Question 1

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

Accepted Answer

The major advantage of projective techniques is that they allow individuals to reveal their unconscious thoughts and motivations. However, the interpretation of projective techniques can be complex and subjective, requiring trained professionals to analyze the results.

Question 2

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 3

Quantitative analysis techniques may be applied to qualitative data.

Accepted Answer

Quantitative analysis techniques like frequency counts, coding, and statistical analysis can be used on qualitative data to help identify patterns and themes within the data.

Question 4

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

Accepted Answer

While focus groups can provide valuable insights, the reliability of the data collected can be influenced by factors such as the skills of the moderator, the composition of the group, and the level of participation from all group members. Therefore, the reliability of the data is not always guaranteed to be high.

Question 5

The use of quantitative measures of sentiment is still limited because:

Accepted Answer

While sentiment analysis tools have improved significantly in recent years, they still struggle with accurately classifying a large amount of data. This is because sentiment can be expressed in subtle and complex ways, and machines cannot always accurately interpret these nuances. As a result, relying solely on quantitative measures of sentiment can be risky, as it may not necessarily represent the true sentiment of a community.

Question 6

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 rather than studying many cases superficially.

Question 7

The difference between social media monitoring and private communities is that in social media research _____.

Accepted Answer

Social media monitoring involves collecting and analyzing data from already existing social media content, while private communities involve creating a community of people for research purposes. Therefore, the data already exists in social media research.

Question 8

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

Accepted Answer

Follow-up questions are crucial in getting more detailed and useful information. Therefore, a moderator's guide should include follow-up questions.

Question 9

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

Accepted Answer

Mobile ethnography allows researchers to observe and gather insights on consumer behavior in real-time and natural settings, providing a contextual understanding of their behaviors and experiences. While it may not be as in-depth as traditional ethnography, it offers a valuable and convenient tool for gathering qualitative data.

Question 10

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 tap into individuals' unconscious feelings and attitudes toward the topic being studied. By analyzing the words and phrases used to complete the sentences, researchers can gain insights into the hidden aspects of individuals' thoughts and emotions. Therefore, when successful, sentence completion tests can reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.

Question 11

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

Accepted Answer

The answer of In-depth interviewing increases the likelihood of participants...

Question 12

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

Accepted Answer

The answer of The nonparticipant observation method cannot be used...

Question 13

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 analyze textual, audio, or visual data, such as interviews, surveys, and social media posts. It is used to identify themes or patterns in the data, rather than to create quantitative findings.

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 typically range from 6 to 10 people, to ensure everyone has a chance to share their opinions and ideas. A larger group, like 20 to 30 people, can make it difficult to manage and may lead to a few dominant voices taking control of the conversation.

Question 15

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 do have the advantage of being able to be conducted quickly and easily due to the convenience of participation and the automatic transcript production.

Question 16

_____ is an observational research technique that requires deep engagement with one or more social media communities.

Accepted Answer

Netnography is a type of observational research technique that involves studying online communities and social media groups. It requires a deep engagement with these communities to understand their behavior, interactions, and norms. Sugging and fugging are unethical marketing practices, debriefing analysis is a research technique for evaluating a study after it is completed, and randomization is a statistical method for assigning subjects to different groups in a study. None of these are relevant to observing social media communities.

Question 17

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 18

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?

Accepted Answer

Directness refers to the degree to which a researcher or trained observer actually observes a behavior or an event as it occurs.

Question 19

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

Accepted Answer

Qualitative data can provide additional details, context, insights, and perspectives that quantitative data may not capture. It can help to enhance the overall understanding of a phenomenon or problem being studied.

Question 20

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

Accepted Answer

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

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