Deck 3: Qualitative Research

Question 1

Qualitative research should not be used when the researcher has a limited amount of experience with, or knowledge about, a research issue.

Answer 1

False

Question 2

Quantitative research is often used to help to define the key issues needed for the qualitative research that follows it.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

A key advantage of the case study method is that it allows information from many situations similar to the researcher's problem to be investigated.

Question 6

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

Question 7

The focus of qualitative research is to provide findings that can be communicated to the wider population.

Question 8

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

Question 9

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

Question 10

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

Question 11

Clients are generally more familiar with statistical findings than with findings derived from qualitative research.

Question 12

Group homogeneity reduces the effectiveness of focus group sessions.

Question 13

Researchers using phenomenology rely on focus group interviews to study human experiences.

Question 14

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

Question 15

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

Question 16

Ethnographic research relies more on observation of natural behaviour than on direct questioning.

Question 17

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

Question 18

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

Question 19

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

Question 20

Qualitative research can help to diagnose the dimensions of a marketing problem.

Question 21

No good ideas will be rejected during qualitative research.

Question 22

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 23

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 24

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 25

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

Question 26

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 27

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 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

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

Question 30

Information gathered from social networking sites can be considered more realistic and less influenced by response biases than direct questioning.

Question 31

In projective techniques, respondents are required to answer direct, structured questions.

Question 32

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 33

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

Question 34

Word association is commonly used to test potential brand names.

Question 35

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 36

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 37

Heterogeneous groups work best in focus group interviews.

Question 38

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 39

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 40

Qualitative analysis software can assist in interpreting photographs and videos for meaning.

Question 41

Which of the following research tools is not typically used in ethnography?

A) Focus group interviews
B) Depth interviews
C) Observation
D) Conversation

Question 42

In a focus group discussion, the comments of one member trigger a stream of comments from the other participants. This is called:

A) serendipity.
B) snowballing.
C) structure.
D) spontaneity.

Question 43

What is the ideal size of a focus group?

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

Question 44

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 45

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 46

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 47

An online focus group consisting of a series of bulletin boards on which respondents type answers to open-ended questions and responses to other postings at their own convenience is called a(n):

A) on-time focus group.
B) off-time focus group.
C) streamlined focus group.
D) real-time focus group.

Question 48

Depth interviews are commonly used in each of the following qualitative approaches, except:

A) grounded theory.
B) phenomenology.
C) ethnography.
D) case studies.

Question 49

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 50

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 51

What is likely to occur when one member of the group dominates the focus group discussion?

A) The bandwagon effect
B) The halo effect
C) The projective effect
D) The interviewer effect

Question 52

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 53

In a focus group discussion, members speak only when they have definite feelings about a subject. This is called:

A) serendipity.
B) specialisation.
C) structure.
D) spontaneity.

Question 54

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 55

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

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

Question 56

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 57

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 58

Which of the following projective techniques is most useful in investigating situations in which interpersonal relationships are the subject of the research?

A) Role-playing
B) Third-person
C) Word association
D) Thematic apperception test

Question 59

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 60

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 61

A child using a make-believe phone and describing the new biscuit she has just seen advertised is an example of the ____ _______ technique.

Question 62

________ are a common tool used in qualitative research that require respondents to assemble pictures that represent their thoughts.

Question 63

The projective technique that presents a series of pictures to respondents and asks them to build a story from them is known as a(n) ________ ____________ test.

Question 64

Asking a child to draw what comes to his or her mind when thinking about going to a theme park is an example of a(n) ____________ technique.

Question 65

When exploratory research is conducted to find out what problems people occur when using public transport in Melbourne, it has the purpose of:

A) discovering new ideas.
B) diagnosing a situation.
C) refining the research objective.
D) screening alternatives.

Question 66

Ethnography is a research approach that studies cultures by ___________ ___________.

Question 67

The study of posts in online discussion groups and communities is known as ___________.

Question 68

An online focus group in which respondents use a chat room to type responses in real time, and a moderator is present, is called a(n) _______ focus group.

Question 69

_____________ is a philosophical approach to studying human experiences based on the idea that human experience is inherently subjective and socially constructed.

Question 70

When a respondent is instructed, 'Say the first word that comes to mind when I read a list of words to you one at a time,' it is an example of ____ ___________ test.

Question 71

A bandwagon effect that can often occur in a focus group interview situation is called ___________.

Question 72

________ ______ is an inductive investigation in which the research asks the questions to himself or herself and repeatedly question the responses to derive deeper explanations

Question 73

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 74

A ____ effect is said to occur if participants react negatively towards the dominant member in a focus group.

Question 75

In depth interviews, interviewers use _______ questions to stimulate the respondent to elaborate on a discussion topic.

Question 76

The approach that relies on textual analysis, through which a person tells a story about him- or herself, is known as ____________.

Question 77

A qualitative research technique that intensively studies one or a few situations similar to the problem situation is known as a(n) ____ _____.

Question 78

The extraction of data from various sources - for instance, social networking sites - to uncover patterns and possible causes of behaviour is known as ____ _______.

Question 79

When respondents are given a part of an idea (for example, 'People who drink beer are...'), it is an example of a(n) ________ __________ method.

Question 80

Which of the following is a common analysis technique for analysing qualitative data?

A) Descriptive analysis
B) Thematic analysis
C) Flexible analysis
D) Inferential analysis