Ch1-7

Question 1

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

Accepted Answer

True

Question 2

1.In-depth interviews typically are less expensive than focus groups.

Accepted Answer

False

Question 3

1.Secondary data is previously gathered data that might be relevant to the problem at hand.

Accepted Answer

True

Question 4

1.An important goal of focus groups is that they should lead to immediately actionable results.

Accepted Answer

False

Question 5

1. Big data is more about “why” than “what.”

Accepted Answer

False

Question 6

1.Most focus group participants are recruited via door-to-door interviews.

Accepted Answer

False

Question 7

1.With big data, why people do things is critically important.

Accepted Answer

False

Question 8

Market segmentation is a key objective of marketing research.

Accepted Answer

True

Question 9

1.Secondary data can sometimes solve a marketing problem.

Accepted Answer

True

Question 10

1.Quantitative studies allow for more probing than qualitative studies.

Accepted Answer

False

Question 11

1.Which of the following is not an example of a projective test?

Accepted Answer

All of these are examples of projective tests

Questions 11