Question 1

In word association,responses are analyzed by calculating ________.

Accepted Answer

In word association tests, responses are analyzed by considering the frequency of specific words given as responses, the reaction time before a response is given, and the number of non-responses to test words, encompassing all the aspects mentioned.

Question 2

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

Accepted Answer

In role playing, respondents are asked to act out a scenario or take on the role of someone else. This method is commonly used in situations where respondents may not be comfortable discussing personal experiences or feelings, but may be more willing to explore these topics through a fictionalized scenario. Sentence completion involves respondents finishing a sentence stem, such as "I feel happiest when..." and is used to gain insight into personal preferences and values. The cartoon test involves respondents interpreting cartoon images and is often used to assess personality traits. The third-party technique involves asking respondents to provide their opinions on a topic from the perspective of a third party, such as a friend or neighbor.

Question 3

________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.

Accepted Answer

Sentence completion is the projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them. This technique is used to gather insights into the way respondents think and feel about a particular topic, as well as to uncover their attitudes and beliefs.

Question 4

In ________,cartoon characters are shown in a specific situation related to the problem.The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.

Accepted Answer

The technique described matches the definition of a cartoon test, which involves cartoon characters depicted in a situation related to the problem being assessed. Respondents are asked to provide responses or comments that the cartoon characters might make in response to each other.

Question 5

Which of the following guidelines does not enhance the usefulness of projective techniques?

Accepted Answer

All of the guidelines mentioned enhance the usefulness of projective techniques.

Question 6

Word association is the best known of the ________ techniques.

Accepted Answer

The question is asking for the best known technique among the given options, and word association is a widely recognized and commonly used technique, making it the most suitable choice.

Question 7

Which of the following is not an ethical issue of concern to the researcher?

Accepted Answer

All the options listed (A, B, C) are ethical concerns in research, making D (none of the above) the correct answer because it implies all other options are indeed ethical issues.

Question 8

________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.

Accepted Answer

Story completion is the projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words. Word association involves the respondent giving the first word that comes to their mind when a stimulus word is presented. Sentence completion involves the respondent completing a partially stated sentence. Expression completion is not a commonly used projective technique.

Question 9

When conducting international marketing research,focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

Accepted Answer

When conducting international marketing research, it is important for focus group moderators to be trained in focus group methodology and familiar with the language, culture, and patterns of social interaction in the country. This will help them to effectively moderate the group and interpret the responses. Not being familiar with these aspects can lead to misunderstandings and misinterpretations of the data collected, resulting in inaccurate conclusions and decisions. Therefore, all of the above options are important for focus group moderators to be familiar with.

Question 10

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

Accepted Answer

The step where the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand is called conclusion drawing and verification. This is the final step in the process of analyzing qualitative data, following data display and data reduction. Therefore, the correct choice is D) Conclusion drawing and verification.

Question 11

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher develops a visual interpretation of the data with the use of such tools as a diagram,chart or matrix.

Accepted Answer

Data display is the step where the researcher creates a visual representation of the data using tools like diagrams, charts, and matrices. This helps in identifying patterns and themes in the data, which can then be used for further analysis. Data reduction is the step where the researcher reduces the data to manageable proportions, while conclusion drawing and verification is the final step where the researcher draws conclusions based on the analysis and verifies them. Data determination is not a recognized step in qualitative data analysis.

Question 12

________ require the respondent to construct a response in the form of a story,dialogue,or description.

Accepted Answer

Construction techniques are designed to have respondents construct a response in a narrative form, such as a story, dialogue, or description, which allows for a deeper exploration of the respondent's perceptions, attitudes, and feelings.

Question 13

The presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties.The negative attacks were based on qualitative marketing research used to help design the messages.Which ethical concern is this use of marketing research related to?

Accepted Answer

Using qualitative research for questionable purposes, such as designing negative attacks in political campaigns, raises ethical concerns about the intentions behind the research and its potential impact on public discourse and perception.

Question 14

________ is one of the three general steps that should be followed when analyzing qualitative data.In this step,the researcher chooses which aspects of the data are emphasized,minimized,or set aside for the project at hand.

Accepted Answer

Data reduction is the step where the researcher selects the most relevant information from the data and reduces it into smaller, more manageable units. This helps to identify patterns and themes in the data that can be used for further analysis. Data display involves organizing the data in a visual manner, while conclusion drawing and verification is the final step where the researcher draws conclusions and verifies that the findings are consistent with the data. Data determination is not a valid step in qualitative data analysis.

Question 15

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews).A possible exception may be ________,which is used commonly to test brand names and occasionally to measure attitudes about particular products,brands,packages,or advertisements.

Accepted Answer

Word association is commonly used to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements. The other options may be used in some research studies, but they are not as commonly employed for these specific purposes.

Question 16

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.

Accepted Answer

The method described in the question is called word association, where respondents are presented with a list of words and asked to give the first word that comes to mind. Sentence completion involves presenting respondents with an incomplete sentence and asking them to complete it, while story completion involves presenting respondents with a partial story and asking them to complete it. None of these methods involve presenting a list of words and asking for the first word that comes to mind. Therefore, the best choice is A) word association.

Question 17

________ is a projective technique in which 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

The description matches the third-person technique, as it involves the respondent projecting their beliefs and attitudes onto a hypothetical person in a given scenario. Role playing involves the respondent themselves acting out a scenario, sentence completion involves filling in the blank of a given sentence, and the cartoon test involves interpreting a visual image or series of images.

Question 18

In ________,an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.

Accepted Answer

Association techniques involve presenting a stimulus to the respondent and asking them to provide the first word, thought or idea that comes to mind. This is typically used to uncover subconscious attitudes, perceptions, and beliefs. Completion techniques involve giving respondents an incomplete sentence or idea and asking them to complete it. Focus groups involve a small group discussion led by a facilitator. Depth interviews involve one-on-one interviews that explore a topic in great detail. None of these methods specifically involve asking respondents to provide the first thing that comes to mind.

Question 19

________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.

Accepted Answer

The completion technique is a type of projective technique where the respondent is given an incomplete stimulus situation and asked to complete it. This can be in the form of sentence completion, story completion, or picture completion. The purpose of this technique is to reveal the respondent's unconscious attitudes, beliefs, and motivations by allowing them to project their own interpretations onto the incomplete stimulus.

Question 20

The two main expressive techniques are ________ and ________.

Accepted Answer

Role playing and third-person technique are both expressive techniques used to explore individuals' thoughts and feelings indirectly.

Quiz 5: Exploratory Research Design: Qualitative Research