A focus group moderator needs to be a good talker and dominate the group discussion to keep it on track.
Indicate whether the statement is true or false
Question 2Due to substantial extra expenses when doing international marketing research, questionnaires that are determined to be accurately translated from one language to another generally do not need to be pre-tested as well.
Indicate whether the statement is true or false
Question 3Data completeness refers to the notion that the data file actually contains the information that the researcher promised the decision maker.
Indicate whether the statement is true or false
Question 4Which of the following marketing goals describes a desirable situation in which the target consumers associate the brand with desirable features, events, or people?
a. brand association c. brand preference
b. brand awareness d. brand unity
Question 5An approach to organizational structure that is based on which consumer groups are served is referred to as a(n) _____.
a. functional structure
b. area structure
c. customer structure
d. product structure
Question 6The ideal size of a focus group is 20 to 25 people.
Indicate whether the statement is true or false
Question 7An observational form should require the observer to summarize rather than list in detail the behavior observed.
Indicate whether the statement is true or false
Question 8An important part of the editing, coding,and filing stages of data analysis is checking for errors.
Indicate whether the statement is true or false
Question 9Which of the following strategies guides the corporate executive to set objectives in terms of maximizing profit?
a. growth c. innovate
b. harvest d. divestment
Question 10If market conditions with respect to product acceptance and operating conditions vary dramatically, the _____ approach is the one to choose.
a. functional
b. customer
c. product
d. area
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