Deck 4: Qualitative Research

Question 1

The ideal focus group is comprised of____________.

A) 10 to 15 participants
B) 5 to 10 participants
C) 8 to 12 participants
D) at least 25 participants
E) there is no ideal focus group size

Answer 1

C

Question 2

A computer developer conducts a focus group with three different college campuses about how students and professors make use of their tablet. They decide to explore how much consumers would pay for upgrades or a new tablet to meet their needs. What kind of study would they need to do

A) quantitative research
B) qualitative research
C) process analysis
D) formal analysis
E) none of the above

Answer 2

A

Question 3

Which of the following is the primary reason or underlying rationale for conducting focus groups?

A) allow for individualized analysis
B) able to provide more precision than quantitative studies
C) interaction among group members
D) ambiance of the focus group promotes direct questioning
E) none of the above

Answer 3

C

Question 4

How do researchers prevent "professional" respondents from participating in focus groups?

A) selecting a good moderator
B) combining qualitative with quantitative research
C) creating a discussion guide
D) pre-screening respondents
E) none of the above

Question 5

A written outline that describes the topics to be covered in a focus group is called a(n) ____________.

A) discussion guide
B) moderator's note
C) survey
D) debriefing

Question 6

How long should an ideal focus group be?

A) 30 minutes
B) one hour
C) 90 minutes
D) two hours

Question 7

Which of the following academic backgrounds would a qualitative researcher most likely have?
A) Math

A) Psychology
B) Computer sciences
B) Natural sciences
C) None of the above are qualified for qualitative research.

Question 8

If a researcher wants to make a multi-million dollar decision as to whether to launch a new product s/he would be well advised to use:

A) qualitative research only.
B) quantitative research only.
C) a combination of qualitative and quantitative research.
D) none of the above

Question 9

The most common type of qualitative marketing research is _______.

A) projective techniques
B) in-depth interviews
C) sentence completion
D) focus groups
E) none of the above

Question 10

Which of the following is not a characteristic of qualitative research?

A) hardware consists of computers, questionnaires and printouts
B) is exploratory in nature
C) questions are probing
D) amount of information per respondent is substantial
E) All of the above are characteristics of qualitative research.

Question 11

A limitation of focus groups is:

A) the need for multivariate statistical expertise.
B) the length of time they take to implement.
C) the lack of representation of the population of interest.
D) none of the above

Question 12

What is the top motivation for respondents to participate in focus groups?

A) financial incentives
B) interest in the topic
C) opportunity for expression
D) convenient time
E) none of the above

Question 13

If a car manufacturer wanted to know how mothers used and benefited from the mini-van, what type of research would be most beneficial?

A) quantitative research
B) qualitative research
C) process analysis
D) formal analysis
E) none of the above

Question 14

Compared to quantitative research, qualitative studies tend to have _________samples.

A) larger
B) more representative
C) smaller
D) more statistically valid
E) none of the above

Question 15

Focus group facilities probably have which of the following?

A) video and audio taping equipment
B) one-way mirror
C) view room for clients
D) informal living room ambiance
E) all of the above

Question 16

If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product, then the preferred type of research would be _______.

A) quantitative research
B) qualitative research
C) process analysis
D) formal analysis
E) none of the above

Question 17

If a television network wants to know if a series appeals to their desired demographic of 18 to 24 year old males, what type of focus group would they benefit from?

A) Single college males, ages 18 to 22
B) Single males ages 18 to 24, whether enrolled in college or not
C) Single and involved males ages 18 to 24
D) An age demographic that also includes a cross-section of other demographic factors such as location and education

Question 18

Which of the following is not a limitation of qualitative research?

A) greater opportunity for interviewer bias
B) limited probing of respondents
C) results not representative beyond those persons interviewed
D) problems securing highly skilled researchers for qualitative research
E) None of the above are limitations of qualitative research.

Question 19

Which of the following is not an advantage of qualitative research over quantitative research?

A) greater ability to probe
B) easier to provide visual and audio aids
C) results are projectable to the population under study
D) research design provides more flexibility
E) All of the above are advantages of qualitative research over quantitative research.

Question 20

If the goal of the research was to discover the attitudes, feelings, and motivations of a heavy user of a product, then the preferred type of research would be _______.

A) quantitative research
B) qualitative research
C) process analysis
D) formal analysis
E) none of the above

Question 21

Which of the following is not a client-focused skill needed by a focus group moderator?

A) Understand the client's business.
B) Be responsive and reliable.
C) Provide effective feedback to the client.
D) Have an appreciation for differences in people.
E) All of the above are necessary client-focused skills.

Question 22

A projective technique in which the interviewer learns about the respondents' feelings by asking them about "most people" or "your neighbor."

A) Cartoon tests
B) Storytelling
C) Consumer drawings
D) Third-person technique
E) Word association tests

Question 23

A qualitative researcher is investigating a very sensitive subject, downloading music illegally. Which technique would be best for getting the subject to answer honestly?

A) online focus groups
B) traditional focus groups
C) third-person technique
D) in depth interview

Question 24

Of the following, which is not an advantage of focus group research?

A) group dynamics stimulate responses that otherwise would not have occurred
B) results can often be a substitute for a quantitative study
C) being able to observe respondents behind a one-way mirror
D) quick execution relative to other types of research
E) All of the above are advantages of focus group research.

Question 25

Research that focuses on interpretation through conversations is_________.

A) Hermeneutic Research
B) Delphi Method
C) Hypothesis Method
D) Specific Research

Question 26

What is the medium that makes research work?

A) Friendship with supplier
B) Rapport
C) A previous and solid track record.
D) None of the above.

Question 27

Which of the following types of research facilitates question probing?

A) qualitative
B) quantitative
C) secondary
D) none of the above

Question 28

The objective of _______________________ is to delve below surface responses to obtain true feelings, meanings, and motivations.

A) online focus groups
B) projective tests
C) traditional focus groups
D) thirty-party interviews

Question 29

When considering arranging a focus group in a foreign country, what should the researcher be most aware of?

A) Privacy laws
B) Transportation strikes
C) Avoid educational assumptions
D) All of the above

Question 30

A word association test is______________.

A) Drawing a comparison between two items in terms of their similarities.
B) Drawing a comparison between a product and a person.
C) A test in which respondent's complete sentences or stories in their own words.
D) A test in which the interviewer says a word and the respondent must mention the first thing that comes to mind.

Question 31

Which of the following is not an advantage of depth interviews over focus groups?

A) heightened group-dynamics effect
B) group pressure is eliminated
C) heightened attention of respondent
D) no need for expensive focus group facility
E) All of the above are advantages of depth interviews over focus groups.

Question 32

A final report of a set of focus groups typically consists of what?

A) a PowerPoint presentation
B) data tables
C) lengthy written report
D) discussion guide
E) none of the above

Question 33

Focus groups are most likely to be used by ______________ companies.

A) industrial
B) service-oriented
C) business to business
D) consumer goods
E) none of the above

Question 34

During the focus group interview, it is imperative that the focus group moderator:

A) remain completely objective.
B) have good quantitative skills.
C) have a wide range of capability regarding focus group equipment.
D) be able to screen for appropriate focus group participants.
E) all of the above

Question 35

When a focus group moderator debriefs the client after the final focus group, this is known as _______.

A) third person technique
B) brainstorming
C) instant analysis
D) groupthink
E) none of the above

Question 36

When Wal-Mart decided to expanded its franchise to Japan, why would they have benefited from a focus group?

A) Foreign consumers may have different needs
B) Perception of cheaper shopping may involve cultural bias
C) Shopping habits vary from country to country
D) All of the above

Question 37

When the focus group moderator lets his/her own ideas influence the group, this illustrates a lack of _________.

A) empathy
B) flexibility
C) observation skills
D) objectivity

Question 38

Disadvantages of depth interviews relative to focus groups would not include which of the following?

A) depth interviews cost more
B) time devoted to an individual respondent is less in-depth interviews
C) no group dynamics effect
D) depth interviews are more physically exhausting to interviewer, who doesn't cover as much topical ground
E) All are disadvantages of depth interviews relative to focus groups.

Question 39

Which of the following are not disadvantages of online focus groups?

A) lessened group dynamics
B) lack of nonverbal inputs
C) less interviewer bias
D) exposure to external stimuli is less efficient
E) All are disadvantages of online focus groups.

Question 40

Which of the following is not an example of a projective test?

A) word association
B) sentence completion
C) cartoon test
D) photo sorts
E) All of the above are examples of projective tests.

Question 41

An important goal of focus groups is that they should lead to immediately actionable results.

Question 42

Training in psychology is useful for qualitative researchers.

Question 43

Generally, focus groups overshadow the use of other qualitative research tools.

Question 44

Most focus group participants are recruited via door-to-door interviews.

Question 45

Generally, interaction with respondents is more personalized in descriptive studies than in focus groups.

Question 46

Professional respondents are actively recruited as focus group participants.

Question 47

It is becoming common for market researchers to combine qualitative and quantitative studies into a single project or series of projects.

Question 48

Online focus groups are a better option for a start up company.

Question 49

Focus group moderator debriefing is referred to as instant analysis.

Question 50

Focus groups are usually no longer than 45 minutes.

Question 51

Focus groups can be conducted the same all over the world.

Question 52

Qualitative research can inspire and inform quantitative research.

Question 53

Quantitative studies allow for more probing than qualitative studies.

Question 54

Qualitative research is easier to replicate than quantitative research.

Question 55

In-depth interviews typically are less expensive than focus groups.

Question 56

Quantitative research typically uses larger sample sizes than qualitative research.

Question 57

In general, qualitative research is conducted before quantitative research.

Question 58

In-depth interviews are more useful than focus groups.

Question 59

Statistical skills are important for qualitative researchers.

Question 60

Focus groups are often used in the process of defining and/or refining concepts.

Question 61

Why do people participate in focus groups? What are a few things the moderator can do to encourage participation by participants once they are at the focus group facility?

Question 62

An advantage of depth interviews is that group pressure is eliminated.

Question 63

Why is it so important that there be a good rapport among focus group participants?

Question 64

Describe why a cosmetic company would use a word association test to choose their next brand name.

Question 65

A group of citizens thinks Drysville, Arkansas, is achieving its potential as a city, because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City. Hence, the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes. However, before embarking on an expensive petition-signing campaign, the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort. The issue is very sensitive, and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure. What method or methods of qualitative research would you recommend?

Question 66

As the first stage of a comprehensive physician-satisfaction study, a hospital wants a market researcher to interview about 20% of its 100 physicians. There is known to be quite a bit of animosity between primary care physicians and specialty physicians, as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure. Recommend a qualitative analysis technique and give reasons for your selection.

Question 67

Distinguish between quantitative and qualitative research, especially with respect to the appropriateness of each.

Question 68

Culture always impacts focus groups.

Question 69

Discuss what type of projective test a researcher might use to determine a brand or company's personal image. Include how this might benefit a company.

Question 70

A quantitative study often leads to more actionable results than a qualitative one.

Question 71

Discuss why you might recommend in depth interviews over a focus group for a new line up of commercials.

Question 72

Giambattista Vico, one whose work spawned the idea/creation of the qualitative approach, wrote that only people can understand people and that they do so through a faculty called intuitive understanding.

Question 73

Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

Question 74

Hermeneutic research focuses on spontaneous interactions rather than a question list.

Question 75

It is estimated that over 550,000 focus groups are conducted worldwide each year.