Exam Prep Qualitative Info Collection Kumar Chapter 8

Test Bank

Chapter 8 Information Collection: Qualitative and Observational Methods

True-False

1. Qualitative research methods are used when it is not possible or desirable to obtain

information from respondents using formal or fully structured methods.

2. Individual in-depth interviews are unrestricted by a specific set

of topics to be covered.

3. In nondirective interviewing, an interviewer lets the respondent

determine the direction of the questioning without interfering.

4. Semi structured interviewing techniques allow for the follow-up of

unexpected information or attitudes.

5. When doing in-depth interviews, a researcher should not ask

respondents to recommend other knowledgeable sources because such

an unrepresentative sample may bias the results of the research.

6. A focus group moderator must often discourage group interaction in

the interest of staying on a subject.

7. It is believed that the stimulation of the group situation in

focus group makes new ideas and more meaningful answers possible.

8. To conduct a successful focus group, it is necessary to translate

the research purpose into a set of questions that will be asked of

the research results.

9. Focus groups should always include respondents from all age groups

in order to provide various points of view.

10. A perceived constraint slowing down the use of qualitative research is the

Comparatively higher expenses associated with the collection of qualitative data.

11. The order of discussion in a focus group goes from the specific to

the general.

12. In a series of focus groups that is addressing a single research

purpose, there should be no change in the questions raised by the

moderator. This will ensure that the answers are comparable across

groups.

13. A member of a focus group will respond with more meaningful answers

if he or she feels pressured by other group members.

14. The moderator of a focus group should ensure that all participants

are able to discuss their opinions and feelings. This may mean

encouraging those who are quiet and controlling those members who

might dominate the discussion.

15. A focus group moderator should avoid the use of jargon or technical

terms when dealing with an unsophisticated group.

16. When looking at the results of a series of focus groups, any analyst

can find comments which represent his or her perception of the

research issue.

17. It is a characteristic of group interaction that new ideas will be

readily accepted.

18. In projective techniques, the more ambiguous the object presented to

a respondent, the more the respondent has to project himself or

herself.

19. Projective techniques are used when it is believed that respondents

cannot or will not answer meaningfully to direct questions about the

reasons for their behavior or attitudes.

20. Third-person techniques can be used to overcome a respondent's

tendency to give socially acceptable answers on some issues.

21. When third-person techniques are used, a respondent will say that

his likes and dislikes are the same as his neighbor's.

22. Observational methods may be the only research alternative in case of physiological

phenomena or with young children who cannot articulate their preferences or motives

23. Monitoring trade journals on executives' desks is an example of an

observational method.

24. Direct observation methods can be structured or unstructured.

Structured observation involves greater observer subjectivity.

25. Contrived observation involves questions of ethics which are still

unresolved.

26. Observational methods can be used effectively to record attitudes

and intentions.

27. Direct observation can be used to gain insights into search

behavior.

28. The results of qualitative methods should not be projected to the

population.

29. Clinical focus groups are commonly used at the exploratory phase of the market

research process to aid in defining the problem precisely.

30. A focus group is the process of obtaining possible ideas/solutions

to a marketing problem from a group of respondents through

discussions.

31. Clinical focus groups are qualitative research conducted on the

premise that a person's true motivations and feelings are

subconscious in nature.

32. The major limitation of an experiencing focus group is that it does

not allow the researcher to experience the emotional framework in

which the product is being used.

33. Exploratory focus groups can also be used to generate hypotheses for

testing of concepts for future research.

34. In focus groups, a relatively large amount of information can be

obtained in a short period of time at a relatively small cost as

compared to individual in-depth interviewing.

35. While researching a sensitive subject, it is better to opt for

in-depth interviews rather than focus groups as the respondents will

be more likely to talk.

36. Observational methods can be used to provide information on past

behavior.

37. Contrived observation is conducted on the premise that response of

the person placed in a "contrived observation situation" will reveal

some aspects of the underlying beliefs, attitudes, and motives.

38. Content analysis is used to analyze written material into meaningful

units using carefully applied rules.

39. Observation methods can be used to observe motives, attitudes, or

intentions.

40. Symbolic analysis attempts to analyze the symbolic meaning of objects

by comparing them with their opposites.

41. Strategically designed and well executed telephone

interviews are better than focus groups when information is needed

from business decision-makers.

42. Interviewer should establish a good rapport with the interviewee

in order to obtain free flow of information.

43. The humanistic approach advocates immersing the researcher in the system under

study rather than a dispassionate observer.

44. Interviewers must be well briefed, about the interviewee’s

company, the research objective and terminologies likely to be

encountered, before the interview.

45. During the interview, interviewers can express their personal

judgments.

46. Using a suitable software to capture interview responses in verbatim

enhances credibility.

47. Interacting with customers on an individual basis is more likely to

elicit more detailed and useful information than in a focus group

setting.

48. The most important step in phone interviews is capturing the data

in a software program that codes and tabulates responses from

open-ended questions.

49. The interviewers should be well trained to listen and record

responses in verbatim.

50. Telephonic interviews do not require experienced and intelligent

interviewers

Multiple Choice

1. The Thematic Appreciation Test (TAT) is
2. an example of word associated technique
3. an example of third person technique
4. an example of a completion test
5. an example of picture interpretation
6. an example of none of the above
7. A small convenience sample in which there is an interviewer who keeps the

discussion centered on a few predetermined topics is known as

1. projective interview
2. omnibus interview
3. focus group interview
4. nondirective interview
5. none of the above

3. Cameras and traffic counters are used for

1. case studies
2. focus groups
3. projective techniques
4. observational methods
5. quantitative analysis of data
6. In which technique, questioning progresses from product characteristics

to user characteristics

1. symbolic analysis
2. laddering
3. mail survey
4. hidden‐issue questioning
5. If a researcher is faced with a sample that is widely dispersed geographically

and is limited in budget, the most appropriate survey method would be

1. telephone interview
2. mail interview
3. individual interview
4. focus group
5. none of the above
6. Which of the survey methods is least restrictive in terms of the type

and form of questions that can be asked?

1. telephone interview
2. mail interview
3. individual interview
4. focus group
5. none of the above

7. The success of nondirective interviews depends on:

1. establishing a relaxed and sympathetic relationship
2. the ability to probe in order to clarify and elaborate on interesting responses
3. the skill of guiding the discussion back to the topic outline
4. pursuing reasons behind the comments and answers
5. all of the above

8. Which of the following is not an approach used to collect nonovert primary data?

1. retail store audit
2. “garbage research”
3. randomized response technique
4. psychogalvanometers
5. none of the above
6. The easiest way to conduct a taste test for a soft drink is
7. interview people at home
8. interview them over telephone
9. intercept people in the mall

d) none of the above

10. Which of the following is an acceptable use of qualitative research?

a. Pretesting structured questionnaires

b. Learning the vocabulary of consumers

c. Educating the researcher to an unfamiliar environment

d. Suggesting hypotheses to be tested in subsequent research

e. All of these are acceptable uses of qualitative research.

11. Nondirective interviewing

1. is especially effective with busy executives.

2. attempts to cover a specific list of topics or sub-areas.

3. gives the respondent maximum freedom to respond within

the bounds of the topics of interest to the interviewer.

a. 1

b. 2

c. 3

d. 1 and 2

e. 1, 2, and 3

12. Semistructured interviews

a. give the respondent maximum freedom to respond within the bounds

of the topics of interest to the interviewer.

b. attempt to cover a specific list of topics or sub-areas.

c. depend on the knowledge of the respondent and not on the skill of

the interviewer.

d. cannot effectively cover technical or involved subjects.

e. none of the above.

13. Planning the agenda, recruiting, moderating, analyzing, and

interpreting are all steps to conducting

a. projective techniques.

b. Thematic Apperception Tests.

c. focus group research.

d. nondirective interviewing.

e. Thematic Apperception Tests and focus group research.

14. The moderator of a focus group should

a. try to keep the discussion as close to a question-answer session

as possible.

b. demonstrate his or her personal biases.

c. encourage natural group leaders.

d. avoid demonstrating an interest in the views of each participant.

e. none of the above.

15. The following are all examples of projective techniques except

a. picture interpretation.

b. direct observation.

c. role playing.

d. third-person techniques.

e. word association.

16. The researcher should use projective techniques when a respondent

1. refuses to answer a question.

2. is unaware of his or her own feelings.

3. is afraid of appearing to be critical.

a. 1

b. 2

c. 3

d. 2 and 3

e. 1, 2, and 3

17. Which of the following is not true about projective techniques?

a. They are used in clinical motivation research studies.

b. They present the respondent with an ambiguous, unstructured

object, activity, or person.

c. They require that an interviewer be able to project himself or

herself into the respondent's situation.

d. They are often used in conjunction with individual nondirective

interviews.

e. None of the above are true.

18. Which of the following is not true about a case study?

1. Is a comprehensive analysis of a single situation

2. It may be the only way to understand a complicated

situation.

3. It is a source of research hypotheses.

a. 1

b. 2

c. 3

d. 2 and 3

e. All of the above are true.

19. Observation methods

1. a. may supplement other research methods.

b. may be the only way to collect the needed data.

c. may be the cheapest way to collect behavior data.

d. may be the most accurate way to collect behavior data.

e. all of these.

20. Behavior recording devices include all of the following except

a. a pupilometer.

b. a psychologalvonometer.

c. an audimeter.

d. a TAT.

e. an eye movement recorder.

21. A cereal manufacturer wants to know how effective its packaging is

in gaining attention. Which research method is most appropriate?

a. Direct observation

b. Physical trace measurements

c. Role playing

d. Picture interpretation

e. None of the above

22. ____________ focus groups are used on the premise that a person's

true motivations and feelings are subconscious in nature.

a. Exploratory

b. Experiential

c. Clinical

d. Traditional

e. Electronic

23. The moderator's required skill level is the highest in a(n)

a. clinical focus group.

b. exploratory focus group.

c. experiential focus group.

d. traditional focus group.

e. electronic focus group.

24. A(n) ___________ focus group enables the researcher to experience

the emotional framework in which the product is being used.

a. exploratory

b. experiential

c. clinical

d. traditional

e. electronic

25. Which one of the following statements does not represent a trend in

the focus group?

a. Telephone focus groups have emerged recently.

b. Two level observation areas are being built around the conference

room to provide an unobstructed view of all the participants.

c. Two way focus groups are being used wherein one target group

listens and another group learns from a related group.

d. Live focus groups are broadcast by video transmission from

nationwide network of independently owned focus facilities.

e. The quality of focus groups is fast diminishing.

26. While conducting a telephonic interview, the interviewer can do all of the following

except

1. Enthuse interviewees with a personal rapport and enable them to talk freely
2. Sustain the interest of the interviewees
3. Express personal judgments
4. Ask open-ended questions
5. listen and record responses in verbatim

27. Which of the following information should the interviewer posses prior to conducting

the interview?

• 1. Background details of the company being studied
  2. Research objective(s)
  3. Terminologies likely to be encountered
  4. All of the above