Question 1

Which of the following is true of qualitative research?
A) Results can be generalized
B) Extensive use of statistics and numbers.
C) Usually uses large and representative samples
D) Useful for gaining an in-depth understanding of underlying motivations

Accepted Answer

Qualitative research focuses on exploring ideas, understanding phenomena in depth, and uncovering motivations, making it useful for gaining an in-depth understanding of underlying motivations rather than relying on statistical generalizations.

Question 2

__________ is a useful technique to test whether advertising messages are effective or not with an audience
A) Psychographics
B) Group testing
C) Copy testing
D) Source testing

Accepted Answer

Copy testing is a market research technique that evaluates the effectiveness of an advertising message by testing it before it is aired or published to predict its efficiency, making adjustments as necessary.

Question 3

Which of the following is a limitation of qualitative research?
A) Not useful for answering questions like "how many?" and "how much?"
B) People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects
C) Results cannot be generalized
D) All of the above are limitations of qualitative research

Accepted Answer

Qualitative research focuses on understanding concepts, thoughts, or experiences rather than quantifying them, making it not suitable for answering "how many?" or "how much?" questions. It is also subject to demand effects, where participants may respond based on what they think the researcher wants to hear. Additionally, because qualitative research often involves smaller, non-random samples, its findings cannot be generalized to larger populations.

Question 4

Which of the following is NOT true of qualitative research?
A) Typically involves smaller samples
B) It is unstructured and spontaneous
C) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.
D) It can be used to generalize findings to a population

Accepted Answer

Qualitative research is characterized by its focus on exploring and understanding phenomena from a detailed, in-depth perspective, often involving smaller, non-representative samples. It is not designed to generalize findings to a larger population, which is a key feature of quantitative research.

Question 5

Which of the following is NOT a limitation of qualitative research?
A) Not useful for answering questions like "how many?" and "how much?"
B) Difficult to replicate qualitative research
C) Some qualitative techniques are very labor intensive
D) Results cannot be generalized
E) It is used to build new theories

Accepted Answer

Qualitative research is indeed used to build new theories, which is not a limitation but rather a strength of this approach. It allows for the exploration of complex phenomena in depth, leading to the development of new insights and theories.

Question 6

Which of the following is NOT an advantage of qualitative research?
A) They are good for pilot studies and exploration
B) They are good for generalization of results to a population
C) They present a lot of flexibility in design and conduction.
D) They are ideal for consumer interaction with a product

Accepted Answer

Qualitative research is not typically used for generalizing results to a broader population due to its focus on in-depth understanding of specific contexts, behaviors, or perceptions rather than quantifiable metrics that can be applied widely.

Question 7

One advantage of qualitative research is that the results can always be generalized to the population.

Accepted Answer

Qualitative research focuses on understanding complex phenomena within their contexts and often involves small, non-random samples, making it difficult to generalize findings to the broader population.

Question 8

Copytesting is diagnostic in its approach

Accepted Answer

Copytesting is diagnostic because it evaluates and analyzes the effectiveness of advertising copy before it is published, helping to identify strengths and weaknesses.

Question 9

Because source credibility can be so subjective, it is difficult to quantify and thus most often is the subject of qualitative research.

Accepted Answer

Source credibility is subjective because it depends on individual perceptions, making it challenging to measure quantitatively. Therefore, it is more commonly explored through qualitative research methods that allow for in-depth understanding of people's views and experiences.

Question 10

Copy testing and concept testing are essentially the same thing.

Accepted Answer

Copy testing focuses on evaluating the effectiveness of advertising messages and materials, while concept testing assesses consumer response to a product idea before it is marketed.

Question 11

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Accepted Answer

Copy testing is used in advertising to evaluate the effectiveness of ad copy, while concept testing is used in both advertising and product development to assess consumer response to a concept before it is fully developed or marketed.

Question 12

Media trust and reliability can be studied using both qualitative and quantitative methods.

Accepted Answer

Both qualitative methods (like interviews and content analysis) and quantitative methods (such as surveys and statistical analysis) are used to study media trust and reliability, offering insights into perceptions, behaviors, and content characteristics.

Question 13

List four advantages and disadvantages of qualitative research.

Accepted Answer

The answer of List four advantages and disadvantages of qualitative...

Question 14

Define source credibility, media trust and media reliability. How can you use qualitative methods to better understand these concepts?

Accepted Answer

The answer of Define source credibility, media trust and media...

Quiz 9: Uses of Qualitative Research

Which of the following is true of qualitative research?

__________ is a useful technique to test whether advertising messages are effective or not with an audience

Which of the following is a limitation of qualitative research?

Which of the following is NOT true of qualitative research?

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

Which of the following is NOT an advantage of qualitative research?