Deck 5: Collecting Qualitative Insights

Question 1

The question "What are the most important reasons why you read your school newspaper?" is an example of a(n)________ question.

A)specification
B)grand tour
C)structural
D)idealization
E)hypothetical-interaction

Answer 1

A

Question 2

Which type of qualitative interview is generally more stimulating and exciting for participants?

A)Personal interviews
B)Focus groups

Answer 2

B

Question 3

Which type of qualitative interview is generally quicker to conduct and analyze?

A)Personal interviews
B)Focus groups

Answer 3

B

Question 4

Consider the two descriptions of a qualitative interview shown below.
I.A qualitative interviewer must cover the same topics,in the same order,using
The same questions,with each respondent participating in a personal interview.
II.A qualitative personal interview is a free-flowing,yet structured conversation
Between the interviewer and the respondent.
Which,if any,of the prior statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neiher I nor II are true

Question 5

Focus groups are a form of qualitative research.You hold 13 focus groups,all with the same type of respondent.Given the large number of focus groups,which of the following is correct?

A)You can generalize the results of the groups to the broader population from which the focus group respondents were drawn
B)You cannot generalize the results beyond the small group of individuals who participated in the groups.

Question 6

Consider the two descriptions of qualitative research below.
I.Qualitative research is characterized by relatively small sample sizes.
II.Qualitative research is characterized by the use of standardized,closed-ended
Questions.
Which,if any,of the prior statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 7

Qualitative research is very appropriate when there is a need to better define an advertising problem after quantitative research has been conducted.

Question 8

The question "What are all the different criteria you use to evaluate music blogs?" is an example of a(n)________ question.

A)specification
B)grand tour
C)structural
D)idealization
E)hypothetical-interaction

Question 9

One limitation of qualitative research is that it does not allow researchers to "get close to the data" and see/hear respondents express their thoughts in their own words.

Question 10

Qualitative research is typically less flexible versus quantitative research.

Question 11

Which type of qualitative interview works best when there is a risk of social pressure influencing responses?

A)Personal interviews
B)Focus groups

Question 12

How many of the following are examples of direct question types?
- Specification
- Grand tour
- Third-person
- Sentence completion

A)1
B)2
C)3
D)4

Question 13

Consider the two descriptions of qualitative research shown below.
I.Qualitative research should always be interpreted as "directional" rather than "definitive."
II.Qualitative research is appropriate when numeric descriptions of the results are important.
Which,if any,of the prior statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neiher I nor II are true

Question 14

Consider the two descriptions of qualitative research shown below.
I.The goal of qualitative research is to get "beneath the surface" and obtain in-depth
Insights into a respondent's attitudes,beliefs,motivations ,and lifestyles.
II.Qualitative research is very appropriate for situations in which preliminary or
Background information is scarce and little is known about the topic of interest.
Which,if any,of the prior statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 15

The potential for moderator-introduced bias is greater in focus groups versus personal interviews.

Question 16

Focus groups are a form of qualitative research.As a result,the generalizations from a focus group cannot be generalized to the population from which the focus group participants were drawn.

Question 17

Which type of qualitative interview works best when there is a need to stimulate greater depth and detail of discussion?

A)Personal interviews
B)Focus groups

Question 18

A(n)________ question asks a respondent to reconstruct a routine,procedure,activity or event that took place at a particular time in his or her life.

A)specification
B)grand tour
C)structural
D)idealization
E)hypothetical-interaction

Question 19

It is often advantageous to ask "why" questions when formulating specification questions.

Question 20

Which type of qualitative interview works best when extensive,detailed probing of attitudes,beliefs,motivations or needs is required?

A)Personal interviews
B)Focus groups

Question 21

The repertory grid is based on the notion that consumers use ________ to help reduce the complexity of attitudes which guide consumer behavior.

A)tri-bonded dimensions
B)bipolar constructs
C)biannual evaluations
D)prefatory constructs

Question 22

You ask a respondent this question: "If Pepsi were a famous person who would it be?" This is an example of ________.

A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)word association

Question 23

Consider the following two statements regarding the repertory grid.
I.According to the repertory grid,construct systems are static and unchanging
Once they are formed.
II.According to the repertory grid,construct systems have very little influence
On consumers' expectations and perceptions.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 24

Projective techniques can only be used in personal,face-to-face interviews.

Question 25

The question "What suggestions would you have for Facebook if Jeff Zuckerberg were sitting across the table from you?" is an example of a(n)________ question.

A)disjunctive
B)hypothetical-interaction
C)third-person
D)elaborative
E)structural

Question 26

You give a respondent a number of pictures and ask her to make two piles: one pile containing pictures of people who are loyal to a specific brand and the second pile containing pictures of those who actively avoid the same brand.This technique is called ________.

A)story completion
B)projective pictures
C)picture sorts
D)picture projection
E)word association

Question 27

You ask a respondent this question: "If Pepsi were an animal what animal would it be?" This is an example of ________.

A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)word association

Question 28

You show a respondent a picture of an individual in front of his computer and then ask: "Tell me what you think is going through this person's mind as he tries to find information on new smart phones?" This is an example of ________.

A)story completion
B)role-playing
C)personification
D)picture projection
E)word association

Question 29

You ask a respondent this question: "What do you think your friends would do if they could no longer use Facebook?" This is an example of ________.

A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)word association

Question 30

An advertiser wants to use both the repertory grid and laddering.Which technique should be used first?

A)Repertory grid
B)Laddering

Question 31

A(n)________ question allows you to move beyond a discussion of content into one of process.

A)specification
B)grand tour
C)structural
D)idealization
E)hypothetical-interaction

Question 32

The interpretation of projective techniques requires that we take an individual's responses at face value.

Question 33

The repertory grid and laddering are examples of ________ techniques.

A)literal
B)process
C)proprietary
D)outdated
E)unreliable

Question 34

Personification is a technique that asks individuals to take a leap of imagination in order to relate a brand or company to a well-known person or fictional character.

Question 35

The repertory grid helps identify the attributes and benefits consumers use to differentiate between brands and products.

Question 36

A question that asks respondents to compare the ideal brand to a specific brand is a(n)________ question.

A)specification
B)grand tour
C)structural
D)idealization
E)hypothetical-interaction

Question 37

Which projective technique is considered by many researchers to be the most useful and reliable of all projective techniques?

A)word association
B)sentence and story completion
C)picture projection
D)mood boarding

Question 38

Think about grand tour questions.How many of the suggestions shown below specifically apply to the use of this type of question?
- Keep the focus on the past
- Keep the time spent on this question to under 10 minutes
- Don't lose focus on the process
- Don't allow the respondent to ask any questions about what is expected

A)1
B)2
C)3
D)4

Question 39

________ asks an individual to quickly respond to the presentation of words or phrases with the first thing or things that come to mind.

A)Picture projection
B)Quick response
C)Word association
D)Word magnet
E)Word guessing

Question 40

What type of questioning technique is particularly useful at circumventing conscious resistance to direct questioning?

A)direct questions
B)sympathetic questions
C)metaphorical techniques
D)projective techniques
E)structural questions

Question 41

You are conducting a personal interview and the respondent says: "I think this brand is just average." What probe would be appropriate at this point?

Question 42

According to the text,using probes to add depth during a qualitative interview is an example of ________.

A)active listening
B)planned stimuli
C)extroverted commenting
D)simple listening
E)creative commenting

Question 43

You are observing a personal interview and the following exchange takes place:
Respondent: I don't believe that to be the case.
Interviewer: Well,in this case you're wrong.I know that it is ,in fact ,the case.
Is the interviewer's comment acceptable? Why or why not?

Question 44

Paul is writing a set of specification questions for an upcoming research project.The project is designed to uncover the role mobile phones play in the lives of college students.One of Paul's questions is: "Why did you buy your current phone?" Is this question acceptable? Why? If not,propose an alternative.

Question 45

The qualitative interview guide does not indicate the initial order in which questions are to be asked.

Question 46

According to the text,how many of the ways below were presented as good ways to establish rapport between interviewer and interviewee?
- pay attention and followup on what is said
- offer a large cash incentive for participation
- provide a positive compliment after every question is answered
- let the respondent choose the chair he or she wants to sit in

A)1
B)2
C)3
D)4

Question 47

You wish to learn all you can about the role that advertising plays in the developing self-image of adolescent girls.This is likely to be a topic in which rapport between interviewee and interviewer is of great importance.It is also likely to be a topic that will require a great deal of conversation before the "real" issues emerge.Given this situation,would you recommend focus groups or personal interviews as the data collection procedure? Why?

Question 48

During a qualitative interview the interviewer says "Yes,I see." According to the text,this is an example of ________.

A)active listening
B)planned stimuli
C)extroverted commenting
D)simple listening
E)creative commenting

Question 49

During a qualitative interview the interviewer says "Can you tell me more about why you think the brand is only average." According to the text,this is an example of ________.

A)active listening
B)planned stimuli
C)extroverted commenting
D)simple listening
E)creative commenting

Question 50

You are conducting research among a group of senior citizens who have just purchased their first cell phone.The purchase was made after a visit to the mobile phone company's store.Write a grand tour question to learn about the purchase process.

Question 51

During a qualitative interview it is acceptable for an interviewer to interject his or her own opinions and judgments.

Question 52

Mood boards and ad creation are primarily verbal projective techniques.

Question 53

The quality of information obtained through a qualitative interview increases as rapport becomes better established between interviewer and interviewee.