development instead of hypothesis
testing.
It is a flexible form of research, which allows for
changes in approach and inquiry to gain a more in-
depth understanding of the research issues.

Answer 144

Qualitative market research is an exploration of the
“whys” behind behaviors and attitudes. The focus is
less on who, what, when, and where, and more on
how and why.
Qualitative market research has been traditionally
used as a stepping stone to further understanding
rather than the means to an end—it is used primarily
for hypotheses development instead of hypothesis
testing.
It is a flexible form of research, which allows for
changes in approach and inquiry to gain a more in-
depth understanding of the research issues.

Question 145

As part of that proposal process, the qualitative researcher(s) will
clarify the goals and objectives of the study, will suggest an appropriate qualitative methodology to address those goals and objectives,
will identify likely partners in the research plan, layout a proposed timeline, and will estimate the costs of the plan.

Answer 145

As part of that proposal process, the qualitative researcher(s) will
clarify the goals and objectives of the study, will suggest an appropriate qualitative methodology to address those goals and objectives,
will identify likely partners in the research plan, layout a proposed timeline, and will estimate the costs of the plan.

Question 146

Steps in the Process

Clarify the Purpose

Define the Methodological Approach

a. Design Options
b. Other Methodological Considerations

Select Research Partners

Develop Key Tools

Recruit Participants

Collect the Data

Analyze the Data

Present the Results

Answer 146

Steps in the Process

Clarify the Purpose

Define the Methodological Approach

a. Design Options
b. Other Methodological Considerations

Select Research Partners

Develop Key Tools

Recruit Participants

Collect the Data

Analyze the Data

Present the Results

Question 147

First and foremost, there must be a clear purpose statement or objective for the project. The purpose statement drives the design of the study. Sometimes clients have difficulty articulating the purpose. It is the researcher’s responsibility to get this clarified. The
research design and ultimately the reporting of the research results are all developed to meet this purpose statement or objective.

Answer 147

First and foremost, there must be a clear purpose statement or objective for the project. The purpose statement drives the design of the study. Sometimes clients have difficulty articulating the purpose. It is the researcher’s responsibility to get this clarified. The
research design and ultimately the reporting of the research results are all developed to meet this purpose statement or objective.

Question 148

. The design will include recommendations about the
fundamental tools to be used for the research (focus groups vs. IDIs, online vs. in-person, etc.) and the rationale for that
recommendation

Answer 148

. The design will include recommendations about the
fundamental tools to be used for the research (focus groups vs. IDIs, online vs. in-person, etc.) and the rationale for that
recommendation

Question 149

So, step three in the process is selecting the research partners. This includes the moderator, the facilities or platform partners (online
or in-person) that will be used, lining up recruiters, identifying a sample provider (if needed), etc.

Answer 149

So, step three in the process is selecting the research partners. This includes the moderator, the facilities or platform partners (online
or in-person) that will be used, lining up recruiters, identifying a sample provider (if needed), etc.

Question 150

Step four begins at the same time as Step 3. The recruitment screener is a top priority in this phase. Without an approved screener,
recruitment cannot begin. Once the screener is finalized, the discussion guide can be developed. This will probably go through multiple
iterations with the client before it is finalized.

Answer 150

Step four begins at the same time as Step 3. The recruitment screener is a top priority in this phase. Without an approved screener,
recruitment cannot begin. Once the screener is finalized, the discussion guide can be developed. This will probably go through multiple
iterations with the client before it is finalized.

Question 151

Step five is recruitment, and it typically begins in the second week of the process

Answer 151

Step five is recruitment, and it typically begins in the second week of the process

Question 152

Step six is when the groups or interviews take place.

Answer 152

Step six is when the groups or interviews take place.

Question 153

Step seven—analysis of the data—can begin before the data are finished being collected. Transcription can begin.

Answer 153

Step seven—analysis of the data—can begin before the data are finished being collected. Transcription can begin.

Question 154

Finally, step eight is presentation of the findings

Answer 154

Finally, step eight is presentation of the findings

Question 155

Step 1: Clarify the Purpose

A well-crafted purpose statement provides guidance through the
research process and includes the following elements:
It says what the general question/issue is to be discussed
It specifies (in broad terms) who the participants should be
It includes a general statement of how the information will be used
It will not specify what type of methodology to use; it focuses only on the business

Answer 155

Step 1: Clarify the Purpose

A well-crafted purpose statement provides guidance through the
research process and includes the following elements:
It says what the general question/issue is to be discussed
It specifies (in broad terms) who the participants should be
It includes a general statement of how the information will be used
It will not specify what type of methodology to use; it focuses only on the business

Question 156

Step 2A: Define the Methodological
Approach

The general design (direct vs. observed, online vs. offline, groups vs. in-
depth interviews, etc.)
The sampling frame (defining the target population to interview or
observe)
The sample source (determining who will provide the sample needed)
Geographic scope (since this isn’t quantitative, we can’t sample
everyone. We need to be selective of where our participants reside)
How many groups/interviews/observations
Incentives (while not always required, they are generally the norm.

Answer 156

Step 2A: Define the Methodological
Approach

The general design (direct vs. observed, online vs. offline, groups vs. in-
depth interviews, etc.)
The sampling frame (defining the target population to interview or
observe)
The sample source (determining who will provide the sample needed)
Geographic scope (since this isn’t quantitative, we can’t sample
everyone. We need to be selective of where our participants reside)
How many groups/interviews/observations
Incentives (while not always required, they are generally the norm.

Question 157

Semiotics may be considered a branch of indirect questioning methods. Semiotics is not so much a qualitative technique as
much as it is a form of qualitative analysis. Like observational research, it is based on the premise that consumers are not
always able to articulate their innermost feelings about brands or products. Unlike observational research, which uses people
as its data source, semiotics uses things as its data source, and studies the cultural meaning of those things

Answer 157

Semiotics may be considered a branch of indirect questioning methods. Semiotics is not so much a qualitative technique as
much as it is a form of qualitative analysis. Like observational research, it is based on the premise that consumers are not
always able to articulate their innermost feelings about brands or products. Unlike observational research, which uses people
as its data source, semiotics uses things as its data source, and studies the cultural meaning of those things

Question 158

These are also called asynchronous online discussions, or online bulletin
boards.

Answer 158

These are also called asynchronous online discussions, or online bulletin
boards.

Question 159

There is a constant push in research (qualitative or quantitative) to do research “better, faster, cheaper.” One way to achieve
this is to blur the lines between quantitative and qualitative research. This can be considered another hybrid approach, but
whereas the previous section addresses mixed methods within the qualitative spectrum, quali-quant designs represent a
hybrid of a much broader set of approaches.

Answer 159

There is a constant push in research (qualitative or quantitative) to do research “better, faster, cheaper.” One way to achieve
this is to blur the lines between quantitative and qualitative research. This can be considered another hybrid approach, but
whereas the previous section addresses mixed methods within the qualitative spectrum, quali-quant designs represent a
hybrid of a much broader set of approaches.

Question 160

Synchronous is when all participants and the moderator are engaged in the
data collection process at the same time, such as during an in-person focus group.
Asynchronous means that the moderator and participants are not engaged in the data collection process at the same time.

Answer 160

Synchronous is when all participants and the moderator are engaged in the
data collection process at the same time, such as during an in-person focus group.
Asynchronous means that the moderator and participants are not engaged in the data collection process at the same time.

Question 161

Ethnography delivers some of the deepest insights about consumers because it’s a means of seeing consumers’
real lives in a very natural, uninterrupted way over a day’s time or more – on their terms, not yours.

Answer 161

Ethnography delivers some of the deepest insights about consumers because it’s a means of seeing consumers’
real lives in a very natural, uninterrupted way over a day’s time or more – on their terms, not yours.

Question 162

It is wise for clients to evaluate potential Moderators based on the above criteria. Frequently, however, it is the “personal
chemistry” between the Moderator and the client that is most critical. Most clients are looking for a productive, comfortable,
reliable, and trustful working relationship with the Moderator; if the client has any doubts about this (even if it is based on a
“sixth sense”), a Moderator who looks well-qualified “on paper” may be passed over for another with whom the client has a
stronger sense of confidence.

Answer 162

It is wise for clients to evaluate potential Moderators based on the above criteria. Frequently, however, it is the “personal
chemistry” between the Moderator and the client that is most critical. Most clients are looking for a productive, comfortable,
reliable, and trustful working relationship with the Moderator; if the client has any doubts about this (even if it is based on a
“sixth sense”), a Moderator who looks well-qualified “on paper” may be passed over for another with whom the client has a
stronger sense of confidence.

Question 163

Independent Moderators are
those who are not employed by the organization that is paying for the research. Vested Moderators are employees of the
organization that is buying and using the research

Answer 163

Independent Moderators are
those who are not employed by the organization that is paying for the research. Vested Moderators are employees of the
organization that is buying and using the research

Question 164

Moderators typically ask more questions than appear in the discussion guide. Often these are follow-up questions that are
asked to clarify responses from participants or to encourage the participant to say more about a topic of interest. It is
impossible to anticipate what these questions will be; that is why they are not all included in the guide. (Although, to the
extent possible, at least some of the anticipated follow-up questions are included in the guide.) These follow-up questions are
called “ probes ” – they are questions designed to investigate further around a response to get more data.

Answer 164

Moderators typically ask more questions than appear in the discussion guide. Often these are follow-up questions that are
asked to clarify responses from participants or to encourage the participant to say more about a topic of interest. It is
impossible to anticipate what these questions will be; that is why they are not all included in the guide. (Although, to the
extent possible, at least some of the anticipated follow-up questions are included in the guide.) These follow-up questions are
called “ probes ” – they are questions designed to investigate further around a response to get more data.

Question 165

Moderators may want to take some notes during an in-person or video interview or discussion, but a good Moderator will
refrain from excessive note-taking. Note-taking almost always requires the Moderator to look down at what is being written
down, breaking eye-contact with the speaker and the group. A good Moderator stays with the participants, maintaining eye-
contact with them almost all of the time, to establish and maintain rapport. Here are some other reasons why note-taking by

Answer 165

Moderators may want to take some notes during an in-person or video interview or discussion, but a good Moderator will
refrain from excessive note-taking. Note-taking almost always requires the Moderator to look down at what is being written
down, breaking eye-contact with the speaker and the group. A good Moderator stays with the participants, maintaining eye-
contact with them almost all of the time, to establish and maintain rapport. Here are some other reasons why note-taking by

Question 166

These debrief sessions can
be invaluable for the
researcher (or the report-
writing team) to begin to
formulate findings and hypotheses to begin thinking about. Regardless of the research methodology followed, there are ways
to hold these debrief sessions.

Answer 166

These debrief sessions can
be invaluable for the
researcher (or the report-
writing team) to begin to
formulate findings and hypotheses to begin thinking about. Regardless of the research methodology followed, there are ways
to hold these debrief sessions.

Question 167

How does one analyze qualitative data? Each researcher has his/her own preferred style, and no method is necessarily better
than another. But all methods require the analyst to delve back into the data, which many consider to be a laborious process.
Three common options are listed below. (Keep in mind that the options below pertain only to Full Reports and Management
Summary Presentation Decks. With topline reports, there is seldom time to go through transcripts.)

Answer 167

How does one analyze qualitative data? Each researcher has his/her own preferred style, and no method is necessarily better
than another. But all methods require the analyst to delve back into the data, which many consider to be a laborious process.
Three common options are listed below. (Keep in mind that the options below pertain only to Full Reports and Management
Summary Presentation Decks. With topline reports, there is seldom time to go through transcripts.)

Question 168

While most research is done with consumers (business-to-consumer research, or B2C research), a lot of research is done with
product/service users and decision-makers in business (B2B research). Some examples include:
Talking to administrative assistants about their use of and problems with o ce supplies and the ordering process
Research focusing on employee satisfaction and retention
Research with Human Resource professionals about employee bene ts
Issues regarding on-the-job safety and possible solutions
Feedback from users about tools used on-the-job, including heavy equipment and productivity software
Feedback from sales people about the sales support tools they have at their disposal

Answer 168

While most research is done with consumers (business-to-consumer research, or B2C research), a lot of research is done with
product/service users and decision-makers in business (B2B research). Some examples include:
Talking to administrative assistants about their use of and problems with o ce supplies and the ordering process
Research focusing on employee satisfaction and retention
Research with Human Resource professionals about employee bene ts
Issues regarding on-the-job safety and possible solutions
Feedback from users about tools used on-the-job, including heavy equipment and productivity software
Feedback from sales people about the sales support tools they have at their disposal

Question 169

The use of qualitative research is prevalent in the healthcare industry. This is due to a variety of market structure
issues. First, healthcare products compete in more highly concentrated markets than do other products such as consumer
package goods, consumer electronics and services, entertainment and even nancial services. Second, the sizes of
prescription drug markets are considerably smaller in terms of numbers of patients with a particular disease than, say, users
of smart phones. Third, the number of physicians who prescribe within a given therapeutic category as well as the number of
managed care decision makers is also relatively small. Fourth, physicians are the primary prescribing decision makers.

Answer 169

The use of qualitative research is prevalent in the healthcare industry. This is due to a variety of market structure
issues. First, healthcare products compete in more highly concentrated markets than do other products such as consumer
package goods, consumer electronics and services, entertainment and even nancial services. Second, the sizes of
prescription drug markets are considerably smaller in terms of numbers of patients with a particular disease than, say, users
of smart phones. Third, the number of physicians who prescribe within a given therapeutic category as well as the number of
managed care decision makers is also relatively small. Fourth, physicians are the primary prescribing decision makers.

Question 170

As a result of the small and highly concentrated product categories and homogeneous decision-making styles, healthcare
marketers have historically had greater con dence in qualitative research. Often, major decisions around positioning,
message, and promotional materials are made using only qualitative research without any further quantification.

Answer 170

As a result of the small and highly concentrated product categories and homogeneous decision-making styles, healthcare
marketers have historically had greater con dence in qualitative research. Often, major decisions around positioning,
message, and promotional materials are made using only qualitative research without any further quantification.

Question 171

A third category of materials/tools that may need to be prepared are things that will be shown to participants, or activities
that participants will be asked to engage in over the course of a discussion.

Answer 171

A third category of materials/tools that may need to be prepared are things that will be shown to participants, or activities
that participants will be asked to engage in over the course of a discussion.

Question 172

A stimulus (also called an exhibits ) is anything that is shown to participants. Stimuli can range from short videos, printed
concept statements, or actual prototypes of products. They can also include photos that may be used in photo sort exercises,
short questionnaires for participants to fill out either before or during a focus group/interview , and props that some
Moderators use in projective exercises (e.g., little toy animals spread out on the table for participants to pick from in
response to particular questions)

Answer 172

A stimulus (also called an exhibits ) is anything that is shown to participants. Stimuli can range from short videos, printed
concept statements, or actual prototypes of products. They can also include photos that may be used in photo sort exercises,
short questionnaires for participants to fill out either before or during a focus group/interview , and props that some
Moderators use in projective exercises (e.g., little toy animals spread out on the table for participants to pick from in
response to particular questions)

Question 173

An intervention is anything that is done in a focus group/interview that is outside of simply asking straightforward
questions and getting answers.

Answer 173

An intervention is anything that is done in a focus group/interview that is outside of simply asking straightforward
questions and getting answers.

Question 174

A good amount of time is spent putting together the discussion guide. Here, we use discussion guide to include interview
guide. Discussion guide is the name typically given to guides for group discussions (2 or more participants), while interview
guide is the name typically given to guides for one-on-one in-depth interviews (IDIs).
Typically the Moderator/interviewer takes responsibility for creating this document

Answer 174

A good amount of time is spent putting together the discussion guide. Here, we use discussion guide to include interview
guide. Discussion guide is the name typically given to guides for group discussions (2 or more participants), while interview
guide is the name typically given to guides for one-on-one in-depth interviews (IDIs).
Typically the Moderator/interviewer takes responsibility for creating this document

Question 175

The screener is a questionnaire that recruiters will use to nd quali ed participants for the study. It is called a “screener”
because it is like panning for gold—we have to sift through many people to nd the nuggets (quali ed people) to be invited to
participate. Screeners are used by telephone recruiters, or they may be online surveys as a way to automate the recruitment
process.

Answer 175

The screener is a questionnaire that recruiters will use to nd qualified participants for the study. It is called a “screener”
because it is like panning for gold—we have to sift through many people to nd the nuggets (qualified people) to be invited to
participate. Screeners are used by telephone recruiters, or they may be online surveys as a way to automate the recruitment
process.

Question 176

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

Answer 176

Qualitative

Question 177

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

Answer 177

quantitative

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 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 180

In-depth Interviews

Question 181

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 181

False

Question 182

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 182

Customer experience (CX) research

Question 183

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 183

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

Question 184

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 184

False

Question 185

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

Answer 185

False

Question 186

True or False: vA 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 186

True

Question 187

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

Answer 187

natural

Question 188

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

Answer 188

Synchronous

Question 189

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 189

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

Question 190

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 190

Online focus group through video chat

Question 191

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 191

the geography/markets from which individuals can participate

Question 192

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

Answer 192

two

Question 193

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

Answer 193

Finalize the screener so recruiting can begin

Question 194

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

Answer 194

True

Question 195

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 195

False

Question 196

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

Answer 196

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 197

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

Answer 197

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