Question 1

__________ occurs is when a researcher plays the role of shopper to understand employee or sales associate interaction.&#10;A) shop-along&#10;B) mystery shopping&#10;C) personal in-depth interview&#10;D) dyadic interview

Accepted Answer

Mystery shopping is the practice where researchers pretend to be regular customers to evaluate the quality of service, employee interaction, and the overall customer experience without the employees' knowledge that they are being evaluated.

Question 2

__________ occurs is when a researcher goes on a shopping trip with a respondent and observes him or her.&#10;A) shop-along&#10;B) mystery shopping&#10;C) personal in-depth interview&#10;D) dyadic interview

Accepted Answer

A shop-along is a research method where the researcher accompanies a respondent on a shopping trip to observe their behavior and decision-making process.

Question 3

__________ 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, allowing for interaction and the exploration of their relationship or perspectives on a topic.

Question 4

Which of the following is true of in-depth 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

In-depth interviews are qualitative research methods designed to explore complex behaviors, motivations, and feelings of participants in detail, making them useful for gaining an in-depth understanding of underlying motivations rather than generalizing results, using statistics, or requiring large samples.

Question 5

The outline prepared to guide the conversation during an in-depth interview is called __________.&#10;A) Group matter&#10;B) Group Synergy&#10;C) Interview guide&#10;D) Survey&#10;E) Interview guide.

Accepted Answer

An interview guide is a structured outline used to direct the conversation during an in-depth interview, ensuring all relevant topics are covered.

Question 6

Which of the following is NOT a limitation of 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

Interviews can actually be quite effective for sensitive topics because they allow for a more personal and empathetic approach, which can make respondents feel more comfortable sharing sensitive information.

Question 7

Which of the following is NOT true of in-depth interviews?&#10;A) Interviews are quick to conduct&#10;B) It is unstructured and spontaneous&#10;C) Used to enhance understanding and gain in-depth knowledge.&#10;D) It can be used to generalize findings to a population

Accepted Answer

The answer of Which of the following is NOT true...

Question 8

Which of the following is NOT an advantage of in-depth 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

In-depth interviews are qualitative research methods that are not designed for generalizing results to a larger population. They are focused on gaining deep insights and understanding from individual participants rather than producing results that can be statistically generalized.

Question 9

Which of the following is NOT an advantage of in-depth interviews?&#10;A) They are good for generalization of results to a population&#10;B) Great for detailed and in-depth information&#10;C) Ideal for sensitive topics&#10;D) Can be conducted quickly and relatively inexpensively

Accepted Answer

In-depth interviews are not good for generalizing results to a population because they typically involve a small, non-random sample, making it difficult to apply the findings broadly.

Question 10

When a researcher joins a shopper to observe his or her shopping behavior, he or she is said to be conducting a research technique commonly known as mystery shopper.

Accepted Answer

The technique described is known as participant observation, not mystery shopping. Mystery shopping involves researchers posing as customers themselves, not observing shoppers.

Question 11

One advantage of in-depth interviews is that the results can always be generalized to the population.

Accepted Answer

The answer of One advantage of in-depth interviews is that...

Question 12

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

Accepted Answer

The answer of One good interviewing technique is to start...

Question 13

Interviews are not suited for sensitive topics.

Accepted Answer

The answer of Interviews are not suited for sensitive topics....

Question 14

Ethnographic interviews involve extensive fieldwork and observations along with interviews.

Accepted Answer

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

Question 15

List five benefits of conducting in-depth interviews in advertising and public relations research.

Accepted Answer

The answer of List five benefits of conducting in-depth interviews...

Question 16

Name three types of in-depth interviews.

Accepted Answer

The answer of Name three types of in-depth interviews....

Question 17

List five good interviewing techniques.

Accepted Answer

The answer of List five good interviewing techniques....

Question 18

List three limitations of in-depth interviews.

Accepted Answer

The answer of List three limitations of in-depth interviews....

Deck 12: In-Depth Interviews