Deck 5: Qualitative Research Tools

Question 1

Prospect theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

Answer 1

False

Question 2

Observation plays a key role in ethnography.

Answer 2

True

Question 3

Piggybacking is a procedure in which one respondent stimulates thought among the others in a focus group.

Answer 3

True

Question 4

Computerized qualitative analysis is now commonly used.Two commonly used programs are ATLAS.ti (discussed earlier)and NVivo.

Question 5

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

Question 6

Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.

Question 7

The ideal size of an online focus group is 6 to 10 people.

Question 8

Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.

Question 9

Because participants do not have to be together in the same room at a research facility, the number of participants in online focus groups can be larger than in traditional focus groups.

Question 10

Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.

Question 11

Social Listening is an informal qualitative data-gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter

Question 12

Phenomenology refers to the documented history of a particular person, group, organization, or event.

Question 13

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.

Question 14

Quantitative research is interested more in qualities than quantities, often extending beyond the obvious.

Question 15

Concept testing is a type of exploratory research.

Question 16

Qualitative research is cheaper than quantitative research.

Question 17

Focus groups are relatively fast and easy to execute.

Question 18

Qualitative research is objective.

Question 19

The focus of qualitative research is on producing "numbers" that can be used in statistical tests.

Question 20

A focus group typically involves a rigid question-and-answer session among participants.

Question 21

Ethnography is a qualitative research orientation originating in ____.

A) marketing
B) psychology
C) anthropology
D) sociology

Question 22

Jennifer provides her team with a checklist of items for a creative mind during their brainstorming.All of the following are on the list EXCEPT

A) less is better
B) wilder is better
C) do not judge
D) question assumptions

Question 23

The grounded theory technique (GTT)presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Question 24

Which qualitative research orientation is the application of ethnographic procedures to online phenomena?

A) phenomenology
B) grounded theory
C) netnography
D) case study

Question 25

Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted.

Question 26

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.

A) quantitative marketing research
B) qualitative marketing research
C) extensive marketing research
D) grounded marketing research

Question 27

Qualitative researchers are interested in all of the following EXCEPT

A) counting
B) listening
C) interpreting
D) observing

Question 28

In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Question 29

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers.Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture.From this immersion, she is able to draw data from her observations.Cindy is referred to as a(n)____.

A) interloper
B) participant-observer
C) moderator
D) mystery shopper

Question 30

Qualitative research ____.

A) tests specific research hypotheses
B) typically has a large number of participants
C) yields objective data
D) has an unstructured approach to data collection

Question 31

The sentence completion method is based on free-association principles.

Question 32

Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

Question 33

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

A) hermeneutics
B) ethnography
C) psychographics
D) psychodynamics

Question 34

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live.He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation.Which qualitative research orientation is Owen using?

A) grounded theory
B) phenomenology
C) ethnography
D) case study

Question 35

Kodetra is interpreting consumers' blog postings on the Internet.Which term best describes the type of research that Kodetra is conducting?

A) independent marketing research
B) dependent marketing research
C) quantitative marketing research
D) qualitative marketing research

Question 36

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product.These consumers are participating in a(n)____.

A) causal research study
B) descriptive research study
C) concept test
D) case study

Question 37

Research that is conducted to clarify the nature of a research problem is called _____ research.

A) exploratory
B) judgmental
C) descriptive
D) convenience

Question 38

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores.As such, the company is engaging in ____.

A) an experiment
B) a test market
C) a case study
D) causal research

Question 39

Which situation is LEAST conducive for qualitative research?

A) when developing difficult but actionable decision statements
B) when needing conclusive evidence to be drawn from data
C) when learning how consumers use a product in natural settings
D) when needing a fresh approach to studying some problem

Question 40

All of the following are qualitative research orientations EXCEPT ____.

A) phenomenology
B) grounded theory
C) case studies
D) regression analysis

Question 41

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

A) hermeneutics
B) field notes
C) discussion guides
D) expositions

Question 42

In case studies, _____ are identified by the frequency with which the same term (or a synonym)arises in the narrative description.

A) themes
B) threats
C) links
D) ladders

Question 43

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview.The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely.Betsy is participating is ____.

A) case study
B) grounded research study
C) depth interview
D) focus group interview

Question 44

All of the following are advantages of semi-structured interviews EXCEPT for the ____.

A) ability to address more specific issues
B) often easier interpretation of responses
C) ability to administer questions without an interviewer
D) high degree of scrutiny

Question 45

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____.

A) picture completion
B) picture frustration
C) scenario test
D) projective picture

Question 46

Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture.She is then asked to tell what might happen next.Stephanie is participating in a(n)____.

A) aptitude test
B) focus interview
C) thematic apperception test
D) focus blog

Question 47

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n)____.

A) case study
B) experiential survey
C) laddering interview
D) projective technique

Question 48

The typical ethnographic approach involves the use of ____________________.

Question 49

Hank, a researcher, is discussing football fan behavior with a respondent.His approach is almost completely unstructured, and he enters into a discussion with few expectations.Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog.Which qualitative research technique is Hank using?

A) conversation
B) focus group
C) depth interview
D) case study

Question 50

Natalie is provided with a stack of pictures.She is asked to assemble the picture in a way that represents her thoughts and feelings.Natalie is participating in

A) collage creation
B) cartoon tests
C) sentence completion
D) silent conversation

Question 51

Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of marketing phenomena without depending on numerical measurement is referred to as ____________________ marketing research.

Question 52

An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n)____________________.

Question 53

Which approach to probing asks respondents to compare differences between brands at different levels?

A) interrogating
B) elaborating
C) linking
D) laddering

Question 54

A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n)____.

A) thematic exploration
B) laddering site
C) focus blog
D) real-time survey

Question 55

Research that is conducted to clarify the nature of a problem is called ____________________ research.

Question 56

When focus group participants are shown a drawing of a new type of car and are asked for their reactions, this is called a(n)____________________.

Question 57

A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing.This is an example of a ____.

A) depth interview
B) concept test
C) focus interview
D) hermeneutic analysis

Question 58

A focus group discussion guide should include all of the following EXCEPT.

A) focus group participant list
B) focus group purpose
C) focus group rules
D) outline of topics or questions

Question 59

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.

A) valid
B) replicable
C) homogeneous
D) scrutinized

Question 60

Listening to conversations about a brand on Twitter or Facebook in order to gather data is an example of ____.

A) word association
B) concept testing
C) case study development
D) social listening

Question 61

An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n)____________________ technique.

Question 62

Name and briefly describe the four qualitative research orientations.

Question 63

A qualitative research effort in which a group of individuals provides unstructured comments through some online medium is called a(n)____________________.

Question 64

The person who leads a focus group discussion is called a(n)____________________.

Question 65

Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.

Question 66

A graphical depiction of the frequency with which words occur is called a(n)____________________.

Question 67

Research that is intersubjectively certifiable means that it is ____________________.

Question 68

A respondent is shown a new television commercial and is asked to write the answer to this stimulus: "The man in the commercial ____." This is an example of the ____________________ technique.

Question 69

An interviewer who reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word" is using a(n)____________________ technique.

Question 70

An unstructured, free-flowing discussion with a small number of consumers in a session that is conducted by a moderator is called a(n)____________________.

Question 71

A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.

Question 72

Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Question 73

What role do exploratory research approaches using qualitative research tools have in scientific inquiry? Explain why a decision may be based solely on these results.

Question 74

Describe how technological advances have change qualitative marketing research.

Question 75

_____________________ refers to marketing research using prompted or unprompted social media conversations to gather data