Qualitative consumer research questions

FDNH 843: Qualitative Consumer Research Final Exam NAME: ************************************************************************************* Instructions: Please respond to the questions below, save, and upload to Canvas by the deadline on Sunday, May 12. This is open notes. You can take as much time as you need but please submit by the deadline. ************************************************************************************* 1. Answer this question based on the Paradigms of research: Are each of the research questions below related to Positivism or Interpretivism? (2 points each; 10 points) • What motivates consumers to consume foods with ginseng? • Why is ginseng more popular among older adults? • How much do consumers like prototypes with ginseng? • What food products on the market in Thailand contain ginseng? • How could the taste of foods containing ginseng be improved? 2. Explain the design cycle’s 4 phases and how each phase is important for research. 10 points 3. Provide a brief explanation of each of the 5 ethical considerations in qualitative research that should be addressed in the informed consent. 10 points 4. You are planning a study with your employees and tell them that if they do not participate, that could be reflected in the performance reviews. What ethical consideration is most in conflict here? 5 points 5. True/False: When we talk about minimization of harm, we are only talking about harm that can come to the subject physically. Briefly explain your response 10 points 6. A toilet paper company is considering a new type of recyclable toilet paper that is absorbent and can be washed and reused. Due to limited time, product developers have made one prototype for each of the different materials they are considering. They would like to understand what consumers think about the prototypes that they have developed and how/would it fit into their lives. What type of consumer research would you recommend and why? 10 points 7. When starting a qualitative study, there are several parts in the introduction portion. Please list 5 parts and why each is important for the success of the session. 10 points 8. List 3 ways that you, the moderator, can build rapport with your participants. 10 points 9. What are the pros and cons for conducting individual in-person interviews versus in-person focus groups? Give at least 3 reasons for each. 15 points 10. Read the following questions that could be asked by a moderator. For each, indicate if this is an appropriate question, if not – why isn’t it appropriate/what is wrong with it, and finally – how could it be better written? 10 points a. Was it too soft or hard? b. Would you eat these chips more often? c. Did you think it was hard to open? d. On a scale of 1 to 10, how much did you like it?