Question 1

With ________ respondents are presented with a list of words, one at a time.After each word, they are asked to give the first word that comes to mind.
A)word association
B)sentence completion
C)story completion
D)none of the above

Accepted Answer

This is a classic technique in psychology called word association. It is commonly used to measure the strength of semantic connections between words and to explore unconscious or hidden emotions, attitudes, and beliefs. Participants' responses are analyzed quantitatively and qualitatively to reveal patterns, clusters, and variations that may shed light on their personality, cognitive style, cultural background, or mental health. It is a simple yet versatile method that can be adapted to different settings, languages, and research questions.

Question 2

In a depth interview, the interviewer should ________.
A)not accept brief "yes" or "no" answers
B)not probe the respondent
C)ask questions in an informative manner
D)A and C are both correct

Accepted Answer

In a depth interview, the interviewer should avoid accepting brief "yes" or "no" answers and should probe the respondent with follow-up questions to elicit more detailed responses. The interviewer should also ask questions in an informative manner to help the respondent feel comfortable and encourage them to open up about their thoughts and feelings. Therefore, both option A and C are correct.

Question 3

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.
A)Hidden issue questioning
B)Symbolic analysis
C)Laddering
D)None of the above

Accepted Answer

Hidden issue questioning is a type of depth interview that aims to uncover deeply felt personal concerns and sore spots by asking open-ended questions that encourage respondents to reveal their hidden emotions and feelings. This technique is useful in understanding the underlying motives, values, and attitudes that drive consumer behavior.

Question 4

In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, "What would it be like if you could no longer use airplanes?" Responses like, "Without planes, I would have to rely on e-mail, letters, and telephone calls" were received. This suggests that what airlines sell to the managers is face-to-face communication. The depth interview techniques used in the study is called ________.
A)hidden issue questioning
B)symbolic analysis
C)laddering
D)none of the above

Accepted Answer

The answer of In a study the researcher was investigating...

Question 5

A ________ is an unstructured, direct, personal interview 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 group
B)qualitative interview
C)projective interview
D)depth interview

Accepted Answer

A depth interview is specifically designed to explore the deepest feelings, beliefs, and motivations of an individual. It is conducted by a highly skilled interviewer, who probes the respondent to uncover underlying attitudes, beliefs, and feelings on a topic. Unlike a focus group, which involves multiple participants, a depth interview is a one-on-one conversation between the interviewer and the respondent. This type of interview is often used in market research to gain a deeper understanding of consumer attitudes and behaviors.

Question 6

In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?)to determine why it was important (I can get more work done)and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________.
A)hidden issue questioning
B)symbolic analysis
C)laddering
D)none of the above

Accepted Answer

The technique used in the study is called laddering. Laddering is a depth interview technique used to uncover the underlying motivations, values, and beliefs that drive consumer behavior. It involves probing a respondent's answers to uncover deeper levels of meaning and understanding. In this case, the researcher was probing the reasons why the male middle managers preferred certain airline attributes, and then digging deeper to understand the underlying motivations and values behind those preferences.

Question 7

In a depth interview, the interviewer should ________.
A)avoid appearing superior and put the respondent at ease
B)be detached and objective, yet personable
C)probe the respondent
D)all of the above

Accepted Answer

In a depth interview, the interviewer should avoid appearing superior and put the respondent at ease, be detached and objective, yet personable, and probe the respondent to gather detailed and insightful information. Therefore, option D, which includes all of the above, is the best choice.

Question 8

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.
A)Word association
B)Sentence completion
C)Story completion
D)Expression completion

Accepted Answer

Sentence completion is the only projective technique out of the options provided that presents respondents with incomplete sentences and asks them to complete them. Word association involves asking respondents to give the first word that comes to mind in response to a given prompt, story completion requires respondents to write a story or ending to a story, and expression completion is not a commonly used projective technique.

Question 9

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.
A)Association technique
B)Expressive technique
C)Construction technique
D)Completion technique

Accepted Answer

The completion technique requires the respondent to complete an incomplete stimulus situation, such as filling in the blank or finishing a sentence. This technique can provide insight into the respondent's thoughts, attitudes, and beliefs about the topic at hand. Examples of completion techniques include sentence completion tests and story completion tasks.

Question 10

A(n)________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
A)projective technique
B)focus group
C)association technique
D)depth interview

Accepted Answer

The provided definition matches with the description of projective techniques, which are used to uncover subconscious thoughts and feelings of respondents. Focus groups are a form of group discussion where respondents exchange ideas, while association techniques involve presenting respondents with stimuli and asking them to describe their thoughts and feelings. Depth interviews are in-depth, one-on-one interviews that seek to gather detailed information from respondents.

Question 11

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.
A)Word association
B)Sentence completion
C)Story completion
D)Expression completion

Accepted Answer

Story completion is the projective technique in which respondents are given part of a story and asked to give its conclusion in their own words. This technique is used to explore the respondent's attitudes, feelings, and motivations, which may not be expressed in direct questioning.

Question 12

________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.
A)Hidden issue questioning
B)Symbolic analysis
C)Laddering
D)None of the above

Accepted Answer

This technique is called symbolic analysis, which involves analyzing the symbolic meaning of objects by comparing them with their opposites. This can provide valuable insights into the underlying motivations and beliefs of the interviewee. Hidden issue questioning and laddering are different techniques used in market research to uncover deeper insights from interviews.

Question 13

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?
A)Skilled interviewers capable of conducting depth interviews are expensive and difficult to find.
B)The lack of structure makes the results susceptible to the interviewer's influence.
C)The data obtained are difficult to analyze and interpret.
D)All of the above are shared with focus groups.

Accepted Answer

All of the given disadvantages are shared with focus groups, including the expense of skilled interviewers, susceptibility to interviewer influence, and difficulty in analyzing and interpreting the data obtained.

Question 14

In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.
A)completion techniques
B)focus groups
C)association techniques
D)depth interviews

Accepted Answer

Association techniques, such as word association or picture association, involve asking individuals to respond with the first thing that comes to mind when presented with a stimulus. The goal is to uncover underlying attitudes, beliefs, and motivations. Completion techniques involve asking individuals to finish a sentence or thought, focus groups involve group discussion, and depth interviews involve open-ended questions and probing to uncover attitudes and motivations.

Question 15

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.
A)Hidden issue questioning
B)Symbolic analysis
C)Laddering
D)None of the above

Accepted Answer

Laddering is a technique for conducting depth interviews where the interviewer moves from product characteristics to user characteristics in a step-by-step fashion. The interviewer asks the respondent to describe specific product attributes, which are linked to the benefits or consequences of these attributes, which in turn are linked to the values and attitudes of the respondent. This allows researchers to uncover the underlying motivations and values of consumers that drive their decision-making processes.

Question 16

"Why do you say that?", "That's interesting, can you tell me more?" or, "Would you like to add anything else?" are examples of ________.
A)focusing
B)projecting
C)probing
D)none of the above

Accepted Answer

These statements are examples of probing, which involves asking open-ended questions to gather more information and encourage discussion. Focusing involves narrowing the conversation to a specific topic, while projecting involves assuming someone else's thoughts or feelings without asking for clarification.

Question 17

Which of the situations mentioned below is not suitable for online focus groups?
A)highly emotional issues
B)companies that use the Internet to sell products or services and want to either gain market share or gather intelligence
C)corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity
D)none of the above

Accepted Answer

Highly emotional issues may not be suitable for online focus groups as participants may feel uncomfortable sharing their emotions and opinions through a virtual medium. Face-to-face interaction may be more appropriate for such sensitive topics. The other options listed are suitable for online focus groups.

Question 18

Depth interviews are like focus group in all of the following ways except________.
A)both are unstructured interviews
B)both are direct ways of obtaining information
C)both are qualitative research methods
D)both are one-on-one interviews

Accepted Answer

Depth interviews are conducted on a one-on-one basis, whereas focus groups involve multiple participants in a group discussion setting.

Question 19

Word association is the best known of the ________ techniques.
A)expressive
B)association
C)completion
D)construction

Accepted Answer

Word association is a type of association technique where an individual is asked to respond to a stimulus word with the first word that comes to mind. This is the most common type of association technique used in psychology and research studies.

Question 20

In word association, responses are analyzed by calculating ________.
A)the frequency with which any word is given as a response
B)the amount of time that elapses before a response is given
C)the number of respondents who do not respond at all to a test word within a reasonable period of time
D)all of the above

Accepted Answer

In word association tests, responses are analyzed by considering the frequency of specific words given as responses, the reaction time before a response is given, and the number of non-responses to test words, encompassing all the aspects mentioned.

Quiz 5: Exploratory Research Design: Qualitative Research

With ________ respondents are presented with a list of words, one at a time.After each word, they are asked to give the first word that comes to mind.

In a depth interview, the interviewer should ________.

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

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

In a depth interview, the interviewer should ________.

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

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.

A(n) ________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?

In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.

"Why do you say that?", "That's interesting, can you tell me more?" or, "Would you like to add anything else?" are examples of ________.

Which of the situations mentioned below is not suitable for online focus groups?

Depth interviews are like focus group in all of the following ways except________.

Word association is the best known of the ________ techniques.

In word association, responses are analyzed by calculating ________.