Question 1

Which of the following is true of qualitative research?

Accepted Answer

A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations 
A)  Results can be generalized 
B)  Extensive use of statistics and numbers. 
C)  Usually uses large and representative samples 
D)  Useful for gaining an in-depth understanding of underlying motivations D

Question 2

__________ is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.

Accepted Answer

A)  Quantitative research 
B)  Qualitative research 
C)  Triangulation 
D)  Navigation 
A)  Quantitative research 
B)  Qualitative research 
C)  Triangulation 
D)  Navigation C

Question 3

Which of the following is NOT an advantage of qualitative research?

Accepted Answer

A)  They are good for pilot studies and exploration 
B)  They are good for generalization of results to a population 
C)  They present a lot of flexibility in design and conduction. 
D)  They are ideal for consumer interaction with a product 
A)  They are good for pilot studies and exploration 
B)  They are good for generalization of results to a population 
C)  They present a lot of flexibility in design and conduction. 
D)  They are ideal for consumer interaction with a product B

Question 4

Which of the following is a limitation of qualitative research?

Accepted Answer

A)  Not useful for answering questions like "how many?" and "how much?" 
B)  People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects 
C)  Results cannot be generalized 
D)  All of the above are limitations of qualitative research 
A)  Not useful for answering questions like "how many?" and "how much?" 
B)  People sometimes try to answer questions the way they think would please the researcher-this is commonly known in research as demand effects 
C)  Results cannot be generalized 
D)  All of the above are limitations of qualitative research

Question 5

Which of the following is NOT true of qualitative research?

Accepted Answer

A)  Typically involves smaller samples 
B)  It is unstructured and spontaneous 
C)  Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback. 
D)  It can be used to generalize findings to a population 
A)  Typically involves smaller samples 
B)  It is unstructured and spontaneous 
C)  Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback. 
D)  It can be used to generalize findings to a population

Question 6

List three advantages and disadvantages of qualitative research.

Accepted Answer

Advantages of qualitative research:
1. I

Question 7

Triangulation is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT a limitation of qualitative research?

Accepted Answer

A)  Not useful for answering questions like "how many?" and "how much?" 
B)  Difficult to replicate qualitative research 
C)  Some qualitative techniques are very labor intensive 
D)  Results cannot be generalized 
E)  It is used to build new theories 
A)  Not useful for answering questions like "how many?" and "how much?" 
B)  Difficult to replicate qualitative research 
C)  Some qualitative techniques are very labor intensive 
D)  Results cannot be generalized 
E)  It is used to build new theories

Question 9

Triangulation and cross-examination are used to mean the same concept in advertising and public relations research

Accepted Answer

A) True 
 B)False

Question 10

One advantage of qualitative research is that the results can always be generalized to the population.

Accepted Answer

A) True 
 B)False

Exam 14: How Qualitative Research Can Enhance Quantitative Research

Which of the following is true of qualitative research?

__________ is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.

Which of the following is NOT an advantage of qualitative research?

Which of the following is a limitation of qualitative research?

Which of the following is NOT true of qualitative research?

List three advantages and disadvantages of qualitative research.

Triangulation is often used to indicate that more than two methods are used in a study with a view to double (or triple) checking results.

Which of the following is NOT a limitation of qualitative research?

Triangulation and cross-examination are used to mean the same concept in advertising and public relations research

One advantage of qualitative research is that the results can always be generalized to the population.

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

Handling Qualitative Findings

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