Exam 8: Information Collection: Qualitative and Observational Methods

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Which one of the following statements does not represent a trend in the focus group?

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A perceived constraint slowing down the use of qualitative research is the Comparatively higher expenses associated with the collection of qualitative data.

(True/False)
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The most important step in phone interviews is capturing the data in a software program that codes and tabulates responses from open-ended questions.

(True/False)
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Qualitative research methods are used when it is not possible or desirable to obtain information from respondents using formal or fully structured methods.

(True/False)
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A member of a focus group will respond with more meaningful answers if he or she feels pressured by other group members.

(True/False)
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Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.

(True/False)
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Behavior recording devices include all of the following except

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While conducting a telephonic interview, the interviewer can do all of the following except

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The moderator of a focus group should

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The humanistic approach advocates immersing the researcher in the system under study rather than a dispassionate observer.

(True/False)
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Telephonic interviews do not require experienced and intelligent interviewers

(True/False)
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To conduct a successful focus group, it is necessary to translate the research purpose into a set of questions that will be asked of the research results.

(True/False)
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A cereal manufacturer wants to know how effective its packaging is in gaining attention.Which research method is most appropriate?

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Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.

(True/False)
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Interviewers must be well briefed, about the interviewee's company, the research objective and terminologies likely to be encountered, before the interview.

(True/False)
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Cameras and traffic counters are used for

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Interviewer should establish a good rapport with the interviewee in order to obtain free flow of information.

(True/False)
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Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.

(True/False)
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Individual in-depth interviews are unrestricted by a specific set of topics to be covered.

(True/False)
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Monitoring trade journals on executives' desks is an example of an observational method.

(True/False)
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