Exam 6: Qualitative Research Tools

Piggybacking is a procedure in which one respondent stimulates thought among the others in a focus group.

When a respondent is asked to project her feelings onto a third party (e.g."your neighbor down the street"),this is called a(n):

Concept testing is a type of exploratory research.

Focus groups are relatively fast and easy to execute.

Laddering is an approach to probing,asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

Prospect theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

The focus of qualitative research is on producing "numbers" that can be used in statistical tests.

Qualitative research is objective.

In case studies,_____ are identified by the frequency with which the same term (or a synonym)arises in the narrative description.

Which of the following is a good characteristic for a focus group moderator to possess?

Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of marketing phenomena without depending on numerical measurement is referred to as ____________________ marketing research.

Betsy and six other women are participating in a research study that is an unstructured,free-flowing interview.The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely.Betsy is participating is a:

Which of the following is a disadvantage of focus groups?

Phenomenology refers to the documented history of a particular person,group,organization,or event.

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers.Being a mother herself,she was able to join a mother's group and spent considerable time immersed within that culture.From this immersion,she is able to draw data from her observations.Cindy is referred to as a(n):

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

Describe a focus group interview and discuss the advantages and disadvantages of this technique.

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture.She was then asked to tell what might happen next.Stephanie was participating in a(n):

Multimedia content such as audio or video that is made available in real time over the Internet or corporate Intranet is called: