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Flashcards in Chapter 5 Deck (31):
1

Direct Research procedures

focus groups
in-depth interviews

2

Indirect Research Procedures

Projective Techniques

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Types of Projective Techniques

-association techniques
-completion techniques
-construction techniques
-expressive techniques

4

two way focus group

allows one target group to listen and learn from a related group

5

dual-moderator group

focus group conducted by two moderators one is responsible for smooth flow while other is responsible for covering certain information

6

dueling-moderator group

two moderators that take opposite positions on issue (good cop bad cop)

7

respondent-moderator group

moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

8

client-participant group

client personnel are identified and made part of the discussion group

9

mini group

-1 moderator
-4/5 participants

10

tele session groups

focus group sessions by phone using the conference call technique

11

online focus groups

focus groups conducted online over the internet

12

disadvantage of focus groups

-misuse
-misjudge
-moderatin
-messy
-misrepresentation

13

Advantage of online focus group

-can recontact them later
-geographicaly easier
-low cost

14

disadvantage of online focus groups

only people that have access to the internet can participate
-verifiying participants identity
-lack of control over respondent's environment
-only audio/visual stimuli can be tested

15

In-depth interview techniques

laddering
hidden issue questioning
symbolic analysis

16

laddering

line of question proceeds from product characteristics to user characteristics

17

hidden issue questioning

focus is not on socially shared values but rather on personal "sore spots"

18

symbolic analysis

attempts to analyze the symbolic meaning of objects by comparing them with their opposites

19

word association

respondents presented with a list of words ands asked what first comes to mind when hearing each word

20

completion techniques

sentence completion
story completion

21

construction techniques

picture response
cartoon tests

22

picture response

respondents are asked to describe a series of pictures of both ordinary and unusual events. The interpretation of the pictures gives an indication of their personality

23

cartoon tests

respondents asked what a cartoon character might say in response to another character or situation

24

expressive technique definition

respondents presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation

25

role playing

respondents asked to play the role or assume the behavior of someone else

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third-person technique

respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes

27

advantages of projective techniques

cover controversial topics without directly talking about them

28

disadvantage of projective techniques

-risk of interpretation bias
-need skilled interviewer to do it right

29

data reduction

aspects of data are emphasized, minimized, or set aside for project at hand

30

data display

develop visual interpretation of the data such as diagram, charts matrix

31

conclusion drawing and verification

consider the meaning of analyzed data and assess its implications for the research question at hand