Research
Showing posts with label Research. Show all posts
Showing posts with label Research. Show all posts

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.



Several factors affect the number of focus groups needed. These include the scope of the issue, the number of distinct market segments, the heterogeneity of the segments, the number of new ideas desired, the level of geographic distinction, the level of ethnic distinction, and the level of detail desired. For each factor, the larger the number, scope, or issue, the more focus groups needed.

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.



The three types of nonprobability sampling techniques used for qualitative research are purposive sampling, snowball sampling, and convenience sampling. Purposive sampling means that researchers choose participants arbitrarily for their unique characteristics, experiences, attitudes or perceptions. Snowball sampling means that the participants refer researchers to others how have characteristics, experiences, or attitudes similar to or different from their own. Convenience sampling means that the researchers select any readily available individuals as participants.

How can researchers increase the confidence business decision makers have in qualitative data?

How can researchers increase the confidence business decision makers have in qualitative data?



There are several actions that improve the trustworthiness of qualitative data. These include using literature searches, justifying the methods chosen, using a natural setting, choosing sample participants for relevance to the breadth of the issue, developing and including questions that reveal the exceptions to a rule or theory, carefully structuring the data analysis, comparing data across multiple sources and different contexts, and conducting peer-researcher debriefing on results.

In order to increase participation during group interviews, moderators should ____.

In order to increase participation during group interviews, moderators should ____.



A. Use abstract terminology in the questions


B. Not express appreciation for a participant's contributions


C. Discourage participant questions


D. Encourage participants to socialize


E. Disguise the purpose of the interview.



Answer: D. Encourage participants to socialize

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in order to highlight that players most desired attributes. This is an example of what technique?

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in order to highlight that players most desired attributes. This is an example of what technique?



A. Grounded Theory


B. Ambiguities and Paradoxes


C. Visitor from another planet


D. Authority Figure


E. Laddering



Answer: D. Authority Figure

Following the interview question hierarchy, the idea is to ____.

Following the interview question hierarchy, the idea is to ____.



A. Ask the specific questions that address client issues first


B. Introduce multiple topics very quickly, and move the questions between the topics


C. Ask only broad topical questions


D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest


E. None of the above



Answer: D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras. After the observation session, the research interviews the Moms about what was observed to clarify the motivation. This is an example of ____.

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras. After the observation session, the research interviews the Moms about what was observed to clarify the motivation. This is an example of ____.



A. Triangulation


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: E. Ethnography

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With each subsequent interview, the questions are kept, modified, or replaced to reflect the findings of previous interviews. CoverGirl is using what technique?

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With each subsequent interview, the questions are kept, modified, or replaced to reflect the findings of previous interviews. CoverGirl is using what technique?



A. Grounded Theory


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: A. Grounded Theory

Which term below is used to describe a series of interviews, done with subject experts, which are used to develop or refine appropriate measurement questions for a subsequent research project?

Which term below is used to describe a series of interviews, done with subject experts, which are used to develop or refine appropriate measurement questions for a subsequent research project?



A. Triangulation


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: D. Convergent Interviewing

Which type of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved?

Which type of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved?



A. Case history


B. Action research


C. Causal research


D. Grounded theory


E. Ethnography



Answer: B. Action research

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.



A. brand mapping


B. component sorts


C. ethnographic interpretation


D. word association


E. content analysis



Answer: E. content analysis

Focus groups should not be used when _____.

Focus groups should not be used when _____.



A. facing a high-risk decision


B. stimulating new ideas for products


C. obtaining general background about a topic


D. uncovering perceptions about a brand


E. diagnosing problems



Answer: A. facing a high-risk decision

A telephone focus group is a viable alternative to a traditional focus group when _____.

A telephone focus group is a viable alternative to a traditional focus group when _____.



A. participants need to handle a product


B. it is difficult to recruit desired participants


C. sessions will run long


D. participants are groups of children


E. all of the above



Answer: B. it is difficult to recruit desired participants

Aur mere chamaat bhi.All of the following statements about determining the number of group interviews are true except _____.

Aur mere chamaat bhi.All of the following statements about determining the number of group interviews are true except _____.



A. the broader the issue, the more groups needed


B. the larger the number of distinct market segments of interest, the more groups needed


C. the greater the level of detail, the more groups needed


D. the more homogeneous the market segment, the more groups needed


E. the larger the number of new ideas desired, the more groups needed



Answer: D. the more homogeneous the market segment, the more groups needed

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