Deck 6: Exploratory Research Design: Qualitative Research

Question 1

Focus groups are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

Answer 1

False

Question 2

A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Answer 2

False

Question 3

A depth interview is recognized as the most important qualitative research procedure.

Answer 3

False

Question 4

Quantitative research is an unstructured, exploratory research methodology based on small samples, which provides insight and understanding of the problem setting.

Question 5

Qualitative research procedures are classified as either direct or indirect.

Question 6

In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.

Question 7

According to the text, the typical focus group costs the client about $6,500.

Question 8

The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

Question 9

Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.

Question 10

Online focus groups take less time to set up and complete (turnaround time) than traditional focus groups.

Question 11

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Question 12

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

Question 13

A focus group typically consists of eight to twelve participants.

Question 14

According to the text, the typical duration of a focus group is less than an hour.

Question 15

The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.

Question 16

Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.

Question 17

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

Question 18

There are fewer people in an online group than in a face-to-face group.

Question 19

Qualitative research is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Question 20

Whenever a new marketing research problem is addressed, qualitative research must be preceded by appropriate quantitative research.

Question 21

A way to conduct a focus group type of research on social media involves participant blogs.

Question 22

Private online communities can play the role of extended focus groups.

Question 23

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Question 24

A projective technique, in which respondents are presented with a list of words, one at a time, is called "word association."

Question 25

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called a projective technique.

Question 26

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Question 27

The association technique requires the respondent to construct a response in the form of a story, dialogue, or description.

Question 28

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.

Question 29

In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.

Question 30

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Question 31

It is not possible to conduct depth interview using social media.

Question 32

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Question 33

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

Question 34

The expressive technique requires the respondent to complete an incomplete stimulus situation.

Question 35

The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

Question 36

Depth interviews are described as loosely structured conversations with individuals drawn from the target audience.

Question 37

Traditional focus groups are much less expensive to conduct than online focus groups.

Question 38

Completion techniques are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs.

Question 39

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Question 40

The evaluation technique is a classification of a projective technique used in marketing research.

Question 41

The main purpose of ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

A) a depth interview
B) a quantitative survey
C) an experiment
D) a moderator group
E) a focus group

Question 42

________ are the most important qualitative research procedures.

A) Focus groups
B) Depth interviews
C) Projective techniques
D) Association techniques

Question 43

Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis?

A) qualitative research
B) lead research
C) quantitative research
D) hypothetical research
E) total research

Question 44

Which of the following types of research explores a problem with few pre-conceived notions about the outcome of that exploration?

A) quantitative research
B) experimental research
C) qualitative research
D) hypothetical research
E) lead research

Question 45

In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action.

A) quantitative; qualitative
B) observational; qualitative
C) qualitative; quantitative
D) descriptive; observational
E) partial; total

Question 46

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

A) qualitative research
B) quantitative research
C) statistical research
D) hypothetical research
E) lead research

Question 47

Including a client as a co-researcher in focus group settings without introducing the client as the sponsor of the research raises ethical problems.

Question 48

The type of qualitative research in which the purposes of the project are disguised from the respondents is called ________.

A) a direct approach
B) a panel
C) an indirect approach
D) a survey
E) a masked approach

Question 49

________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.

A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Statistical research

Question 50

According to the text, the typical focus group costs the client about ________.

A) $400
B) $2,000
C) $4,000
D) $6,500
E) $10,000

Question 51

Which of the following is recognized as the most important qualitative research procedure?

A) the focus group
B) the depth interview
C) the quantitative survey
D) the experiment
E) the projective technique

Question 52

Qualitative research procedures are classified as either ________ or ________.

A) primary; secondary
B) direct; indirect
C) descriptive; exploratory
D) theoretical; non-theoretical
E) partial; total

Question 53

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Question 54

________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Thorough research

Question 55

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts, motivations, and feelings regarding the issues of concern.

Question 56

Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research.

A) qualitative; quantitative
B) quantitative; qualitative
C) observational; qualitative
D) descriptive; observational
E) total; partial

Question 57

According to the text, the typical duration of a focus group is ________.

A) less than an hour
B) two to four hours
C) one to three hours
D) three to five hours
E) more than five hours

Question 58

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

Question 59

________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

A) An experiment
B) A focus group
C) A quantitative survey
D) A depth interview
E) A moderator group

Question 60

________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

A) A direct approach
B) An indirect approach
C) A panel
D) A survey
E) An informed approach

Question 61

Which of the following is NOT an advantage of using focus groups in marketing research?

A) The richness of the comments, which come from real customers, makes this technique highly useful.
B) Focus groups are easy to moderate.
C) The comments of one person in a focus group can trigger unexpected reactions from others.
D) The responses in a focus group are generally spontaneous and candid, and they provide rich insights.
E) Ideas are more likely to arise out of the blue.

Question 62

Which of the following is NOT a classification of the projective techniques used in marketing research?

A) association technique
B) evaluation technique
C) construction technique
D) expressive technique
E) completion technique

Question 63

In focus group reports, the following is (are) included ________.

A) frequencies and percentages of respondent views
B) only the words of the participants
C) interpretation ends with the "instant interpretation" done with managers immediately after the last focus group has finished for the night
D) analysis of facial expressions and body language
E) A and D

Question 64

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT:

A) choose which participant will be the group leader.
B) state the rules of group interaction.
C) probe the respondents and provoke intense discussion in the relevant areas.
D) attempt to summarize the group's response to determine the extent of agreement.
E) establish rapport with the group.

Question 65

Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation?

A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique

Question 66

A focus group typically consists of how many participants?

A) one to four
B) five to eight
C) eight to twelve
D) thirteen to fifteen
E) more than fifteen

Question 67

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

A) word association
B) sentence completion
C) story completion
D) role playing
E) piecewise thought-listing

Question 68

Advantages of depth interviews over traditional focus groups include all of the following EXCEPT:

A) richer discussion of sensitive topics.
B) deeper insights about underlying motives.
C) less social pressure to conform.
D) scheduling of respondents.
E) cost per respondent.

Question 69

Which of the following is not one of the key qualifications of focus group moderators?

A) joviality
B) kindness with firmness
C) flexibility
D) sensitivity

Question 70

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.

A) projective technique
B) quantitative technique
C) survey technique
D) evaluation technique
E) motivation elicitation

Question 71

Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.

A) hiring moderators with at least 5 years of experience
B) putting prospective moderators through company-specific training
C) including video or voice recording devices in the focus group
D) doing focus groups after the survey work on the project is completed
E) preparing a detailed moderator discussion guide

Question 72

________ are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

A) Focus groups
B) Depth interviews
C) Quantitative surveys
D) Experiments
E) Probing interviews

Question 73

________ are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs.

A) Evaluation techniques
B) Completion techniques
C) Construction techniques
D) Expressive techniques
E) Detail techniques

Question 74

Disadvantages of focus groups include all of the following EXCEPT:

A) tendency to regard findings as conclusive.
B) difficulty in moderating focus groups.
C) completely skilled moderators are rare.
D) coding, analysis, and interpretation are difficult.
E) respondents are generally spontaneous.

Question 75

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

A) Depth interviews can uncover deeper insights than focus groups.
B) Depth interviews result in a free exchange of information that may not be possible in focus groups.
C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response.
D) With probing, it is possible to get at the real issue when topics are complex.
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.

Question 76

Which of the following statements is not an advantage of online focus groups?

A) The researcher can reach segments that are usually hard to survey.
B) Researchers can re-contact group participants at a later date.
C) The cost of the online focus group is much less.
D) Only people that have and know how to use a computer can participate.

Question 77

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.

A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique

Question 78

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique

Question 79

Which of the following are described as loosely structured conversations with individuals drawn from the target audience?

A) experiments
B) quantitative surveys
C) panels
D) conversation interviews
E) depth interviews

Question 80

Advantages of online focus groups include all of the following EXCEPT:

A) geographic distance is overcome for respondents.
B) client can observe from home or office.
C) respondents can be re-contacted easier.
D) people are less inhibited in their responses.
E) costs are equivalent to traditional focus groups.