廣告調查（第二版）英文 答案 Chapter 5 Collecting Qualitative Insights

Copyright?2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter5CollectingQualitativeInsights

1)Considerthetwodescriptionsofqualitativeresearchbelow.

I. Qualitativeresearchischaracterizedbyrelativelysmallsamplesizes.

II. Qualitativeresearchischaracterizedbytheuseofstandardized,closed-ended

questions.

Which,ifany,ofthepriorstatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

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Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

2)Considerthetwodescriptionsofqualitativeresearchshownbelow.

I. Thegoalofqualitativeresearchistoget"beneaththesurface"andobtainin-depth

insightsintoarespondent'sattitudes,beliefs,motivations,andlifestyles.

II. Qualitativeresearchisveryappropriateforsituationsinwhichpreliminaryor

backgroundinformationisscarceandlittleisknownaboutthetopicofinterest.

Which,ifany,ofthepriorstatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

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Difficulty:Moderate

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3)Qualitativeresearchisveryappropriatewhenthereisaneedtobetterdefineanadvertisingproblemafterquantitativeresearchhasbeenconducted.

Answer:FALSE

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Difficulty:Moderate

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4)Onelimitationofqualitativeresearchisthatitdoesnotallowresearchersto"getclosetothedata"andsee/hearrespondentsexpresstheirthoughtsintheirownwords.

Answer:FALSE

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5)Qualitativeresearchistypicallylessflexibleversusquantitativeresearch.

Answer:FALSE

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6)Focusgroupsareaformofqualitativeresearch.Asaresult,thegeneralizationsfromafocusgroupcannotbegeneralizedtothepopulationfromwhichthefocusgroupparticipantsweredrawn.

Answer:TRUE

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Difficulty:Moderate

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7)Focusgroupsareaformofqualitativeresearch.Youhold13focusgroups,allwiththesametypeofrespondent.Giventhelargenumberoffocusgroups,whichofthefollowingiscorrect?

A)Youcangeneralizetheresultsofthegroupstothebroaderpopulationfromwhichthefocusgrouprespondentsweredrawn

B)Youcannotgeneralizetheresultsbeyondthesmallgroupofindividualswhoparticipatedinthegroups.

Answer:B

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Difficulty:Moderate

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8)Considerthetwodescriptionsofqualitativeresearchshownbelow.

I. Qualitativeresearchshouldalwaysbeinterpretedas"directional"ratherthan"definitive."

II. Qualitativeresearchisappropriatewhennumericdescriptionsoftheresultsareimportant.

Which,ifany,ofthepriorstatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeiherInorIIaretrue

Answer:A

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Difficulty:Moderate

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9)Considerthetwodescriptionsofaqualitativeinterviewshownbelow.

I. Aqualitativeinterviewermustcoverthesametopics,inthesameorder,using

thesamequestions,witheachrespondentparticipatinginapersonalinterview.

II. Aqualitativepersonalinterviewisafree-flowing,yetstructuredconversation

betweentheinterviewerandtherespondent.

Which,ifany,ofthepriorstatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeiherInorIIaretrue

Answer:B

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10)Whichtypeofqualitativeinterviewworksbestwhenextensive,detailedprobingofattitudes,beliefs,motivationsorneedsisrequired?

A)Personalinterviews

B)Focusgroups

Answer:A

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Difficulty:Easy

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11)Whichtypeofqualitativeinterviewworksbestwhenthereisariskofsocialpressureinfluencingresponses?

A)Personalinterviews

B)Focusgroups

Answer:A

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Difficulty:Easy

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12)Whichtypeofqualitativeinterviewworksbestwhenthereisaneedtostimulategreaterdepthanddetailofdiscussion?

A)Personalinterviews

B)Focusgroups

Answer:B

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Difficulty:Easy

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13)Whichtypeofqualitativeinterviewisgenerallymorestimulatingandexcitingforparticipants?

A)Personalinterviews

B)Focusgroups

Answer:B

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Difficulty:Easy

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14)Whichtypeofqualitativeinterviewisgenerallyquickertoconductandanalyze?

A)Personalinterviews

B)Focusgroups

Answer:B

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Difficulty:Easy

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15)Thepotentialformoderator-introducedbiasisgreaterinfocusgroupsversuspersonalinterviews.

Answer:TRUE

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16)Howmanyofthefollowingareexamplesofdirectquestiontypes?

-Specification

-Grandtour

-Third-person

-Sentencecompletion

A)1

B)2

C)3

D)4

Answer:C

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17)Thequestion"Whatarethemostimportantreasonswhyyoureadyourschoolnewspaper?"isanexampleofa(n)________question.

A)specification

B)grandtour

C)structural

D)idealization

E)hypothetical-interaction

Answer:A

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AACSBStandard:AnalyticSkills

18)Itisoftenadvantageoustoask"why"questionswhenformulatingspecificationquestions.

Answer:FALSE

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19)Thequestion"Whatareallthedifferentcriteriayouusetoevaluatemusicblogs?"isanexampleofa(n)________question.

A)specification

B)grandtour

C)structural

D)idealization

E)hypothetical-interaction

Answer:C

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Difficulty:Difficult

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AACSBStandard:AnalyticSkills

20)A(n)________questionasksarespondenttoreconstructaroutine,procedure,activityoreventthattookplaceataparticulartimeinhisorherlife.

A)specification

B)grandtour

C)structural

D)idealization

E)hypothetical-interaction

Answer:B

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21)A(n)________questionallowsyoutomovebeyondadiscussionofcontentintooneofprocess.

A)specification

B)grandtour

C)structural

D)idealization

E)hypothetical-interaction

Answer:B

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22)Thinkaboutgrandtourquestions.Howmanyofthesuggestionsshownbelowspecificallyapplytotheuseofthistypeofquestion?

-Keepthefocusonthepast

-Keepthetimespentonthisquestiontounder10minutes

-Don'tlosefocusontheprocess

-Don'tallowtherespondenttoaskanyquestionsaboutwhatisexpected

A)1

B)2

C)3

D)4

Answer:B

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23)Aquestionthatasksrespondentstocomparetheidealbrandtoaspecificbrandisa(n)________question.

A)specification

B)grandtour

C)structural

D)idealization

E)hypothetical-interaction

Answer:D

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Difficulty:Easy

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24)Thequestion"WhatsuggestionswouldyouhaveforFacebookifJeffZuckerbergweresittingacrossthetablefromyou?"isanexampleofa(n)________question.

A)disjunctive

B)hypothetical-interaction

C)third-person

D)elaborative

E)structural

Answer:B

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25)Whattypeofquestioningtechniqueisparticularlyusefulatcircumventingconsciousresistancetodirectquestioning?

A)directquestions

B)sympatheticquestions

C)metaphoricaltechniques

D)projectivetechniques

E)structuralquestions

Answer:D

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26)Theinterpretationofprojectivetechniquesrequiresthatwetakeanindividual'sresponsesatfacevalue.

Answer:FALSE

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Difficulty:Easy

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27)Projectivetechniquescanonlybeusedinpersonal,face-to-faceinterviews.

Answer:FALSE

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28)________asksanindividualtoquicklyrespondtothepresentationofwordsorphraseswiththefirstthingorthingsthatcometomind.

A)Pictureprojection

B)Quickresponse

C)Wordassociation

D)Wordmagnet

E)Wordguessing

Answer:C

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29)Whichprojectivetechniqueisconsideredbymanyresearcherstobethemostusefulandreliableofallprojectivetechniques?

A)wordassociation

B)sentenceandstorycompletion

C)pictureprojection

D)moodboarding

Answer:A

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30)Personificationisatechniquethatasksindividualstotakealeapofimaginationinordertorelateabrandorcompanytoawell-knownpersonorfictionalcharacter.

Answer:TRUE

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Difficulty:Moderate

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31)Youaskarespondentthisquestion:"IfPepsiwereafamouspersonwhowoulditbe?"Thisisanexampleof________.

A)personification

B)anthropomorphism

C)role-playing

D)sensitization

E)wordassociation

Answer:A

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32)Youaskarespondentthisquestion:"IfPepsiwereananimalwhatanimalwoulditbe?"Thisisanexampleof________.

A)personification

B)anthropomorphism

C)role-playing

D)sensitization

E)wordassociation

Answer:B

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Difficulty:Moderate

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AACSBStandard:AnalyticSkills

33)Youaskarespondentthisquestion:"WhatdoyouthinkyourfriendswoulddoiftheycouldnolongeruseFacebook?"Thisisanexampleof________.

A)personification

B)anthropomorphism

C)role-playing

D)sensitization

E)wordassociation

Answer:C

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Difficulty:Moderate

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AACSBStandard:AnalyticSkills

34)Youshowarespondentapictureofanindividualinfrontofhiscomputerandthenask:"Tellmewhatyouthinkisgoingthroughthisperson'smindashetriestofindinformationonnewsmartphones?"Thisisanexampleof________.

A)storycompletion

B)role-playing

C)personification

D)pictureprojection

E)wordassociation

Answer:D

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Difficulty:Moderate

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AACSBStandard:AnalyticSkills

35)Yougivearespondentanumberofpicturesandaskhertomaketwopiles:onepilecontainingpicturesofpeoplewhoareloyaltoaspecificbrandandthesecondpilecontainingpicturesofthosewhoactivelyavoidthesamebrand.Thistechniqueiscalled________.

A)storycompletion

B)projectivepictures

C)picturesorts

D)pictureprojection

E)wordassociation

Answer:C

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Difficulty:Moderate

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36)Therepertorygridandladderingareexamplesof________techniques.

A)literal

B)process

C)proprietary

D)outdated

E)unreliable

Answer:B

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37)Therepertorygridhelpsidentifytheattributesandbenefitsconsumersusetodifferentiatebetweenbrandsandproducts.

Answer:TRUE

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38)Therepertorygridisbasedonthenotionthatconsumersuse________tohelpreducethecomplexityofattitudeswhichguideconsumerbehavior.

A)tri-bondeddimensions

B)bipolarconstructs

C)biannualevaluations

D)prefatoryconstructs

Answer:B

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Difficulty:Difficult

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39)Considerthefollowingtwostatementsregardingtherepertorygrid.

I. Accordingtotherepertorygrid,constructsystemsarestaticandunchanging

oncetheyareformed.

II. Accordingtotherepertorygrid,constructsystemshaveverylittleinfluence

onconsumers'expectationsandperceptions.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:D

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Difficulty:Moderate

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AACSBStandard:ReflectiveThinkingSkills

40)Anadvertiserwantstouseboththerepertorygridandladdering.Whichtechniqueshouldbeusedfirst?

A)Repertorygrid

B)Laddering

Answer:B

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Difficulty:Moderate

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41)Moodboardsandadcreationareprimarilyverbalprojectivetechniques.

Answer:FALSE

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Difficulty:Easy

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42)Thequalitativeinterviewguidedoesnotindicatetheinitialorderinwhichquestionsaretobeasked.

Answer:FALSE

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43)Duringaqualitativeinterviewtheinterviewersays"Canyoutellmemoreaboutwhyyouthinkthebrandisonlyaverage."Accordingtothetext,thisisanexampleof________.

A)activelistening

B)plannedstimuli

C)extrovertedcommenting

D)simplelistening

E)creativecommenting

Answer:A

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Difficulty:Moderate

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AACSBStandard:AnalyticSkills

44)Duringaqualitativeinterviewtheinterviewersays"Yes,Isee."Accordingtothetext,thisisanexampleof________.

A)activelistening

B)plannedstimuli

C)extrovertedcommenting

D)simplelistening

E)creativecommenting

Answer:D

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Difficulty:Moderate

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AACSBStandard:AnalyticSkills

45)Accordingtothetext,usingprobestoadddepthduringaqualitativeinterviewisanexampleof________.

A)activelistening

B)plannedstimuli

C)extrovertedcommenting

D)simplelistening

E)creativecommenting

Answer:A

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Difficulty:Moderate

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46)Duringaqualitativeinterviewitisacceptableforaninterviewertointerjecthisorherownopinionsandjudgments.

Answer:FALSE

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47)Thequalityofinformationobtainedthroughaqualitativeinterviewincreasesasrapportbecomesbetterestablishedbetweeninterviewerandinterviewee.

Answer:TRUE

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48)Accordingtothetext,howmanyofthewaysbelowwerepresentedasgoodwaystoestablishrapportbetweeninterviewerandinterviewee?

-payattentionandfollowuponwhatissaid

-offeralargecashincentiveforparticipation

-provideapositivecomplimentaftereveryquestionisanswered

-lettherespondentchoosethechairheorshewantstositin

A)1

B)2

C)3

D)4

Answer:A

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49)Youwishtolearnallyoucanabouttherolethatadvertisingplaysinthedevelopingself-imageofadolescentgirls.Thisislikelytobeatopicinwhichrapportbetweenintervieweeandinterviewerisofgreatimportance.Itisalsolikelytobeatopicthatwillrequireagreatdealofconversationbeforethe"real"issuesemerge.Giventhissituation,wouldyourecommendfocusgroupsorpersonalinterviewsasthedatacollectionprocedure?Why?

Answer:Personalinterviewsarebetter.Thisapproachwillallowforrapporttobedevelopedinaone-on-onewayandwillallowampletimeforthepreliminaryconversationtotakeplace.Also,itislikely,giventhetopic,thatparticipantswillbemorecomfortableandprovidebetterinformationwithoutthepotentialpeerpressureoffocusgroups.

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AACSBStandard:AnalyticSkills

50)Pauliswritingasetofspecificationquestionsforanupcomingresearchproject.Theprojectisdesignedtouncovertherolemobilephonesplayinthelivesofcollegestudents.OneofPaul'squestionsis:"Whydidyoubuyyourcurrentphone?"Isthisquestionacceptable?Why?Ifnot,proposeanalternative.

Answer:Thetextrecommendsnotasking"why"questionsbecausesomerespondentsmightinterpretthesequestionsasthreatening.Abetterquestionwouldbeoftheform:"Whataresomeofthereasonsforyourselectionofyourcurrentmobilephone?"

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Difficulty:Dif