Deck 5: Qualitative Research

Question 1

All of the following are advantages of depth interviews over focus groups EXCEPT:

A)the total cost of depth interviews can be higher than focus groups.
B)group pressure is eliminated.
C)respondents can be probed at length.
D)the respondent's own viewpoint can be obtained without being influenced by other respondents.
E)the depth interview can be conducted anywhere.

Answer 1

A

Question 2

When a researcher says to a respondent: "I am going to give you a phrase and I want you to finish the idea.Let's try this phrase: 'Radio Shack is ….',what type of projective technique is being used?

A)Third-person technique
B)Storytelling
C)Word association test
D)Sentence completion test
E)Cartoon test

Answer 2

D

Question 3

When a focus group of eight people has a discussion for 90-minutes,the typical total cost of one group is about:

A)$2,000.
B)$4,000.
C)$6,000.
D)$8,000.
E)$10,000.

Answer 3

E

Question 4

All of the following are disadvantages of depth interviews over focus groups EXCEPT:

A)depth interviews create less participant involvement than focus groups.
B)group pressure is eliminated.
C)the total cost of depth interviews can be higher than focus groups.
D)a moderators can only do four or five depth interviews per day.
E)focus groups can allow reactions from group members that may not have occurred in a depth interview.

Question 5

The written outline of topics that need to be discussed in a focus group session is called a(n):

A)moderator guide.
B)depth interview guide.
C)survey guide.
D)personal interview guide.
E)discussion guide.

Question 6

When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product,this represents what type of projective test?

A)Cartoon test
B)Third-person technique
C)Word association test
D)Sentence completion test
E)Storytelling

Question 7

All of the following are typical characteristics of quantitative research projects EXCEPT:

A)large sample sizes.
B)an interviewer with few special skills.
C)subjective data interpretation.
D)detailed statistical analyses.
E)causal research projects.

Question 8

When a researcher says to a respondent: "Imagine that you are a BMW automobile.If this car were a person,what would this person be like?",what type of projective technique is being used?

A)Word association test
B)Sentence completion test
C)Third-person technique
D)Personification
E)Cartoon test

Question 9

All of the following are typical characteristics of qualitative research projects EXCEPT:

A)small sample sizes.
B)an interviewer with special skills.
C)subjective data interpretation.
D)detailed statistical analyses.
E)exploratory research projects.

Question 10

All of the following are examples of projective techniques used in marketing research EXCEPT:

A)cartoon tests.
B)focus groups.
C)word association tests.
D)story completion tests.
E)third-person techniques.

Question 11

Online focus group discussions are becoming more and more popular in marketing research studies.

Question 12

A one-hour structured interview between an interviewer and an interviewee is called a(n):

A)MBO.
B)IDI.
C)PERT.
D)focus group.
E)survey.

Question 13

When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company's new product,this is an example of a(n):

A)focus group.
B)personal interview.
C)pilot study.
D)projective test.
E)in-depth interview.

Question 14

A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.

Question 15

The leader of a focus group discussion is called a(n):

A)discussion guide.
B)projective leader.
C)moderator.
D)research statistician.
E)project manager.

Question 16

Thematic Apperception Tests (TAT)have been very popular and very helpful in marketing research studies.

Question 17

When a researcher says to a respondent: "I want you to imagine that a neighbor of yours who lives down the street from you just purchased a new Lexus automobile.How would you describe that neighbor?",what type of projective technique is being used?

A)Sentence completion test
B)Cartoon test
C)Third-person technique
D)Word association test
E)Analogies

Question 18

The use of focus group discussions is decreasing noticeably in marketing research studies.

Question 19

When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple,and then asks the respondent to state what the other person in the drawing would say in response to the first person's comments,what type of projective test is being used?

A)Cartoon test
B)Third-person technique
C)Word association test
D)Storytelling
E)Sentence completion test

Question 20

A typical focus group discussion lasts about 90 minutes.