Exam 6: Exploratory Research Design: Qualitative Research

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.

In cultural settings,such as the Far East where persons are hesitant to discuss their feelings in group situations,depth interviews should be used.

Which of the following is NOT an advantage of using focus groups in marketing research?

________ are the most important qualitative research procedures.

Depth interviews are described as loosely structured conversations with individuals drawn from the target audience.

In the third-person technique,the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

It is not possible to conduct depth interview using social media.

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

Which of the following are described as loosely structured conversations with individuals drawn from the target audience?

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

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.

Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.

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

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.

The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

The expressive technique requires the respondent to complete an incomplete stimulus situation.

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called a projective technique.

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.