Exam 8: Information Collection: Qualitative and Observational Methods

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The results of qualitative methods should not be projected to the population.

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In a series of focus groups that is addressing a single research purpose, there should be no change in the questions raised by the moderator.This will ensure that the answers are comparable across groups.

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Observational methods can be used to provide information on past behavior.

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The moderator of a focus group should ensure that all participants are able to discuss their opinions and feelings.This may mean encouraging those who are quiet and controlling those members who might dominate the discussion.

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Direct observation can be used to gain insights into search behavior.

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It is a characteristic of group interaction that new ideas will be readily accepted.

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Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

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Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?

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Semistructured interviews

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While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

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Projective techniques are used when it is believed that respondents cannot or will not answer meaningfully to direct questions about the reasons for their behavior or attitudes.

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In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.

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