MKT 202 Exam 2-Ques ons and answers | Updated
Rated A+ 2026
Ethnographic research is detailed, ____ of a group and its behavior, characteris cs, and culture
a. cross-sec onal study
b. longitudinal study
c. descrip ve study
d. academic study
Descrip ve study
What objec ve would a financial ins tu on have for holding focus groups a!er an image survey
showed a par cular branch consistently received lower scores on "employee friendliness"?
a. They wanted to follow-up from the qualita ve study.
b. They wanted to understand findings from the quan ta ve study.
c. They wanted to understand more about consumer needs, mo ves, percep ons, and
a&tudes.
d. They wanted to understand consumer vocabulary.
They wanted to understand findings from the quan ta ve study
_____ is NOT one of the four general ways of organizing observa ons
a. Direct versus indirect
b. Mandatory versus voluntary
c. In situ versus invented
d. Covert versus overt
Mandatory versus voluntary
Online focus groups have the following disadvantages over tradi onal focus groups EXCEPT for
which of the following?
a. Par cipants cannot physically inspect products or taste food items.
b. Observa on of par cipants' body language is not possible.
c. Transcripts cannot be captured in real me.
d. Par cipants can lose interest or become distracted.
Transcripts cannot be captured in real me
The _____ of focus group par cipates should be judged against the target market profile to
assess to what degree the groups represent the target market
, a. buying power and demographic characteris cs
b. demographic and socio-economic characteris cs
c. geographic and buyer-behavior characteris cs
d. demographic and buyer behavior characteris cs
demographic and buyer behavior characteris cs
What type of research did a swiss chocolate maker use to study the behavior of chocoholics?
a. Indirect observa onal research
b. Covert observa onal research
c. Direct observa onal research
d. In situ observa onal research
Direct observa onal research
A researcher iden fies beforehand exactly which behaviors are to be observed and recorded; all
other behaviors are ignored. The type of observa onal research that this represents is ____.
a. indirect research.
b. overt observa onal research.
c. invented research
d. structured observa onal research.
Structured observa onal research
___ involve(s) placing a person in a decision making situa on and asks him or her to verbalize
everything he or she considers when making a decision.
a. Protocol analysis
b. In-depth interviews
c. Decision analysis research
d. Focus group research
Protocol analysis
What type of observa onal research is a sales manager using when she examines records of
sales calls to determine how frequently salespeople make cold calls?
a. Structured
b. Covert
c. Indirect
d. Direct
Indirect
Rated A+ 2026
Ethnographic research is detailed, ____ of a group and its behavior, characteris cs, and culture
a. cross-sec onal study
b. longitudinal study
c. descrip ve study
d. academic study
Descrip ve study
What objec ve would a financial ins tu on have for holding focus groups a!er an image survey
showed a par cular branch consistently received lower scores on "employee friendliness"?
a. They wanted to follow-up from the qualita ve study.
b. They wanted to understand findings from the quan ta ve study.
c. They wanted to understand more about consumer needs, mo ves, percep ons, and
a&tudes.
d. They wanted to understand consumer vocabulary.
They wanted to understand findings from the quan ta ve study
_____ is NOT one of the four general ways of organizing observa ons
a. Direct versus indirect
b. Mandatory versus voluntary
c. In situ versus invented
d. Covert versus overt
Mandatory versus voluntary
Online focus groups have the following disadvantages over tradi onal focus groups EXCEPT for
which of the following?
a. Par cipants cannot physically inspect products or taste food items.
b. Observa on of par cipants' body language is not possible.
c. Transcripts cannot be captured in real me.
d. Par cipants can lose interest or become distracted.
Transcripts cannot be captured in real me
The _____ of focus group par cipates should be judged against the target market profile to
assess to what degree the groups represent the target market
, a. buying power and demographic characteris cs
b. demographic and socio-economic characteris cs
c. geographic and buyer-behavior characteris cs
d. demographic and buyer behavior characteris cs
demographic and buyer behavior characteris cs
What type of research did a swiss chocolate maker use to study the behavior of chocoholics?
a. Indirect observa onal research
b. Covert observa onal research
c. Direct observa onal research
d. In situ observa onal research
Direct observa onal research
A researcher iden fies beforehand exactly which behaviors are to be observed and recorded; all
other behaviors are ignored. The type of observa onal research that this represents is ____.
a. indirect research.
b. overt observa onal research.
c. invented research
d. structured observa onal research.
Structured observa onal research
___ involve(s) placing a person in a decision making situa on and asks him or her to verbalize
everything he or she considers when making a decision.
a. Protocol analysis
b. In-depth interviews
c. Decision analysis research
d. Focus group research
Protocol analysis
What type of observa onal research is a sales manager using when she examines records of
sales calls to determine how frequently salespeople make cold calls?
a. Structured
b. Covert
c. Indirect
d. Direct
Indirect
