Question 1

The goal of the research report is a narrative account that describes the study and its results, draws theoretical insights and some practical applications.

Accepted Answer

A) True 
 B)False  True

Question 2

Handling qualitative data does not involve presentation.

Accepted Answer

A) True 
 B)False  False

Question 3

Qualitative research is used because it is good at telling inside stories from the participants' perspectives, providing rich details and descriptions that place the results in their everyday human context and setting.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following is not a step in handling qualitative data?

Accepted Answer

A)  Data collection 
B)  Data analysis 
C)  Designing a discussion guide 
D)  Presentation 
A)  Data collection 
B)  Data analysis 
C)  Designing a discussion guide 
D)  Presentation

Question 5

Which of the following is true of presentation of qualitative data?

Accepted Answer

A)  A good qualitative research report should be truthful and insightful 
B)  Qualitative research reports should contain descriptions only without mention of theory. 
C)  The goal of the research report is to list only practical applications of the research. 
D)  The researcher alone prepares the final qualitative research report. 
A)  A good qualitative research report should be truthful and insightful 
B)  Qualitative research reports should contain descriptions only without mention of theory. 
C)  The goal of the research report is to list only practical applications of the research. 
D)  The researcher alone prepares the final qualitative research report.

Exam 15: Handling Qualitative Findings

The goal of the research report is a narrative account that describes the study and its results, draws theoretical insights and some practical applications.

Handling qualitative data does not involve presentation.

Qualitative research is used because it is good at telling inside stories from the participants' perspectives, providing rich details and descriptions that place the results in their everyday human context and setting.

Which of the following is not a step in handling qualitative data?

Which of the following is true of presentation of qualitative data?

Needs for Research in Advertising and Public Relations

Some Research Deﬁnitions

Planning and Using Research

Designing Research

Introduction to Secondary Research

Syndicated Research

Online Resources

Other Useful Resources

Uses of Qualitative Research

Focus Groups

Content Analysis

In-Depth Interviews

Other Qualitative Methods

How Qualitative Research Can Enhance Quantitative Research

Empirical Research: Survey Research

Sampling

Measuring Instruments

Question Wording

Interviewer Training

Obtaining Accurate Responses

Data Tabulation

Applications of Quantitative Research

Experimental Research

Experimental Approaches

Quasi-Experimental Research

Experimental Applications in Advertising and Public Relations

Historical and Legal Research and Critical Analysis

Handling Data

Scaling Techniques

Mapping Techniques

Statistics

Statistical Analytic Tools

Who Should Conduct Research

Applying Research to Advertising and Public Relations Situations

The Research Report

Ethics in Research

Filters