41) A trained researcher was sent on a Caribbean cruise to pose as a “hard-to-please†customer in order to evaluate the level of service offered by the crew.  This example shows how: A) all good observations should be disguised. B) observation techniques may raise ethical questions. C) physical traces provides tangible evidence. D) structured observation is legal. E) unstructured observation is legal. 42) Sue Miller, brand manager for Zippo Cat Foods, wanted to gather some information from cat food buyers. She arranged to conduct several focus groups, each conducted online with as many as 25 to 50 participants. She also wanted to interact with the focus group participants. Sue would be using which type of focus group? A) traditional B) nontraditional C) disguised D) nondisguised E) moderated 43) A digital video recorder manufacturer was interested in improving the functionality of its product for consumers in Canada. In order to do this the company hired a research company who decided to monitor various blogs for mentions of the current product. After examining 100 conversations, categories of interest involved ease of use, amount of storage, and filing capabilities. What type of research did the company engage in? A) Online research B) Social media research C) Online focus groups D) Digital media research E) Mechanical observation research 44) Jamie Sims developed a female urinal that has the advantage of allowing women to use the restroom much faster. Jamie knows that long waiting lines for women’s restrooms are often present in large, heavily used public facilities such as busy airports or entertainment complexes. She has perfected her urinal and a major plumbing manufacturer is interested in producing and distributing the device. However, the manufacturer wants Jamie to provide some research evidence indicating how receptive women are to using the device. Jamie is concerned about how to conduct the research since the topic is socially sensitive. Given this situation, Jamie should use: A) traditional focus groups B) structured survey C) quantitative research D) projective technique E) mechanical observation 45) Francois Benoit has trained for several months to conduct focus groups. He is about to hold his first focus group as the moderator. Which factor did Francois NOT learn about how to hold a successful focus group discussion? A) Have a clear understanding of the purpose and objectives of the interview. B) Set the tone for the entire session with introductory remarks. C) Formulate questions ahead of time in a logical sequence. D) Make sure to keep a professional distance from the participants as a moderator is there to observe only. E) Provide a clear explanation of how the participant should respond. 46) Dan Neufeld decides to use a qualitative research technique called “laddering.” Which of the following would best describe how laddering could be used by Dan’s Pork processing company? A) Determining values important to consumers (i.e., good health); the routes consumers take to achieve those values (i.e., exercise, eating good foods, rest); and which specific product attributes (eat white meats) are used as a means of achieving the end desired value (good health). B) Determining product attributes important to consumers (i.e., white meats); the routes consumers take to achieve those attributes (i.e., shopping, reading ads, coupons); and which specific product attributes (pork) are used as a means of achieving the end desired value. C) Determining bottom rung values important to consumers (i.e., food, shelter, clothing); the routes consumers take to advance to higher rungs (i.e., education, job search, skill training); and which specific product attributes (white meats) are used as a means of achieving the highest rung (high self-esteem). D) Determining the step-by-step approach to determining the best method to advertise the product (pork) as a healthy, nutritious food (white meat). E) Determining the step-by-step approach to determining the best method to display the product (pork) as a healthy, nutritious food (white meat) in the meat aisle of the grocery store. 47) Hull Research Associates is asked to help name a new product that is a new type of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart, DownLoCheez, and SansFat. What would be the most appropriate qualitative technique to determine the meanings of these names to customers? A) picture this, picture that B) protocol analysis C) word-association test D) balloon test E) laddering test 48) Qualitative research is becoming increasingly popular, especially in the application of social media. A) True B) False 49) Quantitative techniques deal with the “soft side” of marketing research. A) True B) False 50) Although commonly used in the United States, observation methods are less popular in Canada. A) True B) False