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Chapter 5: Qualitative Research
Multiple Choice
1. All of the following are typical characteristics of qualitative research projects EXCEPT:
a. small sample sizes.
b. an interviewer with special skills.
c. subjective data interpretation.
d. detailed statistical analyses.
e. exploratory research projects.
2. All of the following are typical characteristics of quantitative research projects EXCEPT:
a. large sample sizes.
b. an interviewer with few special skills.
c. subjective data interpretation.
d. detailed statistical analyses.
e. causal research projects.
3. When a trained interviewer conducts a one-hour discussion with a group of eight people
to find out their preference for three TV commercials that have been created by an ad
agency for a company’s new product, this is an example of a(n):
a. focus group.
b. personal interview.
c. pilot study.
d. projective test.
e. in-depth interview.
4. The leader of a focus group discussion is called a(n):
a. discussion guide.
b. projective leader.
c. moderator.
d. research statistician.
e. project manager.
5. The written outline of topics that need to be discussed in a focus group session is called
a(n):
a. moderator guide.
b. depth interview guide.
c. survey guide.
d. personal interview guide.
e. discussion guide.
6. A one-hour structured interview between an interviewer and an interviewee is called a(n):
a. MBO.
b. IDI.
c. PERT.
d. focus group.
e. survey.
7. All of the following are advantages of depth interviews over focus groups EXCEPT:
a. the total cost of depth interviews can be higher than focus groups.
b. group pressure is eliminated.
c. respondents can be probed at length.
d. the respondent’s own viewpoint can be obtained without being influenced by
other respondents.
e. the depth interview can be conducted anywhere.
8. All of the following are disadvantages of depth interviews over focus groups EXCEPT:
a. depth interviews create less participant involvement than focus groups.
b. group pressure is eliminated.
c. the total cost of depth interviews can be higher than focus groups.
d. a moderators can only do four or five depth interviews per day.
e. focus groups can allow reactions from group members that may not have occurred
in a depth interview.
9. All of the following are examples of projective techniques used in marketing research
EXCEPT:
a. cartoon tests.
b. focus groups.
c. word association tests.
d. story completion tests.
e. third-person techniques.
10. When an interviewer asks a respondent to state the first word that comes to mind when
the interviewer says a possible brand name for a new product, this represents what type of
projective test?
a. Cartoon test
b. Third-person technique
c. Word association test
d. Sentence completion test
e. Storytelling
11. When a focus group of eight people has a discussion for 90-minutes, the typical total cost
of one group is about:
a. $2,000.
b. $4,000.
c. $6,000.
d. $8,000.
e. $10,000.
12. When a researcher says to a respondent: “Imagine that you are a BMW automobile. If
this car were a person, what would this person be like?”, what type of projective
technique is being used?
a. Word association test
b. Sentence completion test
c. Third-person technique
d. Personification
e. Cartoon test
13. When a researcher says to a respondent: “I am going to give you a phrase and I want you
to finish the idea. Let’s try this phrase: ‘Radio Shack is ….’, what type of projective
technique is being used?
a. Third-person technique
b. Storytelling
c. Word association test
d. Sentence completion test
e. Cartoon test
14. When a researcher shows a respondent a drawing of two people in which one person
makes a comment about a new product from Apple, and then asks the respondent to state
what the other person in the drawing would say in response to the first person’s
comments, what type of projective test is being used?
a. Cartoon test
b. Third-person technique
c. Word association test
d. Storytelling
e. Sentence completion test
15. When a researcher says to a respondent: “I want you to imagine that a neighbor of yours
who lives down the street from you just purchased a new Lexus automobile. How would
you describe that neighbor?”, what type of projective technique is being used?
a. Sentence completion test
b. Cartoon test
c. Third-person technique
d. Word association test
e. Analogies
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True/False
16. A typical focus group discussion lasts about 90 minutes.
17. Online focus group discussions are becoming more and more popular in marketing
research studies.
18. A one-on-one interview between an interviewer and an interviewee in which the
interviewer probes comments from the interviewee in order to find out the hidden
motives of the interviewee behind the interviewee’s comments, this is called an
storytelling test.
19. Thematic Apperception Tests (TAT) have been very popular and very helpful in
marketing research studies.
20. The use of focus group discussions is decreasing noticeably in marketing research
studies.