Business Research Ch 7

Interview guides begin with _____ questions, following a hierarchical questioning structure. A. narrow issue B. narrow topical C. broad issue D. narrow interest E. any of the above

C. broad issue

The objective of a(n) _____ is to obtain multiple perspectives of a single organization, situation, event, or process at a point in time or over a period of time. A. life history B. oral history C. case history D. cultural history E. semantic map

C. case history

The minimum number of cases used in a cross-case analysis is _____ case(s). A. one B. three C. four D. fifteen E. twenty-five

C. four

Qualitative methods that encourage participants to reveal hidden or suppressed attitudes, ideas, emotions, and motives are called _____ techniques. A. deceptive B. unstructured C. projective D. focus group E. semistructured

C. projective

Convenience sampling is a nonprobability sampling technique in which _____. A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes B. participants are chosen and then refer others with similar or different characteristics C. researchers select any readily available individuals as participants D. researchers systematically select participants from a sampling frame E. researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics

C. researchers select any readily available individuals as participants

In a study of attitudes toward buying fake goods, participants are asked to complete this sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n) _____ projective technique. A. picture association B. empty balloons C. sentence completion D. imagination exercise E. personification

C. sentence completion

The primary concern with using qualitative techniques is that qualitative data are too _____. A. expensive B. time-consuming C. subjective D. objective E. structured

C. subjective

When using the _____ projective technique, participants are asked to write the dialog for a cartoon picture. A. word association B. picture association C. thematic apperception test D. empty balloons E. laddering

D. empty balloons

The focus group moderator uses the principles of _____ to focus the group in an exchange of ideas, feelings, and experiences on a specific topic. A. psychology B. sociology C. anthropology D. group dynamics E. communications

D. group dynamics

Exercises that prepare participants for individual or group interviews on a topic are called _____. A. calisthenics B. projection techniques C. homework D. pretasking E. focused preparation

D. pretasking

All of the following are types of nonprobability sampling techniques except _____. A. purposive sampling B. snowball sampling C. convenience sampling D. random sampling E. all are types of nonprobability techniques

D. random sampling

All of the following statements about determining the number of group interviews are true except _____. A. the broader the issue, the more groups needed B. the larger the number of distinct market segments of interest, the more groups needed C. the greater the level of detail, the more groups needed D. the more homogeneous the market segment, the more groups needed E. the larger the number of new ideas desired, the more groups needed

D. the more homogeneous the market segment, the more groups needed

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras. After the observation session, the research interviews the Moms about what was observed to clarify the motivation. This is an example of ____. A. Triangulation B. Cultural Interview C. Life History D. Convergent Interviewing E. Ethnography

E. Ethnography

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called _____. A. brand mapping B. component sorts C. ethnographic interpretation D. word association E. content analysis

E. content analysis

Which type of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved? A. Case history B. Action research C. Causal research D. Grounded theory E. Ethnography

B. Action research

Which type of nonprobability sampling technique involves choosing participants arbitrarily for their unique characteristics, experiences, attitudes, or perceptions? A. Random sampling B. Purposive sampling C. Convenience sampling D. Snowball sampling E. Quota sampling

B. Purposive sampling

Which of the following is true of quantitative research? A. It uses a nonprobability sampling method B. Results are generalizable C. Data analysis is ongoing during the project D. Sample sizes are generally small E. It uses multiple data collection methods

B. Results are generalizable

Which type of interview requires the least amount of skill and creativity on the part of the interviewer? A. Unstructured B. Structured C. Semistructured D. Exploratory E. Briefing

B. Structured

Which type of sampling technique involves selecting research participants with no attempt at generating a statistically representative sample? A. Probability B. Nonprobability C. Random D. Systematic E. Cluster

B. Nonprobability

Which type of research includes an array of interpretative techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning of certain phenomena? A. Quantitative B. Qualitative C. Statistical D. Descriptive E. Causal

B. Qualitative

The semistructured or structured interview guide designed to qualify prospects for participation in research project is called a(n) _____. A. pretasking exercise B. recruitment screener C. hierarchical question structure D. computer-assisted interview E. none of the above

B. recruitment screener

When using the _____ projective technique, participants are presented with scents, textures and sounds, and asked to arrange them by one or more criteria. A. brand mapping B. sensory sorts C. thematic apperception test D. component sorts E. laddering

B. sensory sorts

How many participants are typically in a mini-group interview? A. 2 B. 3 C. 2 to 6 D. 6 to 10 E. Up to 20

C. 2 to 6

Which term below refers to a trained interviewer used for group interviews such as focus groups? A. Therapist B. Inquisitor C. Moderator D. Discussion guide E. Probe

C. Moderator

Which of the following research purposes are associated with qualitative research? A. Description B. Prediction C. Theory building D. Theory testing E. Forecasting

C. Theory building

Jane is conducting interviews in order to develop a customer profile for her client. She customizes each interview to each participant and does not ask specific questions. What type of interview format is Jane using? A. Structured B. Semistructured C. Unstructured D. Closed-ended E. Direct interviewing

C. Unstructured

Participants in a study designed to identify symbolic benefits associated with Sutter Home wines are shown a photograph of a man eating at an upscale restaurant. The man in the picture is alone and has a glass of wine with his mea. The participants are asked to describe how the person in the picture feels and thinks. This is an example of a(n) _____ projective technique. A. picture association B. empty balloons C. thematic apperception test D. imagination exercise E. personification

C. thematic apperception test

When using the _____, participants are confronted with a picture and asked to describe how the person in the picture feels and thinks. A. word association B. picture association C. thematic apperception test D. empty balloons E. laddering

C. thematic apperception test

What is the typical length of a focus group? A. 30 minutes B. 1 hour C. 90 minutes D. 2 hours E. 4 hours

D. 2 hours

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in order to highlight that players most desired attributes. This is an example of what technique? A. Grounded Theory B. Ambiguities and Paradoxes C. Visitor from another planet D. Authority Figure E. Laddering

D. Authority Figure

Which term below is used to describe a series of interviews, done with subject experts, which are used to develop or refine appropriate measurement questions for a subsequent research project? A. Triangulation B. Cultural Interview C. Life History D. Convergent Interviewing E. Ethnography

D. Convergent Interviewing

Which of the following negatively affects participation in a group interview A. Validation B. Load sharing/Catharsis C. Extrinsic Rewards D. Embellishment E. None of above would negatively affect participation

D. Embellishment

In order to increase participation during group interviews, moderators should ____. A. Use abstract terminology in the questions B. Not express appreciation for a participant's contributions C. Discourage participant questions D. Encourage participants to socialize E. Disguise the purpose of the interview.

D. Encourage participants to socialize

Which of the following channels of communication would not be used when conducting interviews? A. Face-to-face B. Telephone C. Chat room D. Mail E. Instant messaging

D. Mail

Which type of nonprobability sampling technique involves choosing participants who then refer others with similar or different characteristics? A. Random sampling B. Purposive sampling C. Convenience sampling D. Snowball sampling E. Quota sampling

D. Snowball sampling

Which type of nonprobability sampling technique is most useful when individuals with the desired characteristics, experiences, or attitudes are difficult to identify or reach? A. Random sampling B. Purposive sampling C. Convenience sampling D. Snowball sampling E. Quota sampling

D. Snowball sampling

Research on service quality frequently uses a technique called _____ in which the participant describes what led up to an incident, what was effective or ineffective, and the outcome. A. life histories B. cultural interviews C. sequential interviewing D. critical incident technique E. oral history

D. critical incident technique

Jack is participating in a research study. The interviewer asks Jack to say the first word that comes to mind when he hears a product's benefits. What type of projective technique is this an example of? A. Thematic apperception test B. Sentence completion C. Brand mapping D. Laddering E. Word association

E. Word association

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.

Several factors affect the number of focus groups needed. These include the scope of the issue, the number of distinct market segments, the heterogeneity of the segments, the number of new ideas desired, the level of geographic distinction, the level of ethnic distinction, and the level of detail desired. For each factor, the larger the number, scope, or issue, the more focus groups needed.

Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project? A. Conduct interviews until no new insight is gained B. Use at least 3 groups for every geographic region involved C. Include groups of men only, women only, and men and women combined D. The more homogeneous the groups, the more groups are needed E. All of the above are true

A. Conduct interviews until no new insight is gained

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With each subsequent interview, the questions are kept, modified, or replaced to reflect the findings of previous interviews. CoverGirl is using what technique? A. Grounded Theory B. Cultural Interview C. Life History D. Convergent Interviewing E. Ethnography

A. Grounded Theory

Which of the following is true of structured interviews? A. Permits direct comparability of responses B. Encourages variation in questions C. Interviewer probes may bias answers D. Responses are closed-ended E. All of the above

A. Permits direct comparability of responses

Which type of research attempts a precise measurement of some behavior, knowledge, opinion, or attitude? A. Quantitative B. Qualitative C. Exploratory D. Cross-sectional E. Longitudinal

A. Quantitative

Which term below is used to describe the combining of several qualitative methods or combining qualitative with quantitative methods? A. Triangulation B. Dyadic support C. Inter-rater reliability D. Projection E. Component sorts

A. Triangulation

American Airlines is conducting a qualitative study on preferences of business travelers who fly frequently. Before inviting an individual to participate, the researcher on the project wants to ensure that all participants travel for business more than pleasure and meet the American Airlines' definition of frequent flier. What is the best way for the researcher to ensure that participants will meet these criteria? A. Use a recruitment screener prior to inviting individuals to participate B. Delete interviews after the study ends from those who don't meet the qualifications C. Draw a sample from a list of people with an American Airlines affinity credit card D. Draw a sample from a list of people with an affinity credit card associated with any airline E. Contact a travel agency for a list of prospects

A. Use a recruitment screener prior to inviting individuals to participate

When using the _____ projective technique, participants are presented with flash cards containing component features and asked to create new combinations. A. component sorts B. picture association C. thematic apperception test D. sensory sorts E. laddering

A. component sorts

A group interview seeking to understand spousal influence on decision making or the influence of the opinion of a sibling on brand preferences would likely utilize a _____. A. dyad B. triad C. mini-group D. small group E. supergroup

A. dyad

Focus groups should not be used when _____. A. facing a high-risk decision B. stimulating new ideas for products C. obtaining general background about a topic D. uncovering perceptions about a brand E. diagnosing problems

A. facing a high-risk decision

When using _____, participants are asked to relate the properties of one thing or person or brand to another. A. imagination exercises B. picture association C. the thematic apperception test D. empty balloons E. laddering

A. imagination exercises

_____ interviews have certain specific questions that are asked of all participants but also allow the interviewer freedom to probe the respondent based on his or her specific answers. A. Structured B. Semistructured C. Unstructured D. Closed-ended E. Direct interviewing

B. Semistructured

Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products. Which type of interview should he use if he needs a high degree of comparability among responses, no question variability, and to maintain his own neutrality during the interviews? A. Unstructured B. Structured C. Semistructured D. Closed-ended E. Briefing

B. Structured

Qualitative research seeks to _____ theory while quantitative research _____ it. A. examine; interprets B. build; tests C. test; understands D. apply; builds E. justify; applies

B. build; tests

When individual depth interviews are aided by the use of computer-generated visual and auditory aids, the method is known as _____. A. computer-assisted telephone interviewing (CATI) B. computer-assisted personal interviewing (CAPI) C. online interviewing D. group interviewing E. computer-aided design (CAD)

B. computer-assisted personal interviewing (CAPI)

Anne is moderating a focus group of university professors to understand how they use multimedia in the classroom. All of the participants teach classes with more than 100 students at large, public universities. The composition of this group could be described as _____. A. heterogeneous B. homogeneous C. non expert D. dyadic E. none of the above

B. homogeneous

When using _____, participants are asked to assume that the brand and its users populate an entire universe, and to describe the features of this new world. A. word association B. imaginary universe C. thematic apperception test D. empty balloons E. laddering

B. imaginary universe

A telephone focus group is a viable alternative to a traditional focus group when _____. A. participants need to handle a product B. it is difficult to recruit desired participants C. sessions will run long D. participants are groups of children E. all of the above

B. it is difficult to recruit desired participants

Snowball sampling is a nonprobability sampling technique in which _____. A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes B. participants are chosen and then refer others with similar or different characteristics C. researchers select any readily available individuals as participants D. researchers systematically select participants from a sampling frame E. researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics

B. participants are chosen and then refer others with similar or different characteristics

Following the interview question hierarchy, the idea is to ____. A. Ask the specific questions that address client issues first B. Introduce multiple topics very quickly, and move the questions between the topics C. Ask only broad topical questions D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest E. None of the above

D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

The three types of nonprobability sampling techniques used for qualitative research are purposive sampling, snowball sampling, and convenience sampling. Purposive sampling means that researchers choose participants arbitrarily for their unique characteristics, experiences, attitudes or perceptions. Snowball sampling means that the participants refer researchers to others how have characteristics, experiences, or attitudes similar to or different from their own. Convenience sampling means that the researchers select any readily available individuals as participants.

58. How can researchers increase the confidence business decision makers have in qualitative data?

There are several actions that improve the trustworthiness of qualitative data. These include using literature searches, justifying the methods chosen, using a natural setting, choosing sample participants for relevance to the breadth of the issue, developing and including questions that reveal the exceptions to a rule or theory, carefully structuring the data analysis, comparing data across multiple sources and different contexts, and conducting peer-researcher debriefing on results.

What are some of the responsibilities of interviewers aside from conducting the actual interviews? Name five of these responsibilities.

There are several possible responsibilities handled by the interviewer. These include recommending topics and questions for the interview guide, managing the locations and facilities for the study, proposing criteria for drawing the sample of participants, writing the recruitment screener and recruiting participants, developing pretasking exercises, supervising the transcription process, analyzing data and drawing insights, and writing or directing the writing of the client report.