Question 1

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

Accepted Answer

Field notes are the researcher's descriptions of what happens in the field, including observations and interactions with participants. The other options (hermeneutics, discussion guides, and verbatims) do not specifically refer to researcher descriptions of what happens in the field.

Question 2

Which of the following is a disadvantage of focus groups?

Accepted Answer

All of these choices are disadvantages of focus groups. Focus groups require objective, sensitive, and effective moderators to ensure that participants feel comfortable sharing their opinions. However, even with a skilled moderator, participants may not feel comfortable discussing sensitive topics in a group setting. Additionally, focus groups can be expensive to conduct due to the cost of recruiting participants, renting a facility, and compensating participants for their time.

Question 3

Which of the following is an advantage of focus group interviews?

Accepted Answer

Focus group interviews allow for multiple participants to share their perspectives and ideas, which can lead to richer and more diverse insights than individual interviews.

Question 4

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture.She was then asked to tell what might happen next.Stephanie was participating in a(n)_____.

Accepted Answer

Stephanie was participating in a thematic apperception test (TAT), which involves looking at a picture and creating a story or narrative based on the image. The tester then analyzes the content of the story to gain insight into the test-taker's attitudes, emotions, and personality traits. The question about what might happen next is typical of a TAT prompt.

Question 5

Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter?

Accepted Answer

The answer of Which type of qualitative tool is an...

Question 6

All of the following are advantages of semi-structured interviews EXCEPT _____.

Accepted Answer

The answer of All of the following are advantages of...

Question 7

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called _____.

Accepted Answer

The answer of A version of the TAT that uses...

Question 8

A type of informal,"continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

Accepted Answer

The given description matches a focus blog, where individuals can participate in an ongoing conversation or discussion via the internet. The term "net group" and "market blog" are not commonly used terms in market research, and "focus unit" does not accurately describe the continuous and informal nature of this type of group.

Question 9

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank,this is an example of a _____.

Accepted Answer

This is an example of a sentence completion test, where the respondent is presented with an incomplete sentence and asked to fill in the missing word or words.

Question 10

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

Accepted Answer

A discussion guide is a written set of guidelines that describes an outline of topics to be covered by a focus group moderator. The guide usually includes questions, prompts for discussion, and probes to elicit deeper insights from the focus group participants.

Question 11

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing,this is an example of a _____.

Accepted Answer

A depth interview is a qualitative research method used to obtain detailed information from a single individual in a one-on-one setting. In this case, the professional interviewer is conducting a 90-minute discussion with one member of the target market to gain a deep understanding of why they purchase a particular brand of clothing.

Question 12

Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?

Accepted Answer

Laddering is a particular approach to probing that asks respondents to compare differences between brands at different levels. This approach helps to uncover the underlying motivations and beliefs that drive consumer decision-making. Interrogating involves asking a series of questions to gather more detailed information, immersion involves immersing oneself in a particular culture or context to gain insights, and linking involves making connections between different concepts or ideas.

Question 13

In a focus group discussion,when the comments of one member triggers a stream of comments from the other participants,this is called _____.

Accepted Answer

When one comment triggers a stream of comments from other participants in a focus group discussion, it is known as piggybacking. This can be beneficial as it allows for a more in-depth discussion and exploration of the topic.

Question 14

The application of ethnography to comments made in online communities is called _____.

Accepted Answer

The application of ethnography to comments made in online communities is called netnography. Option A is not a valid term, Option C refers to a method of interpretation, and Option D is not a recognized term in this context.

Question 15

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

Accepted Answer

Replicable means that the study can be repeated by another researcher and obtain the same conclusion, indicating that the interpretation of the research is consistent and not dependent on the original researcher's perspective. Validity pertains to the accuracy of the study's results, homogeneity refers to the similarity of the study participants or conditions, and scrutiny pertains to the level of examination or critique of the research methods and findings.

Question 16

When a respondent is asked to project her feelings onto a third party (e.g."your neighbor down the street"),this is called a(n)_____.

Accepted Answer

This situation describes a projective technique, which is a research method that attempts to reveal the respondent's unconscious thoughts or feelings by asking them to project their feelings onto a third party or ambiguous stimuli. Examples of projective techniques include the Thematic Apperception Test (TAT) and the Rorschach inkblot test.

Question 17

Hank is a researcher who is discussing football fan behavior with a respondent.His approach is almost completely unstructured,and he enters into a discussion with few expectations.What he wants is for a respondent to tell him about his or her experience as a football fan.Hank will then try to derive meaning from the resulting dialog.Which qualitative research technique is Hank using?

Accepted Answer

The answer of Hank is a researcher who is discussing...

Question 18

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n)_____.

Accepted Answer

A moderator is specifically trained to lead and moderate focus group discussions, ensuring that all participants have a chance to speak and that the discussion remains focused and productive. The terms "interviewer," "facilitator," and "leader" may also be used, but "moderator" is the most commonly recognized and accepted term.

Question 19

Which of the following is a good characteristic for a focus group moderator to possess?

Accepted Answer

All of these choices are important for a focus group moderator to possess. A good moderator should be able to listen actively to the participants, create a comfortable and open environment to encourage discussion, and be able to guide the conversation without dominating it.

Question 20

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind)to some stimulus?

Accepted Answer

Free-association techniques involve asking the respondent to state the first thing that comes to mind in response to a given stimulus, which is also known as their top-of-mind reaction.

Quiz 5: Qualitative Research