Deck 5: Qualitative Research Tools

Question 1

Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.

Answer 1

True

Question 2

Qualitative research is cheaper than quantitative research.

Answer 2

False

Question 3

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

Answer 3

True

Question 4

The focus of qualitative research is on producing "numbers" that can be used in statistical tests.

Question 5

A focus group typically involves a rigid question-and-answer session among participants.

Question 6

The ideal size of a focus group is 20 to 25 people.

Question 7

Qualitative research is objective.

Question 8

Observation plays a key role in ethnography.

Question 9

Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.

Question 10

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.

Question 11

Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.

Question 12

Anthropology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective.

Question 13

Quantitative research uses empirical assessments that involve numerical measurement and analytical approaches.

Question 14

Focus groups are relatively fast and easy to execute.

Question 15

Piggybacking is a procedure in which one respondent stimulates thought among the others in a focus group.

Question 16

Prospect theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

Question 17

A focus group moderator needs to be a good listener.

Question 18

Quantitative research is used most often in exploratory research.

Question 19

Phenomenology refers to the documented history of a particular person, group, organization, or event.

Question 20

Concept testing is a type of exploratory research.

Question 21

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

A) phenomenology
B) ethnography
C) grounded theory
D) case study

Question 22

All of the following are qualitative research orientations EXCEPT ____.

A) phenomenology
B) grounded theory
C) case studies
D) regression analysis

Question 23

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____.

A) causal research study
B) descriptive research study
C) concept test
D) case study

Question 24

Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted.

Question 25

Qualitative research ____.

A) tests specific research hypotheses
B) typically has a large number of participants
C) yields objective data
D) has an unstructured approach to data collection

Question 26

Research that is conducted to clarify the nature of a research problem is called _____ research.

A) exploratory
B) judgmental
C) descriptive
D) convenience

Question 27

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.

A) interloper
B) participant-observer
C) moderator
D) mystery shopper

Question 28

The sentence completion method is based on free-association principles.

Question 29

When the researcher must extract meaning from open-ended responses, the results are:

A) subjective
B) objective
C) primary
D) secondary

Question 30

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

A) hermeneutics
B) ethnography
C) psychographics
D) psychodynamics

Question 31

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?

A) independent marketing research
B) dependent marketing research
C) quantitative marketing research
D) qualitative marketing research

Question 32

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

A) grounded theory
B) phenomenology
C) ethnography
D) case study

Question 33

Which situation is LEAST conducive for qualitative research?

A) when developing difficult but actionable decision statements
B) when needing conclusive evidence to be drawn from data
C) when learning how consumers use a product in natural settings
D) when needing a fresh approach to studying some problem

Question 34

Which qualitative research orientation originated in philosophy and psychology?

A) phenomenology
B) grounded theory
C) ethnography
D) anthropology

Question 35

The grounded theory technique (GTT) presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Question 36

In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Question 37

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.

A) quantitative marketing research
B) qualitative marketing research
C) extensive marketing research
D) grounded marketing research

Question 38

Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

Question 39

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.

A) an experiment
B) a test market
C) a case study
D) causal research

Question 40

Ethnography is a qualitative research orientation originating in ____.

A) marketing
B) psychology
C) anthropology
D) sociology

Question 41

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.

A) valid
B) replicable
C) homogeneous
D) scrutinized

Question 42

Research that is conducted to clarify the nature of a problem is called ____________________ research.

Question 43

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

A) hermeneutics
B) field notes
C) discussion guides
D) expositions

Question 44

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 ____.

A) depth interview
B) concept test
C) focus interview
D) hermeneutic analysis

Question 45

Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of marketing phenomena without depending on numerical measurement is referred to as ____________________ marketing research.

Question 46

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

A) conversation
B) focus group
C) depth interview
D) case study

Question 47

An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n) ____________________.

Question 48

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

A) case study
B) experiential survey
C) laddering interview
D) projective technique

Question 49

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

A) aptitude test
B) focus interview
C) thematic apperception test
D) focus blog

Question 50

When focus group participants are shown a drawing of a new type of car and are asked for their reactions, this is called a(n) ____________________.

Question 51

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____.

A) word association test
B) concept test
C) case study
D) sentence completion test

Question 52

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

A) ability to address more specific issues
B) often easier interpretation of responses
C) ability to administer questions without an interviewer
D) high degree of scrutiny

Question 53

Which approach to probing asks respondents to compare differences between brands at different levels?

A) interrogating
B) elaborating
C) linking
D) laddering

Question 54

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 ____.

A) picture completion
B) picture frustration
C) scenario test
D) projective picture

Question 55

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

A) discussion guide
B) survey instrument
C) thematic guide
D) ethnographic structure

Question 56

A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.

A) thematic exploration
B) laddering site
C) focus blog
D) real-time survey

Question 57

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____.

A) case study
B) grounded research study
C) depth interview
D) focus group interview

Question 58

One advantage of focus group interviews is that they ____.

A) provide multiple perspectives
B) have a low degree of scrutiny
C) are inexpensive and easy to run
D) encourage discussion of sensitive topics

Question 59

The typical ethnographic approach involves the use of ____________________.

Question 60

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

A) themes
B) threats
C) links
D) ladders

Question 61

A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n) ____________________.

Question 62

Name and briefly describe the four qualitative research orientations.

Question 63

The procedure in which one focus group participant stimulates thought among the others is called ____________________.

Question 64

Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.

Question 65

Research that is intersubjectively certifiable means that it is ____________________.

Question 66

A respondent is shown a new television commercial and is asked to write the answer to this stimulus: "The man in the commercial ____." This is an example of the ____________________ technique.

Question 67

The manual that outlines the topics to be discussed in a focus group session is called a(n) ____________________.

Question 68

What role do exploratory research approaches using qualitative research tools have in scientific inquiry? Explain why a decision may be based solely on these results.

Question 69

An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n) ____________________ technique.

Question 70

An unstructured, free-flowing discussion with a small number of consumers in a session that is conducted by a moderator is called a(n) ____________________.

Question 71

A focus group session that is conducted over the Internet is called a(n) ____________________ focus group session.

Question 72

Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Question 73

List the elements of a focus group discussion guide.

Question 74

The person who leads a focus group discussion is called a(n) ____________________.

Question 75

An interviewer who reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word" is using a(n) ____________________ technique.