5.01_IM289 H. SEM II Review

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.