Exam 8: Observation, Focus Groups, and Other Qualitative Methods

Though they are often used, Focus Groups are NOT considered qualitative research.

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative.

The picture test, a projective technique, is carried out by asking respondents to fill in "balloons" drawn above the heads of the actors.

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion about some topic?

Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as:

In understanding the Hispanic market, researchers have found that they prefer to call themselves Latinos, and that there are vast differences between Latinos in California, Texas and Florida, the Caribbean, South America and Mexico. Your book describes this understanding of a market segment as stemming from which type of research?

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program. However, the researcher was really spying on the couple to better understand automobile buying behavior. This illustrates:

Rooms designed especially for focus groups are referred to as focus group facilities.

Which one of the following is NOT an objective of focus groups?

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?

There is only one form of online focus group; focus group members meet in a focus group facility and the focus group is communicated via the Internet to clients who may be in remote locations.

When the decision process is very short and recall may be faulty, protocol analysis may be useful to slow down the process.

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner.

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.

Which of the following is not an advantage of online focus groups over traditional focus groups?