Summary

This document is a multiple choice quiz focused on qualitative research methods, such as depth interviews and focus groups, examining their benefits and disadvantages. It covers concepts including projective techniques and the "Looking-In" method, emphasizing the analysis of consumer behavior and motivations.

Full Transcript

Quiz - Consumer Research - Qualitative Research Here are 30 multiple-choice questions based on slides 22 to 47 about Qualitative Research. 1\. What is the main focus of qualitative research? â—‹ a) To quantify data â—‹ b) To understand the \'why\' behind behaviors (Correct) â—‹ c) To calculate profi...

Quiz - Consumer Research - Qualitative Research Here are 30 multiple-choice questions based on slides 22 to 47 about Qualitative Research. 1\. What is the main focus of qualitative research? â—‹ a) To quantify data â—‹ b) To understand the \'why\' behind behaviors (Correct) â—‹ c) To calculate profit margins â—‹ d) To conduct large-scale surveys 2\. Which of the following is a method used in qualitative research? â—‹ a) Observational study â—‹ b) Depth interviews (Correct) â—‹ c) Online questionnaires â—‹ d) Experimental trials 3\. Depth interviews are also known as: â—‹ a) Paired interviews â—‹ b) Online interviews â—‹ c) One-on-one interviews (Correct) â—‹ d) Group interviews 4\. How long does a typical depth interview last? â—‹ a) 10-15 minutes â—‹ b) 20 minutes to 1 hour (Correct) â—‹ c) 2-3 hours â—‹ d) 5-10 minutes 5\. What is one advantage of depth interviews? â—‹ a) Large sample sizes â—‹ b) Structured questions only â—‹ c) In-depth understanding (Correct) â—‹ d) Quick, quantitative data 6\. A typical depth interview session is often: â—‹ a) Conducted without a script â—‹ b) Not recorded â—‹ c) Recorded for analysis (Correct) â—‹ d) Held in a public setting 7\. What is the main purpose of focus groups? â—‹ a) To analyze individual responses â—‹ b) To gather group interactions and insights (Correct) â—‹ c) To quantify consumer habits â—‹ d) To test product pricing 8\. How many participants are generally in a focus group? â—‹ a) 1-2 â—‹ b) 4-6 â—‹ c) 8-10 (Correct) â—‹ d) 15-20 9\. Which of the following is a disadvantage of focus groups? â—‹ a) High costs â—‹ b) Lack of interaction â—‹ c) Less willingness to share personal thoughts (Correct) â—‹ d) Limited time for discussions 10\. Focus groups are especially useful for: â—‹ a) Establishing causal relationships â—‹ b) Triggering memories and ideas among participants (Correct) â—‹ c) Collecting quantitative data â—‹ d) Ensuring anonymity 11\. Which method is often used to screen participants for a focus group? â—‹ a) Phone interviews â—‹ b) Screener questionnaires (Correct) â—‹ c) Observational studies â—‹ d) Email surveys 12\. Which of the following describes projective techniques? â—‹ a) Directly asking consumers about products â—‹ b) Using disguised methods to reveal hidden motivations (Correct) â—‹ c) Gathering data from surveys â—‹ d) Analyzing past sales data 13\. What is an example of a projective technique? â—‹ a) Focus group discussion â—‹ b) Depth interview â—‹ c) Word association (Correct) â—‹ d) Quantitative survey 14\. In a sentence completion exercise, the respondent: â—‹ a) Selects from multiple-choice options â—‹ b) Completes sentences with their own words (Correct) â—‹ c) Writes a paragraph â—‹ d) Rates the sentence on a scale 15\. Projective techniques are beneficial because: â—‹ a) They offer numerical data â—‹ b) They are easy to analyze â—‹ c) They provide honest responses by reducing bias (Correct) â—‹ d) They are low-cost methods 16\. A disadvantage of projective techniques is that: â—‹ a) They are costly â—‹ b) They can produce highly subjective results (Correct) â—‹ c) They take a short time to administer â—‹ d) They are direct and structured 17\. Role-playing in qualitative research is a method that: â—‹ a) Uses numbers to analyze behavior â—‹ b) Involves respondents acting out scenarios (Correct) â—‹ c) Collects objective feedback â—‹ d) Relies on yes or no questions 18\. The "Looking-In" method focuses on: â—‹ a) Collecting data from company reports â—‹ b) Analyzing online conversations and social media (Correct) â—‹ c) Conducting in-depth interviews â—‹ d) Tracking product sales 19\. Which source is commonly used in the Looking-In method? â—‹ a) Telephone interviews â—‹ b) Consumer purchase logs â—‹ c) Social media platforms (Correct) â—‹ d) Mail surveys 20\. One advantage of the Looking-In method is: â—‹ a) It ensures high accuracy â—‹ b) It provides real-time insights (Correct) â—‹ c) It offers private data only â—‹ d) It is very structured 21\. Which of the following is a benefit of using social media for qualitative research? â—‹ a) Ensures full control over participant responses â—‹ b) High cost of data collection â—‹ c) Data represents genuine, unsolicited opinions (Correct) â—‹ d) Limited to specific demographics 22\. Looking-In is especially valuable because it: â—‹ a) Requires direct interaction with consumers â—‹ b) Analyzes unsolicited consumer conversations (Correct) â—‹ c) Uses quantitative methods â—‹ d) Limits data to in-store observations 23\. Which method can reveal emerging trends in consumer preferences? â—‹ a) Focus groups â—‹ b) Depth interviews â—‹ c) Looking-In method (Correct) â—‹ d) Controlled experiments 24\. A benefit of focus groups over one-on-one interviews is that they: â—‹ a) Are more cost-effective â—‹ b) Provide multi-faceted data through group interaction (Correct) â—‹ c) Are always recorded â—‹ d) Ensure objective feedback 25\. Which qualitative method is most likely to involve emotional insights from consumers? â—‹ a) Online surveys â—‹ b) Focus groups (Correct) â—‹ c) Experiments â—‹ d) Observational research 26\. In a focus group, participants are: â—‹ a) Anonymous to each other â—‹ b) Encouraged to discuss and build on each other\'s comments (Correct) â—‹ c) Asked to submit responses in writing only â—‹ d) Only asked yes or no questions 27\. Which of the following methods does NOT involve group interaction? â—‹ a) Focus group â—‹ b) Depth interview (Correct) â—‹ c) Looking-In method â—‹ d) Group brainstorming 28\. Projective techniques are useful in understanding: â—‹ a) Quantitative results â—‹ b) Subconscious consumer motivations (Correct) â—‹ c) Profit margins â—‹ d) In-store shopping behavior 29\. In a focus group, participants are recruited: â—‹ a) Randomly from the street â—‹ b) Using a screener questionnaire to ensure suitability (Correct) â—‹ c) Through customer purchase data â—‹ d) Exclusively from online sources 30\. Which qualitative method relies on naturally occurring online data? â—‹ a) Depth interviews â—‹ b) Looking-In (Correct) â—‹ c) Focus groups â—‹ d) Experimental analysis