MR#3_Qualitative Techniques

Qualitative research is an unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

• True

• False

Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research.

• qualitative; quantitative

• observational; experimental

• quantitative; qualitative

• experimental; observational

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

• True

• False

________ are the most important qualitative research procedure.

• Focus groups

• Depth interviews

• Projective techniques

• Association techniques

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.

• True

• False

________ is not a qualitative research technique.

• Depth interview

• Word association

• Focus group

• Conclusive research

A focus group generally includes 10 to 16 members.

• True

• False

Which of the following is not one of the key qualifications of focus group moderators?

• joviality

• kindness with firmness

• flexibility

• sensitivity

Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques.

• True

• False

A(n) ________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.

• projective technique

• focus group

• association technique

• depth interview