Exam 5: Exploratory Research Design: Qualitative Research

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

Discuss the advantages of online focus groups.

A ________ is an unstructured,direct,personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent.Which of the following disadvantages is not shared with focus groups?

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

In a depth interview,the interviewer should ________.

The ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious,given the nature of the interview.

In a study the researcher was investigating attitudes toward airlines among male middle managers.Questions asked included,"What would it be like if you could no longer use airplanes?" Responses like,"Without planes,I would have to rely on e-mail,letters,and telephone calls" were received.This suggests that what airlines sell to the managers is face-to-face communication.The depth interview techniques used in the study is called ________.

With ________ respondents are presented with a list of words,one at a time.After each word,they are asked to give the first word that comes to mind.

The quality of focus group results depends heavily on the skills of the moderator.

In ________,respondents are asked to play the role or assume the behavior of someone else.

In word association,responses are analyzed by calculating ________.

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

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________,________,and ________.

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

Depth interviews are like focus group in all of the following ways except________.

Synergism,snowballing,simulation,and security are some of the advantages of focus groups.

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.

Telesession groups are focus group sessions by Internet using chat rooms.

Resources permitting,one should conduct additional focus groups until the participants can anticipate what will be said.