Question 1

Following the interview question hierarchy,the idea is to ____.

Accepted Answer

A)  Ask the specific questions that address client issues first 
B)  Introduce multiple topics very quickly, and move the questions between the topics 
C)  Ask only broad topical questions 
D)  Start with a broad issue and continue to narrow the topic to reach specific questions of interest 
E)  None of the above 
A)  Ask the specific questions that address client issues first 
B)  Introduce multiple topics very quickly, and move the questions between the topics 
C)  Ask only broad topical questions 
D)  Start with a broad issue and continue to narrow the topic to reach specific questions of interest 
E)  None of the above

Question 2

In a study of attitudes toward buying fake goods,participants are asked to complete this sentence: "People who buy fake Louis Vuitton handbags are ..." This is an example of a(n)_____ projective technique.

Accepted Answer

A)  picture association 
B)  empty balloons 
C)  sentence completion 
D)  imagination exercise 
E)  personification 
A)  picture association 
B)  empty balloons 
C)  sentence completion 
D)  imagination exercise 
E)  personification

Question 3

The objective of a(n)_____ is to obtain multiple perspectives of a single organization,situation,event,or process at a point in time or over a period of time.

Accepted Answer

A)  life history 
B)  oral history 
C)  case history 
D)  cultural history 
E)  semantic map 
A)  life history 
B)  oral history 
C)  case history 
D)  cultural history 
E)  semantic map

Question 4

Exercises that prepare participants for individual or group interviews on a topic are called _____.

Accepted Answer

A)  calisthenics 
B)  projection techniques 
C)  homework 
D)  pretasking 
E)  focused preparation 
A)  calisthenics 
B)  projection techniques 
C)  homework 
D)  pretasking 
E)  focused preparation

Question 5

How many participants are typically in a mini-group interview?

Accepted Answer

A)  2 
B)  3 
C)  2 to 6 
D)  6 to 10 
E)  Up to 20 
A)  2 
B)  3 
C)  2 to 6 
D)  6 to 10 
E)  Up to 20

Question 6

All of the following statements about determining the number of group interviews are true except _____.

Accepted Answer

A)  the broader the issue, the more groups needed 
B)  the larger the number of distinct market segments of interest, the more groups needed 
C)  the greater the level of detail, the more groups needed 
D)  the more homogeneous the market segment, the more groups needed 
E)  the larger the number of new ideas desired, the more groups needed 
A)  the broader the issue, the more groups needed 
B)  the larger the number of distinct market segments of interest, the more groups needed 
C)  the greater the level of detail, the more groups needed 
D)  the more homogeneous the market segment, the more groups needed 
E)  the larger the number of new ideas desired, the more groups needed

Question 7

Which type of interview requires the least amount of skill and creativity on the part of the interviewer?

Accepted Answer

A)  Unstructured 
B)  Structured 
C)  Semistructured 
D)  Exploratory 
E)  Briefing 
A)  Unstructured 
B)  Structured 
C)  Semistructured 
D)  Exploratory 
E)  Briefing

Question 8

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman.With each subsequent interview,the questions are kept,modified,or replaced to reflect the findings of previous interviews.CoverGirl is using what technique?

Accepted Answer

A)  Grounded Theory 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography 
A)  Grounded Theory 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography

Question 9

When using the _____ projective technique,participants are presented with scents,textures and sounds,and asked to arrange them by one or more criteria.

Accepted Answer

A)  brand mapping 
B)  sensory sorts 
C)  thematic apperception test 
D)  component sorts 
E)  laddering 
A)  brand mapping 
B)  sensory sorts 
C)  thematic apperception test 
D)  component sorts 
E)  laddering

Question 10

Research on service quality frequently uses a technique called _____ in which the participant describes what led up to an incident,what was effective or ineffective,and the outcome.

Accepted Answer

A)  life histories 
B)  cultural interviews 
C)  sequential interviewing 
D)  critical incident technique 
E)  oral history 
A)  life histories 
B)  cultural interviews 
C)  sequential interviewing 
D)  critical incident technique 
E)  oral history

Question 11

Which of the following negatively affects participation in a group interview

Accepted Answer

A)  Validation 
B)  Load sharing/Catharsis 
C)  Extrinsic Rewards 
D)  Embellishment 
E)  None of above would negatively affect participation 
A)  Validation 
B)  Load sharing/Catharsis 
C)  Extrinsic Rewards 
D)  Embellishment 
E)  None of above would negatively affect participation

Question 12

All of the following are types of nonprobability sampling techniques except _____.

Accepted Answer

A)  purposive sampling 
B)  snowball sampling 
C)  convenience sampling 
D)  random sampling 
E)  all are types of nonprobability techniques 
A)  purposive sampling 
B)  snowball sampling 
C)  convenience sampling 
D)  random sampling 
E)  all are types of nonprobability techniques

Question 13

The semistructured or structured interview guide designed to qualify prospects for participation in research project is called a(n)_____.

Accepted Answer

A)  pretasking exercise 
B)  recruitment screener 
C)  hierarchical question structure 
D)  computer-assisted interview 
E)  none of the above 
A)  pretasking exercise 
B)  recruitment screener 
C)  hierarchical question structure 
D)  computer-assisted interview 
E)  none of the above

Question 14

When individual depth interviews are aided by the use of computer-generated visual and auditory aids,the method is known as _____.

Accepted Answer

A)  computer-assisted telephone interviewing (CATI) 
B)  computer-assisted personal interviewing (CAPI) 
C)  online interviewing 
D)  group interviewing 
E)  computer-aided design (CA
D)  
A)  computer-assisted telephone interviewing (CATI) 
B)  computer-assisted personal interviewing (CAPI) 
C)  online interviewing 
D)  group interviewing 
E)  computer-aided design (CA
D)

Question 15

Snowball sampling is a nonprobability sampling technique in which _____.

Accepted Answer

A)  participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes 
B)  participants are chosen and then refer others with similar or different characteristics 
C)  researchers select any readily available individuals as participants 
D)  researchers systematically select participants from a sampling frame 
E)  researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics 
A)  participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes 
B)  participants are chosen and then refer others with similar or different characteristics 
C)  researchers select any readily available individuals as participants 
D)  researchers systematically select participants from a sampling frame 
E)  researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics

Question 16

What is the typical length of a focus group?

Accepted Answer

A)  30 minutes 
B)  1 hour 
C)  90 minutes 
D)  2 hours 
E)  4 hours 
A)  30 minutes 
B)  1 hour 
C)  90 minutes 
D)  2 hours 
E)  4 hours

Question 17

Jack is participating in a research study.The interviewer asks Jack to say the first word that comes to mind when he hears a product's benefits.What type of projective technique is this an example of?

Accepted Answer

A)  Thematic apperception test 
B)  Sentence completion 
C)  Brand mapping 
D)  Laddering 
E)  Word association 
A)  Thematic apperception test 
B)  Sentence completion 
C)  Brand mapping 
D)  Laddering 
E)  Word association

Question 18

A telephone focus group is a viable alternative to a traditional focus group when _____.

Accepted Answer

A)  participants need to handle a product 
B)  it is difficult to recruit desired participants 
C)  sessions will run long 
D)  participants are groups of children 
E)  all of the above 
A)  participants need to handle a product 
B)  it is difficult to recruit desired participants 
C)  sessions will run long 
D)  participants are groups of children 
E)  all of the above

Question 19

Jane is conducting interviews in order to develop a customer profile for her client.She customizes each interview to each participant and does not ask specific questions.What type of interview format is Jane using?

Accepted Answer

A)  Structured 
B)  Semistructured 
C)  Unstructured 
D)  Closed-ended 
E)  Direct interviewing 
A)  Structured 
B)  Semistructured 
C)  Unstructured 
D)  Closed-ended 
E)  Direct interviewing

Question 20

How can researchers increase the confidence business decision makers have in qualitative data?

Accepted Answer

There are several actions that improve t

Exam 7: Qualitative Research

Following the interview question hierarchy,the idea is to ____.

In a study of attitudes toward buying fake goods,participants are asked to complete this sentence: "People who buy fake Louis Vuitton handbags are ..." This is an example of a(n)_____ projective technique.

The objective of a(n)_____ is to obtain multiple perspectives of a single organization,situation,event,or process at a point in time or over a period of time.

Exercises that prepare participants for individual or group interviews on a topic are called _____.

How many participants are typically in a mini-group interview?

All of the following statements about determining the number of group interviews are true except _____.

Which type of interview requires the least amount of skill and creativity on the part of the interviewer?

When using the _____ projective technique,participants are presented with scents,textures and sounds,and asked to arrange them by one or more criteria.

Research on service quality frequently uses a technique called _____ in which the participant describes what led up to an incident,what was effective or ineffective,and the outcome.

Which of the following negatively affects participation in a group interview

All of the following are types of nonprobability sampling techniques except _____.

The semistructured or structured interview guide designed to qualify prospects for participation in research project is called a(n)_____.

When individual depth interviews are aided by the use of computer-generated visual and auditory aids,the method is known as _____.

Snowball sampling is a nonprobability sampling technique in which _____.

What is the typical length of a focus group?

Jack is participating in a research study.The interviewer asks Jack to say the first word that comes to mind when he hears a product's benefits.What type of projective technique is this an example of?

A telephone focus group is a viable alternative to a traditional focus group when _____.

Jane is conducting interviews in order to develop a customer profile for her client.She customizes each interview to each participant and does not ask specific questions.What type of interview format is Jane using?

How can researchers increase the confidence business decision makers have in qualitative data?

Research in Business

Ethics in Business Research

Thinking Like a Researcher

The Research Process: an Overview

Clarifying the Research Question Through Secondary Data and Exploration

Research Design: An Overview

Observation Studies

Experiments

Surveys

Measurement

Measurement Scales

Questionnaires and Instruments

Sampling

Data Preparation and Description

Exploring,Displaying,and Examining Data

Hypothesis Testing

Measures of Association

Presenting Insights and Findings: Written Reports

Presenting Insights and Findings: Oral Presentations

Appendix 1A: How the Industry Works

Appendix 5A and 5B: Bibliographic Database Searchers and Advanced Searches

Appendix 9B: Test Markets

Appendix: Multivariate Supplement

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