Deck 5: A: Qualitative Research

Question 1

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

Answer 1

D

Question 2

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

Answer 2

A

Question 3

How long should an ideal focus group be?

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

Answer 3

B

Question 4

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

Question 5

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 6

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 7

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 8

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 9

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 10

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 11

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 12

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 13

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 14

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 15

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 16

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 17

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 18

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 19

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 20

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 21

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

Question 22

Statistical skills are important for qualitative researchers.

Question 23

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 24

Which of the following types of research facilitates question probing?

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

Question 25

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 26

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 27

When conducting in-depth interviews,sometimes the respondents present a real challenge to the interviewer.According to the chapter,which of the following was not an example of a problem respondent?

A)Digresser
B)Withholder
C)Ruminator
D)Stubornator

Question 28

Training in psychology is useful for qualitative researchers.

Question 29

In general,qualitative research is conducted before quantitative research.

Question 30

Quantitative studies allow for more probing than qualitative studies.

Question 31

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 32

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 respondents 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 33

Research that focuses on interpretation through conversations is_________.

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

Question 34

Qualitative research is easier to replicate than quantitative research.

Question 35

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 36

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 37

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 38

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 39

Focus groups are often followed up with ___________.

A)quantitative research
B)qualitative research
C)mall intercepts
D)in-depth interviews

Question 40

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 41

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

Question 42

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

Question 43

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

Question 44

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

Question 45

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

Question 46

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 47

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

Question 48

Focus groups are usually no longer than 45 minutes.

Question 49

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

Question 50

Professional respondents are actively recruited as focus group participants.

Question 51

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

Question 52

Quantitative research typically uses larger sample sizes than qualitative research.

Question 53

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

Question 54

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 55

Focus group moderator debriefing is referred to as instant analysis.

Question 56

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 57

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

Question 58

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

Question 59

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 60

You have just conducted a set of focus groups for a client,and the results are positive about launching a new product.What words of caution would you give the client before they make this multi-million dollar decision?