Question 1

Data displays that provide interim analysis must be included in the final report.

Accepted Answer

A) True 
 B)False

Question 2

In an early stage of developing grounded theory, a researcher develops a theory that is largely incorrect. Which of the following processes is intended to protect researchers from falling victims to early biases and preexisting prejudices?

Accepted Answer

A) Negative case analysis 
B) Memoing 
C) Thick description 
D) Selective coding 
E) Comparison 
A) Negative case analysis 
B) Memoing 
C) Thick description 
D) Selective coding 
E) Comparison

Question 3

Qualitative research would be preferred over quantitative research in all of the following situations, EXCEPT:

Accepted Answer

A) when the research objective is to gain an insight into an issue or a problem. 
B) when the research objective is to determine the magnitude of a response. 
C) when the research objective is to understand a psychoanalytical phenomenon. 
D) when the research objective is to understand a cultural phenomenon. 
E) when the research objective is to collect textual instead of numerical data relevant to the research issue. 
A) when the research objective is to gain an insight into an issue or a problem. 
B) when the research objective is to determine the magnitude of a response. 
C) when the research objective is to understand a psychoanalytical phenomenon. 
D) when the research objective is to understand a cultural phenomenon. 
E) when the research objective is to collect textual instead of numerical data relevant to the research issue.

Question 4

While preparing a data display for a qualitative study, a researcher draws a picture that shows the collective connections that informants make between concepts and ideas. This is an example of a:

Accepted Answer

A) causal diagram. 
B) tree display. 
C) consensus map. 
D) checklist. 
E) recursive diagram. 
A) causal diagram. 
B) tree display. 
C) consensus map. 
D) checklist. 
E) recursive diagram.

Question 5

After observing a family eating dessert after their meals, an ethnographer records their behavior in her journal. She then asks the head of the family to read her description to verify that the story she was telling was accurate. In doing this, the ethnographer is involved in:

Accepted Answer

A) member checking. 
B) thick description. 
C) data categorization. 
D) memo check back. 
E) respondent courtesy check. 
A) member checking. 
B) thick description. 
C) data categorization. 
D) memo check back. 
E) respondent courtesy check.

Question 6

Which of the following statements is incorrect regarding comparison?

Accepted Answer

A) Comparison first occurs as researchers identify categories. 
B) Comparison processes can be used to understand the differences and similarities between two constructs of interest. 
C) Comparisons cannot be made between different kinds of informants. 
D) Comparisons take place during the data reduction step of qualitative data analysis. 
E) Comparison can involve the use of a control group. 
A) Comparison first occurs as researchers identify categories. 
B) Comparison processes can be used to understand the differences and similarities between two constructs of interest. 
C) Comparisons cannot be made between different kinds of informants. 
D) Comparisons take place during the data reduction step of qualitative data analysis. 
E) Comparison can involve the use of a control group.

Question 7

Which of the following statements about verbatims is incorrect?

Accepted Answer

A) One can use video verbatims in live presentations. 
B) Researchers should select verbatims that are more memorable. 
C) Verbatims should be used judiciously in a report. 
D) Verbatims can be used to underscore important points. 
E) Researchers should select verbatims that reveal patterns in data. 
A) One can use video verbatims in live presentations. 
B) Researchers should select verbatims that are more memorable. 
C) Verbatims should be used judiciously in a report. 
D) Verbatims can be used to underscore important points. 
E) Researchers should select verbatims that reveal patterns in data.

Question 8

Compared to axial coding, selective coding occurs in the early stages of data analysis.

Accepted Answer

A) True 
 B)False

Question 9

Member checking and peer review are reported in the methodological section of the report.

Accepted Answer

A) True 
 B)False

Question 10

What are the different ways to do triangulation?

Accepted Answer

Triangulation requires that research inq

Question 11

Discuss how the process of tabulation might keep researchers honest.

Accepted Answer

While researchers should not use frequen

Question 12

All of the following are threats to drawing credible conclusions in qualitative analysis, EXCEPT:

Accepted Answer

A) not giving enough weight to dramatic events. 
B) treating co-occurrences as correlations. 
C) treating co-occurrences as causal relationships. 
D) extrapolating the rate of instances from those observed. 
E) discounting the fact that information from sources may be unreliable. 
A) not giving enough weight to dramatic events. 
B) treating co-occurrences as correlations. 
C) treating co-occurrences as causal relationships. 
D) extrapolating the rate of instances from those observed. 
E) discounting the fact that information from sources may be unreliable.

Question 13

A researcher is interested in establishing emic validity of her findings. In order to do so, she must show that:

Accepted Answer

A) similar results have been reported by others working independently on the problem. 
B) similar results can be obtained if the study were to be repeated. 
C) key members of the group included in her study agreed with the findings of her study. 
D) the findings of her study are generalizable. 
E) the research methodology of her study complies with the necessary research standards. 
A) similar results have been reported by others working independently on the problem. 
B) similar results can be obtained if the study were to be repeated. 
C) key members of the group included in her study agreed with the findings of her study. 
D) the findings of her study are generalizable. 
E) the research methodology of her study complies with the necessary research standards.

Question 14

The last part of a written report is a section on conclusions and recommendations.

Accepted Answer

A) True 
 B)False

Question 15

Member checking can be used to establish cross-researcher reliability.

Accepted Answer

A) True 
 B)False

Question 16

Qualitative data analysis is largely inductive.

Accepted Answer

A) True 
 B)False

Question 17

Qualitative researchers may enter any of their observations and notes into the data set.

Accepted Answer

A) True 
 B)False

Question 18

Not taking account of the fact that information from some sources may be unreliable can threaten the credibility of conclusions drawn from quantitative analysis.

Accepted Answer

A) True 
 B)False

Question 19

Iteration is the process through which researchers build theory that is grounded, or based on the data collected.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is false about the process of iteration?

Accepted Answer

A) The iterative process may uncover issues that were previously undiscovered. 
B) The iterative process must occur before integration. 
C) The iterative process may involve additional data collection. 
D) An important part of the iterative process is memoing. 
E) One should deliberately look for contradictory evidence during the iterative process. 
A) The iterative process may uncover issues that were previously undiscovered. 
B) The iterative process must occur before integration. 
C) The iterative process may involve additional data collection. 
D) An important part of the iterative process is memoing. 
E) One should deliberately look for contradictory evidence during the iterative process.

Data displays that provide interim analysis must be included in the final report.

In an early stage of developing grounded theory, a researcher develops a theory that is largely incorrect. Which of the following processes is intended to protect researchers from falling victims to early biases and preexisting prejudices?

Qualitative research would be preferred over quantitative research in all of the following situations, EXCEPT:

While preparing a data display for a qualitative study, a researcher draws a picture that shows the collective connections that informants make between concepts and ideas. This is an example of a:

After observing a family eating dessert after their meals, an ethnographer records their behavior in her journal. She then asks the head of the family to read her description to verify that the story she was telling was accurate. In doing this, the ethnographer is involved in:

Which of the following statements is incorrect regarding comparison?

Which of the following statements about verbatims is incorrect?

Compared to axial coding, selective coding occurs in the early stages of data analysis.

Member checking and peer review are reported in the methodological section of the report.

What are the different ways to do triangulation?

Discuss how the process of tabulation might keep researchers honest.

All of the following are threats to drawing credible conclusions in qualitative analysis, EXCEPT:

A researcher is interested in establishing emic validity of her findings. In order to do so, she must show that:

The last part of a written report is a section on conclusions and recommendations.

Member checking can be used to establish cross-researcher reliability.

Qualitative data analysis is largely inductive.

Qualitative researchers may enter any of their observations and notes into the data set.

Not taking account of the fact that information from some sources may be unreliable can threaten the credibility of conclusions drawn from quantitative analysis.

Iteration is the process through which researchers build theory that is grounded, or based on the data collected.

Which of the following statements is false about the process of iteration?

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 9: Qualitative Data Analysis

Data displays that provide interim analysis must be included in the final report.

In an early stage of developing grounded theory, a researcher develops a theory that is largely incorrect. Which of the following processes is intended to protect researchers from falling victims to early biases and preexisting prejudices?

Qualitative research would be preferred over quantitative research in all of the following situations, EXCEPT:

While preparing a data display for a qualitative study, a researcher draws a picture that shows the collective connections that informants make between concepts and ideas. This is an example of a:

After observing a family eating dessert after their meals, an ethnographer records their behavior in her journal. She then asks the head of the family to read her description to verify that the story she was telling was accurate. In doing this, the ethnographer is involved in:

Which of the following statements is incorrect regarding comparison?

Which of the following statements about verbatims is incorrect?

Compared to axial coding, selective coding occurs in the early stages of data analysis.

Member checking and peer review are reported in the methodological section of the report.

What are the different ways to do triangulation?

Discuss how the process of tabulation might keep researchers honest.

All of the following are threats to drawing credible conclusions in qualitative analysis, EXCEPT:

A researcher is interested in establishing emic validity of her findings. In order to do so, she must show that:

The last part of a written report is a section on conclusions and recommendations.

Member checking can be used to establish cross-researcher reliability.

Qualitative data analysis is largely inductive.

Qualitative researchers may enter any of their observations and notes into the data set.

Not taking account of the fact that information from some sources may be unreliable can threaten the credibility of conclusions drawn from quantitative analysis.

Iteration is the process through which researchers build theory that is grounded, or based on the data collected.

Which of the following statements is false about the process of iteration?

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters