Qualitative Research Quiz PDF

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