71.A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

A.focus group

B.social media site

C.experiment

D.data mining session

E.in-depth interview

72.In a focus group, researchers usually videotape the session to

A.evaluate the potential for in-depth interviews.

B.assess both verbal and nonverbal responses.

C.post the videos on the corporate website.

D.avoid asking repetitive questions.

E.create survey instruments to send to the participants.

73.Tyree is concerned about a competitor’s new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor’s offerings.

A.industry surveys

B.experiments

C.focus groups

D.observation

E.primary data mining

74.Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a(n) __________ to provide the information Martin has requested.

A.industry survey

B.experiment

C.focus group

D.observational study

E.primary data mining analysis

75.In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method.

A.qualitative

B.quantitative

C.observational

D.syndicated

E.invalid

76.Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.

A.surveys

B.observation

C.experiments

D.voter registration data

E.census data

77.When conducting a research study attempting to understand what features were most important to automobile consumers, Gary’s Research Company used a questionnaire containing __________ questions, with a predetermined set of response options.

A.structured

B.in-depth interview

C.observational

D.free-form

E.unstructured

78.Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.

A.secondary data

B.an observational study

C.an experiment

D.a structured questionnaire

E.a survey with open-ended questions

79.The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.

A.observation-based

B.open-ended

C.experimental

D.closed-ended

E.unstructured

80.Which of the following is NOT one of the guidelines for developing a market research questionnaire?

A.The layout should be professional and easy to follow.

B.Questions should only address one issue at a time.

C.Questions should be sequenced appropriately.

D.Questions should use vocabulary respondents are familiar with.

E.Sensitive questions should be asked first.