Question 1

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) word association
C) story completion
D) none of the above

Accepted Answer

This technique is called word association, where respondents are presented with a list of words and asked to give the first word that comes to mind. Sentence completion involves giving respondents a partial sentence and asking them to complete it, while story completion involves giving the beginning of a story and asking respondents to finish it.

Question 2

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.
A) Association technique
B) Construction technique
C) Completion technique
D) Expressive technique

Accepted Answer

The completion technique involves presenting an incomplete stimulus to the respondent and asking them to complete the scenario. This allows the researcher to tap into the respondent's underlying attitudes, emotions, and motivations.

Question 3

________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.
A) Symbolic analysis
B) Hidden issue questioning
C) Laddering
D) None of the above

Accepted Answer

The technique described in the question is known as symbolic analysis. It involves analyzing the symbolic meaning of objects by comparing them with their opposites, which helps to uncover deeper meanings and insights in the interviewee's responses. Hidden issue questioning refers to a different technique for uncovering underlying motivations and concerns, while laddering is a technique used in qualitative research to explore the connections between an individual's beliefs and behaviors.

Question 4

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

Accepted Answer

Depth interviews and focus groups share the disadvantages of data being difficult to analyze and interpret, and the lack of structure making the results susceptible to the interviewer's influence. However, skilled interviewers capable of conducting depth interviews are expensive and difficult to find, which is not a disadvantage shared with focus groups.

Question 5

In a depth interview,the interviewer should ________.
A) ask questions in an informative manner
B) not probe the respondent
C) not accept brief "yes" or "no" answers
D) A and C are both correct

Accepted Answer

In a depth interview, the interviewer should ask questions in an informative manner to gather detailed information from the respondent. They should also not accept brief "yes" or "no" answers but probe further to get more details. Therefore, options A and C are both correct.

Question 6

In a depth interview,the interviewer should ________.
A) avoid appearing superior and put the respondent at ease
B) probe the respondent
C) be detached and objective,yet personable
D) all of the above

Accepted Answer

In a depth interview, the interviewer should avoid appearing superior and put the respondent at ease, probe the respondent, and be detached and objective yet personable. Therefore, all of the options are the best choices.

Question 7

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 frequency with which any word is given as a response
C) the amount of time that elapses before a response is given
D) all of the above

Accepted Answer

In word association, all the mentioned aspects are analyzed: the number of non-responses, the frequency of specific responses, and the response time.

Question 8

Which of the situations mentioned below is not suitable for online focus groups?
A) companies that use the Internet to sell products or services and want to either gain market share or gather intelligence
B) corporations that want to gather feedback on workplace issues like downsizing,job changes,and diversity
C) highly emotional issues
D) none of the above

Accepted Answer

Highly emotional issues may not be suitable for online focus groups as participants may not feel comfortable sharing their feelings and emotions in a virtual setting. In-person focus groups may be more appropriate for these types of discussions.

Question 9

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

Accepted Answer

Projective techniques are designed to get insights into individuals' underlying motivations, beliefs, attitudes or feelings. They are unstructured and indirect, allowing respondents to project their unconscious thoughts onto an ambiguous stimulus or situation. Depth interviews, focus groups, and association techniques are not necessarily designed specifically for this purpose.

Question 10

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.
A) Symbolic analysis
B) Laddering
C) Hidden issue questioning
D) None of the above

Accepted Answer

Laddering is a technique for conducting depth interviews where the line of questioning progresses from product characteristics to user characteristics. This is achieved by asking probing questions that reveal the underlying motivations, values, and beliefs of the user. By understanding these deeper psychological factors, marketers can better tailor their messaging and positioning to resonate with their target audience.

Question 11

Word association is the best known of the ________ techniques.
A) construction
B) association
C) expressive
D) completion

Accepted Answer

Word association technique involves the use of a word to elicit an immediate response from an individual who then responds with the first word that comes to mind. This involves associating one word with another, hence the term "association" in the question.

Question 12

"Why do you say that?","That's interesting,can you tell me more?" or,"Would you like to add anything else?" are examples of ________.
A) projecting
B) probing
C) focusing
D) none of the above

Accepted Answer

These are examples of probing questions or statements, which are used to gather more information, clarify understanding, or encourage elaboration.

Question 13

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) projective interview
B) depth interview
C) focus group
D) qualitative interview

Accepted Answer

A depth interview is specifically designed to obtain detailed information about a person's thoughts, feelings, and motivations related to a particular topic. It is an unstructured and open-ended interview process that involves probing and questioning by a highly skilled interviewer. Projective interviews involve a respondent projecting their personality onto an ambiguous stimulus, focus groups involve group discussions, and qualitative interviews are a broader category that encompasses various methods of research that seek to understand subjective experiences.

Question 14

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 is called ________.
A) symbolic analysis
B) laddering
C) hidden issue questioning
D) none of the above

Accepted Answer

Symbolic analysis is a technique used to understand the symbolic meanings and underlying motivations behind consumer behavior, such as the importance of face-to-face communication facilitated by airlines.

Question 15

________ 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) Expression completion
C) Story completion
D) Sentence completion

Accepted Answer

Story completion is the projective technique in which the respondents are presented with a partial story or situation and asked to complete it in their own words. This technique is used to understand the respondent's thought process, attitudes, and behavior patterns. It also helps to explore the subconscious mind of the respondent and get insights that would be difficult to obtain through direct questioning.

Question 16

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.
A) Word association
B) Story completion
C) Sentence completion
D) Expression completion

Accepted Answer

Sentence completion is the projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them. This technique can reveal underlying attitudes, motivations, and beliefs of the respondent. It is often used in market research and psychology to gain insights into consumer behavior and personality traits.

Question 17

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.
A) Laddering
B) Hidden issue questioning
C) Symbolic analysis
D) None of the above

Accepted Answer

The description given in the question corresponds to hidden issue questioning, which aims to uncover deeply held concerns or sensitive topics for the respondent. Laddering is a technique used to uncover underlying motives and values, while symbolic analysis involves examining the meaning behind symbols used by the respondent. Therefore, the correct answer in this case is B, hidden issue questioning.

Question 18

Depth interviews are like focus group in all of the following ways except________.
A) both are one-on-one interviews
B) both are qualitative research methods
C) both are unstructured interviews
D) both are direct ways of obtaining information

Accepted Answer

Depth interviews are one-on-one interviews, whereas focus groups involve multiple participants, making option A the exception.

Question 19

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.
A) completion techniques
B) association techniques
C) focus groups
D) depth interviews

Accepted Answer

Association techniques rely on presenting a stimulus and receiving an immediate response without much deliberation or thought process. This can include word association, picture association, or other types of stimuli. Completion techniques involve filling in missing information, focus groups involve group discussions, and depth interviews involve in-depth questioning with one individual.

Question 20

In a study the researcher was investigating attitudes toward airlines among male middle managers.Each airline attribute,such as wide-body aircrafts,was probed (why do you like to travel in wide-body aircrafts?)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) laddering
C) symbolic analysis
D) none of the above

Accepted Answer

The depth interview technique used in the study is called laddering. Laddering involves probing for the deeper reasons behind attitudes or behaviors. It involves probing for the underlying values, beliefs, and goals that drive a person's preferences or actions. In this study, the researcher probed for the reasons why male middle managers liked certain airline attributes, such as wide-body aircraft, and then probed deeper to understand why those reasons were important to them. Laddering is a commonly used technique in qualitative research, particularly in the field of psychology and marketing.

Quiz 5: Exploratory Research Design: Qualitative Research

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.

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

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

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?

In a depth interview,the interviewer should ________.

In a depth interview,the interviewer should ________.

In word association,responses are analyzed by calculating ________.

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

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.

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

Word association is the best known of the ________ techniques.

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

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.

________ 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.

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

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

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

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