Exam 6: Qualitative Research Tools

Quantitative research measures and tests.

Qualitative research is cheaper than quantitative research.

A written set of guidelines prepared by a moderator that outlines the topics to be discussed in a focus group session is called a(n)____________________.

Depth interviews are less expensive than focus group interviews,especially if several depth interviews are conducted.

Which type of data are not characterized by numbers and instead are textual,visual,or oral?

Research that is conducted to clarify the nature of a research problem is called _____ research.

An unstructured,free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n)____________________.

Observation plays a key role in ethnography.

Which of the following is the most common size of a focus group?

Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?

A focus group session that is conducted over the Internet is called a(n)____________________ focus group session.

Which qualitative research orientation originated in sociology?

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live.He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment,objects,people,and situation.Which qualitative research orientation is Owen using?

When focus group participants are shown a drawing of a new type of car and are asked for their reactions,this is called a ____________________.

Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product,this is an example of which of the following?

All of the following are advantages of semi-structured interviews EXCEPT:

When a respondent is shown a new television commercial and is asked to write the answer to this stimulus: "The man in the commercial___," This is an example of a(n)____________________ technique.

In a focus group,when the comments of one member stimulate another member to say what she is thinking,this is called ____________________.