Ch4 - Exploratory Research |47 Questions| With Correct Answers.

Research investigators often follow their intuition in an exploratory study. a. True b. False {Ans: T}You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy is a. an experimental study. b. a field experiment followed by an exploratory study. c. an experimental study followed by a descriptive study. d. an exploratory study. e. a descriptive study involving a field survey of actual and potential customers. {Ans: d. an exploratory study.}A projective technique involves the use of a vague hypothesis that an individual is asked to describe, expand upon, or build a structure around. a. True b. False {Ans: F}Benefits of focus groups include a. ideas that can drop "out of the blue". b. snowballing ideas. c. more spontaneous responses than in one-on-one interviews. d. easy interpretation of responses. e. All of these choices are correct. {Ans: e. All of these choices are correct.}Although focus groups vary in size, most consist of ______ members. a. 1-2 b. 3-4 c.