Exam 5: Exploratory Research Design: Qualitative Research

Qualitative research procedures are classified as either descriptive or causal.

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

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

Whenever a new marketing research problem is being addressed,________ research must be preceded by appropriate ________ research.

In role playing,the researcher assumes that the respondents will project their own feelings into the role.

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.

________ 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.

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk.Which qualitative technique would you choose and why?

________ require the respondent to construct a response in the form of a story,dialogue,or description.

The number of focus groups that should be conducted on a single subject depends upon (1)the nature of the issue, (2)the number of distinct market segments, (3)the number of new ideas generated by each successive group,and (4)time and cost.

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.

________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

"Why do you say that?","That's interesting,can you tell me more?" or,"Would you like to add anything else?" are examples of ________.

To minimize negative effects that may arise from disguising the purpose of the qualitative research,the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

________ 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.

Online focus group participants don't have the potential to be distracted by external stimuli.

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