Exam 4: Qualitative Research

________ is a natural extension of word association techniques,generating more detail about the individual's underlying feelings and beliefs.

Due to financial constraints,the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Which of the following is recognized as the most important qualitative research procedure?

________ is an unstructured,exploratory research methodology based on small samples,which provides insights and understanding of the problem setting.

________ are the most important qualitative research procedure.

The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts,motivations,and feelings regarding the issues of concern.

Which of the following types of research seeks statistical evidence,based on large,representative samples?

Private online communities can play the role of extended focus groups.

Focus groups are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

In contrast to ________ research,the findings of ________ research can be treated as conclusive and used to recommend a final course of action.

Often the amount of information generated while conducting qualitative research in social media can be rather limited.

A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

In contrast to ________ research,the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Which of the following statements is an advantage of online focus groups?

________ is a research methodology that seeks to quantify the data and,typically,applies some form of statistical analysis.

Which of the following is NOT one of the key qualifications of focus group moderators?

A projective technique in which respondents are presented with a list of words,one at a time,is called ________.

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?