Deck 4: Qualitative Research

Question 1

A focus group typically consists of eight to twelve participants.

Answer 1

True

Question 2

In contrast to quantitative research,the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

Answer 2

False

Question 3

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

Answer 3

False

Question 4

Quantitative research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis.

Question 5

Qualitative research procedures are classified as either direct or indirect.

Question 6

A depth interview is recognized as the most important qualitative research procedure.

Question 7

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

Question 8

According to the text,the typical duration of a focus group is less than an hour.

Question 9

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Question 10

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Question 11

Qualitative research is a research methodology that seeks to quantify the data and,typically,applies some form of statistical analysis.

Question 12

In addition to defining the problem and developing an approach,qualitative research is also appropriate when facing a situation of uncertainty.

Question 13

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

Question 14

Focus groups are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Question 15

There are fewer people in an online group than in a face-to-face group.

Question 16

The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

Question 17

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Question 18

According to the text,the typical focus group costs the client about $4,500.

Question 19

A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Question 20

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

Question 21

Depth interviews are described as loosely structured,one-on-one conversations with individuals drawn from the target audience.

Question 22

It is not possible to conduct depth interviews using social media.

Question 23

A projective technique,in which respondents are presented with a list of words,one at a time,is called word association.

Question 24

In cultural settings,such as the Far East where persons are hesitant to discuss their feelings in group situations,depth interviews should be used.

Question 25

The evaluation technique is a popular form of qualitative research.

Question 26

The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

Question 27

The word association technique requires the respondent to construct a response in the form of a story,dialogue,or description.

Question 28

In the third-person technique,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.

Question 29

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called a projective technique.

Question 30

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

Question 31

The evaluation technique is a classification of a projective technique used in marketing research.

Question 32

Traditional focus groups are much less expensive to conduct than online focus groups.

Question 33

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

Question 34

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Question 35

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Question 36

Private online communities can play the role of extended focus groups.

Question 37

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Question 38

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Question 39

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Question 40

Participant blogs are one way to conduct focus-group type research using social media.

Question 41

In addition to defining the problem and developing an approach,________ is also appropriate when facing a situation of uncertainty.

A) qualitative research
B) quantitative research
C) statistical research
D) hypothetical research
E) lead research

Question 42

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

A) qualitative; quantitative
B) quantitative; qualitative
C) observational; qualitative
D) descriptive; observational
E) total; partial

Question 43

________ is an unstructured,exploratory research methodology based on small samples,which provides insights and understanding of the problem setting.

A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Statistical research

Question 44

Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?

A) quantitative research
B) experimental research
C) qualitative research
D) hypothetical research
E) lead research

Question 45

Qualitative research procedures are classified as either ________.

A) primary or secondary
B) direct or indirect
C) descriptive or exploratory
D) theoretical or non-theoretical
E) partial or total

Question 46

The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

A) depth interview
B) quantitative survey
C) experiment
D) moderator group
E) focus group

Question 47

A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

A) experiment
B) focus group
C) quantitative survey
D) depth interview
E) moderator group

Question 48

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Question 49

________ are the most important qualitative research procedure.

A) Focus groups
B) Depth interviews
C) Projective techniques
D) Association techniques

Question 50

The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n)________.

A) direct approach
B) panel
C) indirect approach
D) survey
E) masked approach

Question 51

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

Question 52

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

A) A direct approach
B) An indirect approach
C) A panel
D) A survey
E) An informed approach

Question 53

In contrast to ________ research,the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

A) quantitative; qualitative
B) observational; qualitative
C) qualitative; quantitative
D) descriptive; observational
E) partial; total

Question 54

Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.

Question 55

In contrast to ________ research,the findings of ________ research can be treated as conclusive and used to recommend a final course of action.

A) quantitative; qualitative
B) observational; qualitative
C) qualitative; quantitative
D) descriptive; observational
E) partial; total

Question 56

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Question 57

________ is a research methodology that seeks to quantify the data and,typically,applies some form of statistical analysis.

A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Thorough research

Question 58

Which of the following types of research seeks statistical evidence,based on large,representative samples?

A) qualitative research
B) exploratory research
C) quantitative research
D) hypothetical research
E) quasi-experimental research

Question 59

Which of the following types of research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis?

A) qualitative research
B) lead research
C) quantitative research
D) hypothetical research
E) total research

Question 60

According to the text,the typical focus group costs the client about ________.

A) $400
B) $2,000
C) $4,000 - 5,000
D) $6,000 - 8,000
E) $10,000

Question 61

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.

A) projective technique
B) quantitative technique
C) survey technique
D) evaluation technique
E) motivation elicitation

Question 62

Which of the following is NOT an advantage of using focus groups in marketing research?

A) The richness of the comments, which come from real customers, makes this technique highly useful.
B) Focus groups are easy to moderate.
C) The comments of one person in a focus group can trigger unexpected reactions from others.
D) The responses in a focus group are generally spontaneous and candid, and they provide rich insights.
E) Ideas are more likely to arise out of the blue.

Question 63

Which of the following is NOT an advantage of depth interviews over traditional focus groups?

A) richer discussion of sensitive topics
B) deeper insights about underlying motives
C) less social pressure to conform
D) scheduling of respondents
E) cost per respondent

Question 64

Which of the following is recognized as the most important qualitative research procedure?

A) focus group
B) depth interview
C) quantitative survey
D) experiment
E) projective technique

Question 65

________ are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

A) Focus groups
B) Depth interviews
C) Quantitative surveys
D) Experiments
E) Probing interviews

Question 66

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

A) word association technique
B) sentence completion technique
C) construction technique
D) expressive technique
E) evaluation technique

Question 67

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

A) Depth interviews can uncover deeper insights than focus groups.
B) Depth interviews result in a free exchange of information that may not be possible in focus groups.
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response.
D) With probing, it is possible to get at the real issue when topics are complex.
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

Question 68

Which of the following statements is an advantage of online focus groups?

A) The researcher can reach segments that are usually hard to survey.
B) Researchers can re-contact group participants at a later date.
C) The cost of the online focus group is much more.
D) Only people that have and know how to use a computer can participate.
E) A and B

Question 69

Which of the following is NOT a classification of the projective techniques used in marketing research?

A) word association
B) evaluation technique
C) sentence completion
D) picture response
E) third person technique

Question 70

A focus group typically consists of how many participants?

A) one to four
B) five to eight
C) eight to twelve
D) thirteen to fifteen
E) more than fifteen

Question 71

A projective technique in which respondents are presented with a list of words,one at a time,is called ________.

A) word association
B) sentence completion
C) story completion
D) role playing
E) piecewise thought-listing

Question 72

Which of the following is NOT one of the key qualifications of focus group moderators?

A) joviality
B) skill
C) experience
D) knowledge of the discussion topic
E) knowledge of the marketing research project

Question 73

In focus group reports,which of following is included?

A) frequencies and percentages of respondent views
B) all of the words spoken by the participants
C) "instant interpretation" done with managers immediately after the last focus group has finished for the night
D) analysis of facial expressions and body language
E) plans for survey research

Question 74

Disadvantages of focus groups include all of the following EXCEPT ________.

A) tendency to regard findings as conclusive
B) difficulty in moderating focus groups
C) completely skilled moderators are rare
D) coding, analysis, and interpretation are difficult
E) respondents are generally spontaneous

Question 75

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.

A) choose which participant will be the group leader
B) state the rules of group interaction
C) probe the respondents and provoke intense discussion in the relevant areas
D) attempt to summarize the group's response to determine the extent of agreement
E) establish rapport with the group

Question 76

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

A) The researcher can reach segments that are usually hard to survey.
B) Researchers can re-contact group participants at a later date.
C) The cost of the online focus group is much less.
D) Only people that have and know how to use a computer can participate.
E) The researcher can include geographically dispersed participants.

Question 77

According to the text,the typical duration of a focus group is ________.

A) less than an hour
B) two to four hours
C) one to three hours
D) three to five hours
E) more than five hours

Question 78

Due to financial constraints,the lack of standardization in qualifications for focus group moderators can be minimized by ________.

A) hiring moderators with at least 5 years of experience
B) putting prospective moderators through company-specific training
C) including video or voice recording devices in the focus group
D) doing focus groups after the survey work on the project is completed
E) preparing a detailed moderator discussion guide

Question 79

Which of the following is NOT an advantage of online focus groups?

A) Geographic distance is overcome for respondents.
B) Client can observe from home or office.
C) Respondents can be re-contacted easier.
D) People are less inhibited in their responses.
E) Costs are equivalent to traditional focus groups.

Question 80

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

A) experiments
B) quantitative surveys
C) panels
D) conversation interviews
E) depth interviews