QUESTION 1

1. A small convenience sample in which there is an interviewer who keeps the

   discussion centered on a few predetermined topics is known as a

   		projective interview
   		in-depth interview
   		focus group interview
   		observational interview

QUESTION 2

1. Which of the following is not an acceptable use of qualitative research?

   		testing hypothesized relationships between two variables
   		explore consumers idea about a new product concept
   		clarifying a decision problem
   		Learning the vocabulary of consumers

1 points

QUESTION 3

1. The following are all examples of projective techniques except b

   		direct observation.
   		role playing.
   		Consumer drawing
   		word association.

1 points

QUESTION 4

1. A cereal manufacturer wants to know how effective its packaging is

   in gaining attention. Which research method is most appropriate?

   		Direct observation
   		Role playing
   		Picture interpretation
   		Physical trace measurements

1 points

QUESTION 5

1. Which of the following is NOT an advantage of observation research?

   		It doesnt depend on willingness of the respondent
   		It does not subject to biases that plague survey research.
   		It provides insight into actual, not reported behavior
   		It enables researchers to pry beneath the behavior observed

1 points

QUESTION 6

1. Qualitative research methods are generally less structured and informal than survey methods.

   True

   False