Research Chapter 4 02

An in-depth interview

• involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.

• has a high likelihood of participants responding in a socially desirable manner.

• is a formalized process of bringing a small group together for discussion on a particular topic.

• involves extended contact with a natural setting, but without participation by a researcher.

Which of the following is a major advantage of in-depth interviews over focus group interviews?

• They allow researchers to observe the social influence process that affects consumer behavior and attitudes because group members interact with each other.

• They decrease the likelihood of participants responding in a socially desirable manner because there are no other participants to impress.

• They increase the likelihood of cross talk, thus creating synergy among participants and encouraging them to talk in detail about a topic.

• They eliminate the need for asking probing questions.

In the context of focus groups, journaling tools make it possible for

• interviewers to observe participants without interacting with them.

• interviewers to encourage groupthink among participants.

• participants to rely on their memories to respond to questions after a relevant event occurs.

• participants to provide real-time feedback.

Purposive sampling means

• selecting sample members so that groups can be compared.

• selecting sample members based on earlier interviews.

• selecting sample members to study because they possess attributes important to understanding a research topic.

• selecting sample participants who can generate spontaneous discussion on a research topic.

In the context of focus group discussions, which of the following statements is true of a moderator's guide?

• It avoids using probes or follow-up questions to ensure that the focus group session is productive.

• It is a detailed outline of the topics and questions that will be used to generate spontaneous interactive dialogue among group participants.

• It includes asking questions at a standard level of generality to help the moderator elicit quantifiable answers.

• It involves asking questions at levels that are dictated by the size of the group rather than the research problem itself.

Private communities are purposed communities

• developed primarily for marketing.

• developed primarily for research.

• developed primarily for producing new ideas.

• that are unlike traditional qualitative focus groups.

In the context of data collection methods, which of the following statements is true of projective techniques?

• They are used to monitor and analyze social media sources to provide research insights.

• They involve recording human behavior in natural settings.

• They rule out subjectivity.

• They use indirect questioning methods.