Short answers

1. What are the major differences between quantitative and qualitative research methods? What skills must a researcher have to develop and implement each type of design?

2. Compare and contrast the unique characteristics, main research objectives, and advantages/ disadvantages of the in-depth and focus group interviewing techniques.

3. Explain the pros and cons of using qualitative research in each of the following situations: a. Adding carbonation to Gatorade and selling it as a true soft drink. b. Finding new consumption usages for Arm & Hammer baking soda. c. Inducing customers who have stopped shopping at Target to return to Target. d. Advising a travel agency that wants to enter the cruise ship vacation market.

4. What are the characteristics of a good focus group mod-erator? What is the purpose of a moderators guide?

5. Why is it important to have 8 to 12 participants in a focus group? What difficulties might exist in meeting that objective?

6. Why are the screening activities so important in the selection of focus group participants? Develop a screening form that would allow you to select partici-pants for a focus group on the benefits and costs of leasing new automobiles.

7. What are the advantages and disadvantages of online focus group interviews compared to face-to-face group interviews?

8. What are the advantages and disadvantages of ethnography as compared to other qualitative techniques?9. Develop a word association test that will provide some insight to the following information research question: What are college students perceptions of their universitys student union?