Focus group interviewing has become one of the major marketing research lolls for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following? (Points : 2) finding a representative sample generalizing from the results administering the questions orchestrating cooperation among participants finding enough secondary data to support the findings 9. What is a major drawback of probability sampling? It can be time consuming. Sampling error cannot be measured. The most difficult population from which to obtain information is chosen.
Everyone has an equal chance of selection. Marketers must rely on the judgment of the researcher in respondent selection. 10. When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using informal surveys experiments observation direct marketing marketing intelligence 11. Maryanne Rose is conducting research to determine consumers’ personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryanne wants to select the contact method that is most likely to encourage respondents to answer honestly.
Which contact method would Maryanne select? (Points : 2) mail questionnaires telephone interviews individual interviews focus group interviews online panels 12. Tattoos Sensuously has a limited budget for the market research she needs to conduct: however, the sample size for her research is quite large. Which of the following methods of contact would provide Tattoos with the most cost-effective way to reach a large sample of potential customers? (Points : 2) telephone surveys personal interviews Internet surveys mail surveys 13. Wall-Mart sends a trained observer to watch and interact with customers as they shop in a Wall-Mart store.
This is an example of secondary research survey research ethnographic research experimental research descriptive research 14. You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your survey? (Points : 2) Do you like chocolate? What is your gender? Do you work full- or part-time? What do you like about your teacher? In what month do you plant your garden? 15. Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?