41) A(n) ________ is a comprehensive examination of a particular firm or organization. A) focus group B) case study C) longitudinal study D) expert panel E) ethnographic study 42) Which of the following methods of gathering exploratory data was derived from anthropology? A) focus groups B) one-on-one interviews C) case studies D) longitudinal studies E) ethnography 43) Using ________, some marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products. A) mechanical observation B) ethnography C) focus groups D) face-to-face interviews E) telephone interviews 44) Focus groups have become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following? A) finding a convenience sample B) generalizing the results to the rest of the population C) administering the questions D) orchestrating cooperation among participants E) generating qualitative data 45) Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following? A) conduct descriptive research B) calculate the representative sample size C) identify secondary data sources D) select a primary data collection method E) conduct qualitative research 46) Descriptive research using a ________ design tracks the responses of the same sample of respondents over time. A) latitudinal B) cause-and-effect C) longitudinal D) cross-sectional E) hierarchical 47) Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else. A) ethnography B) predictive techniques C) descriptive research D) causal research E) exploratory research 48) Researchers design ________ to test predicted relationships among variables in a controlled environment. A) longitudinal assessments B) statistical models C) multidimensional scales D) experiments E) perceptual maps 49) Your text describes the two main primary data collection methods as ________. A) descriptive and exploratory B) causal and descriptive C) survey and observation D) direct and indirect E) impersonal and personal 50) Which of the following best explains the goal of neuromarketers? A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by scanning consumers’ brains C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to answer complex “what if” questions