Often video recorded and conducted in special

they have that the products don't address. Often video-recorded and conducted in special
interviewing rooms with a one-way mirror, these groups enable marketing researchers and
managers to hear and watch consumer reactions. It is not a panel of any kind because it meets
only once.
AACSB: 3
Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments
130.
(p. 204)
A marketing research approach that uses a discussion leader to interview 6 to 10
past, present, or prospective customers is referred to as
A. an in-depth (or individual) interview.
B. data mining.
C. a focus group.
D. a focus forum.
E. a small group dynamics session.
Text term definition—focus groups
AACSB: 3
Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments
8-138

Chapter 08 - Marketing Research: From Customer Insights to Actions
131.
(p. 205-206)
Mall intercept interviews refer to
A. impersonal data collection methods in strip shopping malls.
B. personal interviews of consumers visiting shopping centers.
C. interviews with mall management about shopper behavior.
D. interviews with mall security about shoplifting.
E. telephone interviews with consumers about their shopping center habits.
Text term definition—mall intercept interviews
AACSB: 3
Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments
132.
(p. 205-206)
A disadvantage of mall intercept interviews is
A. their difficulty in finding qualified interviewers to work at relatively low salaries.
B. their lack of reliability due to changes in customer traffic during holidays.
C. they create ill will with shoppers who are in a hurry or looking for a relaxing mall
experience.
D. the people selected may not be representative of the targeted consumers.
E. people only participate if they think they will receive something in return, so their answers
are often biased.
Mall intercept interviews are personal interviews of consumers visiting shopping centers. The
high cost of reaching respondents in their homes has led to a dramatic increase in the use of
mall intercept interviews. These face-to-face interviews reduce the cost of personal visits to
consumers in their homes while providing the flexibility to show respondents visual cues such
as ads or actual product samples. A critical disadvantage of mall intercept interviews is that
the people selected for the interviews may not be representative of the consumers targeted for
the interviews, giving a biased result.
AACSB: 3
Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments
8-139

Chapter 08 - Marketing Research: From Customer Insights to Actions
133.
(p. 206)
Question 1 in the Wendy's Survey in Figure 8-5 illustrates which type of question
format?
Figure 8-5
A. Dichotomous
B. Open-ended
C. Close-ended
D. Attitudinal
E. Semantic differential
An open-ended question allows respondents to express opinions, ideas, or behaviors in their
own words without being forced to choose among alternatives that have been predetermined
by a marketing researcher.