Question 1

Which qualitative research orientation originated in sociology?

Accepted Answer

Grounded theory originated in sociology as a method to develop theories grounded in data systematically collected and analyzed.

Question 2

All of the following are qualitative research orientations EXCEPT:

Accepted Answer

ANOVA is a statistical analysis method commonly used in quantitative research, and therefore is not a qualitative research orientation. Qualitative research orientations are focused on understanding and interpreting human experiences and behaviors, such as phenomenology, grounded theory, and case studies.

Question 3

Kodetra is interpreting consumers' blog postings on the Internet.Which of the following best describes the type of research Kodetra is conducting?

Accepted Answer

Kodetra is analyzing consumers' blogs, which is a qualitative research method that focuses on understanding the attitudes, opinions, and behaviors of consumers.

Question 4

Which type of data are not characterized by numbers and instead are textual,visual,or oral?

Accepted Answer

Qualitative data are not characterized by numbers and instead are textual, visual, or oral. Grounded data are a type of qualitative data and subjective data can refer to both qualitative and quantitative data. Quantitative data, on the other hand, are characterized by numbers and can be measured and analyzed statistically.

Question 5

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

Cindy is referred to as a "participant-observer" since she is participating in the mother's group as a mother herself while also observing them as part of her research.

Question 6

Which qualitative research orientation originated in philosophy and psychology?

Accepted Answer

Phenomenology originated in philosophy and psychology, specifically with the work of Edmund Husserl, and focuses on understanding the subjective experiences of individuals. Grounded theory, ethnography, and anthropology have different origins and emphases in qualitative research methodology.

Question 7

All of the following are situations that often call for qualitative research EXCEPT:

Accepted Answer

The statement "when conclusive evidence is desired" indicates a need for quantitative research, as qualitative research is often exploratory and does not provide conclusive evidence. The other options all suggest situations where qualitative research may be more appropriate.

Question 8

Depth interviews are less expensive than focus group interviews,especially if several depth interviews are conducted.

Accepted Answer

The costs are similar if only one to two interviews are conducted.However,if a dozen or more interviews are conducted,the costs are higher than focus group interviews due to the increased interviewing and analysis time.

Question 9

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product,this is an example of which of the following?

Accepted Answer

This is a concept test as the consumers are given a written description of a possible new product and asked about their willingness to pay for it. The purpose of this research is to determine the feasibility of the product, and whether consumers are interested in it enough to pay for it. Causal research, on the other hand, seeks to establish a cause-and-effect relationship while a descriptive research study is used to describe the current market situation. A case study would involve an in-depth analysis of a specific individual, group, or situation to identify key factors and trends.

Question 10

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

Accepted Answer

Grounded theory is an orientation that focuses on developing a theory or model that emerges from data collected during an inquiry. Instead of starting with a preconceived theory or hypothesis, grounded theory allows for the theory to be developed from the data itself, often through a process of coding and categorizing. Phenomenology focuses on understanding the essence of a phenomenon as experienced by individuals, ethnography focuses on describing and interpreting cultural practices and beliefs, and case study focuses on a detailed examination of a single case or phenomenon.

Question 11

The sentence completion method is a type of free-association technique.

Accepted Answer

The sentence completion method is a form of free-association, where the person is asked to respond to an incomplete sentence with the first word or phrase that comes to mind.

Question 12

Ethnography is a qualitative research orientation originating in:

Accepted Answer

Ethnography is a research approach that involves the systematic study of people and cultures in their natural setting. It originated in the field of anthropology, where ethnographers would immerse themselves in a community to gain an understanding of the culture and behavior of its members. While it has since been adopted and adapted by other fields, such as sociology and marketing, its roots lie in anthropology.

Question 13

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

Accepted Answer

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself. It involves interpreting and understanding the meaning of someone's experiences through their own language and perspective. Ethnography is a research method that involves observing and participating in a community or culture to understand its practices and beliefs. Psychographics is a marketing technique that involves categorizing people based on their attitudes, values, and lifestyle. Psychodynamics is a theory that emphasizes the role of unconscious thoughts and feelings in shaping behavior. None of the other options relate specifically to the understanding of phenomenology.

Question 14

In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Accepted Answer

The moderator's ability to probe and ask additional questions on the spot is reduced in online focus groups.

Question 15

Researcher-dependent results are:

Accepted Answer

Researcher-dependent results are subjective, meaning they are influenced by the opinions, biases, and interpretations of the researcher conducting the study. These results may not be replicable or consistent across different researchers or studies.

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

This is a thematic apperception test (TAT).

Question 17

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live.He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment,objects,people,and situation.Which qualitative research orientation is Owen using?

Accepted Answer

Owen is using a phenomenological orientation, which focuses on understanding how individuals experience and perceive the world around them subjectively.

Question 18

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

Accepted Answer

This is an accurate description of laddering, which is a qualitative research technique for eliciting underlying motives and values that drive consumer brand preferences. By breaking down a brand's attributes into different levels, such as functional features, emotional benefits, and personal values, laddering can reveal the connections between different levels and uncover the deeper meanings that consumers associate with certain brands. By asking respondents to compare the differences between brands at different levels, researchers can discover the unique selling proposition (USP) of each brand and identify opportunities for differentiation and competitive advantage.

Question 19

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

Accepted Answer

Exploratory research is used when the researcher is unsure of the exact nature of the research problem and needs to conduct preliminary investigation to develop deeper insights into the issue. Descriptive research is used to describe the characteristics of a population or phenomenon, while judgmental research relies on the subjective opinions of experts. Convenience research refers to data collected through accessible and convenient means rather than a deliberate sampling process.

Question 20

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

Accepted Answer

The definition given matches with the definition of quantitative marketing research which involves empirical assessments and numerical measurement and analysis.

Quiz 6: Qualitative Research Tools