Question 1

The application of technological tools to identify, extract, and quantify subject information in textual data is called:
A) sentiment analysis.
B) scanner-based research system.
C) listening post.
D) netnography.
E) content analysis.

Accepted Answer

The answer of The application of technological tools to identify,...

Question 2

Quantitative analysis techniques may be applied to qualitative data.

Accepted Answer

Quantitative analysis techniques, such as content analysis or coding, can be applied to qualitative data to identify patterns, themes, and relationships. This enables researchers to make more objective and systematic conclusions from qualitative data.

Question 3

Content analysis is used by quantitative researchers to create meaningful findings from focus group discussions.

Accepted Answer

Content analysis is a qualitative research method used to interpret and analyze data, including from focus group discussions.

Question 4

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

Accepted Answer

Qualitative data provides in-depth information and can help to better understand the context surrounding the issue being studied. It can complement quantitative data, which is more focused on numerical values and statistical analysis. Therefore, the richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

Question 5

The major advantage of projective techniques is the simplicity of interpretation.

Accepted Answer

The major advantage of projective techniques is their ability to elicit unconscious thoughts and feelings from individuals. However, interpretation of the results is often complex and subjective, requiring trained professionals to analyze and interpret the data accurately.

Question 6

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Accepted Answer

The major advantage of focus groups is not necessarily the high reliability of the data collected, but rather the opportunity for participants to generate a wide range of perspectives and insights in a group setting. The data collected through focus groups can be rich and detailed, but it is important to note that it may not necessarily be more reliable than other qualitative methods. Factors such as the composition of the group, the skill of the moderator, and the nature of the research question can all impact the quality of the data obtained from focus groups.

Question 7

Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.

Accepted Answer

The answer of Groupthink is most likely to occur when...

Question 8

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

Accepted Answer

Online focus groups have the advantage of being able to gather participants easily and quickly, and the use of technology allows for automatic generation of transcripts, making the process faster compared to traditional in-person focus groups.

Question 9

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Accepted Answer

The answer of When compared with qualitative research methods, quantitative...

Question 10

Which of the following characteristics of observation describes the degree to which a researcher or trained observer actually observes a behavior or an event as it occurs?
A) Awareness
B) Structure
C) Directness
D) Observing mechanism
E) Reference

Accepted Answer

Directness refers to the extent to which a researcher observes a behavior or event as it happens, without any interference or bias. It is the most relevant characteristic for describing the observer's actual observation of the event. The other options are not relevant in describing this specific aspect of observation.

Question 11

When successful, sentence completion tests reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.

Accepted Answer

Sentence completion tests are designed to reveal unconscious or subconscious thoughts and feelings, making them a useful tool in psychological assessments.

Question 12

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Accepted Answer

Case study research involves focusing on one or a few cases in depth, typically using qualitative methods to gather detailed information about the case(s).

Question 13

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Accepted Answer

A moderator's guide should include follow-up questions to help the moderator elicit more information and clarify any points that need further discussion. These questions can help ensure that the conversation stays on track and that all relevant information is gathered.

Question 14

The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people.

Accepted Answer

The optimal number of participants in face-to-face focus group interviews should range from 6 to 10 people, and not more than 12. This ensures that everyone has a chance to participate, share their opinions, and that the discussion remains manageable and focused. Having too many people can lead to less participation and less depth in the discussion.

Question 15

The difference between social media monitoring and private communities is that in social media research _____.
A) the sample of people interacting about a product is a self-selected sample that is representative of consumer reactions in a target market
B) the data already exists and is not created by interaction with researchers
C) the primary purpose is research
D) most companies outsource community development to a provider because of the start-up costs involved
E) researchers cannot observe people interacting with each other unprompted by the potential bias of interviewers and questions

Accepted Answer

Social media monitoring involves analyzing data that already exists on social media platforms, such as posts and interactions, while private communities are created by companies for the specific purpose of gathering feedback and insights from a selected group of individuals.

Question 16

The use of quantitative measures of sentiment is still limited because:
A) their use requires deep engagement with one or more social media communities.
B) sentiment analysis relies on the emerging field of natural language processing.
C) most social media monitoring tools seek to seamlessly mix qualitative and quantitative analyses.
D) a large amount of data is currently unclassifiable or incorrectly classified with current automation tools.
E) researchers prefer to collect data from higher traffic forums.

Accepted Answer

Currently, the use of quantitative measures of sentiment is limited because a large amount of data is still unclassifiable or incorrectly classified with current automation tools, which can lead to inaccurate results.

Question 17

While not as extensive as traditional ethnography, mobile ethnography provides the ability for researchers to analyze consumers in context.

Accepted Answer

Mobile ethnography does not provide as extensive data as traditional ethnography, but it does allow researchers to observe and analyze consumers in their natural context through the use of mobile technology.

Question 18

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Accepted Answer

In-depth interviewing encourages open and honest responses by building rapport and trust, reducing the likelihood of socially desirable answers.

Question 19

_____ is an observational research technique that requires deep engagement with one or more social media communities.
A) Sugging
B) Debriefing analysis
C) Randomization
D) Netnography
E) Fugging

Accepted Answer

Netnography is the observational research technique that requires deep engagement with one or more social media communities to understand and analyze their behaviors, attitudes, and beliefs. This approach involves observing and studying the online conversations, user-generated content, and the behavior patterns of social media users to gain insights into their motivations and preferences. It offers a powerful tool for social media marketers and researchers to understand the dynamic and rapidly changing world of online communities.

Question 20

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions, and similar information.

Accepted Answer

Nonparticipant observation involves observing subjects without interaction, making it difficult to directly assess internal states like attitudes or emotions.

Quiz 4: Exploratory and Observational Research Designs and Data Collection Approaches

The application of technological tools to identify, extract, and quantify subject information in textual data is called: