CB - Qualitative Research

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Questions and Answers

What is the main focus of qualitative research?

To quantify data

To calculate profit margins

To conduct large-scale surveys

To understand the 'why' behind behaviors (correct)

Which of the following is a method used in qualitative research?

Online questionnaires

Depth interviews (correct)

Observational study

Experimental trials

Depth interviews are also known as:

Online interviews

Paired interviews

One-on-one interviews (correct)

Group interviews

How long does a typical depth interview last?

20 minutes to 1 hour Signup and view all the answers

What is one advantage of depth interviews?

In-depth understanding Signup and view all the answers

A typical depth interview session is often:

Recorded for analysis Signup and view all the answers

What is the main purpose of focus groups?

To gather group interactions and insights Signup and view all the answers

How many participants are generally in a focus group?

8-10 Signup and view all the answers

Which of the following is a disadvantage of focus groups?

Less willingness to share personal thoughts Signup and view all the answers

Focus groups are especially useful for:

Triggering memories and ideas among participants Signup and view all the answers

Which method is often used to screen participants for a focus group?

Screener questionnaires Signup and view all the answers

Which of the following describes projective techniques?

Using disguised methods to reveal hidden motivations Signup and view all the answers

What is an example of a projective technique?

Word association Signup and view all the answers

In a sentence completion exercise, the respondent:

Completes sentences with their own words Signup and view all the answers

Projective techniques are beneficial because:

They provide honest responses by reducing bias Signup and view all the answers

A disadvantage of projective techniques is that:

They can produce highly subjective results Signup and view all the answers

Role-playing in qualitative research is a method that:

Involves respondents acting out scenarios Signup and view all the answers

The 'Looking-In' method focuses on:

Analyzing online conversations and social media Signup and view all the answers

Which source is commonly used in the Looking-In method?

Social media platforms Signup and view all the answers

One advantage of the Looking-In method is:

It provides real-time insights Signup and view all the answers

Which of the following is a benefit of using social media for qualitative research?

Data represents genuine, unsolicited opinions Signup and view all the answers

Looking-In is especially valuable because it:

Analyzes unsolicited consumer conversations Signup and view all the answers

Which method can reveal emerging trends in consumer preferences?

Looking-In method Signup and view all the answers

A benefit of focus groups over one-on-one interviews is that they:

Provide multi-faceted data through group interaction Signup and view all the answers

Which qualitative method is most likely to involve emotional insights from consumers?

Focus groups Signup and view all the answers

In a focus group, participants are:

Encouraged to discuss and build on each other's comments Signup and view all the answers

Which of the following methods does NOT involve group interaction?

Depth interview Signup and view all the answers

Projective techniques are useful in understanding:

Subconscious consumer motivations Signup and view all the answers

In a focus group, participants are recruited:

Using a screener questionnaire to ensure suitability Signup and view all the answers

Which qualitative method relies on naturally occurring online data?

Looking-In Signup and view all the answers

Study Notes

Qualitative Research - Quiz

Main Focus: Qualitative research aims to understand the "why" behind behaviors, not just quantify data.
Qualitative Research Methods: Depth interviews are a key method.
Depth Interview Alternatives: Depth interviews are also known as one-on-one interviews.
Typical Interview Length: A typical depth interview lasts 20 minutes to 1 hour.
Depth Interview Advantage: Depth interviews provide in-depth understanding.
Focus Group Purpose: The primary purpose of focus groups is to gather group interactions and insights from participants.
Focus Group Size: Focus groups generally consist of 8-10 participants.
Focus Group Disadvantage: Focus groups can suffer from a lack of willingness to share personal thoughts and less willingness to contribute due to a lack of interaction.
Focus Group Usefulness: Focus groups are helpful for triggering memories and ideas among participants.
Focus Group Participant Screening: Screener questionnaires are typically used to screen participants for focus groups.
Projective Techniques: Projective techniques use disguised methods uncovering hidden motivations.
Projective Technique Example: Word association is an example of a projective technique.
Sentence Completion Exercise: In this exercise, respondents complete sentences with their own words.
Projective Techniques Benefit: Projective techniques reduce bias because they help people share honest responses.
Projective Technique Disadvantage: Projective techniques are prone to producing highly subjective results.
Role-Playing in Qualitative Research: Role-playing involves respondents acting out scenarios, and it is a qualitative research method.
Looking-In Method Focus: The "Looking-In" method focuses on analyzing online conversations and social media.
Looking-In Method Sources: Social media platforms are a common source in Looking-in research.
Looking-In Method Advantage: The Looking-In method provides real-time insights.
Social Media Benefit for Qualitative Research: Social media enables ensuring full control over participant responses.
Looking-In Method Value: Looking-In is valuable due to its analysis of unsolicited conversations.
Focus Group Benefit: Focus groups provide multi-faceted data via group interaction.
Qualitative Method for Emotional Insights: Focus groups are likely methods for eliciting emotional insights from consumers.
Focus Group Participants: In a focus group, participants are encouraged to discuss and build on each other's comments.
Methods Without Group Interaction: Depth interviews do not involve group interaction.
Projective Techniques' Purpose: Projective techniques help researchers understand subconscious motivations.
Focus Group Participant Recruitment: Participants for focus groups are often recruited through questionnaires to ensure suitability.
Qualitative Method for Naturally Occurring Online Data: The "Looking-In" method relies on naturally occurring online data.

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Description

Test your knowledge on qualitative research methods, focusing on depth interviews and focus groups. This quiz covers key concepts such as the advantages and disadvantages of various qualitative techniques. Enhance your understanding of how qualitative research aims to reveal the underlying reasons behind behaviors.