Question 1

Name and briefly describe the four qualitative research orientations.

Accepted Answer

Major categories of qualitative research

Question 2

Which situation is LEAST conducive for qualitative research?

Accepted Answer

A) when developing difficult but actionable decision statements 
B) when needing conclusive evidence to be drawn from data 
C) when learning how consumers use a product in natural settings 
D) when needing a fresh approach to studying some problem 
A) when developing difficult but actionable decision statements 
B) when needing conclusive evidence to be drawn from data 
C) when learning how consumers use a product in natural settings 
D) when needing a fresh approach to studying some problem

Question 3

Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.

Accepted Answer

A) True 
 B)False

Question 4

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

Accepted Answer

A) True 
 B)False

Question 5

When focus group participants are shown a drawing of a new type of car and are asked for their reactions,this is called a(n)____________________.

Accepted Answer

The answer of When focus group participants are shown a...

Question 6

Qualitative research ____.

Accepted Answer

A) tests specific research hypotheses 
B) typically has a large number of participants 
C) yields objective data 
D) has an unstructured approach to data collection 
A) tests specific research hypotheses 
B) typically has a large number of participants 
C) yields objective data 
D) has an unstructured approach to data collection

Question 7

The person who leads a focus group discussion is called a(n)____________________.

Accepted Answer

The answer of The person who leads a focus group...

Question 8

The focus of qualitative research is on producing "numbers" that can be used in statistical tests.

Accepted Answer

A) True 
 B)False

Question 9

Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.

Accepted Answer

A) True 
 B)False

Question 10

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank.This is an example of a ____.

Accepted Answer

A) word association test 
B) concept test 
C) case study 
D) sentence completion test 
A) word association test 
B) concept test 
C) case study 
D) sentence completion test

Question 11

A focus group moderator needs to be a good listener.

Accepted Answer

A) True 
 B)False

Question 12

An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n)____________________ technique.

Accepted Answer

The answer of An indirect method of questioning that allows...

Question 13

When another researcher would get the same result by conducting the same research procedures,the research is said to be ____.

Accepted Answer

A) valid 
B) replicable 
C) homogeneous 
D) scrutinized 
A) valid 
B) replicable 
C) homogeneous 
D) scrutinized

Question 14

Research that is conducted to clarify the nature of a research problem is called _____ research.

Accepted Answer

A) exploratory 
B) judgmental 
C) descriptive 
D) convenience 
A) exploratory 
B) judgmental 
C) descriptive 
D) convenience

Question 15

An unstructured,free-flowing discussion with a small number of consumers in a session that is conducted by a moderator is called a(n)____________________.

Accepted Answer

The answer of An unstructured,free-flowing discussion with a small number...

Question 16

The grounded theory technique (GTT)presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Accepted Answer

A) True 
 B)False

Question 17

In case studies,_____ are identified by the frequency with which the same term (or a synonym)arises in the narrative description.

Accepted Answer

A) themes 
B) threats 
C) links 
D) ladders 
A) themes 
B) threats 
C) links 
D) ladders

Question 18

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

Accepted Answer

A) hermeneutics 
B) field notes 
C) discussion guides 
D) expositions 
A) hermeneutics 
B) field notes 
C) discussion guides 
D) expositions

Question 19

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers.Being a mother herself,she was able to join a mother's group and spent considerable time immersed within that culture.From this immersion,she is able to draw data from her observations.Cindy is referred to as a(n)____.

Accepted Answer

A) interloper 
B) participant-observer 
C) moderator 
D) mystery shopper 
A) interloper 
B) participant-observer 
C) moderator 
D) mystery shopper

Question 20

Laddering is an approach to probing,asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

Accepted Answer

A) True 
 B)False

Exam 5: Qualitative Research Tools

Name and briefly describe the four qualitative research orientations.

Which situation is LEAST conducive for qualitative research?

Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

When focus group participants are shown a drawing of a new type of car and are asked for their reactions,this is called a(n)____________________.

Qualitative research ____.

The person who leads a focus group discussion is called a(n)____________________.

The focus of qualitative research is on producing "numbers" that can be used in statistical tests.

Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank.This is an example of a ____.

A focus group moderator needs to be a good listener.

An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n)____________________ technique.

When another researcher would get the same result by conducting the same research procedures,the research is said to be ____.

Research that is conducted to clarify the nature of a research problem is called _____ research.

An unstructured,free-flowing discussion with a small number of consumers in a session that is conducted by a moderator is called a(n)____________________.

The grounded theory technique (GTT)presents subjects with an ambiguous picture in which consumers and products are the center of attention.

In case studies,_____ are identified by the frequency with which the same term (or a synonym)arises in the narrative description.

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

Laddering is an approach to probing,asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Secondary Data Research in a Digital Age

Survey Research

Observation

Conducting Marketing Experiments

Measurement and Attitude Scaling

Questionnaire Design

Sampling Designs and Sampling Procedures

Big Data Basics: Describing Samples and Populations

Basic Data Analysis

Testing for Differences Between Groups and for Predictive Relationships

Communicating Research Results

Beyond the Basics in Basic Data Analysis

Advanced Topics in Linear Analytics

Testing Hypotheses With Glm Procedures

Introducing Multivariate Data Analysis

Multivariate Data Analysis: Analytics With Interdependence Techniques

Primer on Structural Equations Modeling

Filters

Respondents are presented with the statement: "People who watch football on television are ______," and asked to fill in the blank.This is an example of a .