MKT 5360 Test 1 Review (updated)
questions with correct answers
Qualitative research typically lends itself to more fundamental, open-ended questions - correct
answer ✔✔True
Which of the following BEST describes empathy building? - correct answer ✔✔A research
approach that uses observations of consumers as they conduct routine activities looking for
"pain points" and frustrations
You work for an online retailer. Your company is eager to understand how its customers navigate
the website and their pain points. Your team has been tasked with understanding this issue and
one of your team members just learned about human-centered design and design thinking. She
is very eager to undertake research of this nature to answer the question.
Organize the steps she must follow in the design thinking process: - correct answer ✔✔1.
Empathize with the customer, determine his or her jobs to be done and identify the specific
needs that arise in different contexts.
2.
Define the problem that should be solved based on the customer's job-to-be perspective
3.
Ideating for solutions brings up for potential ideas
4.
Develop prototypes
5.
Test the prototyped solutions
, Which of the following is NOT a characteristic of Ethnographic interviews (or in-depth
interviews) - correct answer ✔✔The interviewer uses a predetermined set of closed-ended
questions.
Match the respective method with its correct definition - correct answer ✔✔Ethnographic
observations:
Field work that is used to help build assumptions and hunches about people's needs. As a
researcher, you stay in the background and capture all what the target person does.
Ethnographic interviews:
This method helps the researchers to gain a deeper understanding of why people do things they
way they do them.
The ideal research methods to understand the jobs that customers are trying to get done are
closed-ended survey questions, or data bases where researchers can find information about
trends and population characteristics that fit their target market. - correct answer ✔✔False
Can I follow up with you when we build a solution to [problem]? - correct answer ✔✔Good
question
Do you know anyone else experiencing a similar [problem] - correct answer ✔✔Good question
How much would you pay for a solution to [problem]? - correct answer ✔✔Bad question
What's the hardest part for you about being a [role]? - correct answer ✔✔Good question
If we created your ideal solution to [problem], how much would you pay for it? - correct answer
✔✔Bad question
questions with correct answers
Qualitative research typically lends itself to more fundamental, open-ended questions - correct
answer ✔✔True
Which of the following BEST describes empathy building? - correct answer ✔✔A research
approach that uses observations of consumers as they conduct routine activities looking for
"pain points" and frustrations
You work for an online retailer. Your company is eager to understand how its customers navigate
the website and their pain points. Your team has been tasked with understanding this issue and
one of your team members just learned about human-centered design and design thinking. She
is very eager to undertake research of this nature to answer the question.
Organize the steps she must follow in the design thinking process: - correct answer ✔✔1.
Empathize with the customer, determine his or her jobs to be done and identify the specific
needs that arise in different contexts.
2.
Define the problem that should be solved based on the customer's job-to-be perspective
3.
Ideating for solutions brings up for potential ideas
4.
Develop prototypes
5.
Test the prototyped solutions
, Which of the following is NOT a characteristic of Ethnographic interviews (or in-depth
interviews) - correct answer ✔✔The interviewer uses a predetermined set of closed-ended
questions.
Match the respective method with its correct definition - correct answer ✔✔Ethnographic
observations:
Field work that is used to help build assumptions and hunches about people's needs. As a
researcher, you stay in the background and capture all what the target person does.
Ethnographic interviews:
This method helps the researchers to gain a deeper understanding of why people do things they
way they do them.
The ideal research methods to understand the jobs that customers are trying to get done are
closed-ended survey questions, or data bases where researchers can find information about
trends and population characteristics that fit their target market. - correct answer ✔✔False
Can I follow up with you when we build a solution to [problem]? - correct answer ✔✔Good
question
Do you know anyone else experiencing a similar [problem] - correct answer ✔✔Good question
How much would you pay for a solution to [problem]? - correct answer ✔✔Bad question
What's the hardest part for you about being a [role]? - correct answer ✔✔Good question
If we created your ideal solution to [problem], how much would you pay for it? - correct answer
✔✔Bad question
