Exam 5: Exploratory Research Design: Qualitative Research

Only audio and visual stimuli can be tested via online focus groups.

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

Which of the following is not one of the key qualifications of focus group moderators?

Participants in online focus groups receive a time,a URL,a room name,and a password via e-mail.

A(n)________ is an unstructured,indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern.

The quality of focus group results depends heavily on the skills of the moderator.

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Data determination is one of the three general steps that should be followed when analyzing qualitative data.

Projective techniques generally require personal interviews with highly trained interviewers.This is an advantage of projective techniques.

The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews).A possible exception may be ________,which is used commonly to test brand names and occasionally to measure attitudes about particular products,brands,packages,or advertisements.

In ________,respondents are asked to play the role or assume the behavior of someone else.

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________,________,and ________.

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher chooses which aspects of the data are emphasized,minimized,or set aside for the project at hand.

The cost of online focus groups is much less than for traditional focus groups.Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.

Qualitative research may reveal the differences between the foreign and domestic markets.

The presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties.The negative attacks were based on qualitative marketing research used to help design the messages.Which ethical concern is this use of marketing research related to?

One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.

Which of the following is a methodological application of focus groups?