Chapter 7 Exploratory Research and Qualitative Analysis 49

Chapter 7

Exploratory Research and Qualitative Analysis

True-False Questions

F 1. The purpose of exploratory research is to provide conclusive answers to research

110 questions.

F 2. An effective focus group moderator has a list of questions already prepared that each
120 participant is required to answer.

F 3. Exploratory research typically provides extensive, quantitative data.

111

F 4. Focus groups with a company's employees should always be conducted by their

110 supervisor.

F 5. In exploratory research, rigorous mathematical tests are typically performed.

111

T 6. Exploratory research cannot take the place of quantitative, conclusive research.

130

T 7. Conducting a case study typically requires the cooperation of the party whose history is
115 being studied.

F 8. Case studies provide conclusive results.

116

F 9. A thematic apperception test provides conclusive results.

128

F 10. In the thematic apperception test, a comment by one individual often triggers a chain of
128 responses from other subjects.

T 11. Concept testing is a form of research that tests some sort of stimulus as a proxy for a
112 new or revised program, product, or service.
Chapter 7 Exploratory Research and Qualitative Analysis 50

F 12. Exploratory research refers to exhaustive research studies conducted after a business
110 problem has been successfully defined.

T 13. The purpose of the case study method is to intensively investigate one or a few
115 situations similar to the researcher's problem situation.

T 14. Role playing is a technique that requires the subject to act out someone else's behavior
127 in a particular setting.

T 15. The projective technique does not require respondents to provide answers in any
124 structured format.

F 16. Most exploratory research entails a great deal of quantitative research.

111

F 17. When the results of exploratory research are extremely positive they can take the place
110 of a quantitative conclusive research study and save a lot of money.

T 18. It is important to remember that exploratory research techniques have limitations.

124

F 19. One of the principal advantages of focus group interviews is that, in the absence of an
124 effective moderator, a self-appointed participant will fill the role of moderator.

T 20. A third-person technique is an indirect means of questioning that enables the

127 respondent to "project" beliefs and feelings onto a third party, onto an inanimate
object, or into a task situation.

T 21. Del Monte did a concept test of shelf-stable yogurt.

112

F 22. The strongest advantage of case analyses is that situations are directly comparable, and
116 thus many insights can be gained.

T 23. The results from case study analysis should be seen as tentative.
116

F 24. The purpose of the case study method is to obtain information from at least a dozen
115 similar case situations.

F 25. Exploratory research is another name for preliminary library research, where past
115 studies are evaluated.
Chapter 7 Exploratory Research and Qualitative Analysis 51

F 26. The logic of projective techniques is to forecast sales results into a future period.
124

T 27. Interpreting word association tests is highly subjective.

126

F 28. Exploratory research frequently can be a good substitute for conclusive research.
130

T 29. An experience survey is classified as exploratory research.

114

T 30. A pilot study is an informal, exploratory investigation that is carried out to serve as a
117 guide for a larger study.

T 31. Investigating data that have been compiled for some purpose other than the project at
115 hand is one of the most frequently used forms of exploratory research.

F 32. The type of technique utilized determines whether a study is exploratory, descriptive,
114 or causal.

T 33. In exploratory research, the term pilot studies refers to a collective group of diverse
117 techniques that will be conducted on a small scale.

T 34. The ideal size of a focus group is 6 to 10 people.

119

F 35. The ideal size for a focus group is 3 to 4 people.

119

F 36. A pilot study typically contains a precise, quantitative estimate from a large,
117 representative sample.

F 37. Conclusive research provides qualitative data.

110

T 38. Exploratory research may be a series of informal studies.

111

T 39. The purpose of a focus group interview is to encourage group members to discuss a
117 subject among themselves and to generate the respondents' true feelings, anxieties and
frustrations, as well as the depth of their convictions.
Chapter 7 Exploratory Research and Qualitative Analysis 52

T 40. With focus group interviews, a main idea is that the combined effort of the group will
117 produce a wider range of information than will the accumulation of the responses of a
number of separate individuals.

T 41. The prime advantages of focus group interviews are that they are relatively fast, easy to
117 execute, and relatively inexpensive.

F 42. Focus group interviews typically can take the place of quantitative studies.
132

Multiple Choice Questions

C 1. When Del Monte conducted a focus group discussion to study whether the target
112 market would accept the idea of a shelf-stable yogurt that did not require refrigeration,
this was an example of a(n):
A. a depth interview.
B. a projective technique.
C. a concept test.
D. a TAT experience survey.

D 2. There are several advantages to focus groups. Which of the following is NOT an
118 advantage?
A. synergism
B. snowballing
C. spontaneity
D. sentence completion

A 3. When a researcher goes to the library to do an extensive literature review to determine

115 some ideas for exploratory research, this is an example of:
A. secondary data analysis.
B. primary data analysis.
C. a projective technique.
D. TAT research.

C 4. Focus groups of employees:

109 A. should always be led by co-workers.
B. should include employees with their supervisors in the same group.
C. can be a valuable technique for improving a company's operations.
D. all of the above.
Chapter 7 Exploratory Research and Qualitative Analysis 53

B 5. When a marketing researcher asks the company’s accounting department to provide a

115 list of the company’s top ten customers in terms of sales dollars over the past three
months, this is an example of:
A. a projective technique.
B. secondary data analysis.
C. an in-depth interview.
D. the case study method.

C 6. Qualitative research:
111 A. is essentially the same as quantitative research.
B. generally employs rigorous mathematical analysis.
C. is subjective in nature.
D. is objective in nature.

C 7. A researcher uses a cartoon drawing to which the respondent suggests dialogue that the
128 cartoon characters might speak. This is an example of:
A. a focus group.
B. sentence completion.
C. thematic apperception testing.
D. word association.

C 8. Discussion, such as informal conversations, with knowledgeable people, both inside

114 and outside the company, are:
A. knowledge acquisitions.
B. mainstream conversations.
C. experience surveys.
D. pilot studies.

C 9. In a(n) , knowledgeable people should be selected because they are articulate

114 individuals rather than because the researcher want to obtain a representative
probability sample.
A. depth interview
B. word association test
C. experience survey
D. structural analysis

A 10. With respect to research design:

115 A. case studies may be used in both descriptive and exploratory research.
B. experimentation may be used in exploratory research.
C. case studies may be used in both descriptive research and experimentation.
D. descriptive research may be categorized as either conclusive research or
experimentation.
Chapter 7 Exploratory Research and Qualitative Analysis 54

D 11. Oscar Wilde said, "A man is least himself when he talks in his own person. Given a
124 mask he will tell the truth." This remark indicates the underlying logic of:
A. focus groups.
B. secondary techniques.
C. concept testing.
D. projective techniques.

A 12. In a focus group, the discussion guide is:

120 A. the moderator's written prefatory remarks and outline of topics to be
addressed.
B. an experienced researcher who guides the group's discussion.
C. a word association test administered to focus group participants.
D. a form of research that tests some sort of stimulus as a proxy for a new or
revised program, product, or service.

A 13. Which of the following is NOT a reason why exploratory research is conducted?
111 A. prospecting for clients
B. screening alternatives
C. discovering new ideas
D. diagnosing a situation

D 14. Exploratory research can involve each of the following EXCEPT:

114 A. a survey of knowledgeable people.
B. secondary data.
C. case studies.
D. experimentation.

C 15. The case study method has several distinct advantages over other methods of
115 descriptive research. Which of the following is NOT one of those advantages?
A. Data are often more accurate because of more intimate association between
researcher and respondent.
B. It provides a description of a real situation.
C. It is an objective tool for observing and recording.
D. All of the above are advantages.
.
D 16. In which of the following situations would an exploratory study NOT be appropriate?
111 A. Analyzing selected causes or cases
B. Conversations with individuals who have relevant information
C. Defining relationships so that hypotheses may be formulated
D. Measuring a brand's share of the market
Chapter 7 Exploratory Research and Qualitative Analysis 55

A 17. A consists of a series of pictures with some continuity so that respondents may
128 project themselves into the situation and tell a story.
A. thematic apperception test
B. creative story test
C. picture perception profile
D. third person appraisal test

D 18. Which of the following is a projective technique?

124 A. depth interview
B. focus group
C. experience survey
D. none of the above

D 19. When McDonald’s tries out a new menu item in a single restaurant to determine
116 customer response to that item, this is an example of:
A. an experience survey.
B. a situational analysis.
C. a thematic apperception test.
D. a case study.

D 20. One of the major difficulties with projective techniques is:

124 A. securing respondent cooperation.
B. interviewer cheating.
C. lack of experienced respondents.
D. interpretation of responses.

D 21. When a researcher reads a list of job tasks to a manager ans asks the manager to
124 respond with the first work that comes to mind in an attempt to determine this
manager’s true feelings about these job tasks, this is an example of:
A. an experience survey.
B. a depth interview.
C. a case study.
D. a word association test.

D 22. The Calamarios example in the text illustrates the use of:
113 A. situation diagnosis.
B. alternative screening.
C. word association tests.
D. concept testing.
Chapter 7 Exploratory Research and Qualitative Analysis 56

B 23. When the researcher obtains information from one or a few situations similar to the
116 researcher's problem, the research technique is referred to as a(n):
A. focus group method.
B. case study method.
C. specific observation method.
D. specific experience method.

A 24. In evaluating the meaning evoked by potential brand names, the technique is often
126 used.
A. word association
B. thematic apperception
C. role playing
D. depth interview

D 25. Exploratory research:

111 A. answers questions of fact necessary to determine a course of action.
B. provides a precise quantitative measurement.
C. does not require careful and systematic planning.
D. provides qualitative measures that help clarify problems.

A 26. Three purposes for exploratory research are to:

111 A. diagnose a situation, screen alternatives, discover new ideas.
B. diagnose a situation, screen alternatives, provide quantification.
C. discover new ideas, diagnose a situation, provide quantification.
D. discover new ideas, screen ideas, provide quantification.

C 27. A manager may choose from which of the following general categories of exploratory
114 research?
A. experience surveys, focus groups, thematic apperception tests.
B. experience surveys, secondary data studies, focus groups.
C. experience surveys, secondary data studies, pilot studies.
D. thematic apperception, focus groups, secondary studies.

A 28. An exploratory research technique in which individuals who are knowledgeable about
114 a particular research problem are questioned is a(n):
A. experience survey.
B. focus group.
C. projective technique.
D. pilot study.
Chapter 7 Exploratory Research and Qualitative Analysis 57

B 29. The ideal focus group size is:

119 A. less than 5 people.
B. 6-10 people.
C. approximately 25 people.
D. more than 100 people.

D 30. A is an unstructured free-flowing interview with a group of 6 to 10 participants.

117 A. group dynamic session
B. serendipity session
C. funnel group
D. focus group

B 31. Which of the following statements does NOT adequately describe focus groups?
117 A. A snowballing effect often occurs where one individual often triggers a chain
of responses from other participants.
B. The session begins when each individual in turn is asked to answer the 5 to 10
questions from a standardized list.
C. The flexibility of the group is an advantage.
D. All of the above adequately describe focus groups.

D 32. When a respondent is asked to complete the following statement: “A supervisor should
126 not ________,” this is an example of:
A. a poor test structure.
B. the word association technique.
C. the third-person technique.
D. the sentence completion method.

B 33. A researcher brings a small number of individuals together in a focus group interview.
118 If, after a brief introductory period, the respondents want to express their ideas and
expose their feelings as the general level of excitement increases, this would be an
example of
A. scrutiny.
B. stimulation.
C. serendipity.
D. such an event seldom occurs.

B 34. Which of the following is an advantage of a depth interview?

129 A. High degree of structure
B. Valuable insights into motivation
C. Need for a skilled interviewer
D. Inexpensive
Chapter 7 Exploratory Research and Qualitative Analysis 58

C 35. In investigating situations where interpersonal relationships are the subject of the
127 research, the technique is particularly useful.
A. word association
B. focus group interview
C. role playing
D. depth interview

A 36. The following statements about an experience survey are true EXCEPT:
114 A. An experience survey has the purpose of providing conclusive evidence.
B. An experience survey may include discussions with individuals who work
inside the company.
C. An experience survey may include discussions with individuals who work
outside the company.
D. An experience survey may occur during situational analysis.

D 37. When a worker is asked to perform a task as if she were the supervisor in that work
127 situation, this is an example of:
A. a focus group interview.
B. the case study method.
C. the TAT projective techniques.
D. role-playing.

B 38. Which of the following provides a greater understanding of a concept or crystallizes a

111 business problem, rather than providing quantification or precise measurement?
A. Causal research
B. Exploratory research
C. Descriptive research
D. Conclusive research

B 39. When a research holds a 90-minute discussion with a manager in order to determine
129 this manager’s ideas about the feasibility of a new product launch, this is an example
of:
A. a case study.
B. a depth interview.
C. secondary data analysis.
D. word association.
Chapter 7 Exploratory Research and Qualitative Analysis 59

Fill in the Blank

1. The ________, rather than the ________, determines whether a study is exploratory,
114 descriptive, or causal.

purpose; technique

2. When a researcher studies trade association data to study his or her organization’s
115 relative profitability ratios, this is an example of ________ data analysis.

secondary

3. research is subjective in nature and leaves much of the measurement process to the
110 researcher's discretion.

Qualitative

4. are unstructured, extensive interviews that encourage a respondent to talk freely

129 and in depth about an undisguised topic.

Depth interviews

5. A(n) is an unstructured, free-flowing, group dynamics session that allows

117 individuals the opportunity to respond to the topics of discussion.

focus group

6. Initial research conducted to clarify and define the nature of a problem is .

110
exploratory research

7. Oscar Wilde's remark "A man is least himself when he talks in his own person; when
124 he is given a mask he will tell the truth," best describes .

projective techniques

8. The primary advantage of the _____ _____ method is that a single organization can be
115 investigated in great detail.

case study
Chapter 7 Exploratory Research and Qualitative Analysis 60

9. The initials "TAT" refer to .

128
thematic apperception tests

10. Investigating data that have been compiled for some purpose other than the project at
115 hand, such as accounting records, is an example of .

secondary data analysis

11. During a(n) , the subject is presented with a list of words, one at a time, and
124 asked to respond with the first word that comes to mind.

word association test

12. In a focus group, the is the moderator's written prefatory remarks and outline of
120 topics to be addressed.

discussion guide

13. The term describes a form of research that tests some sort of stimulus as a
112 proxy for a new or revised program, product, or service.

concept testing

14. The purpose of the is to intensively investigate one or a few situations

115 similar to the researcher's problem situation.

case study method

15. The idea that the combined efforts of the focus group members can produce a greater
118 number of ideas than can individual interviews with the participants is known as
________.

synergism

16. An exploratory research technique that requires the subject to act out someone else's
127 behavior in a particular setting is called .

role playing
Chapter 7 Exploratory Research and Qualitative Analysis 61

17. The idea that a focus group interview can be videotaped and studied carefully at a later
119 time is known as __________.

scrutiny

18. The ideal size of a focus group is to people.

119
six, ten

19. Discussing the problem at hand with a knowledgeable individual, such as the vice-
114 president of sales for your company, is an example of a(n) .

experience survey

20. The leader of a focus group discussion is typically referred to as the ________ of the
120 group.

moderator
Chapter 7 Exploratory Research and Qualitative Analysis 62

NOTES: