1. Which of the following guidelines does not enhance the usefulness of projective techniques?
a. Projective techniques should be used because the required information cannot be
accurately obtained by direct methods.
b. Projective techniques should be used for exploratory research to gain initial insights and
understanding.
c. Given their complexity, projective techniques should not be used naively.
d. None of the above
(d, difficult, page 168)
2. _____ is one of the three general steps that should be followed when analyzing qualitative
data. In this step, the researcher considers the meaning of analyzed data and assesses its
implications for the research question at hand.
a. Data display
b. Data reduction
c. Data determination
d. Conclusion drawing and verification
(d, moderate, page 170)
3. When conducting international marketing research, focus group moderators should not only
be trained in focus group methodology but should also be familiar with the _____ of the
country.
a. language
b. culture
c. patterns of social interaction
d. all of the above
(d, difficult, page 172)
4. Word association is the best known of the _____ techniques.
a. expressive
b. association
c. completion
d. construction
(b, easy, page 163)
5. With _____ respondents are presented with a list of words, one at a time. After each word,
they are asked to give the first word that comes to mind.
a. word association
b. sentence completion
c. story completion
d. none of the above
(a, moderate, page 163)
6. In word association, responses are analyzed by calculating _____.
a. the frequency with which any word is given as a response
, b. the amount of time that elapses before a response is given
c. the number of respondents who do not respond at all to a test word within a reasonable
period of time
d. all of the above
(d, moderate, page 163)
7. In _____, an individual is presented with a stimulus and asked to respond with the first thing
that comes to mind.
a. completion techniques
b. focus groups
c. association techniques
d. depth interviews
(c, moderate, page 163)
8. Focus groups are a(n) _____ research procedure and projective techniques are a(n) _____
research procedure.
a. experimental; direct
b. indirect; direct
c. direct; experimental
d. direct; indirect
(d, easy, page 145)
a. Projective techniques should be used because the required information cannot be
accurately obtained by direct methods.
b. Projective techniques should be used for exploratory research to gain initial insights and
understanding.
c. Given their complexity, projective techniques should not be used naively.
d. None of the above
(d, difficult, page 168)
2. _____ is one of the three general steps that should be followed when analyzing qualitative
data. In this step, the researcher considers the meaning of analyzed data and assesses its
implications for the research question at hand.
a. Data display
b. Data reduction
c. Data determination
d. Conclusion drawing and verification
(d, moderate, page 170)
3. When conducting international marketing research, focus group moderators should not only
be trained in focus group methodology but should also be familiar with the _____ of the
country.
a. language
b. culture
c. patterns of social interaction
d. all of the above
(d, difficult, page 172)
4. Word association is the best known of the _____ techniques.
a. expressive
b. association
c. completion
d. construction
(b, easy, page 163)
5. With _____ respondents are presented with a list of words, one at a time. After each word,
they are asked to give the first word that comes to mind.
a. word association
b. sentence completion
c. story completion
d. none of the above
(a, moderate, page 163)
6. In word association, responses are analyzed by calculating _____.
a. the frequency with which any word is given as a response
, b. the amount of time that elapses before a response is given
c. the number of respondents who do not respond at all to a test word within a reasonable
period of time
d. all of the above
(d, moderate, page 163)
7. In _____, an individual is presented with a stimulus and asked to respond with the first thing
that comes to mind.
a. completion techniques
b. focus groups
c. association techniques
d. depth interviews
(c, moderate, page 163)
8. Focus groups are a(n) _____ research procedure and projective techniques are a(n) _____
research procedure.
a. experimental; direct
b. indirect; direct
c. direct; experimental
d. direct; indirect
(d, easy, page 145)
