Question 1

Which of the following is true of quantitative research?

Accepted Answer

A)  It uses a nonprobability sampling method 
B)  Results are generalizable 
C)  Data analysis is ongoing during the project 
D)  Sample sizes are generally small 
E)  It uses multiple data collection methods 
A)  It uses a nonprobability sampling method 
B)  Results are generalizable 
C)  Data analysis is ongoing during the project 
D)  Sample sizes are generally small 
E)  It uses multiple data collection methods B

Question 2

Anne is moderating a focus group of university professors to understand how they use multimedia in the classroom.All of the participants teach classes with more than 100 students at large,public universities.The composition of this group could be described as _____.

Accepted Answer

A)  heterogeneous 
B)  homogeneous 
C)  non expert 
D)  dyadic 
E)  none of the above 
A)  heterogeneous 
B)  homogeneous 
C)  non expert 
D)  dyadic 
E)  none of the above B

Question 3

Which of the following research purposes are associated with qualitative research?

Accepted Answer

A)  Description 
B)  Prediction 
C)  Theory building 
D)  Theory testing 
E)  Forecasting 
A)  Description 
B)  Prediction 
C)  Theory building 
D)  Theory testing 
E)  Forecasting C

Question 4

Which type of research is designed to address complex,practical problems using brainstorming,followed by sequential trial-and-error attempts until the desired results are achieved?

Accepted Answer

A)  Case history 
B)  Action research 
C)  Causal research 
D)  Grounded theory 
E)  Ethnography 
A)  Case history 
B)  Action research 
C)  Causal research 
D)  Grounded theory 
E)  Ethnography

Question 5

Focus groups should not be used when _____.

Accepted Answer

A)  facing a high-risk decision 
B)  stimulating new ideas for products 
C)  obtaining general background about a topic 
D)  uncovering perceptions about a brand 
E)  diagnosing problems 
A)  facing a high-risk decision 
B)  stimulating new ideas for products 
C)  obtaining general background about a topic 
D)  uncovering perceptions about a brand 
E)  diagnosing problems

Question 6

Which type of nonprobability sampling technique involves choosing participants who then refer others with similar or different characteristics?

Accepted Answer

A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling 
A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling

Question 7

Which type of nonprobability sampling technique involves choosing participants arbitrarily for their unique characteristics,experiences,attitudes,or perceptions?

Accepted Answer

A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling 
A)  Random sampling 
B)  Purposive sampling 
C)  Convenience sampling 
D)  Snowball sampling 
E)  Quota sampling

Question 8

What are some of the responsibilities of interviewers aside from conducting the actual interviews? Name five of these responsibilities.

Accepted Answer

There are several possible responsibilit

Question 9

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

Accepted Answer

The three types of nonprobability sampli

Question 10

The minimum number of cases used in a cross-case analysis is _____ case(s).

Accepted Answer

A)  one 
B)  three 
C)  four 
D)  fifteen 
E)  twenty-five 
A)  one 
B)  three 
C)  four 
D)  fifteen 
E)  twenty-five

Question 11

When using the _____ projective technique,participants are presented with flash cards containing component features and asked to create new combinations.

Accepted Answer

A)  component sorts 
B)  picture association 
C)  thematic apperception test 
D)  sensory sorts 
E)  laddering 
A)  component sorts 
B)  picture association 
C)  thematic apperception test 
D)  sensory sorts 
E)  laddering

Question 12

Qualitative research seeks to _____ theory while quantitative research _____ it.

Accepted Answer

A)  examine; interprets 
B)  build; tests 
C)  test; understands 
D)  apply; builds 
E)  justify; applies 
A)  examine; interprets 
B)  build; tests 
C)  test; understands 
D)  apply; builds 
E)  justify; applies

Question 13

In order to increase participation during group interviews,moderators should ____.

Accepted Answer

A)  Use abstract terminology in the questions 
B)  Not express appreciation for a participant's contributions 
C)  Discourage participant questions 
D)  Encourage participants to socialize 
E)  Disguise the purpose of the interview. 
A)  Use abstract terminology in the questions 
B)  Not express appreciation for a participant's contributions 
C)  Discourage participant questions 
D)  Encourage participants to socialize 
E)  Disguise the purpose of the interview.

Question 14

Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products.Which type of interview should he use if he needs a high degree of comparability among responses,no question variability,and to maintain his own neutrality during the interviews?

Accepted Answer

A)  Unstructured 
B)  Structured 
C)  Semistructured 
D)  Closed-ended 
E)  Briefing 
A)  Unstructured 
B)  Structured 
C)  Semistructured 
D)  Closed-ended 
E)  Briefing

Question 15

American Airlines is conducting a qualitative study on preferences of business travelers who fly frequently.Before inviting an individual to participate,the researcher on the project wants to ensure that all participants travel for business more than pleasure and meet the American Airlines' definition of frequent flier.What is the best way for the researcher to ensure that participants will meet these criteria?

Accepted Answer

A)  Use a recruitment screener prior to inviting individuals to participate 
B)  Delete interviews after the study ends from those who don't meet the qualifications 
C)  Draw a sample from a list of people with an American Airlines affinity credit card 
D)  Draw a sample from a list of people with an affinity credit card associated with any airline 
E)  Contact a travel agency for a list of prospects 
A)  Use a recruitment screener prior to inviting individuals to participate 
B)  Delete interviews after the study ends from those who don't meet the qualifications 
C)  Draw a sample from a list of people with an American Airlines affinity credit card 
D)  Draw a sample from a list of people with an affinity credit card associated with any airline 
E)  Contact a travel agency for a list of prospects

Question 16

When using the _____,participants are confronted with a picture and asked to describe how the person in the picture feels and thinks.

Accepted Answer

A)  word association 
B)  picture association 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering 
A)  word association 
B)  picture association 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering

Question 17

Which term below is used to describe a series of interviews,done with subject experts,which are used to develop or refine appropriate measurement questions for a subsequent research project?

Accepted Answer

A)  Triangulation 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography 
A)  Triangulation 
B)  Cultural Interview 
C)  Life History 
D)  Convergent Interviewing 
E)  Ethnography

Question 18

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.

Accepted Answer

Several factors affect the number of foc

Question 19

Which of the following channels of communication would not be used when conducting interviews?

Accepted Answer

A)  Face-to-face 
B)  Telephone 
C)  Chat room 
D)  Mail 
E)  Instant messaging 
A)  Face-to-face 
B)  Telephone 
C)  Chat room 
D)  Mail 
E)  Instant messaging

Question 20

When using the _____ projective technique,participants are asked to write the dialog for a cartoon picture.

Accepted Answer

A)  word association 
B)  picture association 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering 
A)  word association 
B)  picture association 
C)  thematic apperception test 
D)  empty balloons 
E)  laddering

Exam 7: Qualitative Research

Which of the following is true of quantitative research?

Anne is moderating a focus group of university professors to understand how they use multimedia in the classroom.All of the participants teach classes with more than 100 students at large,public universities.The composition of this group could be described as _____.

Which of the following research purposes are associated with qualitative research?

Which type of research is designed to address complex,practical problems using brainstorming,followed by sequential trial-and-error attempts until the desired results are achieved?

Focus groups should not be used when _____.

Which type of nonprobability sampling technique involves choosing participants who then refer others with similar or different characteristics?

Which type of nonprobability sampling technique involves choosing participants arbitrarily for their unique characteristics,experiences,attitudes,or perceptions?

What are some of the responsibilities of interviewers aside from conducting the actual interviews? Name five of these responsibilities.

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

The minimum number of cases used in a cross-case analysis is _____ case(s).

When using the _____ projective technique,participants are presented with flash cards containing component features and asked to create new combinations.

Qualitative research seeks to _____ theory while quantitative research _____ it.

In order to increase participation during group interviews,moderators should ____.

Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products.Which type of interview should he use if he needs a high degree of comparability among responses,no question variability,and to maintain his own neutrality during the interviews?

When using the _____,participants are confronted with a picture and asked to describe how the person in the picture feels and thinks.

Which term below is used to describe a series of interviews,done with subject experts,which are used to develop or refine appropriate measurement questions for a subsequent research project?

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.

Which of the following channels of communication would not be used when conducting interviews?

When using the _____ projective technique,participants are asked to write the dialog for a cartoon picture.

Research in Business

Ethics in Business Research

Thinking Like a Researcher

The Research Process: an Overview

Clarifying the Research Question Through Secondary Data and Exploration

Research Design: An Overview

Observation Studies

Experiments

Surveys

Measurement

Measurement Scales

Questionnaires and Instruments

Sampling

Data Preparation and Description

Exploring,Displaying,and Examining Data

Hypothesis Testing

Measures of Association

Presenting Insights and Findings: Written Reports

Presenting Insights and Findings: Oral Presentations

Appendix 1A: How the Industry Works

Appendix 5A and 5B: Bibliographic Database Searchers and Advanced Searches

Appendix 9B: Test Markets

Appendix: Multivariate Supplement

Filters

Qualitative research seeks to _ theory while quantitative research _ it.