Question 1

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.

Accepted Answer

Projective techniques involve asking individuals to respond to ambiguous stimuli in order to reveal underlying thoughts and emotions. Direct observation, on the other hand, involves simply watching and recording behavior without the use of any stimuli. Therefore, direct observation is not an example of a projective technique.

Question 2

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.

Accepted Answer

A case study does not necessarily involve the use of historical data from a single source over many years. The other two options are true about case studies.

Question 3

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

Accepted Answer

Nondirective interviewing gives the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer. It is not necessarily more effective with busy executives and it does not attempt to cover a specific list of topics or sub-areas.

Question 4

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

Accepted Answer

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

Question 5

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.

Accepted Answer

Projective techniques do not require the interviewer to project themselves into the respondent's situation. Instead, these techniques are designed to allow respondents to project their own unconscious thoughts, feelings, and desires onto the ambiguous stimuli presented to them.

Question 6

____________ 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

Accepted Answer

Clinical focus groups are designed to delve into the subconscious motivations and feelings of participants, often using psychological techniques to uncover deeper insights.

Question 7

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.

Accepted Answer

Planning the agenda involves determining the topics to be discussed during the focus group; recruiting involves identifying and inviting participants to attend the focus group; moderating involves facilitating the discussion during the focus group; analyzing involves reviewing the data collected during the focus group; and interpreting involves identifying themes and trends arising from the data. These are all key steps in conducting focus group research. Projective techniques and Thematic Apperception Tests are not specific to focus group research, and nondirective interviewing is a separate qualitative research method.

Question 8

A major method of descriptive research is
A)focus groups
B)experiments
C)depth of interviews
D)observation

Accepted Answer

Descriptive research is all about capturing data and observing things as they naturally occur. Observation of the people, events, or situations is an effective method for this type of research. Researchers can look at physical or social phenomena and make predictions on what they might see in the future based on their observations. Therefore, the best choice for descriptive research is observation.

Question 9

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

Accepted Answer

Projective techniques are designed to elicit subconscious thoughts and feelings from a respondent, so they are particularly useful when a respondent is unable to or uncomfortable with answering questions directly. Respondents who refuse to answer or who are afraid of being critical may be more willing to express their thoughts and feelings through projective techniques. Respondents who are unaware of their own feelings may also benefit from projective techniques because they rely on subconscious associations rather than conscious self-reflection.

Question 10

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.

Accepted Answer

The other options (A, B, C, and E) are all examples of behavior recording devices, but the TAT (Thematic Apperception Test) is a projective test used in psychology assessments, not a device used to directly record behavior.

Question 11

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.

Accepted Answer

The moderator's required skill level is the highest in a clinical focus group because the moderator must have a deep understanding of the clinical topic being discussed and be able to facilitate a discussion among participants who may have varying levels of knowledge and experience.

Question 12

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

Accepted Answer

The interviewer should possess all of the above information prior to conducting the interview. Having a background knowledge of the company being studied will help the interviewer understand the context of the interview better. Knowing the research objectives will help the interviewer ask relevant questions to achieve the research goals. Understanding the terminologies that may come up during the interview will enable the interviewer to communicate effectively with the interviewee.

Question 13

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.

Accepted Answer

The answer of Semistructured interviews
A)give the respondent maximum freedom to...

Question 14

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

Accepted Answer

Direct observation allows the researcher to actually see how consumers interact with the packaging and gauge their level of attention, making it the most appropriate method for this research question. Physical trace measurements, role playing, and picture interpretation may not capture the real-life behavior and attention of consumers in the same way.

Question 15

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.

Accepted Answer

Observation methods may supplement other research methods, be the only way to collect the needed data, be the cheapest way to collect behavior data, and be the most accurate way to collect behavior data. Therefore, all of the given choices are correct.

Question 16

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.

Accepted Answer

The other statements represent trends in focus groups, such as the emergence of telephone focus groups, the use of two level observation areas, and the broadcast of live focus groups by video transmission. However, the statement that the quality of focus groups is fast diminishing does not represent a trend, but rather a subjective opinion.

Question 17

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

Accepted Answer

Intercepting people in the mall allows for a diverse range of participants to be included in the taste test and provides a convenient location for conducting the test. It also allows for immediate feedback from participants. Conducting the test at home or over the phone may not provide a representative sample and may not allow for immediate feedback.

Question 18

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.

Accepted Answer

All of these are acceptable uses of qualitative research.

A) Pretesting structured questionnaires: Qualitative research can be used to test the effectiveness of questionnaires and refine them before being used in a larger quantitative study.

B) Learning the vocabulary of consumers: Qualitative research can help researchers gain insight into the language and terminology used by consumers, which can inform marketing strategies and communication efforts.

C) Educating the researcher to an unfamiliar environment: Qualitative research can be used to provide a deep understanding of a new environment or culture, which can inform subsequent research or business decisions.

D) Suggesting hypotheses to be tested in subsequent research: Qualitative research can generate ideas and insights that can be tested in larger quantitative studies.

Question 19

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

Accepted Answer

Expressing personal judgments can skew the objectivity of the interview and may potentially make the interviewee feel uncomfortable or hesitant to speak freely. The interviewer should aim to remain neutral and unbiased throughout the interview process.

Question 20

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.

Accepted Answer

The role of a moderator in a focus group is to facilitate open, dynamic discussions rather than strictly structured Q&A sessions, remain neutral without showing personal biases, manage the dynamics without necessarily encouraging natural group leaders to dominate, and show interest in the views of all participants to ensure a comprehensive understanding of the group's perspectives.

Quiz 8: Information Collection: Qualitative and Observational Methods

The following are all examples of projective techniques except

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.

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.

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

Which of the following is not true about projective techniques?

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

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

A major method of descriptive research is

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.

Behavior recording devices include all of the following except

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

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

Semistructured interviews

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

Observation methods $\bar{x}$

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

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

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

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

The moderator of a focus group should