Question 1

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?

Accepted Answer

The association technique in projective testing involves presenting a stimulus, such as a word or picture, and the respondent is asked to respond with the first thing that comes to mind. This technique is commonly used in qualitative research to access deeper subconscious feelings and attitudes towards a particular subject.

Question 2

A focus group typically consists of how many participants?

Accepted Answer

A focus group typically consists of eight to twelve participants. This size allows for good group discussion and interaction without becoming too large or unwieldy.

Question 3

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

Accepted Answer

The answer of In focus group reports,the following is (are)included...

Question 4

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

Accepted Answer

The answer of Due to financial constraints,the lack of standardization...

Question 5

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

Accepted Answer

While it's always helpful for a moderator to have a positive and friendly demeanor, joviality is not necessarily a key qualification for a focus group moderator. The other three options (kindness with firmness, flexibility, and sensitivity) are all important qualities for a moderator to have in order to create a productive and comfortable environment for participants.

Question 6

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

Accepted Answer

The completion technique requires the respondent to complete an incomplete stimulus situation, which means they have to fill in the blank or finish a partial sentence or image. This allows for the respondent's subconscious to be expressed and can provide insights into their attitudes, values, and beliefs.

Question 7

________ 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.

Accepted Answer

Depth interviews fit the description of unstructured, direct, personal interviews with a skilled interviewer probing for deeper insights on a topic. Focus groups might involve multiple respondents, quantitative surveys use structured questions and data analysis, experiments involve manipulation of variables, and probing interviews is not a common or standard term in research methodology.

Question 8

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 ________.

Accepted Answer

The technique described in the question is a projective technique. It involves presenting respondents with ambiguous stimuli, such as images or scenarios, and asking them to interpret or respond to them. The idea is that respondents will project their own unconscious motivations, beliefs, attitudes, or feelings onto the stimuli, revealing insights that may not have been apparent through direct questioning. The other options, such as quantitative techniques or survey techniques, are more structured and explicit in nature, and may not allow for the same level of psychological insight.

Question 9

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

Accepted Answer

The statement "costs are equivalent to traditional focus groups" is incorrect. In fact, online focus groups can often be more cost-effective than traditional focus groups due to savings in travel, facilities, and personnel.

Question 10

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

Accepted Answer

Depth interviews are loosely structured conversations with individuals from the target audience, allowing for in-depth exploration of their thoughts and feelings.

Question 11

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

Accepted Answer

The statement "Only people that have and know how to use a computer can participate" is not an advantage of online focus groups as it limits the demographic that can be surveyed.

Question 12

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

Accepted Answer

The projective technique described in which respondents are presented with incomplete sentences and asked to complete them is known as sentence completion. Word association involves presenting respondents with a word and asking them to quickly respond with the first word that comes to mind. Story completion involves providing respondents with a story or situation and asking them to complete it. Role playing involves asking respondents to assume a specific role or persona and act accordingly. Evaluation techniques involve asking respondents to rate or evaluate a product, service, or idea.

Question 13

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

Accepted Answer

Depth interviews typically have a higher cost per respondent compared to traditional focus groups, which is a disadvantage rather than an advantage.

Question 14

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

Accepted Answer

Focus groups can be difficult to moderate because of the potential for group dynamics and conflicting opinions.

Question 15

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

Accepted Answer

The statement "Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators" is not true. Focus group moderators are typically more expensive and harder to find than depth interviewers, as they require specific training and expertise to moderate a group discussion effectively. Therefore, the correct answer is E.

Question 16

Disadvantages of focus groups include all of the following EXCEPT:

Accepted Answer

Respondents being generally spontaneous is not a disadvantage of focus groups; it is often considered an advantage as it can lead to more genuine and insightful discussions.

Question 17

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

Accepted Answer

Word association is a projective technique where respondents are presented with a list of words and asked to respond with the first word that comes to mind. This technique is used to gain insight into a person's unconscious thoughts and feelings. Sentence completion involves completing a sentence with one's own words, story completion involves finishing a given story, role-playing involves acting out a situation, and piecewise thought-listing involves listing thoughts in small segments.

Question 18

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

Accepted Answer

Completion techniques, such as sentence completion or story completion, involve providing the beginning of a sentence or story and having the individual complete it. This allows for a deeper exploration of the individual's thoughts, feelings, and beliefs in a structured and guided manner.

Question 19

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

Accepted Answer

The four main classifications of projective techniques in marketing research are association techniques, construction techniques, expressive techniques, and completion techniques. There is no such classification as evaluation technique in projective techniques.

Question 20

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

Accepted Answer

Choosing a group leader is not typically a step that a moderator would take to increase the success rate of a focus group. The other options listed (stating rules, probing respondents, summarizing group response, establishing rapport) are all important steps that can help ensure a successful focus group.

Quiz 6: Exploratory Research Design: Qualitative Research