Question 1

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

Accepted Answer

A)  experiments
B)  quantitative surveys
C)  panels
D)  conversation interviews
E)  depth interviewsF) B) and E)
G) D) and E) E

Question 2

Traditional focus groups are much less expensive to conduct than online focus groups.

Accepted Answer

A) True 
 B)False

Question 3

Qualitative research procedures are classified as either direct or indirect.

Accepted Answer

A) True 
 B)False

Question 4

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A)  association technique
B)  picture response technique
C)  construction technique
D)  expressive technique
E)  evaluation techniqueF) A) and B)
G) A) and E)

Question 5

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Accepted Answer

A) True 
 B)False

Question 6

According to the text, the typical duration of a focus group is less than an hour.

Accepted Answer

A) True 
 B)False

Question 7

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

A) True 
 B)False

Question 8

The evaluation technique is a popular form of qualitative research.

Accepted Answer

A) True 
 B)False

Question 9

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Accepted Answer

A)  quantitative; qualitative
B)  observational; qualitative
C)  qualitative; quantitative
D)  descriptive; observational
E)  partial; totalF) C) and D)
G) A) and E)

Question 10

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Accepted Answer

A)  word association technique
B)  picture response technique
C)  cartoon test
D)  third person technique
E)  B and CF) A) and E)
G) None of the above

Question 11

________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.

Accepted Answer

A)  Evaluation techniques
B)  Sentence completion techniques
C)  Construction techniques
D)  Expressive techniques
E)  Detail techniquesF) A) and B)
G) A) and C)

Question 12

Disadvantages of focus groups include all of the following EXCEPT ________.

Accepted Answer

A)  tendency to regard findings as conclusive
B)  difficulty in moderating focus groups
C)  completely skilled moderators are rare
D)  coding, analysis, and interpretation are difficult
E)  respondents are generally spontaneousF) A) and D)
G) A) and E)

Question 13

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

Accepted Answer

A)  word association
B)  sentence completion
C)  story completion
D)  role playing
E)  piecewise thought-listingF) A) and B)
G) B) and E)

Question 14

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Accepted Answer

A) True 
 B)False  True

Question 15

Sentence completion can be extended to ________.

Accepted Answer

A)  paragraph completion
B)  word association
C)  cartoon test
D)  means-end chaining
E)  ladderingF) A) and E)
G) None of the above

Question 16

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

Accepted Answer

A)  qualitative research
B)  quantitative research
C)  statistical research
D)  hypothetical research
E)  lead researchF) None of the above
G) A) and B)

Question 17

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Accepted Answer

A) True 
 B)False

Question 18

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Accepted Answer

A) True 
 B)False

Question 19

According to the text, the typical focus group costs the client about $4,500.

Accepted Answer

A) True 
 B)False  False

Question 20

Which of the following is recognized as the most important qualitative research procedure?

Accepted Answer

A)  focus group
B)  depth interview
C)  quantitative survey
D)  experiment
E)  projective techniqueF) A) and B)
G) B) and E)

Exam 4: Qualitative Research

Which of the following is described as loosely structured conversations with individuals drawn from the target audience?

Correct AnswerverifiedE

Traditional focus groups are much less expensive to conduct than online focus groups.

Correct AnswerverifiedShow Answer

Qualitative research procedures are classified as either direct or indirect.

Correct AnswerverifiedShow Answer

The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Correct AnswerverifiedShow Answer

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.

Correct AnswerverifiedShow Answer

According to the text, the typical duration of a focus group is less than an hour.

Correct AnswerverifiedShow Answer

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Correct AnswerverifiedShow Answer

The evaluation technique is a popular form of qualitative research.

Correct AnswerverifiedShow Answer

In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.

Correct AnswerverifiedShow Answer

Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?

Correct AnswerverifiedShow Answer

________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.

Correct AnswerverifiedShow Answer

Disadvantages of focus groups include all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

A projective technique in which respondents are presented with a list of words, one at a time, is called ________.

Correct AnswerverifiedShow Answer

In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.

Correct AnswerverifiedTrue

Sentence completion can be extended to ________.

Correct AnswerverifiedShow Answer

In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.

Correct AnswerverifiedShow Answer

In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.

Correct AnswerverifiedShow Answer

The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.

Correct AnswerverifiedShow Answer

According to the text, the typical focus group costs the client about $4,500.

Correct AnswerverifiedFalse

Which of the following is recognized as the most important qualitative research procedure?

Correct AnswerverifiedShow Answer

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E

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In contrast to research, the findings of research should be treated as tentative and are not used to recommend a final course of action.

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True

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False

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