PR1-Summative Quiz

What is the primary purpose of an In-depth Interview?

• To collect quantitative data

• To obtain detailed insights and personal thoughts

• To conduct structured surveys

• To analyze statistical correlations

How long does an average In-depth Interview usually last?

• 10 minutes

• 30 minutes

• 1 hour

• 2 hours

Which technique involves questioning progress from product characteristics to user characteristics?

• Laddering

• Probing

• Scaling

• Summarizing

What is an advantage of using Laddering in interviews?

• It reduces interview duration

• It limits the need for skilled interviewers

• It helps in obtaining quantitative data

• It allows probing potentially complex motivations and behaviors

What is one of the disadvantages of conducting In-depth Interviews? a) b) c) d)

• They are cost-effective and needs only few minutes to conduct

• They provide objective and precise data which can be thematically analyzed

• They lead to a large sample size since it needs a lot of response

• They can be subjective and "fuzzy" due to the interviewer's interpretation

What is a characteristic feature of focus groups? a) b) c) d)

• Structured surveys

• One-on-one interviews

• Loosely structured interviews

• Statistical analysis

How many members are typically present in a focus group session?

• 4 - 6 members

• 10 - 15 members

• 8 - 12 members

• 20 - 25 members

What is one advantage of using focus groups?

• Generalizability of data

• Low selection bias

• Direct involvement of managers

• Small sample size

What is a disadvantage of focus groups compared to in-depth interviews?

• Lack of vividness

• high cost-per-respondent

• Limited insights from each respondent

• Difficulty in covering various topics

How do focus groups compare to in-depth interviews in terms of cost-effectiveness?

• Focus groups are more cost-effective

• In-depth interviews are more cost-effective

• Both have similar cost-effectiveness

• Cost-effectiveness is not mentioned in the information provided