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26 Cards in this Set
- Front
- Back
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What are the most important reasons why you buy that brand of bottled water?
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Straight-forward, direct and factual question
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What are all the different ways to describe how you evaluate various mp3 players?
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Straight-forward, structual question
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Tell me about the first time you tried a low-calorie drink. Start at the time you decided to purchase this type of drink and continue through your first tasting. Try to decide what you were doing and thinking at each point in the process.
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Elaboration-oriented, grand tour question
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What is your idea of an ideal mp3 player? How does (a certain attribute of) the iPod match with your ideal player?
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Elaboration, idealization question
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In what way(s) do you think that Powerade is different from Gatorade?
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Elaboration, contrast question
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Imagine that you're sitting with Steve Jobs, CEO of Apple. What types of questiosn would you ask him? What kind of answers would you anticipate?
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Elaboration, hypothetical-interaction question
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You said you don't drink orange juice because of some health concerns. Others who I'mve talked to said the same thing. In my last group, however, a few people said that organge juice was a healthy drink. What do you think about this point of view?
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Elaboration, third-person question
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Among mp3 players, what is the first brand that comes to your mind when someone says...
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Projective technique, word association
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The type of people who drink low calorie sports drinks are ________.
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Projective technique, sentence/story completion
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If iPod were to turn into a celebrity, who would it be?
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Projective technique, personification
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Why do you think many college students avoid admitting their clinical depressing to their friends?
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Projective technique, role-playing question
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Here is someone's grocery list. Please describe the personality and character of the person who would purchase the items on the list.
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Projective, shopping list
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There's a picture, and the subject is supposed to provide the dialogue, thoughts, or feelings of people in the visual stimulus.
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Projective, picture projection
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There's a picture of two people, one of whom has a blank thought bubble. The subject has to fill in the blank bubble.
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Projective, cartoon test
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explicit requests for specific pieces of information; useful in providing background info; open-ended
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Direct and factual questions
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understand how a participant organizes feelings and thoughts within an area
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Structural question
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reconstruct a routine, procedure, activity, or event; non-threatening
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Grand tour questions
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speculate about the "ideal," then discuss apcific, existing instances in the context of the ideal
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Idealization questions
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help uncover differences in attitudes and perceptions between different products
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Contrast questions
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how the participant would respond in a plausible situation
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Hypothetical-interaction question
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follows up self-disclosure with non-threatening challenges; asks for elaboration within the context of an anonymous, nonpresent third person
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Third-person questions
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quick respones to the stimulus with the first thing(s) that come to mind (<3 seconds)
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Word association
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requires the participant to draw on her own attitudes and beliefs to complete a sentence/story
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Sentence/story completion
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establish the image or character of a brand by relating it to a well-known person/character/animal
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Personification and anthropomorphism
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useful for sensitive or socially desirable questions
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Role-playing
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speculate about the characteristics of different types of shoppers; each participant gets one of two (or mroe) versions
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Shopping list
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