Depth Interview Techniques Quiz

What is the main purpose of a depth interview in business research?

• To collect quantitative data

• To uncover underlying motivations, beliefs, attitudes, and feelings

• To ask standardized questions for market analysis

• To analyze company financial statements

What technique in depth interviews involves moving from product characteristics to user characteristics?

• Symbolic Analysis

• Laddering

• Hidden Issue Questioning

• Projective Technique

In symbolic analysis, what is compared to analyze the symbolic meaning of an object?

• Its price point

• The consumer's emotions

• Its opposites, such as non-usage or opposite products

• The competitors' products

Which projective technique involves presenting a list of words and asking respondents to respond with the first word that comes to mind?

• Completion Technique

• Word Association

• Sentence Completion

• Role Playing

In which technique are respondents given incomplete sentences and asked to complete them?

• Story Completion

• Sentence Completion

• Picture Response

• Laddering

What is the purpose of a cartoon test in projective techniques?

• To analyze customer purchase behavior

• To ask respondents to interpret a picture of an ordinary event

• To ask respondents what one cartoon character might say in response to another

• To study a respondent's favorite cartoon characters

What is a key disadvantage of projective techniques?

• They are cost-effective and easy to implement.

• They can suffer from interpretation bias and are expensive.

• They do not require trained interviewers.

• They provide quantitative data only.

When should projective techniques be used in research?

• When direct methods can provide accurate information

• For exploratory research to gain initial insights

• To gather detailed statistical data

• When the problem is straightforward and clear

What is the role of the third-person technique in projective methods?

• To ask respondents to directly express their feelings

• To allow respondents to describe the attitudes of another person rather than their own

• To avoid any form of bias

• To provide respondents with ready-made answers

Which depth interview technique focuses on personal "sore spots" rather than socially shared values?

• Symbolic Analysis

• Laddering

• Hidden Issue Questioning

• Cartoon Test