Question 1

Because source credibility can be so subjective, it is difficult to quantify and thus most often is the subject of qualitative research.

Accepted Answer

A) True 
 B)False  True

Question 2

One advantage of qualitative research is that the results can always be generalized to the population.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following is a limitation of qualitative research?

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)  Results cannot be generalized 
D)  All of the above are limitations of qualitative research 
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)  Results cannot be generalized 
D)  All of the above are limitations of qualitative research D

Question 4

Which of the following is NOT an advantage of qualitative research?

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)  They are ideal for consumer interaction with a product 
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)  They are ideal for consumer interaction with a product

Question 5

__________ is a useful technique to test whether advertising messages are effective or not with an audience

Accepted Answer

A)  Psychographics 
B)  Group testing 
C)  Copy testing 
D)  Source testing 
A)  Psychographics 
B)  Group testing 
C)  Copy testing 
D)  Source testing

Question 6

Which of the following is NOT a limitation of qualitative research?

Accepted Answer

A)  Not useful for answering questions like "how many?" and "how much?" 
B)  Difficult to replicate qualitative research 
C)  Some qualitative techniques are very labor intensive 
D)  Results cannot be generalized 
E)  It is used to build new theories 
A)  Not useful for answering questions like "how many?" and "how much?" 
B)  Difficult to replicate qualitative research 
C)  Some qualitative techniques are very labor intensive 
D)  Results cannot be generalized 
E)  It is used to build new theories

Question 7

Copytesting is diagnostic in its approach

Accepted Answer

A) True 
 B)False

Question 8

List four advantages and disadvantages of qualitative research.

Accepted Answer

Advantages of qualitative research:
1. I

Question 9

Media trust and reliability can be studied using both qualitative and quantitative methods.

Accepted Answer

A) True 
 B)False

Question 10

Copy testing and concept testing are essentially the same thing.

Accepted Answer

A) True 
 B)False

Question 11

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Accepted Answer

A) True 
 B)False

Question 12

Define source credibility, media trust and media reliability. How can you use qualitative methods to better understand these concepts?

Accepted Answer

Source credibility refers to the trustwo

Question 13

Which of the following is true of qualitative 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 14

Which of the following is NOT true of qualitative research?

Accepted Answer

A)  Typically involves smaller samples 
B)  It is unstructured and spontaneous 
C)  Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback. 
D)  It can be used to generalize findings to a population 
A)  Typically involves smaller samples 
B)  It is unstructured and spontaneous 
C)  Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback. 
D)  It can be used to generalize findings to a population

Exam 9: Uses of Qualitative Research

Because source credibility can be so subjective, it is difficult to quantify and thus most often is the subject of qualitative research.

One advantage of qualitative research is that the results can always be generalized to the population.

Which of the following is a limitation of qualitative research?

Which of the following is NOT an advantage of qualitative research?

__________ is a useful technique to test whether advertising messages are effective or not with an audience

Which of the following is NOT a limitation of qualitative research?

Copytesting is diagnostic in its approach

List four advantages and disadvantages of qualitative research.

Media trust and reliability can be studied using both qualitative and quantitative methods.

Copy testing and concept testing are essentially the same thing.

Copy testing is used extensively in advertising whereas concept testing is used only in public relations.

Define source credibility, media trust and media reliability. How can you use qualitative methods to better understand these concepts?

Which of the following is true of qualitative research?

Which of the following is NOT true of qualitative research?

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

Focus Groups

Content Analysis

In-Depth Interviews

Other Qualitative Methods

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