Deck 8: Information Collection: Qualitative and Observational Methods

Question 1

It is a characteristic of group interaction that new ideas will be readily accepted.

Answer 1

False

Question 2

Projective techniques are used when it is believed that respondents cannot or will not answer meaningfully to direct questions about the reasons for their behavior or attitudes.

Answer 2

True

Question 3

A member of a focus group will respond with more meaningful answers if he or she feels pressured by other group members.

Answer 3

False

Question 4

In projective techniques, the more ambiguous the object presented to a respondent, the more the respondent has to project himself or herself.

Question 5

In a series of focus groups that is addressing a single research purpose, there should be no change in the questions raised by the moderator.This will ensure that the answers are comparable across groups.

Question 6

The order of discussion in a focus group goes from the specific to the general.

Question 7

Third-person techniques can be used to overcome a respondent's tendency to give socially acceptable answers on some issues.

Question 8

A perceived constraint slowing down the use of qualitative research is the Comparatively higher expenses associated with the collection of qualitative data.

Question 9

Focus groups should always include respondents from all age groups in order to provide various points of view.

Question 10

Semi structured interviewing techniques allow for the follow-up of unexpected information or attitudes.

Question 11

When doing in-depth interviews, a researcher should not ask respondents to recommend other knowledgeable sources because such an unrepresentative sample may bias the results of the research.

Question 12

Individual in-depth interviews are unrestricted by a specific set of topics to be covered.

Question 13

When looking at the results of a series of focus groups, any analyst can find comments which represent his or her perception of the research issue.

Question 14

Qualitative research methods are used when it is not possible or desirable to obtain information from respondents using formal or fully structured methods.

Question 15

A focus group moderator must often discourage group interaction in the interest of staying on a subject.

Question 16

To conduct a successful focus group, it is necessary to translate the research purpose into a set of questions that will be asked of the research results.

Question 17

It is believed that the stimulation of the group situation in a focus group makes new ideas and more meaningful answers possible.

Question 18

In nondirective interviewing, an interviewer lets the respondent determine the direction of the questioning without interfering.

Question 19

A focus group moderator should avoid the use of jargon or technical terms when dealing with an unsophisticated group.

Question 20

The moderator of a focus group should ensure that all participants are able to discuss their opinions and feelings.This may mean encouraging those who are quiet and controlling those members who might dominate the discussion.

Question 21

In focus groups, a relatively large amount of information can be obtained in a short period of time at a relatively small cost as compared to individual in-depth interviewing.

Question 22

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

Question 23

Observational methods can be used to provide information on past behavior.

Question 24

Contrived observation involves questions of ethics which are still unresolved.

Question 25

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

Question 26

Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.

Question 27

Exploratory focus groups can also be used to generate hypotheses for testing of concepts for future research.

Question 28

The results of qualitative methods should not be projected to the population.

Question 29

Direct observation can be used to gain insights into search behavior.

Question 30

Monitoring trade journals on executives' desks is an example of an observational method.

Question 31

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

Question 32

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

Question 33

Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.

Question 34

Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.

Question 35

While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

Question 36

Observation methods can be used to observe motives, attitudes, or intentions.

Question 37

When third-person techniques are used, a respondent will say that his likes and dislikes are the same as his neighbor's.

Question 38

Observational methods can be used effectively to record attitudes and intentions.

Question 39

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

Question 40

Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

Question 41

Cameras and traffic counters are used for

A) case studies
B) focus groups
C) projective techniques
D) observational methods
E) quantitative analysis of data

Question 42

The most important step in phone interviews is capturing the data in a software program that codes and tabulates responses from open-ended questions.

Question 43

Interacting with customers on an individual basis is more likely to elicit more detailed and useful information than in a focus group setting.

Question 44

Planning the agenda, recruiting, moderating, analyzing, and interpreting are all steps to conducting

A)projective techniques.
B)Thematic Apperception Tests.
C)focus group research.
D)nondirective interviewing.
E)Thematic Apperception Tests and focus group research.

Question 45

The Thematic Appreciation Test TAT) is

A) an example of word associated technique
B) an example of third person technique
C) an example of a completion test
D) an example of picture interpretation
E) an example of none of the above

Question 46

The easiest way to conduct a taste test for a soft drink is

A) interview people at home
B) interview them over telephone
C) intercept people in the mall
D) none of the above

Question 47

The interviewers should be well trained to listen and record responses in verbatim.

Question 48

Using a suitable software to capture interview responses in verbatim enhances credibility.

Question 49

During the interview, interviewers can express their personal judgments.

Question 50

The humanistic approach advocates immersing the researcher in the system under study rather than a dispassionate observer.

Question 51

Interviewer should establish a good rapport with the interviewee in order to obtain free flow of information.

Question 52

Interviewers must be well briefed, about the interviewee's company, the research objective and terminologies likely to be encountered, before the interview.

Question 53

Which of the survey methods is least restrictive in terms of the type and form of questions that can be asked?

A) telephone interview
B) mail interview
C) individual interview
D) focus group
E) none of the above

Question 54

Telephonic interviews do not require experienced and intelligent interviewers

Question 55

Strategically designed and well executed telephone interviews are better than focus groups when information is needed from business decision-makers.

Question 56

In which technique, questioning progresses from product characteristics to user characteristics

A) symbolic analysis
B) laddering
C) mail survey
D) hidden‐issue questioning

Question 57

If a researcher is faced with a sample that is widely dispersed geographically and is limited in budget, the most appropriate survey method would be

A) telephone interview
B) mail interview
C) individual interview
D) focus group
E) none of the above

Question 58

The success of nondirective interviews depends on:

A) establishing a relaxed and sympathetic relationship
B) the ability to probe in order to clarify and elaborate on interesting responses
C) the skill of guiding the discussion back to the topic outline
D) pursuing reasons behind the comments and answers
E) all of the above

Question 59

Semistructured interviews

A)give the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer.
B)attempt to cover a specific list of topics or sub-areas.
C)depend on the knowledge of the respondent and not on the skill of the interviewer.
D)cannot effectively cover technical or involved subjects.
E)none of the above.

Question 60

A small convenience sample in which there is an interviewer who keeps the discussion centered on a few predetermined topics is known as a

A) projective interview
B) omnibus interview
C) focus group interview
D) nondirective interview
E) none of the above

Question 61

The moderator's required skill level is the highest in an)

A)clinical focus group.
B)exploratory focus group.
C)experiential focus group.
D)traditional focus group.
E)electronic focus group.

Question 62

Which of the following is not true about projective techniques?

A)They are used in clinical motivation research studies.
B)They present the respondent with an ambiguous, unstructured object, activity, or person.
C)They require that an interviewer be able to project himself or herself into the respondent's situation.
D)They are often used in conjunction with individual nondirective interviews.
E)None of the above are true.

Question 63

An) ___________ focus group enables the researcher to experience the emotional framework in which the product is being used.

A)exploratory
B)experiential
C)clinical
D)traditional
E)electronic

Question 64

Behavior recording devices include all of the following except

A)a pupilometer.
B)a psychologalvonometer.
C)an audimeter.
D)a TAT.
E)an eye movement recorder.

Question 65

Which one of the following statements does not represent a trend in the focus group?

A)Telephone focus groups have emerged recently.
B)Two level observation areas are being built around the conference room to provide an unobstructed view of all the participants.
C)Two way focus groups are being used wherein one target group listens and another group learns from a related group.
D)Live focus groups are broadcast by video transmission from a nationwide network of independently owned focus facilities.
E)The quality of focus groups is fast diminishing.

Question 66

____________ focus groups are used on the premise that a person's true motivations and feelings are subconscious in nature.

A)Exploratory
B)Experiential
C)Clinical
D)Traditional
E)Electronic

Question 67

Which of the following information should the interviewer posses prior to conducting the interview?

A)Background details of the company being studied
B)Research objectives)
C)Terminologies likely to be encountered
D)All of the above

Question 68

Observation methods

A)may supplement other research methods.
B)may be the only way to collect the needed data.
C)may be the cheapest way to collect behavior data.
D)may be the most accurate way to collect behavior data.
E)all of these.

Question 69

A cereal manufacturer wants to know how effective its packaging is in gaining attention.Which research method is most appropriate?

A)Direct observation
B)Physical trace measurements
C)Role playing
D)Picture interpretation
E)None of the above

Question 70

The moderator of a focus group should

A)try to keep the discussion as close to a question-answer session as possible.
B)demonstrate his or her personal biases.
C)encourage natural group leaders.
D)avoid demonstrating an interest in the views of each participant.
E)none of the above.

Question 71

While conducting a telephonic interview, the interviewer can do all of the following except

A)Enthuse interviewees with a personal rapport and enable them to talk freely
B)Sustain the interest of the interviewees
C)Express personal judgments
D)Ask open-ended questions
E)listen and record responses in verbatim

Question 72

The following are all examples of projective techniques except

A)picture interpretation.
B)direct observation.
C)role playing.
D)third-person techniques.
E)word association.