Qualitative Research Quiz

What is the main objective of qualitative research?

• To understand a relationship

• To collect numerical data

• To measure and explain

• To conduct experiments

Which of the following is NOT a target of qualitative research?

• Society

• Markets

• Physical reality

• Consumers mind

What is the main focus of qualitative research?

• Psychological reality

• Standardization

• Quantitative data

• External reality

What is the purpose of using projective techniques in qualitative research?

• To connect to the emotional level

• To measure in the sample

• To collect numerical data

• To conduct experiments

Which type of research technique involves a dynamic and live relationship?

• In-depth interview

• Projective techniques

• Focus group

• Creative techniques

What is the main advantage of using focus groups in qualitative research?

• Is a one-on-one technique

• Is more psychological than sociological

• Requires less time than in-depth interviews

• Allows interaction of different opinions

What is the main role of the moderator in a focus group?

• To make personal attacks

• To encourage passive participation

• To create a democratic and participating climate

• To impose his/her opinion

What is the main purpose of using projective screens in qualitative research?

• To connect to the emotional level

• To measure in the sample

• To collect numerical data

• To conduct experiments

What is the main requirement for respondents in creative techniques?

• To avoid unconditionally accepting other's ideas

• To concentrate on the task

• To feel confident

• To make oneself ridiculous

What is the main application of creativity in marketing research?

• To conduct experiments

• To obtain possible follow-up for an advertising campaign

• To create names and brands

• To measure and explain