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 moderator? What is the purpose of a moderator's 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 participants 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 ofethnography 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 university's student union?