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Essentials of Marketing Research Study Set 4
Quiz 9: Qualitative Data Analysis
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Question 21
True/False
Comparisons can be used to differentiate between not only two constructs but also between two or more kinds of respondents.
Question 22
Multiple Choice
Which of the following statements about verbatims is incorrect?
Question 23
True/False
Focus group and in-depth interview data typically produce thick descriptions.
Question 24
True/False
In qualitative data analysis, it is common to use visual displays to summarize data.
Question 25
True/False
In data reduction, categories are final once established and cannot be modified as data analysis continues.
Question 26
True/False
Qualitative researchers may enter any of their observations and notes into the data set.
Question 27
True/False
While doing data reduction, a researcher assigns a code to a particular paragraph in a transcript. Once that code has been assigned, the researcher can go ahead and assign another (additional) code to the same paragraph if needed.