Exploratory research design

Which of the following is not one of the five major ways to classify research discussed in the presentation?

• By purpose
  

• By data collection method

• By research outcome

• By type of decision problem

Which type of study provides a snapshot of the market at a single point in time?

• Cross-sectional study

• Longitudinal study

• Experimental study

• Case study

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

• True

• False

Which of the following statements best differentiates exploratory research from conclusive research?

• Exploratory research collects quantitative data, while conclusive research collects qualitative data.

• Exploratory research provides tentative findings, while conclusive research provides final results used for decision-making.

• Conclusive research is used to develop insights, while exploratory research tests specific hypotheses.

• Exploratory research relies on closed-ended questions, while conclusive research uses open-ended questions.

Which type of methods are commonly used in exploratory research?

• Strictly quantitative methods

• Only structured surveys

• Mainly qualitative methods, such as interviews and focus groups

• Statistical analysis exclusively

1. Why is flexibility important in exploratory research?

• It ensures that only one hypothesis is tested

• It allows researchers to avoid making mistakes

• It helps researchers to adapt their approach based on new insights

• It prevents the need for additional studies

Which of the following is a key advantage of using focus groups in research?

• Provides detailed individual responses

• Encourages in-depth, one-on-one conversations

• Allows participants to interact and share diverse perspectives

• Ensures complete confidentiality for each participant

In-depth interviews are most suitable for which of the following scenarios?

• Gathering insights on group dynamics

• Obtaining rich, personalized responses from individuals

• Comparing multiple viewpoints simultaneously

• Creating a quick overview of general opinions

A market researcher asks participants in a study group to imagine that they are 80 years old living in a nursing home. The researcher then asks the participants to discuss their thoughts as the elderly client. What type of projective test is described here?

• A word association test

• A picture response test

• A third-person test

• A sentence completion test

Participants are presented with some stimulus material and they are then asked to respond with the first thing that comes to their minds.

• A word association test

• A picture response test

• A third-person test

• A sentence completion test