Exam 5: Exploratory Research Design: Qualitative Research

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher develops a visual interpretation of the data with the use of such tools as a diagram,chart or matrix.

In a depth interview,the interviewer should ________.

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

Typical information obtained from the screening questionnaire includes product familiarity and knowledge,usage behavior,attitudes toward and participation in focus groups,and standard demographic characteristics.

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Focus groups,depth interviews,and projective techniques can be implemented over the Internet.

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 focus group generally includes 10 to 16 members.

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

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

The ________ 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 ________ 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.

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.

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

Qualitative research procedures are classified as either descriptive or causal.

It is recommended that at least ________ focus groups be conducted.

Which of the following guidelines does not enhance the usefulness of projective techniques?

Telesession groups are focus group sessions by Internet using chat rooms.

Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers.Which of the following statements is not true about "show and tell" focus groups?

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