Multiple Choice Questions

1. As to qualitative data, it

A) typically takes longer and is more expensive than quantitative data

B) a sizeable portion of qualitative research studies are shifting to online methodologies

C) both of the above

D) none of the above

2. Qualitative research can be used for all of the following except:

A) Exploratory research

B) Background for quantitative studies

C) Questionnaire or research design

D) Verify the results of causal research studies

3. Qualitative research involves

A) unstructured data collection methods

B) results that are objectively interpreted

C) both of the above

D) none of the above

4. In the PAST, qualitative research was perceived as

A) inferior to quantitative studies and was used only prior to quantitative research

B) equal to quantitative studies and was used interchangeably with quantitative research

C) superior to quantitative studies and was used after quantitative research

D) none of the above

5. A quantitative study can

A) provide data on how an ad is doing in the marketplace,

B) tell the agency how the ad is being mentally processed and what is working and what is not working within the mind of the consumer

C) both of the above

D) none of the above

6. Qualitative research methods include all of the following EXCEPT:

A) Focus groups

B) experiments

C) In-depth interviews

D) Projective techniques

7. The person who leads the discussion in a focus group is called the:

A) instructor

B) facilitator

C) moderator

D) director

8. The first step in conducting focus group is to:

A) Compose interview questions

B) Develop study parameters

C) Select participants

D) Conduct focus group interview

9. The number of focus group interviews is determined by:

A) if the results will be used for management decisions

B) the subsequent number of depth interviews that are needed

C) both of the above

D) none of the above

10. When it comes to the focus group discussion guide…

A) interview questions should be composed in advance,

B) the moderator should not modify questions as the interview proceeds.

C) both of the above

D) none of the above