Exam 5: Qualitative Research Tools

A focus group typically involves a rigid question-and-answer session among participants.

Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.

A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing.This is an example of a ____.

Quantitative research uses empirical assessments that involve numerical measurement and analytical approaches.

The typical ethnographic approach involves the use of ____________________.

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

Phenomenology refers to the documented history of a particular person,group,organization,or event.

Depth interviews are less expensive than focus group interviews,especially if several depth interviews are conducted.

When the researcher must extract meaning from open-ended responses,the results are:

An interviewer who reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word" is using a(n)____________________ technique.

A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.

Which approach to probing asks respondents to compare differences between brands at different levels?

Kodetra is interpreting consumers' blog postings on the Internet.Which term best describes the type of research that Kodetra is conducting?

In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.

All of the following are qualitative research orientations EXCEPT ____.

Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Concept testing is a type of exploratory research.

The ideal size of a focus group is 20 to 25 people.

What role do exploratory research approaches using qualitative research tools have in scientific inquiry? Explain why a decision may be based solely on these results.