Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

Which ONE of the following decades marks when group discussions were fully accepted in marketing research?

a) 1920s

b) 1930s

c) 1950s

d) 1970s

Question 2

At what point does the analysis of qualitative data begin?

a) Before data collection

b) During data collection

c) After data collection

d) None of the options given

Question 3

Which ONE of the following is NOT the purpose of qualitative research?

a) To discover the existence of opinions

b) To measure the 'amount' of opinion

c) To indicate different viewpoints

d) To gather unexpected data

Question 4

The face-to-face focus group is the best tool to:

a) probe intimate situations.

b) trigger unexpected views.

c) interview geographically dispersed respondents.

d) administer a questionnaire.

Question 5

The depth interview is the same as a:

a) Delphi interview.

b) quantitative interview.

c) focused interview.

d) semiotic study.

Question 6

Which ONE of the following is generally considered to be a forecasting method?

a) Accompanied shopping

b) Delphi interview

c) Depth interview

d) Focus group

Question 7

Semiotics refers to:

a) the analysis of signs.

b) body language.

c) a projective technique.

d) syndicated.

Question 8

Semiotic analysis is criticised for being:

a) objective.

b) old-fashioned.

c) subjective.

d) too simple.

Question 9

Which ONE of the following statements is TRUE of non-verbal communications?

a) Awareness of body language does not help inquiry in any way

b) Single signs have specific single meanings

c) We must consider a cluster of individual signs

d) It is what is said that matters, not how it is said

Question 10

Thinking of the phases through which a group passes, which ONE of the following steps comes after the others?

a) Forming

b) Norming

c) Performing

d) Storming

Oxford University Press, Online Resource Centre, Chapter 07.

Chapter 07

Instructions