Marketing Research & Analysis Ch. 5- Chaudhry

Which of the following is the most common size of a focus group?

6-10 participants

All of the following are qualitative research orientations EXCEPT _____.

ANOVA

Which of the following is used when probing?

All of these choices -pausing -asking for clarification -asking a respondent "what has changed?"

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

Field notes

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____.

a case study

Which of the following is a disadvantage of focus groups?

all of these choices -requires objective, sensitive, and effective moderators -may not be useful for discussing sensitive topics -high cost

Which of the following is a good characteristic for a focus group moderator to possess?

all of these choices -good listener -ability to control discussion without being overbearing -ability to make people feel comfortable so that they will talk in the group

Ethnography is a qualitative research orientation originating in _____.

anthropology

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?

free-association techniques

Which qualitative research orientation extracts a theory from whatever emerges from an are of inquiry?

grounded theory

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____.

hermeneutic unit

Which of the following is an important approach used in phenomenology?

hermeneutics

All of the following are advantages of semi-structured interviews EXCEPT _____.

high degree of scrutiny

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.

moderator

When the respondent is presented with: "People who watch football on television are _____," and asked to fill in the blank, this is an example of a _____.

sentence completion test

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

themes

All of the following are situations that often call for qualitative research EXCEPT _____.

when conclusive evidence is desired Situations that call for qualitative research: -when a fresh approach to studying some problem is needed -when researchers want to learn how consumers use a product in natural settings -when it is difficult to develop specific and actionable decision statements or research objectives

Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?

conversation

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

discussion guide

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. Betsy is participating in a _____.

focus group interview

Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?

clarification

_____ is used to screen new, revised, or repositioned ideas.

concept testing

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.

depth interview

The application of ethnography to comments made in online communities is called _____.

netnography

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group with considerable time immersed within that culture. From this immersion , she is able to draw data from her observations. Cindy is referred to as a(n) _____.

participant-observer

Which qualitative research orientation originated in philosophy and psychology?

phenomenology

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called _____.

picture frustration

Which type of data are not characterized by numbers and instead are textual, visual, or oral?

qualitative data

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.

quantitative marketing research

Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.

researcher-dependent