Question 1

In focus groups, a relatively large amount of information can be obtained in a short period of time at a relatively small cost as compared to individual in-depth interviewing.

Accepted Answer

Focus groups allow for a group discussion and interaction, providing a larger amount of information in a shorter period of time and at a lower cost compared to conducting individual in-depth interviews with each participant.

Question 2

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

Accepted Answer

Symbolic analysis does involve comparing objects with their opposites in order to better understand their symbolic meaning.

Question 3

Observational methods can be used to provide information on past behavior.

Accepted Answer

The answer of Observational methods can be used to provide...

Question 4

Contrived observation involves questions of ethics which are still unresolved.

Accepted Answer

Contrived observation involves creating artificial situations or manipulating variables in order to observe behavioral patterns. This raises ethical questions regarding informed consent, deception, and the use of human subjects in research. These issues are still unresolved and continue to be debated within the field of psychology.

Question 5

The major limitation of an experiencing focus group is that it does not allow the researcher to experience the emotional framework in which the product is being used.

Accepted Answer

An experiencing focus group is specifically designed to allow researchers to observe and understand the emotional and experiential aspects of how a product is used, providing insights into the user's emotional framework during product interaction.

Question 6

Direct observation methods can be structured or unstructured. Structured observation involves greater observer subjectivity.

Accepted Answer

Structured observation involves the use of a predetermined coding system or checklist, which reduces observer subjectivity. Unstructured observation allows for more flexibility and subjectivity in the observations made.

Question 7

Exploratory focus groups can also be used to generate hypotheses for testing of concepts for future research.

Accepted Answer

Exploratory focus groups are often used to gather ideas and insights from participants in order to generate hypotheses or ideas for future research. These hypotheses can then be tested through other research methods such as surveys or experimental studies.

Question 8

The results of qualitative methods should not be projected to the population.

Accepted Answer

Qualitative methods typically do not involve a large enough sample size to make statistically meaningful projections to the population. Therefore, the results of qualitative methods are generally interpreted as providing insights into the particular context or population being studied, rather than as representative of the population as a whole.

Question 9

Direct observation can be used to gain insights into search behavior.

Accepted Answer

Direct observation is a useful method to gain insights into search behavior as it allows researchers to observe users interact with a search engine or website in real-time, providing valuable information on their behavior and preferences.

Question 10

Monitoring trade journals on executives' desks is an example of an observational method.

Accepted Answer

This statement is true. Monitoring trade journals on executives' desks is an example of an observational method, which involves gathering data by observing and recording behaviors or events as they occur in their natural settings.

Question 11

A focus group is the process of obtaining possible ideas/solutions to a marketing problem from a group of respondents through discussions.

Accepted Answer

This is the correct definition of a focus group.

Question 12

Contrived observation is conducted on the premise that response of the person placed in a "contrived observation situation" will reveal some aspects of the underlying beliefs, attitudes, and motives.

Accepted Answer

Contrived observation is designed to reveal underlying beliefs, attitudes, and motives by placing the person in a situation specifically constructed for observation. The response of the person in this situation is believed to provide insight into their inner thoughts and feelings.

Question 13

Clinical focus groups are qualitative research conducted on the premise that a person's true motivations and feelings are subconscious in nature.

Accepted Answer

Clinical focus groups are designed to uncover the participants' unconscious thoughts and feelings, which is why they rely on qualitative methods such as open-ended questioning and group discussions.

Question 14

Clinical focus groups are commonly used at the exploratory phase of the market research process to aid in defining the problem precisely.

Accepted Answer

The answer of Clinical focus groups are commonly used at...

Question 15

While researching a sensitive subject, it is better to opt for in-depth interviews rather than focus groups as the respondents will be more likely to talk.

Accepted Answer

In-depth interviews allow for a more personal and private setting in which the respondent may feel more comfortable discussing sensitive topics. Focus groups may be more intimidating or inhibiting for some individuals as they are in a group setting and may be hesitant to share their true thoughts and feelings.

Question 16

Observation methods can be used to observe motives, attitudes, or intentions.

Accepted Answer

Observation methods primarily capture behaviors and actions, not the internal states such as motives, attitudes, or intentions, which require other methods like surveys or interviews to assess.

Question 17

When third-person techniques are used, a respondent will say that his likes and dislikes are the same as his neighbor's.

Accepted Answer

Third-person techniques involve asking respondents about the views, behaviors, or preferences of others (e.g., their neighbors) to reduce social desirability bias and encourage more honest responses. This does not necessarily mean the respondent will say their likes and dislikes are the same as their neighbor's.

Question 18

Observational methods can be used effectively to record attitudes and intentions.

Accepted Answer

Observational methods are more effective for recording behaviors and actions rather than attitudes and intentions, which are internal states and are better assessed through self-report measures like surveys or interviews.

Question 19

Content analysis is used to analyze written material into meaningful units using carefully applied rules.

Accepted Answer

This is a correct statement. Content analysis is a research method used to analyze and make inferences about communication. It involves systematically analyzing and interpreting different types of content, such as written, verbal, or visual material, to identify patterns, themes, and meanings. It requires developing a set of rules or coding scheme to categorize the data and extract relevant information.

Question 20

Observational methods may be the only research alternative in case of physiological phenomena or with young children who cannot articulate their preferences or motives

Accepted Answer

Physiological phenomena cannot be measured through self-report measures, and young children may not have the verbal or cognitive abilities to articulate their thoughts and preferences, making observations the only viable research option.

Quiz 8: Information Collection: Qualitative and Observational Methods