Question 1

__________ is a type of in-depth interview where two people communicate.&#10;A) shop-along&#10;B) mystery shopping&#10;C) personal in-depth interview&#10;D) dyadic interview

Accepted Answer

A dyadic interview is a type of in-depth interview involving two participants, typically used to explore their relationship or interactions, making it the correct choice for a scenario where two people communicate in depth.

Question 2

Which of the following is true of personal interviews?&#10;A) Results can be generalized&#10;B) Extensive use of statistics and numbers.&#10;C) Usually uses large and representative samples&#10;D) Useful for gaining an in-depth understanding of underlying motivations

Accepted Answer

Personal interviews are qualitative in nature, making them particularly useful for gaining an in-depth understanding of participants' motivations, thoughts, and feelings, rather than focusing on statistical generalizations or large, representative samples.

Question 3

Which of the following is NOT a limitation of personal interviews?&#10;A) Not useful for answering questions like &#34;how many?&#34; and &#34;how much?&#34;&#10;B) People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects&#10;C) Are not ideal for sensitive topics.&#10;D) Results cannot be generalized

Accepted Answer

Are not ideal for sensitive topics.&#10;

Question 4

Which of the following is true of focus group research?&#10;A) Results can be generalized&#10;B) Extensive use of statistics and numbers.&#10;C) Usually uses large and representative samples&#10;D) Useful for gaining an in-depth understanding of underlying motivations

Accepted Answer

Focus group research is qualitative in nature, aiming to explore participants' attitudes, perceptions, and ideas in depth. It does not rely on large, representative samples or extensive use of statistics, and its results are not meant to be generalized to the broader population.

Question 5

The outline prepared to guide the conversation during a focus group is called __________.&#10;A) Group matter&#10;B) Group Synergy&#10;C) Discussion guide&#10;D) Survey&#10;E) Interview guide

Accepted Answer

The outline prepared to guide the conversation during a focus group is called a Discussion guide. It helps moderators keep the discussion on track and ensure all relevant topics are covered.

Question 6

Which of the following is NOT an advantage of personal interviews?&#10;A) They are good for pilot studies and exploration&#10;B) They are good for generalization of results to a population&#10;C) They present a lot of flexibility in design and conduction.&#10;D) Great for detailed and in-depth information

Accepted Answer

Personal interviews are not typically considered good for generalization of results to a population due to their qualitative nature and often limited sample size. They are more suited for gaining in-depth insights rather than making broad generalizations.

Question 7

One advantage of personal interviews is that the results can always be generalized to the population.

Accepted Answer

Personal interviews, while providing in-depth data, may not always be representative of the entire population due to potential biases in sample selection, leading to limitations in generalizability.

Question 8

One good interviewing technique is to start with general (easy) and then move on to specific (sensitive/personal) questions

Accepted Answer

Starting with general questions helps build rapport and makes the interviewee more comfortable, which can lead to more honest and detailed responses when moving to specific or sensitive questions.

Question 9

One advantage of focus groups is that the results can always be generalized to the population.

Accepted Answer

Focus groups are qualitative research methods that provide in-depth insights into participant attitudes, perceptions, and opinions, but due to their small, non-random sample sizes, the results cannot always be generalized to the broader population.

Question 10

Interviews are not suited for sensitive topics

Accepted Answer

Interviews can be designed to handle sensitive topics with care, using techniques to build trust and ensure confidentiality, making them suitable for discussing sensitive issues.

Question 11

Ethnographic interviews involve extensive fieldwork and observations along with interviews

Accepted Answer

The answer of Ethnographic interviews involve extensive fieldwork and observations...

Question 12

List three benefits of conducting personal interviews in advertising and public relations research.

Accepted Answer

The answer of List three benefits of conducting personal interviews...

Question 13

What are dyadic interviews?

Accepted Answer

The answer of What are dyadic interviews?...

Question 14

How are focus groups different from personal interviews?

Accepted Answer

The answer of How are focus groups different from personal...

Question 15

How is an ethnography different from other qualitative research methods? How common is ethnography in advertising and public relations?

Accepted Answer

The answer of How is an ethnography different from other...

Deck 13: Other Qualitative Methods