Question 1

__________ is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.&#10;A) Quantitative research&#10;B) Qualitative research&#10;C) Triangulation&#10;D) Navigation

Accepted Answer

Triangulation is the term used to describe the use of multiple methods or data sources in research to enhance the credibility and validity of the results.

Question 2

Which of the following is true of qualitative research?&#10;A) Results can be generalized&#10;B) Extensive use of statistics and numbers.&#10;C) Usually uses large and representative samples&#10;D) Useful for gaining an in-depth understanding of underlying motivations

Accepted Answer

Qualitative research is characterized by its focus on exploring ideas, understanding phenomena, and gaining insights into underlying motivations and reasons, rather than on quantification and statistical analysis.

Question 3

Which of the following is a limitation of qualitative research?&#10;A) Not useful for answering questions like &#34;how many?&#34; and &#34;how much?&#34;&#10;B) People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects&#10;C) Results cannot be generalized&#10;D) All of the above are limitations of qualitative research

Accepted Answer

All of the options listed are limitations associated with qualitative research. Qualitative research often focuses on exploring ideas, understanding concepts, and gathering insights, which makes it less suitable for quantifying data ("how many?" and "how much?"). It is also subject to demand effects, where participants may respond based on what they believe the researcher wants to hear. Additionally, due to its nature, the results from qualitative research are harder to generalize to a larger population because it typically involves smaller, more focused samples and does not aim for statistical representation.

Question 4

Which of the following is NOT true of qualitative research?&#10;A) Typically involves smaller samples&#10;B) It is unstructured and spontaneous&#10;C) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.&#10;D) It can be used to generalize findings to a population

Accepted Answer

Qualitative research is characterized by its focus on in-depth understanding of human behavior and the reasons that govern such behavior. It is not designed to generalize findings to a larger population, which is a key feature of quantitative research. Quantitative research, with its larger sample sizes and structured methodologies, is better suited for generalizing findings to a broader population.

Question 5

Which of the following is NOT a limitation of qualitative research?&#10;A) Not useful for answering questions like &#34;how many?&#34; and &#34;how much?&#34;&#10;B) Difficult to replicate qualitative research&#10;C) Some qualitative techniques are very labor intensive&#10;D) Results cannot be generalized&#10;E) It is used to build new theories

Accepted Answer

Qualitative research is indeed used to build new theories, which is not a limitation but rather a strength. The other options listed (A, B, C, D) are common limitations associated with qualitative research methods.

Question 6

Which of the following is NOT an advantage of qualitative research?&#10;A) They are good for pilot studies and exploration&#10;B) They are good for generalization of results to a population&#10;C) They present a lot of flexibility in design and conduction.&#10;D) They are ideal for consumer interaction with a product

Accepted Answer

Qualitative research is not typically used for generalizing results to a larger population. This is because qualitative studies often involve smaller, non-random samples that are not representative of a larger group. The focus is on gaining in-depth understanding of a phenomenon, not on statistical generalization.

Question 7

One advantage of qualitative research is that the results can always be generalized to the population.

Accepted Answer

Qualitative research focuses on understanding complex phenomena within their contexts and often involves small, non-random samples, making it difficult to generalize findings to the broader population.

Question 8

Triangulation and cross-examination are used to mean the same concept in advertising and public relations research

Accepted Answer

Triangulation and cross-examination are both methods used to verify the accuracy and reliability of data in advertising and public relations research.

Question 9

Triangulation is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.

Accepted Answer

Triangulation involves using multiple methods, data sources, researchers, or theories in research to cross-check and validate findings, enhancing the credibility and reliability of the results.

Question 10

List three advantages and disadvantages of qualitative research.

Accepted Answer

The answer of List three advantages and disadvantages of qualitative...

Deck 14: How Qualitative Research Can Enhance Quantitative Research