Exam 6: Exploratory Research Design: Qualitative Research

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?

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

Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.

Including a client as a co-researcher in focus group settings without introducing the client as the sponsor of the research raises ethical problems.

The association technique requires the respondent to construct a response in the form of a story,dialogue,or description.

Which of the following types of research explores a problem with few pre-conceived notions about the outcome of that exploration?

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

According to the text,the typical duration of a focus group is less than an hour.

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

In a short essay,describe the characteristics of a focus group,and list and discuss the basic steps to conducting a focus group.

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

There are fewer people in an online group than in a face-to-face group.

According to the text,the typical focus group costs the client about $6,500.

________ 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.

Which of the following is NOT a classification of the projective techniques used in marketing research?

Why would a researcher choose to use online focus groups over traditional focus groups? Taking the other view,why would traditional focus groups be preferred?

In addition to defining the problem and developing an approach,________ is also appropriate when facing a situation of uncertainty.

The type of qualitative research in which the purposes of the project are disguised from the respondents is called ________.