Deck 9: Uses of Qualitative Research

Question 1

Which of the following is true of qualitative research?

A) Results can be generalized
B) Extensive use of statistics and numbers.
C) Usually uses large and representative samples
D) Useful for gaining an in-depth understanding of underlying motivations

Answer 1

Useful for gaining an in-depth understanding of underlying motivations

Question 2

__________ is a useful technique to test whether advertising messages are effective or not with an audience

A) Psychographics
B) Group testing
C) Copy testing
D) Source testing

Answer 2

Copy testing

Question 3

Which of the following is a limitation of qualitative research?

A) Not useful for answering questions like "how many?" and "how much?"
B) People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects
C) Results cannot be generalized
D) All of the above are limitations of qualitative research

Answer 3

All of the above are limitations of qualitative research

Question 4

Which of the following is NOT true of qualitative research?

A) Typically involves smaller samples
B) It is unstructured and spontaneous
C) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.
D) It can be used to generalize findings to a population

Question 5

Which of the following is NOT a limitation of qualitative research?

A) Not useful for answering questions like "how many?" and "how much?"
B) Difficult to replicate qualitative research
C) Some qualitative techniques are very labor intensive
D) Results cannot be generalized
E) It is used to build new theories

Question 6

Which of the following is NOT an advantage of qualitative research?

A) They are good for pilot studies and exploration
B) They are good for generalization of results to a population
C) They present a lot of flexibility in design and conduction.
D) They are ideal for consumer interaction with a product

Question 7

One advantage of qualitative research is that the results can always be generalized to the population.

Question 8

Copytesting is diagnostic in its approach

Question 9

Because source credibility can be so subjective, it is difficult to quantify and thus most often is the subject of qualitative research.

Question 10

Copy testing and concept testing are essentially the same thing.

Question 11

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Question 12

Media trust and reliability can be studied using both qualitative and quantitative methods.

Question 13

List four advantages and disadvantages of qualitative research.

Question 14

Define source credibility, media trust and media reliability. How can you use qualitative methods to better understand these concepts?