Which qualitative tool simply records a respondent's first ...

[plus1]

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?
 a. phenomenology
  b. conversations
  c. probing
  d. free-association techniques

Question 2

Discuss the advantages and disadvantages of open-ended questions.

[orangecrush]

Answer to Question 1

D

Answer to Question 2

Advantages include:
1 . can serve as an excellent first question on a topic
2 . can establish rapport and gain the respondent's cooperation in answering more specific questions
3 . exert minimal influence on subsequent responses
4 . can provide researchers with additional insights

Disadvantages include:
1 . high potential for interviewer bias
2 . time and cost associated with coding the responses
3 . extra weight given to respondents who are more articulate