Question 1

Interviews are not suited for sensitive topics

Accepted Answer

A) True 
 B)False  False

Question 2

Ethnographic interviews involve extensive fieldwork and observations along with interviews

Accepted Answer

A) True 
 B)False  True

Question 3

__________ is a type of in-depth interview where two people communicate.

Accepted Answer

A)  shop-along 
B)  mystery shopping 
C)  personal in-depth interview 
D)  dyadic interview 
A)  shop-along 
B)  mystery shopping 
C)  personal in-depth interview 
D)  dyadic interview D

Question 4

Which of the following is true of personal interviews?

Accepted Answer

A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations 
A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations

Question 5

Which of the following is NOT a limitation of personal interviews?

Accepted Answer

A)  Not useful for answering questions like "how many?" and "how much?" 
B)  People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects 
C)  Are not ideal for sensitive topics. 
D)  Results cannot be generalized 
A)  Not useful for answering questions like "how many?" and "how much?" 
B)  People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects 
C)  Are not ideal for sensitive topics. 
D)  Results cannot be generalized

Question 6

One advantage of focus groups is that the results can always be generalized to the population.

Accepted Answer

A) True 
 B)False

Question 7

How are focus groups different from personal interviews?

Accepted Answer

Focus groups and personal interviews are

Question 8

Which of the following is NOT an advantage of personal interviews?

Accepted Answer

A)  They are good for pilot studies and exploration 
B)  They are good for generalization of results to a population 
C)  They present a lot of flexibility in design and conduction. 
D)  Great for detailed and in-depth information 
A)  They are good for pilot studies and exploration 
B)  They are good for generalization of results to a population 
C)  They present a lot of flexibility in design and conduction. 
D)  Great for detailed and in-depth information

Question 9

List three benefits of conducting personal interviews in advertising and public relations research.

Accepted Answer

1. In-depth insights: Personal interview

Question 10

Which of the following is true of focus group research?

Accepted Answer

A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations 
A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations

Question 11

One good interviewing technique is to start with general (easy) and then move on to specific (sensitive/personal) questions

Accepted Answer

A) True 
 B)False

Question 12

What are dyadic interviews?

Accepted Answer

Dyadic interviews are a qualitative rese

Question 13

One advantage of personal interviews is that the results can always be generalized to the population.

Accepted Answer

A) True 
 B)False

Question 14

How is an ethnography different from other qualitative research methods? How common is ethnography in advertising and public relations?

Accepted Answer

An ethnography is different from other q

Question 15

The outline prepared to guide the conversation during a focus group is called __________.

Accepted Answer

A)  Group matter 
B)  Group Synergy 
C)  Discussion guide 
D)  Survey 
E)  Interview guide 
A)  Group matter 
B)  Group Synergy 
C)  Discussion guide 
D)  Survey 
E)  Interview guide

Exam 13: Other Qualitative Methods

Interviews are not suited for sensitive topics

Ethnographic interviews involve extensive fieldwork and observations along with interviews

__________ is a type of in-depth interview where two people communicate.

Which of the following is true of personal interviews?

Which of the following is NOT a limitation of personal interviews?

One advantage of focus groups is that the results can always be generalized to the population.

How are focus groups different from personal interviews?

Which of the following is NOT an advantage of personal interviews?

List three benefits of conducting personal interviews in advertising and public relations research.

Which of the following is true of focus group research?

One good interviewing technique is to start with general (easy) and then move on to specific (sensitive/personal) questions

What are dyadic interviews?

One advantage of personal interviews is that the results can always be generalized to the population.

How is an ethnography different from other qualitative research methods? How common is ethnography in advertising and public relations?

The outline prepared to guide the conversation during a focus group is called __________.

Needs for Research in Advertising and Public Relations

Some Research Deﬁnitions

Planning and Using Research

Designing Research

Introduction to Secondary Research

Syndicated Research

Online Resources

Other Useful Resources

Uses of Qualitative Research

Focus Groups

Content Analysis

In-Depth Interviews

How Qualitative Research Can Enhance Quantitative Research

Handling Qualitative Findings

Empirical Research: Survey Research

Sampling

Measuring Instruments

Question Wording

Interviewer Training

Obtaining Accurate Responses

Data Tabulation

Applications of Quantitative Research

Experimental Research

Experimental Approaches

Quasi-Experimental Research

Experimental Applications in Advertising and Public Relations

Historical and Legal Research and Critical Analysis

Handling Data

Scaling Techniques

Mapping Techniques

Statistics

Statistical Analytic Tools

Who Should Conduct Research

Applying Research to Advertising and Public Relations Situations

The Research Report

Ethics in Research

Filters