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Exam 4: Qualitative Research

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Question 41

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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.

F) A) and E)
G) B) and E)

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Question 42

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Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.

A) True
B) False

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Question 43

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Focus group moderator debriefing is referred to as instant analysis.

In-depth interviews typically are less expensive than focus groups.

Statistical skills are important for qualitative researchers.

Which of the following is not an advantage of depth interviews over focus groups?

Which of the following is not a client-focused skill needed by a focus group moderator?

A quantitative study often leads to more actionable results than a qualitative one.

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 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?

A limitation of focus groups is:

Quantitative studies allow for more probing than qualitative studies.

Quantitative research typically uses larger sample sizes than qualitative research.

How do researchers prevent "professional" respondents from participating in focus groups?

Professional respondents are actively recruited as focus group participants.