MH32-5.02 SEM 2 Study Guide

Qualitative data are:

• hard to find.
• unnecessary.
• statistical.
• descriptive.

Which of the following is an example of qualitative data:

• “Andy broke the school record for home runs.”
• “It was so hot at the baseball game!”
• “It was 92 degrees Fahrenheit at the baseball game.”
• “The baseball game lasted three hours.”

Personal interviews are often used as a data collection method when researchers:

• desire a variety of opinions in a short period of time.
• don’t want to be noticed by respondents.
• want to explore a certain issue.
• need hard facts about a product.

Which of the following is a true statement regarding personal interviews:

• They tend to be accurate and reliable.
• They are superficial (surface level).
• They are an inexpensive data collection method.
• It is easy to find respondents for personal interviews.

Which of the following is a true statement regarding focus groups:

• They are an experimental method of data collection.
• They usually include six to 12 respondents.
• The participants always fill out questionnaires.
• They are usually conducted online.

Focus groups are a useful data collection tool because they:

• generate in-depth discussion.
• are intimidating to respondents.
• are inexpensive.
• eliminate the need for quantitative data.

Which of the following is a disadvantage of the focus group method for data collection:

• Focus groups are difficult to design for marketing purposes.
• It fails to reveal attitudes or motives.
• It raises concerns about privacy.
• Strong personalities can “take over” the group.

Which method of data collection allows researchers to gather information about customers in a natural setting?

• Focus group
• Experiment
• Observation
• Personal interview

The observation method of data collection can be difficult to conduct because:

• it isn’t practical for certain activities.
• it must be conducted in secret.
• the results are usually unreliable.
• researchers must obtain respondents’ permission.

Qualitative data collection can be limited because it:

• is more difficult to conduct than quantitative data collection.
• includes a very small portion of the target market.
• includes only facts—no opinions or experiences.
• is usually unreliable.