Exam 5: Qualitative Research Methods

Hull Research Associates is asked to help name a new product that is a new type of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart, DownLoCheez, and SansFat. What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

D.E.C.I.D.E. Research conducted a study where participants to determine how consumers decide which restaurant to go to for dinner. Participants were then asked to verbalize everything they would consider in making the decision. Which qualitative technique was being used?

A combination of qualitative and quantitative research is referred to as pluralistic research.

One of the benefits of online focus groups is that the moderator can exchange private messages with individual participants.

Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.

Focus group participants are often interviewed by moderators, referred to as:

Often, a critical requirement for a focus group meeting place is:

Which type of research may begin with exploratory research and then go on to conduct a full-scale, representative survey?

Borrowed from anthropology, which type of research listed requires marketing researchers to directly observe, interview, and record consumers over time?

Focus groups should be used when companies need to know "how to listen" to their markets.

Which of the following qualitative techniques involves determines the amount of attention or interest a participant has by measuring the dilation of the pupil in the eye?

Although commonly used in the United States, observation methods are less popular in Canada.

Focus group reports must translate the qualitative statements of participants into categories, and then report the degree of consensus apparent in the focus groups.

Which of the following is a characteristic of a "non-traditional" focus group?

Which of the following statements does NOT reflect the use of a galvanometer as a research method?

Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.

Which statement below what NOT discussed on the textbook regarding a focus group report?

In ethnographic research, marketing researchers act as anthropologists, in that they enter into an "immersion" state with consumers and observe their behaviour by living with them.