Practice 100 - Qualitative

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 100 level practices, Qualitative specifically.

Assessment

The purpose of qualitative research is to...

  • Measure
  • Understand
  • Control
  • Predict

Qualitative research can unveil the…

  • Emotional & Rational
  • Numbers & Graphs
  • Future & Risk
  • Historical & Trending

Qualitative research is…

  • Fixed
  • Constant
  • Flexible
  • Reductive
  • Flexible

Qualitative research cannot…

  • Measure & Forecast
  • Describe & Characterize
  • Explore & Investigate
  • Profile & Illustrate

Qualitative research is…

  • Rigid
  • Structured
  • Pre-Coded
  • Open

Qualitative research can complement quantitative research by…

  • Controlling
  • Strictly Defining
  • Validating
  • Forecasting

Qualitative research combines the following disciplines

  • Psychology
  • Sociology
  • Anthropology
  • Business

Qualitative research can achieve…

  • Insight
  • Direction
  • Numbers
  • Context

The very first step in qualitative research is…

  • Report
  • Discussion Guide
  • Transcripts
  • Design

Which of the following describe a qualitative objective?

  • To explore and profile each segment
  • To find out how each segment feels and the reasons behind
  • To understand each segment's preferences
  • To identify the market size of each segment

Which of the following are a qualitative methodology?

  • Focus Groups
  • Big Data
  • Depth Interview
  • Online Questionnaire

Which of the following are used in a qualitative interview?

  • Transcripts
  • Round Table
  • Two-way Mirror
  • Computer Assisted Phone Interview (CAPI) Platform

Who is the leader of the qualitative interview?

  • Facilitator
  • Host
  • Leader
  • Moderator

What is required of the moderator?

  • Flexibility
  • Leadership
  • Bullying
  • Intuition

A moderator should never be…

  • Shy
  • Passive
  • Insecure
  • Intimidating

Which of the following represents the typical number of respondents in a group?

  • 6-8 people
  • 2-4 people
  • 10-12 people
  • 1-2 people

An interview facility should be…

  • Neutral
  • Relaxed
  • Dark
  • Formal

Which of the following are a disadvantage of focus groups?

  • Group influence can bias response
  • Difficult to work out where each respondent is coming from
  • Cannot identify how many people in the market feel that way
  • Not good for specific targets that cannot be brought together in a group (for example CEO's, celebrities, etc.)

Qualitative research should be about…

  • Passion
  • Learning
  • Fun
  • Growth