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Exam 5: Research

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Question 21

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Which is NOT indicative of a focus group?

A) almost exclusively used in media research
B) usually 8-12 participants
C) trained facilitator
D) qualitative research

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Question 22

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Copy testing,at its most basic level,refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a particular organization or issue.

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Question 23

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A scale (oftentimes with five points) that probes depth of feeling among respondents is called a

Gallup and Harris are popular government-based organizations.

You are moderating and coordinating a focus group on behalf of a popular national tire brand.The company is targeting younger consumers.What "types" of people would comprise the 12-person group,and what would be the three strong questions (outside of group "introductions")that would set a tone and get the conversation going? NOTE: you should NOT mention the word "tire",or even the notion of "auto" or "car",in these first three questions.

An "intercept" interview usually involves the cross-pollination of ideas among related departments,such as marketing and advertising,in order to intercept key ideas of like stakeholders.

An observational technique in an "anthropological" form is known as

A systematic analysis of communication that includes searching and counting key words or concept references is

Most organizational crises come from unexpected natural or uncontrollable disasters.

When the representatives of the target audience are asked to read or view materials in draft form before it is mass-produced and distributed is referred to as

You have been asked to do a Web and e-mail based survey of students on your campus regarding underage smoking.What are some things you need to consider? What are some pitfalls?

The most expensive form of research is