Exam 5: Exploratory Research Design: Qualitative Research

Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics.

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

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

In a depth interview, the interviewer should ________.

Depth interviews uncover less depth of insights than focus groups.

Focus groups are a(n)________ research procedure and projective techniques are a(n)________ research procedure.

Discuss the advantages of online focus groups.

It is recommended that at least ________ focus groups be conducted.

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews).A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements.

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.

The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative marketing research used to help design the messages. Which ethical concern is this use of marketing research related to?

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

Discuss the disadvantages of online focus groups.

________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.

Focus groups can be used to address substantive issues such as ________.

In role playing, the researcher assumes that the respondents will project their own feelings into the role.

During depth interviews, probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.

A disadvantage of focus groups is that the unstructured nature of the responses makes coding, analysis, and interpretation difficult.

One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings.

________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix.