Deck 8: Information Collection: Qualitative and Observational Methods

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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 5

When the researcher is interested in two market segments, such as working and nonworking women, a good rule of thumb is to limit a focus group series to two groups.

Question 6

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

Question 7

Qualitative research methods are generally less structured and more intensive than survey methods.

Question 8

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

Question 9

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

Question 10

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

Question 11

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 12

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 13

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

Question 14

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

Question 15

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

Question 16

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.

Question 17

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 18

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

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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 24

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

Question 25

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 26

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 27

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

Question 28

Observational methods explore the reason behind past behavior.

Question 29

The small samples used in focus group research may be relied upon for decision making when the samples are carefully chosen to be representative of the population.

Question 30

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

Question 31

Contrived observation involves questions of ethics which are still unresolved.

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

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

Question 37

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

Question 38

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 39

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

Question 40

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

Question 41

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)personal interview
D)focus group
E)none of the above

Question 42

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 43

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

Question 44

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 45

The dominant mode of interviewing within the last decade is

A)personal interviewing
B)telephone interviewing
C)mail survey
D)focus group studies
E)there has been no one dominant method

Question 46

Telephonic interviews do not require experienced and intelligent interviewers

Question 47

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

Question 48

During the interview, interviewers can express their personal judgments.

Question 49

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

Question 50

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 51

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 52

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

Question 53

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

Question 54

Most personal interviews are now conducted

A)in homes
B)in offices
C)in malls
D)with church groups
E)with large student classes

Question 55

Which of the following statements regarding structure in overt data collection is true ?

A)as data collection becomes more structured, data analysis becomes more time consuming
B)as more structured approaches are used, the research project becomes more costly
C)sophisticated statistical analysis becomes more useful as structure declines
D)as data collection becomes more structured, the research conclusions become more generalized

Question 56

Longitudinal data are

A)standard or identical data collected at periodic intervals from the same study objects each time period
B)standard or identical data collected at periodic intervals from different study objects each time period
C)nonstandard or different data collected at periodic intervals from the same study objects each time period
D)nonstandard or different data collected at periodic intervals from different study objects each time period

Question 57

Conducting telephonic interviews costs a lot of time and money

Question 58

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)personal interview
D)focus group
E)none of the above

Question 59

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

Question 60

Which of the following is not an approach used to collect nonovert primary data ?

A)retail store audit
B)"garbage research"
C)randomized response technique
D)psychogalvanometers
E)none of the above

Question 61

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.

Question 62

Which of the following is not true about a case study? 1-It involves the use of historical data, which must be collected from a single source over many years. 2-It may be the only way to understand a complicated situation. 3-It is a source of research hypotheses.

A)1
B)2
C)3
D)2 and 3
E)None of the above are true.

Question 63

Nondirective interviewing 1-is especially effective with busy executives. 2-attempts to cover a specific list of topics or sub-areas. 3-gives the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer.

A)1
B)2
C)3
D)1 and 2
E)1, 2, and 3

Question 64

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

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

Question 65

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 66

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

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

Question 67

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 68

A major method of descriptive research is

A)focus groups
B)experiments
C)depth of interviews
D)observation

Question 69

The researcher should use projective techniques when a respondent 1-refuses to answer a question. 2-is unaware of his or her own feelings. 3-is afraid of appearing to be critical.

A)1
B)2
C)3
D)2 and 3
E)1, 2, and 3

Question 70

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 71

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

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

Question 72

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

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

Question 73

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 74

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 75

Observation methods $\bar{x}$

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 76

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 77

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 78

Which of the following is an acceptable use of qualitative research?

A)Pretesting structured questionnaires
B)Learning the vocabulary of consumers
C)Educating the researcher to an unfamiliar environment
D)Suggesting hypotheses to be tested in subsequent research
E)All of these are acceptable uses of qualitative research.

Question 79

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 80

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.