Deck 6: Qualitative Research Tools

Question 1

Qualitative research is cheaper than quantitative research.

Answer 1

False
Not necessarily so.Although fewer respondents have to be interviewed,the greater researcher involvement in both the data collection and analysis can drive up the costs of qualitative research.

Question 2

Quantitative research is used most often in exploratory research.

Answer 2

False
Qualitative research is most often used in exploratory research.

Question 3

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

Answer 3

False
This describes case studies.

Question 4

Concept testing is a type of exploratory research.

Question 5

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

Question 6

Observation plays a key role in ethnography.

Question 7

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

Question 8

Anthropology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Question 9

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

Question 10

Qualitative research is objective.

Question 11

Quantitative research measures and tests.

Question 12

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

Question 13

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

Question 14

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 15

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

Question 16

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

Question 17

A focus group moderator needs to be a good listener.

Question 18

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

Question 19

Qualitative research is subjective in the sense that the results are researcher-dependent.

Question 20

Focus groups are relatively fast and easy to execute.

Question 21

Which qualitative research orientation originated in sociology?

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

Question 22

All of the following are qualitative research orientations EXCEPT:

A)phenomenology
B)grounded theory
C)case studies
D)ANOVA

Question 23

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

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

Question 24

Which type of data are not characterized by numbers and instead are textual,visual,or oral?

A)grounded data
B)quantitative data
C)subjective data
D)qualitative data

Question 25

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 26

Which qualitative research orientation originated in philosophy and psychology?

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

Question 27

All of the following are situations that often call for qualitative research EXCEPT:

A)when it is difficult to develop specific and actionable decision statements or research objectives
B)when conclusive evidence is desired
C)when researchers want to learn how consumers use a product in natural settings
D)when a fresh approach to studying some problem is needed

Question 28

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

Question 29

When 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,this is an example of which of the following?

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

Question 30

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 31

The sentence completion method is a type of free-association technique.

Question 32

Ethnography is a qualitative research orientation originating in:

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

Question 33

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 34

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 35

Researcher-dependent results are:

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

Question 36

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

Question 37

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 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

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

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

Question 40

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 41

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

A)provide multiple perspectives
B)low degree of scrutiny
C)inexpensive
D)easy to use for sensitive topics

Question 42

Which of the following is the most common size of a focus group?

A)1-2 participants
B)3-5 participants
C)6-10 participants
D)12-20 participants

Question 43

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:

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

Question 44

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

A)discussion guide
B)TAT test
C)concept test
D)case study

Question 45

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

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

Question 46

Multimedia content such as audio or video that is made available in real time over the Internet or corporate Intranet is called:

A)drafting
B)laddering
C)streaming media
D)real-time media

Question 47

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

A)Hermeneutics
B)Field notes
C)Discussion guides
D)Verbatims

Question 48

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

A)serendipity
B)piggyback
C)structure
D)all of the above

Question 49

Which of the following is a disadvantage of focus groups?

A)requires objective,sensitive,and effective moderators
B)may not be useful for discussing sensitive topics
C)high cost
D)all of the above

Question 50

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 51

All of the following are advantages of semi-structured interviews EXCEPT:

A)ability to address more specific issues
B)responses are usually easier to interpret than other qualitative approaches
C)questions are administered without the presence of an interviewer
D)high degree of scrutiny

Question 52

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 them freely.Betsy is participating is a:

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

Question 53

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):

A)case study
B)experience survey
C)word association test
D)projective technique

Question 54

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:

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

Question 55

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?

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

Question 56

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

A)good listener
B)ability to make people feel comfortable so that they will talk in the group
C)ability to control discussion without being overbearing
D)all of the above

Question 57

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores,this is an example of:

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

Question 58

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):

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

Question 59

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 60

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

A)validity
B)replicable
C)homogeneity
D)scrutiny

Question 61

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

Question 62

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

Question 63

When 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 a(n)____________________ technique.

Question 64

List the elements of a focus group discussion guide.

Question 65

Name and briefly describe the four qualitative research orientations.

Question 66

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 67

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

Question 68

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

Question 69

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

Question 70

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

Question 71

When an interviewer reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word," this is an example of a(n)____________________ technique.

Question 72

Research that is intersubjectively certifiable means that it is ____________________.

Question 73

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

Question 74

When research is conducted to clarify the nature of a problem,it is called ____________________ research.

Question 75

In a focus group,when the comments of one member stimulate another member to say what she is thinking,this is called ____________________.

Question 76

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 77

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

Question 78

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 79

The typical ethnographic approach requires the use of ____________________.

Question 80

A written set of guidelines prepared by a moderator that outlines the topics to be discussed in a focus group session is called a(n)____________________.