Exam 6: Qualitative Research Tools

An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n)____________________.

The ideal size of a focus group is 20 to 25 people.

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a:

The grounded theory technique (GTT)presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Anthropology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

A focus group typically involves a rigid question-and-answer session among participants.

Name and briefly describe the four qualitative research orientations.

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called:

Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful.

Which of the following is an advantage of focus group interviews?

When research is conducted to clarify the nature of a problem,it is called ____________________ research.

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores,this is an example of:

In a focus group discussion,when the comments of one member triggers a stream of comments from the other participants,this is called:

The typical ethnographic approach requires the use of ____________________.

When the respondent is presented with: "People who watch football on television are _____," and asked to fill in the blank,this is an example of a:

When an interviewer reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word," this is an example of a(n)____________________ technique.

Studying cultures using methods that involve becoming highly active within that culture is called ethnography.

A focus group moderator needs to be a good listener.

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing,this is an example of a:

Which qualitative research orientation originated in philosophy and psychology?