Qualitative Research_MKM

All of the following are typical characteristics of qualitative research projects EXCEPT

• small sample sizes.

• an interviewer with special skills.

• subjective data interpretation.

• detailed statistical analyses.

All of the following are typical characteristics of quantitative research projects EXCEPT:

• large sample sizes.

• an interviewer with few special skills.

• subjective data interpretation.

• detailed statistical analyses.

When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company’s new product, this is an example of a(n):

• focus group.

• personal interview.

• pilot study.

• projective test.

The leader of a focus group discussion is called a(n):

• discussion guide.

• projective leader.

• moderator.

• project manager.

All of the following are examples of projective techniques used in marketing research EXCEPT:

• cartoon tests.

• focus groups.

• story completion tests.

• word association tests.

When a researcher says to a respondent:  “Imagine that you are a BMW automobile.  If this car were a person, what would this person be like?”, what type of projective technique is being used?

• Word association test

• Personification

• Sentence completion test

• Cartoon test

A typical focus group discussion lasts about 90 minutes

• True

• False

Focus groups are the most popular type of qualitative research.

• False

• True

A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee’s comments, this is called an storytelling test.

• False

• True

When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple, and then asks the respondent to state what the other person in the drawing would say in response to the first person’s comments, what type of projective test is being used?

• Cartoon test

• Third-person technique

• Word association test

• Storytelling