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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter5CollectingQualitativeInsights
1)Considerthetwodescriptionsofqualitativeresearchbelow.
I. Qualitativeresearchischaracterizedbyrelativelysmallsamplesizes.
II. Qualitativeresearchischaracterizedbytheuseofstandardized,closed-ended
questions.
Which,ifany,ofthepriorstatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:119
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
2)Considerthetwodescriptionsofqualitativeresearchshownbelow.
I. Thegoalofqualitativeresearchistoget"beneaththesurface"andobtainin-depth
insightsintoarespondent'sattitudes,beliefs,motivations,andlifestyles.
II. Qualitativeresearchisveryappropriateforsituationsinwhichpreliminaryor
backgroundinformationisscarceandlittleisknownaboutthetopicofinterest.
Which,ifany,ofthepriorstatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:120
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
3)Qualitativeresearchisveryappropriatewhenthereisaneedtobetterdefineanadvertisingproblemafterquantitativeresearchhasbeenconducted.
Answer:FALSE
PageRef:120
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
4)Onelimitationofqualitativeresearchisthatitdoesnotallowresearchersto"getclosetothedata"andsee/hearrespondentsexpresstheirthoughtsintheirownwords.
Answer:FALSE
PageRef:120
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
5)Qualitativeresearchistypicallylessflexibleversusquantitativeresearch.
Answer:FALSE
PageRef:121
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
6)Focusgroupsareaformofqualitativeresearch.Asaresult,thegeneralizationsfromafocusgroupcannotbegeneralizedtothepopulationfromwhichthefocusgroupparticipantsweredrawn.
Answer:TRUE
PageRef:123
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:AnalyticSkills
7)Focusgroupsareaformofqualitativeresearch.Youhold13focusgroups,allwiththesametypeofrespondent.Giventhelargenumberoffocusgroups,whichofthefollowingiscorrect?
A)Youcangeneralizetheresultsofthegroupstothebroaderpopulationfromwhichthefocusgrouprespondentsweredrawn
B)Youcannotgeneralizetheresultsbeyondthesmallgroupofindividualswhoparticipatedinthegroups.
Answer:B
PageRef:123
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
8)Considerthetwodescriptionsofqualitativeresearchshownbelow.
I. Qualitativeresearchshouldalwaysbeinterpretedas"directional"ratherthan"definitive."
II. Qualitativeresearchisappropriatewhennumericdescriptionsoftheresultsareimportant.
Which,ifany,ofthepriorstatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeiherInorIIaretrue
Answer:A
PageRef:121
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
9)Considerthetwodescriptionsofaqualitativeinterviewshownbelow.
I. Aqualitativeinterviewermustcoverthesametopics,inthesameorder,using
thesamequestions,witheachrespondentparticipatinginapersonalinterview.
II. Aqualitativepersonalinterviewisafree-flowing,yetstructuredconversation
betweentheinterviewerandtherespondent.
Which,ifany,ofthepriorstatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeiherInorIIaretrue
Answer:B
PageRef:121
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
10)Whichtypeofqualitativeinterviewworksbestwhenextensive,detailedprobingofattitudes,beliefs,motivationsorneedsisrequired?
A)Personalinterviews
B)Focusgroups
Answer:A
PageRef:121
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
11)Whichtypeofqualitativeinterviewworksbestwhenthereisariskofsocialpressureinfluencingresponses?
A)Personalinterviews
B)Focusgroups
Answer:A
PageRef:121
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
12)Whichtypeofqualitativeinterviewworksbestwhenthereisaneedtostimulategreaterdepthanddetailofdiscussion?
A)Personalinterviews
B)Focusgroups
Answer:B
PageRef:121
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
13)Whichtypeofqualitativeinterviewisgenerallymorestimulatingandexcitingforparticipants?
A)Personalinterviews
B)Focusgroups
Answer:B
PageRef:121
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
14)Whichtypeofqualitativeinterviewisgenerallyquickertoconductandanalyze?
A)Personalinterviews
B)Focusgroups
Answer:B
PageRef:121
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
15)Thepotentialformoderator-introducedbiasisgreaterinfocusgroupsversuspersonalinterviews.
Answer:TRUE
PageRef:123
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
16)Howmanyofthefollowingareexamplesofdirectquestiontypes?
-Specification
-Grandtour
-Third-person
-Sentencecompletion
A)1
B)2
C)3
D)4
Answer:C
PageRef:123
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
17)Thequestion"Whatarethemostimportantreasonswhyyoureadyourschoolnewspaper?"isanexampleofa(n)________question.
A)specification
B)grandtour
C)structural
D)idealization
E)hypothetical-interaction
Answer:A
PageRef:124
Difficulty:Difficult
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
18)Itisoftenadvantageoustoask"why"questionswhenformulatingspecificationquestions.
Answer:FALSE
PageRef:124
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
19)Thequestion"Whatareallthedifferentcriteriayouusetoevaluatemusicblogs?"isanexampleofa(n)________question.
A)specification
B)grandtour
C)structural
D)idealization
E)hypothetical-interaction
Answer:C
PageRef:124
Difficulty:Difficult
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
20)A(n)________questionasksarespondenttoreconstructaroutine,procedure,activityoreventthattookplaceataparticulartimeinhisorherlife.
A)specification
B)grandtour
C)structural
D)idealization
E)hypothetical-interaction
Answer:B
PageRef:124
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)A(n)________questionallowsyoutomovebeyondadiscussionofcontentintooneofprocess.
A)specification
B)grandtour
C)structural
D)idealization
E)hypothetical-interaction
Answer:B
PageRef:124
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
22)Thinkaboutgrandtourquestions.Howmanyofthesuggestionsshownbelowspecificallyapplytotheuseofthistypeofquestion?
-Keepthefocusonthepast
-Keepthetimespentonthisquestiontounder10minutes
-Don'tlosefocusontheprocess
-Don'tallowtherespondenttoaskanyquestionsaboutwhatisexpected
A)1
B)2
C)3
D)4
Answer:B
PageRef:125
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
23)Aquestionthatasksrespondentstocomparetheidealbrandtoaspecificbrandisa(n)________question.
A)specification
B)grandtour
C)structural
D)idealization
E)hypothetical-interaction
Answer:D
PageRef:126
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
24)Thequestion"WhatsuggestionswouldyouhaveforFacebookifJeffZuckerbergweresittingacrossthetablefromyou?"isanexampleofa(n)________question.
A)disjunctive
B)hypothetical-interaction
C)third-person
D)elaborative
E)structural
Answer:B
PageRef:126
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
25)Whattypeofquestioningtechniqueisparticularlyusefulatcircumventingconsciousresistancetodirectquestioning?
A)directquestions
B)sympatheticquestions
C)metaphoricaltechniques
D)projectivetechniques
E)structuralquestions
Answer:D
PageRef:128
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
26)Theinterpretationofprojectivetechniquesrequiresthatwetakeanindividual'sresponsesatfacevalue.
Answer:FALSE
PageRef:128
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
27)Projectivetechniquescanonlybeusedinpersonal,face-to-faceinterviews.
Answer:FALSE
PageRef:128
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
28)________asksanindividualtoquicklyrespondtothepresentationofwordsorphraseswiththefirstthingorthingsthatcometomind.
A)Pictureprojection
B)Quickresponse
C)Wordassociation
D)Wordmagnet
E)Wordguessing
Answer:C
PageRef:128
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
29)Whichprojectivetechniqueisconsideredbymanyresearcherstobethemostusefulandreliableofallprojectivetechniques?
A)wordassociation
B)sentenceandstorycompletion
C)pictureprojection
D)moodboarding
Answer:A
PageRef:129
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
30)Personificationisatechniquethatasksindividualstotakealeapofimaginationinordertorelateabrandorcompanytoawell-knownpersonorfictionalcharacter.
Answer:TRUE
PageRef:130
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
31)Youaskarespondentthisquestion:"IfPepsiwereafamouspersonwhowoulditbe?"Thisisanexampleof________.
A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)wordassociation
Answer:A
PageRef:130
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
32)Youaskarespondentthisquestion:"IfPepsiwereananimalwhatanimalwoulditbe?"Thisisanexampleof________.
A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)wordassociation
Answer:B
PageRef:130
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
33)Youaskarespondentthisquestion:"WhatdoyouthinkyourfriendswoulddoiftheycouldnolongeruseFacebook?"Thisisanexampleof________.
A)personification
B)anthropomorphism
C)role-playing
D)sensitization
E)wordassociation
Answer:C
PageRef:130
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
34)Youshowarespondentapictureofanindividualinfrontofhiscomputerandthenask:"Tellmewhatyouthinkisgoingthroughthisperson'smindashetriestofindinformationonnewsmartphones?"Thisisanexampleof________.
A)storycompletion
B)role-playing
C)personification
D)pictureprojection
E)wordassociation
Answer:D
PageRef:131
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
35)Yougivearespondentanumberofpicturesandaskhertomaketwopiles:onepilecontainingpicturesofpeoplewhoareloyaltoaspecificbrandandthesecondpilecontainingpicturesofthosewhoactivelyavoidthesamebrand.Thistechniqueiscalled________.
A)storycompletion
B)projectivepictures
C)picturesorts
D)pictureprojection
E)wordassociation
Answer:C
PageRef:131
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
36)Therepertorygridandladderingareexamplesof________techniques.
A)literal
B)process
C)proprietary
D)outdated
E)unreliable
Answer:B
PageRef:134
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
37)Therepertorygridhelpsidentifytheattributesandbenefitsconsumersusetodifferentiatebetweenbrandsandproducts.
Answer:TRUE
PageRef:134
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
38)Therepertorygridisbasedonthenotionthatconsumersuse________tohelpreducethecomplexityofattitudeswhichguideconsumerbehavior.
A)tri-bondeddimensions
B)bipolarconstructs
C)biannualevaluations
D)prefatoryconstructs
Answer:B
PageRef:134
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
39)Considerthefollowingtwostatementsregardingtherepertorygrid.
I. Accordingtotherepertorygrid,constructsystemsarestaticandunchanging
oncetheyareformed.
II. Accordingtotherepertorygrid,constructsystemshaveverylittleinfluence
onconsumers'expectationsandperceptions.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:D
PageRef:135
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
40)Anadvertiserwantstouseboththerepertorygridandladdering.Whichtechniqueshouldbeusedfirst?
A)Repertorygrid
B)Laddering
Answer:B
PageRef:136
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
41)Moodboardsandadcreationareprimarilyverbalprojectivetechniques.
Answer:FALSE
PageRef:137
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
42)Thequalitativeinterviewguidedoesnotindicatetheinitialorderinwhichquestionsaretobeasked.
Answer:FALSE
PageRef:141
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
43)Duringaqualitativeinterviewtheinterviewersays"Canyoutellmemoreaboutwhyyouthinkthebrandisonlyaverage."Accordingtothetext,thisisanexampleof________.
A)activelistening
B)plannedstimuli
C)extrovertedcommenting
D)simplelistening
E)creativecommenting
Answer:A
PageRef:142
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
44)Duringaqualitativeinterviewtheinterviewersays"Yes,Isee."Accordingtothetext,thisisanexampleof________.
A)activelistening
B)plannedstimuli
C)extrovertedcommenting
D)simplelistening
E)creativecommenting
Answer:D
PageRef:142
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
45)Accordingtothetext,usingprobestoadddepthduringaqualitativeinterviewisanexampleof________.
A)activelistening
B)plannedstimuli
C)extrovertedcommenting
D)simplelistening
E)creativecommenting
Answer:A
PageRef:142
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
46)Duringaqualitativeinterviewitisacceptableforaninterviewertointerjecthisorherownopinionsandjudgments.
Answer:FALSE
PageRef:143
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
47)Thequalityofinformationobtainedthroughaqualitativeinterviewincreasesasrapportbecomesbetterestablishedbetweeninterviewerandinterviewee.
Answer:TRUE
PageRef:143
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
48)Accordingtothetext,howmanyofthewaysbelowwerepresentedasgoodwaystoestablishrapportbetweeninterviewerandinterviewee?
-payattentionandfollowuponwhatissaid
-offeralargecashincentiveforparticipation
-provideapositivecomplimentaftereveryquestionisanswered
-lettherespondentchoosethechairheorshewantstositin
A)1
B)2
C)3
D)4
Answer:A
PageRef:144
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
49)Youwishtolearnallyoucanabouttherolethatadvertisingplaysinthedevelopingself-imageofadolescentgirls.Thisislikelytobeatopicinwhichrapportbetweenintervieweeandinterviewerisofgreatimportance.Itisalsolikelytobeatopicthatwillrequireagreatdealofconversationbeforethe"real"issuesemerge.Giventhissituation,wouldyourecommendfocusgroupsorpersonalinterviewsasthedatacollectionprocedure?Why?
Answer:Personalinterviewsarebetter.Thisapproachwillallowforrapporttobedevelopedinaone-on-onewayandwillallowampletimeforthepreliminaryconversationtotakeplace.Also,itislikely,giventhetopic,thatparticipantswillbemorecomfortableandprovidebetterinformationwithoutthepotentialpeerpressureoffocusgroups.
PageRef:121-123
Difficulty:Difficult
LearningObj.:LO2
Classification:Synthesis
AACSBStandard:AnalyticSkills
50)Pauliswritingasetofspecificationquestionsforanupcomingresearchproject.Theprojectisdesignedtouncovertherolemobilephonesplayinthelivesofcollegestudents.OneofPaul'squestionsis:"Whydidyoubuyyourcurrentphone?"Isthisquestionacceptable?Why?Ifnot,proposeanalternative.
Answer:Thetextrecommendsnotasking"why"questionsbecausesomerespondentsmightinterpretthesequestionsasthreatening.Abetterquestionwouldbeoftheform:"Whataresomeofthereasonsforyourselectionofyourcurrentmobilephone?"
PageRef:124
Difficulty:Dif
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