Chap 4
A
QN=12 Purposive sampling means: a. selecting sample members to study because they possess attributes important to understanding the research topic b. selecting sample members so that groups can be compared c. selecting sample members based on earlier interviews d. selecting particular types of participants to help researchers better understand the research topic e. selecting sample participants who are spontaneous on discussion on a particular topic or concept f.
A
QN=11 After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as: a. memoing. b. debriefing. c. netnography. d. ethnography. e. memography. f.
D
QN=1 In which of the following scenarios would you most strongly recommend using quantitative research? a. When the objective is to identify new ideas and thoughts for a product. b. When you have very limited time to execute the study. c. When the objective is to understand hidden underlying psychological processes. d. When the objective is to validate and estimate strength of a relationship e. When you have access to small samples
B
QN=10 A focus group is: a. an interview technique with the main objective of finding out how a subject would respond to a certain statement. b. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. c. a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session. d. the interactive procedure between the researcher and moderator discussing the subjects' comments and/or responses to the topics that outlined the focus group session. e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions. f.
B
QN=13 Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants? a. Ask questions to identify candidates who might present a biased response. b. Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time c. Ask questions to make sure that the candidates met the demographic requirements d. Ask questions to identify if the candidates are willing to discuss the issue at hand openly e. Ask questions to check candidates' availability to meet at the scheduled time f.
C
QN=14 A moderator's guide is: a. the interviewer's ability to articulate questions in a direct and clear manner. b. a note attached on the back of the name cards for each participant c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions f.
B
QN=14 Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques? a. The interpretation of data is very complex. b. It is tough to get to a participant's true thoughts using this technique. c. The interpretation of results is very subjective. d. Highly skilled (and expensive) researchers are required to conduct this research. e. The background and experience of a researcher can influence their interpretation of data. f.
B
QN=15 It is common to do all of the following during the beginning of a focus group session, EXCEPT a. participants are told that only one person should speak at a time b. participants should try their best to give the right answers. c. participants are asked to briefly introduce themselves d. participants are given some refreshments and an opportunity to engage in some small talk e. participants are told that everyone's opinions are equally valued f.
C
QN=16 Debriefing is conducted during which phase of the focus group interview a. Planning the study b. Conducting the discussions c. Analyzing and reporting the results d. Identifying participants e. Writing the moderator's guide f.
D
QN=17 Debriefing analysis is a. a technique that encourages research participants to share emotional and subconscious reactions to a particular topic b. used by the researcher when discussing the ground rules with the focus group participants c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions f.
C
QN=18 An advantage of focus groups includes all of the following, EXCEPT a. spontaneous, unrestricted group interaction among members b. eliciting wide-ranging participant responses c. high reliability of the results d. energetic atmosphere for focus group discussions e. ability to bring together difficult groups who normally would not participate in a study f.
E
QN=19 Content analysis is a. the interviewer's ability to articulate questions in a direct and clear manner b. a process of collecting both attitudinal and behavioral data from a subject that spans all time frames c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. the interactive procedure, of the researcher and moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions f.
E
QN=2 Quantitative research methods are characterized by: a. small samples. b. unstructured questions c. subjective analyses d. preliminary insights e. descriptive and casual designs f.
C
QN=20 Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs? a. Awareness b. Structure c. Directness d. Observing mechanism e. Reference f.
E
QN=21 Which of the following statements is false about ethnography research? a. Behaviors are observed in a natural setting b. The observer engages in participant observation. c. It seeks to understand how social and cultural influences affect people's behavior and experiences d. It may involve triangulation among multiple sources of data. e. It is a quantitative data collection method f.
C
QN=22 Which of the following is NOT a strength of observational techniques? a. It allows you to collect actual behavioral data b. It is less susceptible to recall error c. It has very good generalizability to general population. d. It is generally less expensive and less time consuming than some other techniques e. It can help reduce potential response bias f.
E
QN=23 All of the following explain netnography, EXCEPT: a. it draws on ethnographic techniques. b. it uses "found data" on the Internet c. it requires deep engagement with particular communities d. it requires researchers to ensure trustworthy interpretation of data e. it requires researchers to collect data from traffic forums with larger numbers of common message posters f.
B
QN=25 Quantitative research designs are occasionally associated with descriptive and causal research designs. a. True b. False
B
QN=26 If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research. a. True b. False
A
QN=27 Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way. a. True b. False
A
QN=28 The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques a. True b. False
B
QN=29 In-depth interviewing increases the likelihood of participants responding in a socially desirable manner. a. True b. False
A
QN=3 Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on? a. To uncover deep underlying motives behind people's buying behaviors b. To make accurate predictions about relationships between market forces and purchase behavior c. To validate the relationship between advertising expenses and sales volume d. To make generalizable observations about a target population's buying behavior e. To test a hypothesis linking coupon value to brand preference f.
B
QN=30 The optimal number of participants in a focus group interview should range from 20-30 people. a. True b. False
A
QN=31 Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group. a. True b. False
A
QN=32 Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic. a. True b. False
A
QN=33 A moderator's guide should include follow-up questions to help the moderator elicit more information. a. True b. False
A
QN=34 Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group. a. True b. False
B
QN=35 A major advantage of focus groups is the phenomenon of groupthink—where participants can build on each others comments. a. True b. False
A
QN=36 The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information. a. True b. False
B
QN=37 If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer. a. True b. False
A
QN=38 Observations conducted for a formal research study can either be structured or unstructured. a. True b. False
A
QN=39 People participating in scanner-based panels have to present a unique bar-coded card at the checkout register. a. True b. False
C
QN=4 Which of the following is an advantage of using quantitative research over qualitative research? a. Relatively quick data collection in most cases b. Economical data collection c. High reliability d. Richness of the data e. Accuracy of recording marketplace behaviors
A
QN=40 There is a degree of subjectivity in all qualitative research analyses; this subjectivity is higher when projective techniques are used. a. True b. False
A
QN=41 One of the advantages of direct observation is that it reduces recall errors. a. True b. False
B
QN=42 When conducting netnographic research, researchers tend to select forums with limited traffic and small number of discreet message posters so that each message can be analyzed in depth. a. True b. False
A
QN=43 Projective techniques encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher. a. True b. False
A
QN=44 ZMET is a projective hypothesis that as part of its visual research technique requires the participant to construct a "mini-movie" that string together the images they have been discussing and describes how they feel about the topic of interest. a. True b. False
E
QN=5 Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is: a. construct development. b. hypothesis testing. c. questionnaire design d. statistical data analysis e. use of projective techniques f.
B
QN=6 An in-depth interview: a. is an extended contact with a natural setting, but without participation by the researcher. b. asks a subject a set of semi-structured questions in a face-to-face setting c. has a higher likelihood of participants responding in a socially desirable manner d. is a formalized process of bringing a small group together for discussion on a particular topic e. is also called memoing f.
D
QN=7 While interviewing a respondent about reasons why she doesn't buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of: a. a focus group moderation. b. ethnography. c. netnography. d. probing question. e. decision question. f.
E
QN=8 A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT: a. she wanted to cover richer details from each participant in the study b. she wanted to lower the likelihood of getting socially desirable responses from participants c. she wanted to create a situation where participants didn't feel like they had to impress others by their responses d. she wanted to hear from respondents who may feel inhibited in the presence of others. e. she wanted the participants to build upon each others' responses. f.
B
QN=9 Which one of the following statements about focus groups is NOT true? a. It consists of 8 to 12 participants. b. If more than 12 participants do show up, all should be allowed to participate. c. It lasts for about 2 hours. d. The format of the discussion is semi-structured. e. Any size smaller than eight participants is not likely to generate synergy between participants. f.
