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Marketing Research 10th Edition McDaniel Test Bank 1
Marketing Research 10th Edition McDaniel Test Bank 1
Multiple Choice
1. If the goal of the research was to discover the attitudes, feelings, and motivations
of a heavy user of a product, then the preferred type of research would be
_______.
a. quantitative research
b. qualitative research
c. process analysis
d. formal analysis
e. none of these
Ans: B
Difficulty: Easy
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
2. If the goal of the research was to provide a demographic and lifestyle profile of a
heavy user of a product, then the preferred type of research would be _______.
a. quantitative research
b. qualitative research
c. process analysis
d. formal analysis
e. none of these
Ans: A
Difficulty: Medium
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
Ans: C
Difficulty: Medium
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity
4. Which of the following is not a characteristic of qualitative research?
a. hardware consists of computers, questionnaires and printouts
b. is exploratory in nature
c. questions are probing
d. amount of information per respondent is substantial
e. All of these are characteristics of qualitative research.
Ans: A
Difficulty: Hard
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
Ans: C
Difficulty: Medium
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
Ans: C
Difficulty: Medium
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
Ans: B
Difficulty: Hard
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research and understand its
popularity.
Ans: D
Difficulty: Easy
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
Ans: C
Difficulty: Medium
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
Ans: D
Difficulty: Hard
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
11. What is the top motivation for respondents to participate in focus groups?
a. financial incentives
b. interest in the topic
c. opportunity for expression
d. convenient time
e. none of these
Ans: A
Difficulty: Medium
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
Ans: C
Difficulty: Hard
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
Ans: B
Difficulty: Medium
Ref: Focus Groups
Learning Objective 5.2: Learn about focus groups, how to conduct them, and their
advantages and disadvantages.
14. A written outline that describes the topics to be covered in a focus group is called
a(n) ____________.
f. discussion guide
g. moderator’s note
h. survey
i. debriefing
Ans: A
Difficulty: Medium
Ref: Focus Groups
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from the Nile, and Apuat who comes out of Asert.
It is pure, the mouth of N.; the cycle of the gods offers incense to
the mouth of N. His mouth is pure verily, and his tongue in his
mouth, for N. hates filth, he is washed from impurity as Sut is
washed in the city of the Rehui when he goes with Thoth to
heaven.
Feed N. with you; let him eat what you eat, drink as you drink,
sit as you sit, be mighty as you are mighty, navigate as you
navigate. The tent of N. is woven in the field of Aarru, his running
water is in the Garden of Hotepit. Offerings are made to him
among the gods; the drink of N. is the wine of Rā.
He goes round the sky like Rā, he travels over the sky like
Thoth. N. execrates hunger, he does not eat (feel) it, he execrates
thirst. N. has received bread from the lord of eternity.
He ordered that N. should be conceived in the night and born in
the morning, close to the follower of Rā, before the morning star.
N. was conceived of N. and born of N., he brings you the loaves
which he found in the pupil of the eye of Horus, on the bough of
the tennu tree.
When he came, Khenta Amenta brought him the victuals and
the offerings of Horus in his abodes where he lives of them. N.
lives of them; as Horus drinks, N. drinks; his food is on the altar of
Sashert. N. is welcome to Anubis on his mountain.
Hail, N., thy figure is that which thou hadst on earth, thou art
living and renewed every day. Thy face is unveiled, and thou seest
the lord of the horizon; he gives bread to N. at his hour of the day
and at his appointed time in the night. Horus has avenged thee, he
has smashed the jawbones of thy enemies, he has smitten the
violent one at the door of his fortress.
Hail, N., thine enemies are no more, in the great hall the scales
are right concerning thee, thou makest long strides like Osiris(5)
the lord of the arrivals in the Amenta. He arrives when he likes, he
sees the great god in his creations, life is given to his nostrils, he is
triumphant over his enemies.
Hail, N. Thou hatest falsehood, thou propitiatest the lord of (all)
things in the night of “stopping the tears,” thou receivest sweet life
from the mouth of the cycle of the gods, and Thoth is satisfied in
giving thee victory over thine enemies.
Nut spreads her wings over thee in her name of the veil of the
sky, she giveth thee to be in the following of the great god, thine
enemies are no more. She delivers thee of all evil things in her
name of Chnumeturit, for she is the great one among her children.
O chief of the hours, in front of Rā, make way for N. that he may
arrive into the circle of Osiris, the living lord of the two earths,
who lives eternally.
N. is in the following of Nefertmu, he is the lotus at the nostrils
of Rā ... he is pure, in the presence of the gods; he sees Rā
eternally.
N .
This Chapter, taken from London 9900, is found complete in
the pyramid of Unas (l. 166 ff.). Four other pyramids, those of
Teta, Pepi I, Merenrā and Pepi II contain the greatest part of it; as
also does a stele of the XIIth Dynasty found in Abydos, and
belonging to a man called Nehi. Hatshepsu had it copied on both
sides of the chamber of offering specially dedicated to her (Deir el
Bahari, Vol. IV, pl. CIX-XIII and p. 8). In the pyramids as well as
at the temple this text is connected with offerings. The
representation in the temple may be considered as the vignette to
this chapter. We see there the queen sitting before an altar of
offerings called .
N .
This Chapter is found in two papyri only: London 9900 Aa, and
the papyrus of Nu. This last text differs considerably from the first
at the end of the chapter. The translation is made from Aa, with
occasional references to Nu.
1. The explanation of this curious expression
N .
The papyri give us four versions of this Chapter. Two of them
are in London 9900 Aa, but as they are both copied from the
wrong side, they are of little use. Each of them had its own title;
one was, “the worshipping of Rā in the good Amenta, the praising
of the inhabitants of the Tuat,” and the other, “chapter of towing
(the gods)”; the two other copies are, one in a papyrus in Paris and
the other at Leyden.
This Chapter does not properly belong to the Book of the Dead.
It is part of a book engraved at the entrance of nearly all the tombs
of the kings, the so-called “Litany of the Sun.” This chapter is
taken from the end of the book. The various paragraphs are not
always in the same order as in the monumental text. There are
abridgments and many omissions, which in the translation have
been filled up from the text in the tombs.
The papyrus of Leyden (La) has a vignette representing the
deceased worshipping two gods.
1. Words taken from the text in the tombs of the kings.
PLATE LXI.
CHAPTER CLXXXI.
Chapter of arriving before the Divine circle of Osiris and before the gods, the guides in
the Tuat, before the guards of their halls,(1) the heralds of their gates and the
doorkeepers of their pylons in the Amenta, and of taking the form of a living soul
and praising Osiris the lord of his circle of gods.
4. Lacunæ.
N .
Chapters 182 and 183 are hymns to Osiris very like each other,
supposed to be pronounced by Thoth himself. Occasionally it is
difficult to distinguish whether the words are spoken by the god or
the deceased.
Chapter 182 is taken from Papyrus 10010 in London.
The vignette represents the mummy on the funeral bed,
surrounded by several gods and genii.
1. See note 2, Chapter 154.
Adoration to Osiris, giving him praise, bowing down before Unneferu, falling on one’s
face before the lord of Ta-tsert, and exalting him who is on his sand.
There is not much more than the vignette left. Only two or three
words remain. They are taken from a papyrus in Paris.
CHAPTER CLXXXV.
Giving praise to Osiris, falling on the earth before the lord of eternity; propitiating the
god with what he loves, speaking the truth, the lord of which is not known.
N .
I have given No. 185 to a hymn to Osiris, with which many
papyri begin, but which occasionally comes just before the
representation of the cow in the West. There seems to have been
no canonical text for that hymn, in which the writer was left to
follow his imagination.
The hymn here given is one of the most complete. It is taken
from the papyrus of Sutimes in Paris.
The vignette represents always Osiris in a shrine, with
worshippers before him.
1. , litt., “his greatness of forms.” I suppose it
means his power of taking all the forms he likes.
CHAPTER CLXXXVI.
N .
A great many papyri end with a picture representing Hathor of
the West, in company of the goddess Thueris coming out of the
mountain where the burial is to take place. The text, which is
generally very corrupt, as if the writer had neglected the words for
the picture, is an adoration to Hathor, which varies in its form.
The text here translated is taken from a papyrus at Leyden.
The vignette is taken from the papyrus of Ani.
PLATES
PLATE I.
BOOK OF THE DEAD.
C I.
Papyrus in the British Museum.
No. 9901.
See N , “Book of the Dead,” I, Pl. I and II.
PLATE II
BOOK OF THE DEAD.
C I.
a.
Musée du Louvre.
No. III, 36.
b.
British Museum.
No. 9949 (portion).
c.
Painting. Thebes.
W ’s “Ancient Egyptians.”
See N , “Book of the Dead.”
PLATE III.
BOOK OF THE DEAD.
C XV.
A.—T R S .
C XVI.
B.—T S S .
P ,T C ,D , IV.
PLATE VII.
BOOK OF THE
DEAD.
C XVII.
Papyrus of Ani.
I C
XVIII. Leyden Papyrus.