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 Chapter 07
Qualitative Research

Multiple Choice Questions

1. Which type of research includes an array of interpretative techniques which seek to describe,
decode, translate, and otherwise come to terms with the meaning of certain phenomena?

A. Quantitative
B. Qualitative
C. Statistical
D. Descriptive
E. Causal

2. The primary concern with using qualitative techniques is that qualitative data are too _____.

A. expensive
B. time-consuming
C. subjective
D. objective
E. structured

3. Which type of research attempts a precise measurement of some behavior, knowledge,

opinion, or attitude?

A. Quantitative
B. Qualitative
C. Exploratory
D. Cross-sectional
E. Longitudinal

7-1
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
4. Qualitative research seeks to _____ theory while quantitative research _____ it.

A. examine; interprets
B. build; tests
C. test; understands
D. apply; builds
E. justify; applies

5. Which of the following research purposes are associated with qualitative research?

A. Description
B. Prediction
C. Theory building
D. Theory testing
E. Forecasting

6. Which of the following is true of quantitative research?

A. It uses a nonprobability sampling method

B. Results are generalizable
C. Data analysis is ongoing during the project
D. Sample sizes are generally small
E. It uses multiple data collection methods

7. Exercises that prepare participants for individual or group interviews on a topic are called
_____.

A. calisthenics
B. projection techniques
C. homework
D. pretasking
E. focused preparation

7-2
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McGraw-Hill Education.
8. Which type of sampling technique involves selecting research participants with no attempt at
generating a statistically representative sample?

A. Probability
B. Nonprobability
C. Random
D. Systematic
E. Cluster

9. All of the following are types of nonprobability sampling techniques except _____.

A. purposive sampling
B. snowball sampling
C. convenience sampling
D. random sampling
E. all are types of nonprobability techniques

10. Which type of nonprobability sampling technique involves choosing participants arbitrarily for
their unique characteristics, experiences, attitudes, or perceptions?

A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling

7-3
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11. Which type of nonprobability sampling technique involves choosing participants who then
refer others with similar or different characteristics?

A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling

12. Snowball sampling is a nonprobability sampling technique in which _____.

A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes
B. participants are chosen and then refer others with similar or different characteristics
C. researchers select any readily available individuals as participants
D. researchers systematically select participants from a sampling frame
E. researchers chose readily available individuals as participants but seek to ensure a good
mix of demographic characteristics

13. Convenience sampling is a nonprobability sampling technique in which _____.

A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes
B. participants are chosen and then refer others with similar or different characteristics
C. researchers select any readily available individuals as participants
D. researchers systematically select participants from a sampling frame
E. researchers chose readily available individuals as participants but seek to ensure a good
mix of demographic characteristics

7-4
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
14. Which type of nonprobability sampling technique is most useful when individuals with the
desired characteristics, experiences, or attitudes are difficult to identify or reach?

A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling

15. Jane is conducting interviews in order to develop a customer profile for her client. She
customizes each interview to each participant and does not ask specific questions. What type
of interview format is Jane using?

A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing

16. _____ interviews have certain specific questions that are asked of all participants but also
allow the interviewer freedom to probe the respondent based on his or her specific answers.

A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing

7-5
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McGraw-Hill Education.
17. Which of the following is true of structured interviews?

A. Permits direct comparability of responses

B. Encourages variation in questions
C. Interviewer probes may bias answers
D. Responses are closed-ended
E. All of the above

18. Jackson is conducting interviews to identify patterns in consumer decision making for high-
involvement products. Which type of interview should he use if he needs a high degree of
comparability among responses, no question variability, and to maintain his own neutrality
during the interviews?

A. Unstructured
B. Structured
C. Semistructured
D. Closed-ended
E. Briefing

19. Which type of interview requires the least amount of skill and creativity on the part of the
interviewer?

A. Unstructured
B. Structured
C. Semistructured
D. Exploratory
E. Briefing

7-6
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McGraw-Hill Education.
20. Which of the following channels of communication would not be used when conducting
interviews?

A. Face-to-face
B. Telephone
C. Chat room
D. Mail
E. Instant messaging

21. Qualitative methods that encourage participants to reveal hidden or suppressed attitudes,
ideas, emotions, and motives are called _____ techniques.

A. deceptive
B. unstructured
C. projective
D. focus group
E. semistructured

22. Jack is participating in a research study. The interviewer asks Jack to say the first word that
comes to mind when he hears a product's benefits. What type of projective technique is this
an example of?

A. Thematic apperception test

B. Sentence completion
C. Brand mapping
D. Laddering
E. Word association

7-7
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
23. When using the _____ projective technique, participants are asked to write the dialog for a
cartoon picture.

A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering

24. When using the _____, participants are confronted with a picture and asked to describe how
the person in the picture feels and thinks.

A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering

25. When using _____, participants are asked to relate the properties of one thing or person or
brand to another.

A. imagination exercises
B. picture association
C. the thematic apperception test
D. empty balloons
E. laddering

7-8
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
26. When using _____, participants are asked to assume that the brand and its users populate an
entire universe, and to describe the features of this new world.

A. word association
B. imaginary universe
C. thematic apperception test
D. empty balloons
E. laddering

27. When using the _____ projective technique, participants are presented with flash cards
containing component features and asked to create new combinations.

A. component sorts
B. picture association
C. thematic apperception test
D. sensory sorts
E. laddering

28. When using the _____ projective technique, participants are presented with scents, textures
and sounds, and asked to arrange them by one or more criteria.

A. brand mapping
B. sensory sorts
C. thematic apperception test
D. component sorts
E. laddering

7-9
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
29. In a study of attitudes toward buying fake goods, participants are asked to complete this
sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n)
_____ projective technique.

A. picture association
B. empty balloons
C. sentence completion
D. imagination exercise
E. personification

30. Participants in a study designed to identify symbolic benefits associated with Sutter Home
wines are shown a photograph of a man eating at an upscale restaurant. The man in the
picture is alone and has a glass of wine with his mea. The participants are asked to describe
how the person in the picture feels and thinks. This is an example of a(n) _____ projective
technique.

A. picture association
B. empty balloons
C. thematic apperception test
D. imagination exercise
E. personification

31. Which term below refers to a trained interviewer used for group interviews such as focus
groups?

A. Therapist
B. Inquisitor
C. Moderator
D. Discussion guide
E. Probe

7-10
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McGraw-Hill Education.
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32. Interview guides begin with _____ questions, following a hierarchical questioning structure.

A. narrow issue
B. narrow topical
C. broad issue
D. narrow interest
E. any of the above

33. The semistructured or structured interview guide designed to qualify prospects for
participation in research project is called a(n) _____.

A. pretasking exercise
B. recruitment screener
C. hierarchical question structure
D. computer-assisted interview
E. none of the above

34. American Airlines is conducting a qualitative study on preferences of business travelers who
fly frequently. Before inviting an individual to participate, the researcher on the project wants
to ensure that all participants travel for business more than pleasure and meet the American
Airlines' definition of frequent flier. What is the best way for the researcher to ensure that
participants will meet these criteria?

A. Use a recruitment screener prior to inviting individuals to participate

B. Delete interviews after the study ends from those who don't meet the qualifications
C. Draw a sample from a list of people with an American Airlines affinity credit card
D. Draw a sample from a list of people with an affinity credit card associated with any airline
E. Contact a travel agency for a list of prospects

7-11
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
35. When individual depth interviews are aided by the use of computer-generated visual and
auditory aids, the method is known as _____.

A. computer-assisted telephone interviewing (CATI)

B. computer-assisted personal interviewing (CAPI)
C. online interviewing
D. group interviewing
E. computer-aided design (CAD)

36. Research on service quality frequently uses a technique called _____ in which the participant
describes what led up to an incident, what was effective or ineffective, and the outcome.

A. life histories
B. cultural interviews
C. sequential interviewing
D. critical incident technique
E. oral history

37. How many participants are typically in a mini-group interview?

A. 2
B. 3
C. 2 to 6
D. 6 to 10
E. Up to 20

7-12
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
38. A group interview seeking to understand spousal influence on decision making or the
influence of the opinion of a sibling on brand preferences would likely utilize a _____.

A. dyad
B. triad
C. mini-group
D. small group
E. supergroup

39. Anne is moderating a focus group of university professors to understand how they use
multimedia in the classroom. All of the participants teach classes with more than 100 students
at large, public universities. The composition of this group could be described as _____.

A. heterogeneous
B. homogeneous
C. non expert
D. dyadic
E. none of the above

40. Which statement below best reflects the general rule regarding how many group interviews
should be conducted for a given research project?

A. Conduct interviews until no new insight is gained

B. Use at least 3 groups for every geographic region involved
C. Include groups of men only, women only, and men and women combined
D. The more homogeneous the groups, the more groups are needed
E. All of the above are true

7-13
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
41. 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

42. The focus group moderator uses the principles of _____ to focus the group in an exchange of
ideas, feelings, and experiences on a specific topic.

A. psychology
B. sociology
C. anthropology
D. group dynamics
E. communications

43. What is the typical length of a focus group?

A. 30 minutes
B. 1 hour
C. 90 minutes
D. 2 hours
E. 4 hours

44. 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

7-14
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
45. 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

46. 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

47. The objective of a(n) _____ is to obtain multiple perspectives of a single organization,
situation, event, or process at a point in time or over a period of time.

A. life history
B. oral history
C. case history
D. cultural history
E. semantic map

7-15
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Exploring the Variety of Random
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a conoscere il suo segreto, e che non ci sarebbe mai uscito di bocca,
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anch’essi a braccetto ridendo. E i babbi pure.
Ma, dunque, anch’io sposa?
Ma sì, anch’io sposa.
E a chi?
E a chi mai, se non a mio cugino chimico e dottore Augusto?
Egli avrebbe aspettato non si sa quanto tempo ancora, prima di
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attendeva, me lo confessa oggi, un avviso straordinario e
soprannaturale che si ostinava a farsi aspettare.
I mosconi chiassosi erano entrati, non so quante volte dalle sue
finestre aperte, molti bicchieri colmi di buon vino si erano rovesciati
sulla tovaglia; perfino un ragno si era coraggiosamente cacciato
sotto il suo tovagliuolo, ma inutilmente.
Egli aspettava cose più straordinarie, cose soprannaturali. Una voce
che gli gridasse durante il sonno di sposarmi subito, forse sarebbe
bastata?
Egli non sa di sicuro.
E feci bene io a dichiarargli che avevo deciso fermamente di farmi
Marcellina.
Allora egli volle a ogni costo farmi sua moglie, e io non mi feci
troppo pregare,
Fin qui le cose non vanno male per le due paia di sposi; il mondo
tenebroso rispetta la nostra luce come noi rispettiamo il suo buio.
E il numero tredici?
— Ah! dissi un giorno al mio dottore chimico, dimmi la verità che uno
dei numeri tredici che mi sono stati restituiti era il tuo?
Era proprio il suo....
Ma l’altro, quello che avevo smarrito davvero, chi sa che fine ha
fatto?
Rispettiamo il mistero.
Quando Tizia tornò col cavaliere Codicini dal suo viaggio di nozze, io
le feci trovare sotto il cuscino un numero tredici, tenni l’altro per me.
E oggi sono quasi sicura che porteranno fortuna entrambi. Così sia.

FINE.
 Nota del Trascrittore

Ortografia e punteggiatura originali sono state

mantenute, correggendo senza annotazione minimi errori
tipografici.
Copertina elaborata dal trascrittore e posta nel pubblico
dominio.
 *** END OF THE PROJECT GUTENBERG EBOOK IL NUMERO 13:
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