Quiz Chapter 8 Exploratory Designs: In-Depth Interviews and Focus Groups

1.	Descriptive research designs can generate answers to all of the following types of questions except: A. who? B. what? C. why? D. where? E. when?

2.	_____________________ research emphasizes the use of formalized standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents. A. Quantitative B. Exploratory C. Qualitative D. Focus group E. Experimental

3.

The main goal of qualitative research is to: A. make accurate predictions about relationships between market factors and behaviors. B. gain meaningful insights into relationships between market factors and behaviors. C. gain preliminary insights into decision problems and opportunities. D. verify existing relationships. E. validate existing relationships.

4.	Qualitative research tends to: A. focus on primary data. B. employ a nonstructured question format. C. utilize small sample sizes. D. rely on very subjective content, interpretive, or semiotic analysis procedures. E. all of the above.

5.

All of the following are advantages associated with the use of qualitative research except: A. economical and timely data collection. B. ease of generation of results. C. richness of data. D. accuracy of recording marketplace behaviors. E. preliminary insights into building models and scale measurements.

6.	All of the following are disadvantages of qualitative research except: A. lack of generalizability. B. inability to distinguish small differences. C. lack of reliability and validity. D. high costs and lengthy time frames. E. difficulty in recruiting qualified researchers.

7.	The X-Cel Corporation has assembled a group of people thought to be knowledgeable about a current research concern. The opinions and/or insights provided is an example of: A. focus group interviews. B. experience surveys. C. in-depth interviews. D. protocol interviews. E. projective interviews.

8.	In a(n) ________________________ interview, the subject is assigned a specified decision-making situation and asked to verbally express the processes and activities that they would employ to reach a decision. A. focus group B. projective C. protocol D. in-depth E. experience

9.

In its latest research effort, the X-Cel Corporation requires subjects to “place themselves in place of another person” and explain the reasons for their purchase behavior. The firm is employing a form of: A. protocol technique. B. in-depth technique. C. experience technique. D. word association technique. E. projective technique.

10.	In a(n) _________________________ interview, the subject is asked to act out someone else's behavior in a specified setting. A. role-playing B. projective C. experience D. protocol E. in-depth

11.

The X-Cel Corporation occasionally utilizes highly trained interviewers to ask subjects a series of semi-structured, probing questions designed to elicit both attitudinal and behavioral questions. The firm is using: A. focus groups. B. projective techniques. C. in-depth interviews. D. protocol interviews. E. role-playing interviews.

12.

All of the following are advantages of in-depth interviews except: A. flexibility of subject matter. B. the ability to probe attitudes, feelings, and opinions as well as behaviors. C. the ability to collect highly detailed data. D. generalizability of results. E. the ability to build the trust required to reach into the subject's inner thoughts.

13.	___________________ research is a formalized process of bringing a small group of people together for an interactive, spontaneous discussion on one particular topic or concept. A. Projective B. Focus Group C. In-depth D. Protocol E. Role-playing

14.

The X-Cel Corporation, concerned about declining sales of its “flagship” product, desires to investigate improvements, additions, and/or new uses that may rejuvenate its performance. The firm is most likely to utilize _______________________ research for this purpose. A. projective B. role-playing C. focus group D. protocol E. in-depth

15.	In order to create data structures from the rather disorganized results of focus group studies, researchers typically employ: A. matrix analysis. B. protocol analysis. C. in-depth analysis. D. focus analysis. E. content analysis.

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