Chapter 5: Qualitative Research
Multiple Choice
1. If the goal of the research was to discover the attitudes, feelings, and motivations
of a heavy user of a product, then the preferred type of research would be
_______.
a. quantitative research
b. qualitative research
c. process analysis
d. formal analysis
e. none of the above
2. If the goal of the research was to provide a demographic and lifestyle profile of a
heavy user of a product, then the preferred type of research would be _______.
a. quantitative research
b. qualitative research
c. process analysis
d. formal analysis
e. none of the above
3. Which of the following is not an advantage of qualitative research over
quantitative research?
a. greater ability to probe
b. easier to provide visual and audio aids
c. results are projectable to the population under study
d. research design provides more flexibility
e. All of the above are advantages of qualitative research over quantitative
research.
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Response: See page 117
Ref: Nature of Qualitative Research
Learning Objective 5.1: To define qualitative research.
4. Which of the following is not a characteristic of qualitative research?
a. hardware consists of computers, questionnaires and printouts
b. is exploratory in nature
c. questions are probing
d. amount of information per respondent is substantial
e. All of the above are characteristics of qualitative research.
5. Which of the following academic backgrounds would a qualitative researcher
most likely have?
a. Math
b. Natural sciences
c. Psychology
d. Computer sciences
e. None of the above are qualified for qualitative research.
6. Compared to quantitative research, qualitative studies tend to have
_________samples.
a. larger
b. more representative
c. smaller
d. more statistically valid
e. none of the above
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Learning Objective 5.1: To define qualitative research.
7. Which of the following is not a limitation of qualitative research?
a. greater opportunity for interviewer bias
b. limited probing of respondents
c. results not representative beyond those persons interviewed
d. problems securing highly skilled researchers for qualitative research
e. None of the above are limitations of qualitative research.
8. The most common type of qualitative marketing research is _______.
a. projective techniques
b. in-depth interviews
c. sentence completion
d. focus groups
e. none of the above
9. Which of the following is the primary reason or underlying rationale for
conducting focus groups?
a. allow for individualized analysis
b. able to provide more precision than quantitative studies
c. interaction among group members
d. ambiance of the focus group promotes direct questioning
e. none of the above
10. How do researchers prevent “professional” respondents from participating in
focus groups?
a. selecting a good moderator
b. combining qualitative with quantitative research
c. creating a discussion guide
d. pre-screening respondents
e. none of the above
11. What is the top motivation for respondents to participate in focus groups?
a. financial incentives
b. interest in the topic
c. opportunity for expression
d. convenient time
e. none of the above
12. A limitation of focus groups is:
a. the need for multivariate statistical expertise.
b. the length of time they take to implement.
c. the lack of representation of the population of interest.
d. none of the above
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13. How long should an ideal focus group be?
a. 30 minutes
b. one hour
c. 90 minutes
d. two hours
14. A written outline that describes the topics to be covered in a focus group is called
a(n) ____________.
a. discussion guide
b. moderator’s note
c. survey
d. debriefing
15. Focus group facilities probably have which of the following?
a. video and audio taping equipment
b. one-way mirror
c. view room for clients
d. informal living room ambiance
e. all of the above
16. If a researcher wants to make a multi-million dollar decision as to whether to
launch a new product s/he would be well advised to use:
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a. qualitative research only.
b. quantitative research only.
c. a combination of qualitative and quantitative research.
d. none of the above
17. When a focus group moderator debriefs the client after the final focus group, this
is known as _______.
a. third person technique
b. brainstorming
c. instant analysis
d. groupthink
e. none of the above
18. During the focus group interview, it is imperative that the focus group moderator:
a. remain completely objective.
b. have good quantitative skills.
c. have a wide range of capability regarding focus group equipment.
d. be able to screen for appropriate focus group participants.
e. all of the above
19. Which of the following is not a client-focused skill needed by a focus group
moderator?
a. Understand the client’s business.
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b. Be responsive and reliable.
c. Provide effective feedback to the client.
d. Have an appreciation for differences in people.
e. All of the above are necessary client-focused skills.
20. When the focus group moderator lets his/her own ideas influence the group, this
illustrates a lack of _________.
a. empathy
b. flexibility
c. observation skills
d. objectivity
21. A final report of a set of focus groups typically consists of what?
a. a PowerPoint presentation
b. data tables
c. lengthy written report
d. discussion guide
e. none of the above
22. Of the following, which is not an advantage of focus group research?
a. group dynamics stimulate responses that otherwise would not have
occurred
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b. results can often be a substitute for a quantitative study
c. being able to observe respondents behind a one-way mirror
d. quick execution relative to other types of research
e. All of the above are advantages of focus group research.
23. Focus groups are often followed up with ___________.
a. quantitative research
b. qualitative research
c. mall intercepts
d. in-depth interviews
24. Which of the following are not disadvantages of online focus groups?
a. lessened group dynamics
b. lack of nonverbal inputs
c. less interviewer bias
d. exposure to external stimuli is less efficient
e. All are disadvantages of online focus groups.
25. Which of the following is not an advantage of depth interviews over focus
groups?
a. heightened group-dynamics effect
b. group pressure is eliminated
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c. heightened attention of respondent
d. no need for expensive focus group facility
e. All of the above are advantages of depth interviews over focus groups.
26. Disadvantages of depth interviews relative to focus groups would not include
which of the following?
a. depth interviews cost more
b. time devoted to an individual respondent is less in-depth interviews
c. no group dynamics effect
d. depth interviews are more physically exhausting to interviewer, who
doesn’t cover as much topical ground
e. All are disadvantages of depth interviews relative to focus groups.
27. Focus groups are most likely to be used by ______________ companies.
a. industrial
b. service-oriented
c. business to business
d. consumer goods
e. none of the above
28. Which of the following types of research facilitates question probing?
a. qualitative
b. quantitative
c. secondary
d. none of the above
29. A qualitative researcher is investigating a very sensitive subject, downloading
music illegally. Which technique would be best for getting the subject to answer
honestly?
a. online focus groups
b. traditional focus groups
c. third-person technique
d. in depth interview
30. Which of the following is not an example of a projective test?
a. word association
b. sentence completion
c. cartoon test
d. photo sorts
e. All of the above are examples of projective tests.
31. What is the medium that makes research work?
a. Friendship with supplier
b. Rapport
c. A previous and solid track record.
d. None of the above.
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Difficulty: Medium
Response: See page 124
Ref: The Importance of Focus Groups
Learning Objective 5.3: To learn about focus groups and their tremendous
popularity.
32. When conducting in-depth interviews, sometimes the respondents present a real
challenge to the interviewer. According to the chapter, which of the following was
not an example of a problem respondent?
a. Digresser
b. Withholder
c. Ruminator
d. Stubornator
33. Research that focuses on interpretation through conversations is_________.
a. Hermeneutic Research
b. Delphi Method
c. Hypothesis Method
d. Specific Research
34. A word association test is______________.
a. Drawing a comparison between two items in terms of their similarities.
b. Drawing a comparison between a product and a person.
c. A test in which respondents complete sentences or stories in their own words.
d. A test in which the interviewer says a word and the respondent must mention
the first thing that comes to mind.
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35. Qualitative research is easier to replicate than quantitative research.
36. Quantitative studies allow for more probing than qualitative studies.
37. It is becoming common for market researchers to combine qualitative and
quantitative studies into a single project or series of projects.
38. Statistical skills are important for qualitative researchers.
39. In general, qualitative research is conducted before quantitative research.
40. Training in psychology is useful for qualitative researchers.
41. Quantitative research typically uses larger sample sizes than qualitative research.
42. In-depth interviews typically are less expensive than focus groups.
43. Focus groups are often used in the process of defining and/or refining concepts.
44. Generally, interaction with respondents is more personalized in descriptive studies
than in focus groups.
45. An important goal of focus groups is that they should lead to immediately
actionable results.
46. Generally, focus groups overshadow the use of other qualitative research tools.
47. Most focus group participants are recruited via door-to-door interviews.
48. Professional respondents are actively recruited as focus group participants.
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Response: See page 122
Ref: The Importance of Focus Groups
Learning Objective 5.4: To gain insight into conducting and analyzing a focus
group.
49. Focus groups are usually no longer than 45 minutes.
50. Focus group moderator debriefing is referred to as instant analysis.
51. An advantage of depth interviews is that group pressure is eliminated.
52. A quantitative study often leads to more actionable results than a qualitative one.
53. Giambattista Vico, one whose work spawned the idea/creation of the qualitative
approach, wrote that only people can understand people and that they do so
through a faculty called intuitive understanding.
54. Qualitative research blends with quantitative measures to provide a less thorough
understanding of consumer demand.
55. It is estimated that over 550,000 focus groups are conducted worldwide each year.
Essay Questions
56. As the first stage of a comprehensive physician-satisfaction study, a hospital
wants a market researcher to interview about 20% of its 100 physicians. There is
known to be quite a bit of animosity between primary care physicians and
specialty physicians, as well as between physicians with less than five years of
tenure with the hospital and those with five or more years of tenure. Recommend
a qualitative analysis technique and give reasons for your selection.
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Difficulty: Hard
Response: See pages 119-135
Ref: The Importance of Focus Groups; Other Qualitative Methodologies
Learning Objective 5.4: To gain insight into conducting and analyzing a focus
group.
Learning Objective 5.5: To learn about other forms of qualitative research.
57. A group of citizens thinks Drysville, Arkansas, is achieving its potential as a city,
because it is “dry.” Drysville is a very religious and conservative community that
has experienced some growth as a “bedroom” community to Sin City. Hence, the
population has grown to the extent that the group favoring a “wet” city thinks it
may now have the votes. However, before embarking on an expensive petition-
signing campaign, the group favoring “wet” wants a market researcher to give
them more insights via a qualitative research effort. The issue is very sensitive,
and the “wet” group thinks that many of its supporters may not come forward due
to possible peer pressure. What method or methods of qualitative research would
you recommend?
58. You have just conducted a set of focus groups for a client, and the results are
positive about launching a new product. What words of caution would you give
the client before they make this multi-million dollar decision?
59. Distinguish between quantitative and qualitative research, especially with respect
to the appropriateness of each.
60. Why do people participate in focus groups? What are a few things the moderator
can do to encourage participation by participants once they are at the focus group
facility?
61. Why is it so important that there be a good rapport among focus group
participants?