Question 1

What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?

Accepted Answer

Protocol analysis involves placing a person in a decision-making situation and asking him or her to verbalize everything that he or she considers when making a decision. In this way, the researcher can gain insight into the decision-making process and the factors that influence it. In-depth interviews and focus group research may also provide valuable qualitative data, but they do not involve the same level of direct observation of decision-making behavior. Decision analysis research is a quantitative method that involves formal mathematical modeling of decision-making scenarios.

Question 2

A bank image survey showed that a particular branch consistently received lower scores on"employee friendliness."Focus group research later identified the problem.What objective did the bank have when it conducted the focus groups?

Accepted Answer

The bank conducted focus groups to delve deeper into the reasons behind the low scores on "employee friendliness" identified by the survey, aiming to understand the findings from the initial quantitative study in more detail.

Question 3

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

Accepted Answer

In-depth interviews are the type of qualitative method that seek unrestricted comments or opinions and ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them. In-depth interviews typically involve a one-on-one conversation between the researcher and the participant and allow for more detailed and personal responses than other qualitative methods such as focus groups or mail surveys.

Question 4

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

Accepted Answer

The objective of using a focus group is to reveal consumer needs, motives, perceptions, and attitudes. It allows the marketing team to gain a deeper understanding of what customers really feel or think about a product or service, which can help them make informed decisions about marketing strategies and product development. Options A, C, and D are not specifically related to the objective of using focus groups.

Question 5

________ is the name for the ethnographic study of online activities.

Accepted Answer

This term is specifically used to describe the ethnographic study of online activities, whereas the other answer choices do not have a specific association with this topic.

Question 6

When the research objective is to ________,focus groups may be an alternative.

Accepted Answer

Focus groups are a good choice when the research objective is to explore or describe a phenomenon rather than to predict future outcomes. This is because focus groups provide a rich understanding of participants' perspectives and experiences, which can be useful in developing hypotheses or theories about the phenomenon in question. However, focus groups may not be the best choice when the research objective is to make predictions about future outcomes, as they may not provide sufficient data to make accurate predictions.

Question 7

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

Accepted Answer

Online focus groups do not have the advantage of being able to see the body language of participants, which is a potential disadvantage compared to traditional focus groups. The other options listed (no physical setup necessary, transcripts captured in real time, participants can be in different geographic locations) are all advantages of online focus groups over traditional ones.

Question 8

Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?

Accepted Answer

Transcripts can indeed be captured in real time during online focus groups, thanks to various digital tools and software that allow for immediate transcription of discussions. This is contrary to the other options, which are actual disadvantages of online focus groups.

Question 9

One of the main advantages of online communities is that they are ________,allowing a wide variety of data to be collected,including posts,photos,and videos.

Accepted Answer

The answer of One of the main advantages of online...

Question 10

If ________ is at hand,research that is representative of some population and that has some known margin of error(quantitative research)should be used.

Accepted Answer

High-stakes decisions require accurate and representative data to ensure the best possible outcomes. Quantitative research with known margins of error provides this level of accuracy and representation.

Question 11

With a sentence-completion test,respondents are given incomplete sentences and asked to complete them in their own words.This is used as part of what type of qualitative technique?

Accepted Answer

Sentence-completion test is a type of projective technique. In projective techniques, respondents are presented with ambiguous stimuli such as incomplete sentences, pictures, or stories and asked to interpret or complete them. The idea is that their responses will reveal insights into their attitudes, beliefs, motivations, and emotions that they might not be consciously aware of or willing to disclose in a direct question-answer format.

Question 12

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

Accepted Answer

The answer of The ________ of focus group participants should...

Question 13

A picture or thematic apperception test involves providing a picture to participants,who are instructed to describe their reactions by writing a short story about the picture.This is used as part of what type of qualitative technique?

Accepted Answer

A picture or thematic apperception test is a classic example of a projective technique in which people project their own hidden emotions, thoughts or motivations onto the picture. In this case, the picture serves as a stimulus for the person to create a story and the content of the story can reveal their innermost feelings and attitudes. This technique is often used in psychological assessment and research to understand people's personalities, needs, and motivations in a qualitative way.

Question 14

A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

Accepted Answer

A focus group phase is often used to explore and refine a specific survey that will later be used to collect standardized information from a larger, representative sample.

Question 15

The advantage of mobile ethnography is that it can ________ that a researcher might miss,with respondents viewed as the experts of their own lives.

Accepted Answer

Mobile ethnography allows researchers to capture the authentic behavior and feelings of respondents as they go about their daily lives, uncovering insights that might be missed in traditional research methods. The other options focus on specific behaviors (entertainment, gaming purchases, shopping) rather than the broader advantages of using mobile ethnography.

Question 16

Ethnographic research,an approach borrowed from anthropology,is defined as a detailed,________ of a group and its behavior,characteristics,and culture.

Accepted Answer

Ethnographic research is focused on providing a detailed description of a group and its behavior, characteristics, and culture. Therefore, a descriptive study is the best choice to define ethnographic research. Longitudinal and cross-sectional studies are types of research designs that involve collecting data at different time points, and academic study is too broad of a term to capture the specificity of ethnographic research.

Question 17

________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.

Accepted Answer

Projective techniques are designed to encourage participants to project their own attitudes, beliefs, and feelings onto ambiguous stimuli, such as inkblots or vague images. This allows for deeper exploration of a participant's subconscious thoughts and feelings, which they may not reveal through direct questioning or structured interviews. Such techniques are often used in psychological research or in advertising and marketing research. Thus, option D is the most appropriate choice for the given question.

Question 18

A qualitative technique that involves ________ examines consumer motivations and hidden concerns.

Accepted Answer

In-depth interviews (IDIs) are a qualitative technique where researchers conduct one-on-one interviews with consumers in order to get deeper insights into their motivations and hidden concerns. This method allows researchers to probe further into topics and get more detailed information than other methods such as surveys or focus groups. Online panels, online ethnographic research, and social media interactive research are other qualitative techniques, but they do not necessarily focus on uncovering consumer motivations and hidden concerns to the same degree as IDIs.

Question 19

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

Accepted Answer

The objective of using a focus group to stay abreast of the words and phrases consumers use when describing products is to understand consumer vocabulary. This helps companies to communicate about their products in a way that is meaningful and relevant to their target audience.

Question 20

A popular and growing trend in marketing research is the use of ________ to gain insights,with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.

Accepted Answer

The question mentions that the technique is gaining popularity and that half of marketing research professionals have used it in a 2014 survey. The only option that fits this description is marketing research online communities.

Quiz 6: Utilizing Exploratory and Qualitative Research Techniques