1.

Of the four basic orientations of qualitative research, which do you think is most
appropriate for a qualitative approach designed to better define a business situation prior
to conducting confirmatory research?

Students’ responses will vary on this question, and a reasonable argument can be made for any
one of the four. However, it may be difficult to provide a convincing argument that one category
is better than the others because they can all achieve this objective.

2. What type of exploratory research would you suggest in the following situations?

a. A product manager suggests development of a nontobacco cigarette blended from

wheat, cocoa, and citrus.

The non-tobacco cigarette may have many unconscious associations. A thematic apperception
test might be appropriate. With a TAT, individuals do not have to state that they personally feel a
certain way about an “imitation” cigarette. Given the mask of a projection technique, respondents
may be more honest.

b. A research project has the purpose of evaluating potential names for a corporate
spin-off.

When generating a corporate name, the research question will center associations with several
proposed different names. The name should be selected because it has a connotation that is
compatible with the intended corporate concept. A connotation that presents a favorable and
distinctive image is desired. A word association test might be very useful. A statement such as
the following might be used: “I am going to read you several names. I would like you to respond
with the first thing that comes to your mind.”

c. A human resource manager must determine the most important benefits of an

employee health plan.

A focus group interview with employees might provide insight into what benefits are most
important to employees.

d. An advertiser wishes to identify the symbolism associated with cigar smoking.

A thematic apperception test might be a very useful technique in this situation. For example, the
first picture might be a man and a woman seated at a restaurant with the person at the next table
smoking a cigar. Or the picture might show two people in the same room, one beginning to light
up a cigar. A sentence completion test might also be used. If a focus group is used, smokers and
nonsmokers should not be in the same group.

3. What are the key differences between a focus group interview and a depth interview?

A focus group interview is an unstructured, free-flowing interview with a small group of people,
usually between six and ten people. A depth interview is a one-on-one interview between a
professional researcher and a research respondent.

4. [Internet Question] Visit some websites for large companies like Honda, Qantas Airlines,
Target, Tesco and Marriott. Is there any evidence that they are using their Internet sites
 in some way to conduct a continuous online focus blog or intermittent online focus
groups?

At the time of this writing, it did not appear that any of the sites listed in this question are using
their sites to conduct a continuous online focus blog or intermittent online focus group. The
instructor might want to note the risk in allowing blogs related to a business’s site because of the
lack of control the company has over what visitors might post.

5. What is laddering? How might it be used in trying to understand which fast-food

restaurant customers prefer?

Laddering is a term used for a particular approach to probing asking respondents to compare
differences between brands at different levels. What usually results is that the first distinctions
are attribute level distinctions, the second are benefit level distinctions, and the third are at the
value or motivation level.