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block

Focus groups are often followed up with ___________.

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qualitative research

a final decision recommendation

mall intercepts

quantitative research

none

If the goal of the research was to discover the attitudes, feelings and motivations of a heavy user of a product, then the preferred type of research would be ____________.

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formal analysis

qualitative research

quantitative research

process analysis

none

The customer service department of a large department store recently received a complaint about a store associate. The store associate’s manager has been unable to detect any problems with the associate’s performance. Then the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation?

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mystery shoppers

depth interview with customers

close observation by the department manager

one-way mirror observations

depth interview with associate

none

The moderator of a focus group should not do which of the following?

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Speak softly.

Ask short questions and actively listen.

Have a clear demonstration of invisible leadership.

Show respect for respondents.

Set expectations and give all the industry disclosures

none

What is a garbologist?

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An expert on marketing Greta Garbo items.

Someone who looks through people's garbage to analyze household consumption patterns.

Someone who analyzes speech patterns to understand underlying meaning to their statements.

Someone who observes the how people are dressed to analyze various style trends.

none

When designing a test market, the marketer is often interested in finding out whether a new product’s sales will take away sales from existing products. What is this referred to as?

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none of these

controlled test marketing

interrupted time series

controlled test marketing

electronic test marketing

cannibalization

none

In an experiment, which of the following variables would probably not be the dependent variable?

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percent increase in market penetration

market share

advertising

all of these would probably be dependent variables.

total sales

none

Compared to quantitative research, qualitative studies tend to have _________ samples.

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larger

more statistically valid

none of these

more representative

smaller

none

Focus groups are often used in the process of defining and/or refining concepts.

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True

False

none

Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________.

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none of these

causal research

descriptive research

bogus research

exploratory research