Deck 5: Qualitative Research

Question 1

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

Answer 1

True

Question 2

Phenomenology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Answer 2

True

Question 3

Case studies involve documented history of a particular person,group,organization,or event.

Answer 3

True

Question 4

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

Question 5

Focus groups,while useful,take considerable time and effort to execute.

Question 6

Qualitative research is cheaper than quantitative research.

Question 7

Most exploratory research designs produce qualitative data.

Question 8

Qualitative research is objective.

Question 9

Probing is an interview technique that tries to draw deeper and more elaborate explanations from the discussion.

Question 10

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

Question 11

Concept testing is a type of exploratory research.

Question 12

Quantitative research address research objectives through empirical assessments that involve numerical measurement and analytical approaches.

Question 13

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

Question 14

Observation is a major way information is gathered in ethnography.

Question 15

Qualitative research is subjective in the sense that the results are researcher-dependent.

Question 16

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

Question 17

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

Question 18

A focus group moderator needs to be a good talker and dominate the group discussion to keep it on track.

Question 19

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

Question 20

The ideal size of a focus group is 20 to 25 people.

Question 21

A focus blog is established for the purpose of collecting qualitative data from an informal,continuous focus group.

Question 22

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

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

Question 23

A focus group discussion guide includes written introductory comments,informing the group about the focus group purpose and rules and then outlines topics or questions to be asked in the group session.

Question 24

The application of ethnography to comments made in online communities is called behavioral tracking.

Question 25

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 26

_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.

A) Probing
B) Interrogating
C) Clarifying
D) Testing

Question 27

All of the following are situations that often call for qualitative research EXCEPT _____.

A) when it is difficult to develop specific and actionable decision statements or research objectives
B) when conclusive evidence is desired
C) when researchers want to learn how consumers use a product in natural settings
D) when a fresh approach to studying some problem is needed

Question 28

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 29

The term interpretive research is often used to mean qualitative research.

Question 30

The sentence completion method is a type of free-association technique.

Question 31

Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.

A) researcher-dependent
B) less valid
C) less useful
D) object-dependent

Question 32

Which of the following is used when probing?

A) asking for clarification
B) pausing
C) asking a respondent "What has changed?"
D) all of these choices

Question 33

Research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement is called _____.

A) preliminary research
B) primitive research
C) qualitative research
D) secondary research

Question 34

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

Question 35

The thematic apperception test (TAT)presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Question 36

Researcher-dependent results are _____.

A) subjective
B) objective
C) primary
D) secondary

Question 37

One advantage of qualitative research is that it is highly replicable.

Question 38

Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?

A) free form thinking
B) clarification
C) contrast
D) difference

Question 39

The primary barriers to scientific decisions are time,money,and consensus.

Question 40

Which type of data are not characterized by numbers and instead are textual,visual,or oral?

A) grounded data
B) quantitative data
C) subjective data
D) qualitative data

Question 41

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 42

_____ represent(s)the documented history of a particular person,group,organization,or event.

A) Case studies
B) Phenomenology
C) netnography
D) Attribution theory

Question 43

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 44

When 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,this is an example of which of the following?

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

Question 45

Which of the following is an important approach used in phenomenology?

A) netnography
B) ethnography
C) grounded theory
D) hermeneutics

Question 46

What is the distinguishing characteristic of grounded theory?

A) Culture is analyzed by participant-observation in which the researcher becomes "grounded" in the culture over a long period of time.
B) It relies on analysis of texts in which a person tells a story about him- or herself.
C) The interplay among respondents allows them to piggyback off of each other's ideas.
D) It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.

Question 47

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 48

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 them freely.Betsy is participating in a _____.

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

Question 49

_____ is a way of studying culture through methods that involve becoming highly active within that culture.

A) Grounded theory
B) Ethnography
C) Phenomenology
D) Case studies

Question 50

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____.

A) trace element
B) schemata
C) hermeneutic unit
D) case study

Question 51

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 52

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores,this is an example of _____.

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

Question 53

Which of the following is the most common size of a focus group?

A) 1-2 participants
B) 3-5 participants
C) 6-10 participants
D) 12-20 participants

Question 54

Which qualitative research orientation originated in sociology?

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

Question 55

_____ is used to screen new,revised,or repositioned ideas.

A) Concept testing
B) Phenomenology
C) Laddering
D) Piggybacking

Question 56

Which qualitative research orientation originated in philosophy and psychology?

A) phenomenology
B) grounded theory
C) ethnography
D) anthropology

Question 57

An unstructured,free-flowing interview with a small group of people led by a trained moderator is called a(n)_____.

A) interaction group interview
B) focus group interview
C) depth interview
D) ethnographic interview

Question 58

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

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

Question 59

All of the following are qualitative research orientations EXCEPT _____.

A) phenomenology
B) grounded theory
C) case studies
D) ANOVA

Question 60

Ethnography is a qualitative research orientation originating in _____.

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

Question 61

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

A) Hermeneutics
B) Field notes
C) Discussion guides
D) Verbatims

Question 62

Which of the following is a disadvantage of focus groups?

A) requires objective, sensitive, and effective moderators
B) may not be useful for discussing sensitive topics
C) high cost
D) all of these choices

Question 63

Which of the following is an advantage of focus group interviews?

A) provide multiple perspectives
B) low degree of scrutiny
C) inexpensive
D) easy to use for sensitive topics

Question 64

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

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

Question 65

Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter?

A) depth interview
B) conversation
C) focus group
D) free-association

Question 66

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

A) ability to address more specific issues
B) responses are usually easier to interpret than other qualitative approaches
C) questions are administered without the presence of an interviewer
D) high degree of scrutiny

Question 67

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 68

A type of informal,"continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

A) net group
B) market blog
C) focus blog
D) focus unit

Question 69

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank,this is an example of a _____.

A) word association test
B) concept test
C) case study
D) sentence completion test

Question 70

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

A) discussion guide
B) TAT test
C) concept test
D) case study

Question 71

When 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 72

Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?

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

Question 73

In a focus group discussion,when the comments of one member triggers a stream of comments from the other participants,this is called _____.

A) serendipity
B) piggyback
C) structure
D) themes

Question 74

The application of ethnography to comments made in online communities is called _____.

A) net-demographics
B) netnography
C) hermeneutics
D) focus blog

Question 75

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

A) validity
B) replicable
C) homogeneity
D) scrutiny

Question 76

When a respondent is asked to project her feelings onto a third party (e.g."your neighbor down the street"),this is called a(n)_____.

A) case study
B) experience survey
C) word association test
D) projective technique

Question 77

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

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

Question 78

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n)_____.

A) moderator
B) interviewer
C) facilitator
D) leader

Question 79

Which of the following is a good characteristic for a focus group moderator to possess?

A) good listener
B) ability to make people feel comfortable so that they will talk in the group
C) ability to control discussion without being overbearing
D) all of these choices

Question 80

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind)to some stimulus?

A) phenomenology
B) conversations
C) probing
D) free-association techniques