Deck 3: Qualitative Research

Question 1

Qualitative research provides a precise measurement and understanding of a concept or problem.

Answer 1

False

Question 2

Grounded theory opts deductive investigation for the research questions.

Answer 2

False

Question 3

Qualitative research allows the researcher to uncover insights without depending on numerical measurement.

Answer 3

True

Question 4

Concept testing is a frequent reason to conduct qualitative research.

Question 5

Ethnography is a type of research that requires the researcher to be detached from a culture while observing the behaviour of its participants.

Question 6

Qualitative research relies more on the researcher's interpretive skills than quantitative research.

Question 7

Concept testing is a mean for evaluating ideas, by providing a feel for merits prior to commitment for research and development.

Question 8

Qualitative research focuses on extracting meaning from structured responses and converting it into actionable information.

Question 9

As a mode of enquiry, qualitative research is commonly associated with surveys and experiments.

Question 10

Qualitative research is focused on providing a broad understanding of the phenomena of interest.

Question 11

A focus group can provide a good sample representation if the participants are carefully recruited.

Question 12

Group homogeneity reduces the effectiveness of focus group sessions.

Question 13

Qualitative research can help to discover new ideas.

Question 14

Quantitative research uses exploratory research design, qualitative research design is causal.

Question 15

Qualitative research utilises approaches that are more structured than quantitative approaches.

Question 16

One of the limitations of case-study approach is its generalisability based on fewer cases.

Question 17

The phenomenological interviewer seeks to ask direct questions from respondents in order to reveal their stories.

Question 18

Qualitative research answers questions of fact necessary to determine a course of action.

Question 19

The qualitative approach is not suitable for social research.

Question 20

Screening of alternatives is not possible in qualitative research.

Question 21

A clothing manufacturer first looks at a few retailers to help identify the nature of any problems that may require further formal investigation. This is an example of which of the following?

A) Survey
B) Ethnography
C) Experiment
D) Case study

Question 22

The process of identifying, analyzing, and interpreting pattern in data to extract meaning is called thematic analysis.

Question 23

Concept testing is:

A) a qualitative technique that intensively investigates one or more situations similar to the problem situation.
B) a quantitative technique that utilises rigorous statistical tests to provide conclusive answers about a problem situation.
C) a means of evaluating ideas by providing a feel for their merits prior to the commitment of any research or development.
D) an approach used by management to help diagnose the dimensions of the problem at hand.

Question 24

A projective technique that presents a series of pictures to research subjects and asks them to provide a description of a story about the picture is known as thematic appreciation test.

Question 25

It is difficult to discuss sensitive topics in focus group interviews.

Question 26

Role-playing is a type of projective technique in which the respondent is expected to transfer his or her attitudes to the third person.

Question 27

Which of the following is not a characteristic of qualitative research?

A) It focuses on capturing data through observations and words.
B) It provides better understanding of a concept.
C) It helps to crystallise a marketing problem.
D) It answers questions of fact necessary to determine a particular course of action.

Question 28

When exploratory research is conducted to try to reduce the number of new product ideas for further consideration, it has the purpose of:

A) screening alternatives.
B) discovering new ideas.
C) providing conclusive evidence.
D) diagnosing a situation.

Question 29

Word association is commonly used to test potential brand names.

Question 30

A major advantage of qualitative research is in its ability to make projections from findings.

Question 31

Heterogeneous groups work best in focus group interviews.

Question 32

All of the following are characteristics of qualitative research, except:

A) qualitative research answers questions of fact to determine a course of action.
B) qualitative research provides greater understanding of a concept.
C) qualitative research focuses on words and observations.
D) qualitative research often occurs in natural settings.

Question 33

An in-depth interview technique is usually very structured.

Question 34

When administering a thematic apperception test, the picture stimulus used should not be ambiguous.

Question 35

Which type of qualitative orientation would be most appropriate when studying the behaviour of children?

A) Grounded theory
B) Ethnography
C) Case study
D) Phenomenology

Question 36

The process of using one or more arguments to reach a logical conclusion is known as deduction.

Question 37

Which type of qualitative orientation would be particularly useful for studying highly dynamic situations involving rapid, significant changes?

A) Ethnography
B) Case study
C) Grounded theory
D) Hermeneutics

Question 38

Which of the following is not a focus of qualitative research?

A) To enhance understanding of the nature of the marketing problem
B) To produce generalisable findings about the phenomena of interest
C) To help define key issues for quantitative research
D) To provide deep understanding pertaining to the phenomena of interest

Question 39

Which of the following research approaches is most useful to helping to understand how toddlers obtain value from their experiences with toys?

A) Case study
B) Depth interview
C) Survey
D) Ethnography

Question 40

A researcher posing questions about information provided from historical records in order to derive a deeper understanding is an example of which of the following?

A) Grounded theory
B) Case study
C) Ethnography
D) Survey

Question 41

In a focus group session, which of the following is not part of the moderator's role?

A) To develop a rapport with the group
B) To promote group interactions during the discussion
C) To focus the discussion on the areas of concern
D) To ensure the group has control over the discussion

Question 42

A text passage from a respondent's story that is linked with a key theme from within that story is called:

A) data structure.
B) ethnographic data.
C) an analysis unit.
D) a hermeneutic unit.

Question 43

When a bank in New South Wales decides to study the marketing activities of an innovative bank in New Zealand, in order to develop new ideas for product line expansion, this is an example of a(n):

A) case study.
B) test market.
C) experiment.
D) survey.

Question 44

In a focus group discussion, the group produces a wider range of information than would be possible if each member provided information by him- or herself. This is called:

A) Serendipity
B) Specialisation
C) Synergy
D) Spontaneity

Question 45

In hermeneutics, stories gathered from respondents can describe all of the following, except:

A) characters.
B) events.
C) opinions.
D) locations.

Question 46

A new chocolate company wishes to test the brand name. Which one of the following projective techniques would be most feasible for brand name decision?

A) Sentence completion
B) Word association
C) Third person
D) Thematic apperception

Question 47

Which of the following attempts to understand actual user attitude, using their own language, and source data from places where consumers feel comfortable sharing.

A) Sentiment analysis
B) Narrative analysis
C) Descriptive analysis
D) Content analysis.

Question 48

A researcher asking a respondent 'Can you give me an example of that?' is an example of which type of question?

A) Probing
B) Structured
C) Direct
D) Conclusive

Question 49

Which of the following statements about word association tests is not true?

A) Word association tests are easy to interpret.
B) Word association tests can be used to pretest words or ideas for questionnaires.
C) Word association is frequently used to test potential brand names.
D) Word association tests are analysed by the amount of elapsed time.

Question 50

In a focus group discussion, recording the session for detailed examination later is a form of:

A) serendipity
B) security
C) scrutiny
D) stimulation

Question 51

Which of the following is not true about in-depth interview?

A) It can be longer than one hour
B) It is less expensive
C) It requires skilled interviewers
D) Analysis of in-depth interview is very subjective

Question 52

Which of the following is not true for quantitative research?

A) It tests hypothesis
B) It is unstructured
C) It usually has large sample
D) It has causal research design

Question 53

Which of the following statements about projective techniques is not true?

A) Respondents are not required to provide answers in any structured format.
B) Respondents are encouraged to describe a situation in their own words.
C) Respondents are expected to interpret the situation within the context of their own experiences.
D) Respondents are prompted by the interviewer to draw out hidden thoughts.

Question 54

What is the ideal size of a focus group?

A) One-five
B) Six-10
C) 10-15
D) 16-20

Question 55

Which of the following is not an advantage of focus group interviews?

A) They can cover sensitive topics.
B) They can be executed quickly.
C) They can gain multiple perspectives.
D) They can be flexible.

Question 56

Suppose that a researcher presents a description of a shopping list to a respondent and asks for a characterisation of the purchaser. This is an example of a(n):

A) third-person technique.
B) role-playing technique.
C) thematic apperception test.
D) experience survey.

Question 57

Which of the following is not a qualitative research strategy?

A) Experiment
B) Ethnography
C) Case-study
D) Grounded theory

Question 58

Which type of research approach would be most appropriate for a fast-food chain wishing to understand the fast-food culture in its stores?

A) Grounded theory
B) Ethnography
C) Case study
D) Phenomenology

Question 59

Which of the following originated in psychology and business research?

A) Case study
B) Ethnography
C) Grounded theory
D) Netnography

Question 60

Which of the following is not true for qualitative research?

A) Qualitative research aims to discover new ideas
B) Qualitative research has specific research questions
C) Qualitative research is unstructured
D) Qualitative research has exploratory research design

Question 61

Which of the following is a form of analysis that interprets natural language stories?

A) Sentiment analysis
B) Narrative analysis
C) Descriptive analysis
D) Content analysis

Question 62

In a focus group an individual usually can find some comfort in the fact that his or her feelings are similar to those of others in the group. This is called:

A) synergy.
B) serendipity.
C) support.
D) security.

Question 63

Which of the following is based on the principle of free association?

A) Sentence completion method
B) Word association
C) Third person technique
D) Content analysis