Exam 5: Exploratory Research Design: Qualitative Research

With ________ respondents are presented with a list of words, one at a time.After each word, they are asked to give the first word that comes to mind.

________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

________ require the respondent to construct a response in the form of a story, dialogue, or description.

Discuss the five themes qualitative research has uncovered about baby boomers. Why is this type of research important?

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.

In ________, cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

Focus groups, depth interviews, and projective techniques can be implemented over the Internet.

"Why do you say that?", "That's interesting, can you tell me more?" or, "Would you like to add anything else?" are examples of ________.

To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.

A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.

The two main expressive techniques are ________ and ________.

________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.

________ are the most important qualitative research procedure.

Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.

In word association, responses are analyzed by calculating ________.

Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.

Unlike traditional focus groups, online focus group participation is by invitation only.

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