Exam 5: Qualitative Research Methods

Marketing research has borrowed the qualitative research approach from such social sciences as anthropology and psychology.

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

Although focus groups are "unstructured" they are guided by a Qualitative Research Consultant.

Rooms designed especially for focus groups are referred to as focus group facilities.

The picture test, a projective technique, is carried out by asking respondents to fill in "balloons" drawn above the cartoon heads of the actors.

Using a device attached to a family's TV in order to monitor TV viewing behaviour is an example of undisguised observation techniques.

Which of the following were not listed in the textbook as an avenue for engaging in social media research?

When the decision process is very short and recall may be faulty, protocol analysis may be useful to help slow the process down.

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing.

What is the recommended size of a "traditional" focus group?

In which technique below are consumers' values determined, followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example, it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."

Projective analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why the subject behaves in a certain way?

One of the disadvantages of focus groups is that they constitute representative samples of larger populations.

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

Focus groups should be composed of persons who are similar in terms of demographics and other relevant variables.

An observation technique where the researcher identifies beforehand which behaviours are to be observed and recorded is known as:

Marketing researchers walking with seniors in their walking groups and listening to them discuss their hopes, fears, worries, health, family and friends would be an example of an application of ethnographic research.