Deck 5: Exploratory Research Design

Question 1

In , respondents are asked to play the role or assume the behavior of someone else.

A) cartoon test
B) sentence completion
C) role playing
D) third- party technique

Answer 1

C

Question 2

Depth interviews are like focus group in all of the following ways except .

A) both are direct ways of obtaining information
B) both are one- on- one interviews
C) both are qualitative research methods
D) both are unstructured interviews

Answer 2

B

Question 3

are the most important qualitative research procedure.

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

Answer 3

A

Question 4

In , an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

A) association techniques
B) completion techniques
C) depth interviews
D) focus groups

Question 5

When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the of the country.

A) language
B) patterns of social interaction
C) culture
D) all of the above

Question 6

is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above

Question 7

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) The cost of the online focus group is much less.
C) Only people that have and know how to use a computer can participate.
D) Researchers can re- contact group participants at a later date.

Question 8

is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand.

A) Data display
B) Data reduction
C) Data determination
D) Conclusion drawing and verification

Question 9

In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide- body aircraft, was probed (why do you like to travel in
Wide- body aircraft?) to determine why it was important (I can get more work done) and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called .

A) hidden issue questioning
B) symbolic analysis
C) laddering
D) none of the above

Question 10

is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix.

A) Data display
B) Data reduction
C) Data determination
D) Conclusion drawing and verification

Question 11

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

A) projective technique
B) association technique
C) depth interview
D) focus group

Question 12

Which statement is not true about online focus groups?

A) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case.
B) The group interaction lasts for about an hour.
C) The whole process is much faster than the traditional method.
D) To enter the online focus group, participants must supply the room name, user name, and password to the moderator via e- mail.

Question 13

"Why do you say that?" and "That's interesting, can you tell me more?" and "Would you like to add anything else?" are examples of .

A) projecting
B) probing
C) focusing
D) none of the above

Question 14

It is recommended that at least _ focus groups be conducted.

A) two
B) three
C) four
D) five

Question 15

A(n) is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

A) projective technique
B) association technique
C) focus group
D) depth interview

Question 16

Focus groups can use several variations of the standard procedure. Which of the following is not one of the variations mentioned in your text?

A) tag- team moderator group
B) client- participant group
C) mini- group
D) respondent- moderator group

Question 17

is a projective technique in which 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.

A) Cartoon test
B) Third- person technique
C) Role playing
D) Sentence completion

Question 18

Focus groups can be used to address substantive issues such as .

A) defining a problem more precisely
B) interpreting previously obtained quantitative results
C) developing an approach to a problem
D) generating new ideas about older products

Question 19

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed is called a .

A) dueling- moderator group
B) two- way focus group
C) respondent- moderator group
D) dual- moderator group

Question 20

According to Table 5.1 in the text, which of the following does not apply to qualitative research?

A) non- statistical data analysis
B) outcome is used to recommend a final course of action
C) unstructured form of data collection
D) a small number of nonrepresentative cases

Question 21

Word association is the best known of the techniques.

A) association
B) expressive
C) construction
D) completion

Question 22

is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.

A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above

Question 23

require the respondent to construct a response in the form of a story, dialogue, or description.

A) Impression techniques
B) Construction techniques
C) Association techniques
D) Expressive techniques

Question 24

In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, "What would it be like if you could no longer use airplanes?" Responses like, "Without planes, I would have to rely on e- mail, letters, and telephone calls" were received. This suggests that what airlines sell to the managers is face- to- face communication. The depth interview techniques used in the study are called .

A) hidden issue questioning
B) symbolic analysis
C) laddering
D) none of the above

Question 25

In word association, responses are analyzed by calculating .

A) the number of respondents who do not respond at all to a test word within a reasonable period of time
B) the amount of time that elapses before a response is given
C) the frequency with which any word is given as a response
D) all of the above

Question 26

The two main expressive techniques are _ and _ .

A) word association; sentence completion
B) third- person technique; word association
C) role playing; word association
D) role playing; third- person technique

Question 27

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text. Planning begins with .

A) specifying the objectives of qualitative research
B) determining objectives of the marketing research project and defining the problem
C) developing a moderator's guide
D) writing a screening questionnaire

Question 28

Which of the situations mentioned below is not suitable for online focus groups?

A) corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity
B) highly emotional issues
C) companies that use the Internet to sell products or services and want to either gain market share or gather intelligence
D) none of the above

Question 29

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

A) Word association
B) Expression completion
C) Sentence completion
D) Story completion

Question 30

In a depth interview, the interviewer should .

A) not accept brief "yes" or "no" answers
B) not probe the respondent
C) ask questions in an informative manner
D) A and C are both correct

Question 31

A is an unstructured, direct, personal interview 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 group
B) projective interview
C) qualitative interview
D) depth interview

Question 32

The Real Research City Mall focus group example in the text used focus groups to uncover .

A) information on mall brand identity versus other malls
B) information on the brand value of the mall
C) information on the mall visit experience
D) all of the above

Question 33

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the , , and .

A) researcher; client; respondent.
B) client; respondent; moderator.
C) researcher; client; moderator.
D) researcher; moderator; and respondents.

Question 34

is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

A) Data display
B) Data reduction
C) Data determination
D) Conclusion drawing and verification

Question 35

Which of the following guidelines does not enhance the usefulness of projective techniques?

A) Given their complexity, projective techniques should not be used naively.
B) Projective techniques should be used because the required information cannot be accurately obtained by direct methods.
C) Projective techniques should be used for exploratory research to gain initial insights and understanding.
D) none of the above

Question 36

There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research?

A) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a negative impact on their ego or status.
B) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from respondents.
C) People may be unwilling or unable to answer certain questions.
D) none of the above

Question 37

is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.

A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above

Question 38

In , cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

A) role playing
B) cartoon tests
C) third- person techniques
D) picture response techniques

Question 39

The 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) direct approach
B) indirect approach
C) descriptive approach
D) focus group approach

Question 40

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?

A) The data obtained are difficult to analyze and interpret.
B) Skilled interviewers capable of conducting depth interviews are expensive and difficult to find.
C) The lack of structure makes the results susceptible to the interviewer's influence.
D) All of the above are shared with focus groups.

Question 41

In a depth interview, the interviewer should .

A) probe the respondent
B) be detached and objective, yet personable
C) avoid appearing superior and put the respondent at ease
D) all of the above

Question 42

Focus groups are a(n) research procedure and projective techniques are a(n) research procedure.

A) experimental; direct
B) direct; experimental
C) indirect; direct
D) direct; indirect

Question 43

is a projective technique that requires the respondent to complete an incomplete stimulus situation.

A) Construction technique
B) Expressive technique
C) Completion technique
D) Association technique

Question 44

Which of the following is not an ethical issue of concern to the researcher?

A) videotaping and recording the proceedings
B) disguising the purpose of the research and the use of deceptive procedures
C) comfort level of the respondents
D) none of the above

Question 45

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

Question 46

Which of the following is a methodological application of focus groups?

A) obtaining impressions of new product concepts
B) generating hypotheses that can be tested quantitatively
C) generating alternative courses of action
D) Both B and C are correct.

Question 47

With , respondents are presented with a list of words, one at a time. After each word, they are asked to give the first word that comes to mind.

A) sentence completion
B) story completion
C) word association
D) none of the above

Question 48

The quality of focus group results depends heavily on the skills of the moderator.

Question 49

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

Question 50

Focus groups can be used to address substantive issues such as deciding on alternative courses of action.

Question 51

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a _.

A) dueling- moderator group
B) two- way focus group
C) respondent- moderator group
D) dual- moderator group

Question 52

One of the findings of the City Mall focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30, except for special occasions. The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?

A) misrepresentation
B) misuse
C) messy
D) Both A and B are correct.

Question 53

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

A) kindness with firmness
B) cheerfulness
C) sensitivity
D) flexibility

Question 54

is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

A) Word association
B) Story completion
C) Sentence completion
D) Expression completion

Question 55

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

A) observational; experimental
B) experimental; observational
C) qualitative; quantitative
D) quantitative; qualitative

Question 56

The number of focus groups that should be conducted on a single subject depends upon (1) the nature of the issue, (2) the number of distinct market segments, (3) the number of new ideas generated by each successive group, and (4) time and cost.

Question 57

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be _ , which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements.

A) word association
B) story completion
C) cartoon tests
D) sentence completion

Question 58

A disadvantage of focus groups is that the unstructured nature of the responses makes coding, analysis, and interpretation difficult.

Question 59

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

Question 60

Which of the following statements is not a disadvantage of online focus groups?

A) Only people that have and know how to use a computer can participate.
B) It can be difficult to verify that a respondent is a member of a target group.
C) Only audio and visual stimuli can be tested.
D) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas.

Question 61

Focus groups, depth interviews, and projective techniques can be implemented over the Internet.

Question 62

Qualitative research may reveal the differences between the foreign and domestic markets.

Question 63

Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis.

Question 64

Depth interviews uncover less depth of insights than focus groups.

Question 65

During depth interviews, probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.

Question 66

Qualitative research procedures are classified as either descriptive or causal.

Question 67

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

Question 68

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.

Question 69

Participants in online focus groups receive a time, a URL, a room name, and a password via e- mail.

Question 70

Use of a moderator's outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways.

Question 71

The cost of online focus groups is much less than for traditional focus groups. Firms are able to keep costs between one- fifth and one- half the cost of traditional focus groups.

Question 72

Synergism, snowballing, simulation, and security are some of the advantages of focus groups.

Question 73

One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.

Question 74

To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

Question 75

Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said.

Question 76

Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics.

Question 77

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

Question 78

A focus group generally includes 10 to 16 members.

Question 79

Telesession groups are focus group sessions by Internet using chat rooms.

Question 80

Data determination is one of the three general steps that should be followed when analyzing qualitative data.