Question 1

Which of the following best illustrates a recursive relationship?

Accepted Answer

A)  Job satisfaction increases job performance, which in turn increases leadership opportunities within a company. 
B)  Job satisfaction decreases job performance, which in turn decreases leadership opportunities within a company. 
C)  Job satisfaction increases job performance and thus compensation earned on the job, which in turn increases job satisfaction. 
D)  Advertising leads to sales growth, which leads to greater market power. 
E)  Advertising leads to sales growth and thus greater market power, which in turn results in higher consumer satisfaction. 
A)  Job satisfaction increases job performance, which in turn increases leadership opportunities within a company. 
B)  Job satisfaction decreases job performance, which in turn decreases leadership opportunities within a company. 
C)  Job satisfaction increases job performance and thus compensation earned on the job, which in turn increases job satisfaction. 
D)  Advertising leads to sales growth, which leads to greater market power. 
E)  Advertising leads to sales growth and thus greater market power, which in turn results in higher consumer satisfaction.

Question 2

When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  Member checking 
B)  Peer reviewing 
C)  Verification 
D)  Triangulation 
E)  Integration 
A)  Member checking 
B)  Peer reviewing 
C)  Verification 
D)  Triangulation 
E)  Integration

Question 4

Which of the following is generally included in the last section of the research report?

Accepted Answer

A)  Literature review 
B)  Data displays 
C)  Summary of the findings 
D)  Recommendations 
E)  Research questions 
A)  Literature review 
B)  Data displays 
C)  Summary of the findings 
D)  Recommendations 
E)  Research questions

Question 5

The general stance of qualitative researchers should be skepti­cism toward the ideas and theory they have created based on the data they have collected.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Selective coding is best defined as the process of:

Accepted Answer

A)  moving the focus from the development of theory to identification of themes and categories. 
B)  converting open-ended questions into closed-ended questions. 
C)  converting textual data into numerical data. 
D)  building a storyline around one core category or theme. 
E)  writing down the observations made by a researcher after each interview or site visit. 
A)  moving the focus from the development of theory to identification of themes and categories. 
B)  converting open-ended questions into closed-ended questions. 
C)  converting textual data into numerical data. 
D)  building a storyline around one core category or theme. 
E)  writing down the observations made by a researcher after each interview or site visit.

Question 8

When they are well chosen, verbatims are a particularly powerful way to underscore important points because they:

Accepted Answer

A)  encourage the use of tabulation in qualitative research. 
B)  express consumer viewpoints in their own voice. 
C)  eliminate the need for member checking in qualitative analysis. 
D)  place portions of transcripts into similar groups based on their content. 
E)  convert qualitative data into quantitative data. 
A)  encourage the use of tabulation in qualitative research. 
B)  express consumer viewpoints in their own voice. 
C)  eliminate the need for member checking in qualitative analysis. 
D)  place portions of transcripts into similar groups based on their content. 
E)  convert qualitative data into quantitative data.

Question 9

In qualitative data analysis, visual displays are commonly used to summarize data.

Accepted Answer

A) True 
 B)False

Question 10

Discuss how the process of tabulation might keep researchers honest.

Accepted Answer

While researchers should not use frequen

Question 11

When writing a research report, which of the following sections typically includes the literature review?

Accepted Answer

A)  Introduction 
B)  Analysis of the data/findings 
C)  Conclusions and recommendations 
D)  Description of research methods 
E)  Research objectives 
A)  Introduction 
B)  Analysis of the data/findings 
C)  Conclusions and recommendations 
D)  Description of research methods 
E)  Research objectives

Question 12

In data reduction, the iterative process may uncover issues that the already collected data do not address.

Accepted Answer

A) True 
 B)False

Question 13

In a(n) _____ relationship, a variable can both cause and be caused by the same variable.

Accepted Answer

A)  triangular 
B)  emic 
C)  negative 
D)  iterative 
E)  recursive 
A)  triangular 
B)  emic 
C)  negative 
D)  iterative 
E)  recursive

Question 14

In order to establish the emic validity of his or her research findings, a researcher must primarily 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 the study agreed with the findings of the study. 
D)  the findings of the study can be generalized. 
E)  the research methodology of the 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 the study agreed with the findings of the study. 
D)  the findings of the study can be generalized. 
E)  the research methodology of the study complies with the necessary research standards.

Question 15

Which of the following is true about qualitative analysis?

Accepted Answer

A)  The data used in qualitative analysis is numerical in nature. 
B)  Qualitative data mainly quantifies the magnitude of variables. 
C)  Qualitative analysis is typically guided entirely by the researcher. 
D)  Qualitative analysis employs the method of member checking. 
E)  Qualitative data is not inductive. 
A)  The data used in qualitative analysis is numerical in nature. 
B)  Qualitative data mainly quantifies the magnitude of variables. 
C)  Qualitative analysis is typically guided entirely by the researcher. 
D)  Qualitative analysis employs the method of member checking. 
E)  Qualitative data is not inductive.

Question 16

A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar responses together. This process is referred to as:

Accepted Answer

A)  data reduction. 
B)  member checking. 
C)  peer reviewing. 
D)  verification of data. 
E)  sugging. 
A)  data reduction. 
B)  member checking. 
C)  peer reviewing. 
D)  verification of data. 
E)  sugging.

Question 17

In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.

Accepted Answer

A) True 
 B)False

Question 18

Qualitative data analysis is largely inductive.

Accepted Answer

A) True 
 B)False

Question 19

Selective coding typically occurs in the early stages of data analysis.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is the first step in the data reduction process?

Accepted Answer

A)  Categorization 
B)  Comparison 
C)  Integration 
D)  Iteration 
E)  Memoing 
A)  Categorization 
B)  Comparison 
C)  Integration 
D)  Iteration 
E)  Memoing

Which of the following best illustrates a recursive relationship?

When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.

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

Which of the following is generally included in the last section of the research report?

The general stance of qualitative researchers should be skepticism toward the ideas and theory they have created based on the data they have collected.

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

Selective coding is best defined as the process of:

When they are well chosen, verbatims are a particularly powerful way to underscore important points because they:

In qualitative data analysis, visual displays are commonly used to summarize data.

Discuss how the process of tabulation might keep researchers honest.

When writing a research report, which of the following sections typically includes the literature review?

In data reduction, the iterative process may uncover issues that the already collected data do not address.

In a(n) _____ relationship, a variable can both cause and be caused by the same variable.

In order to establish the emic validity of his or her research findings, a researcher must primarily show that:

Which of the following is true about qualitative analysis?

A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar responses together. This process is referred to as:

In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.

Qualitative data analysis is largely inductive.

Selective coding typically occurs in the early stages of data analysis.

Which of the following is the first step in the data reduction process?

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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

Which of the following best illustrates a recursive relationship?

When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.

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

Which of the following is generally included in the last section of the research report?

The general stance of qualitative researchers should be skepti­cism toward the ideas and theory they have created based on the data they have collected.

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

Selective coding is best defined as the process of:

When they are well chosen, verbatims are a particularly powerful way to underscore important points because they:

In qualitative data analysis, visual displays are commonly used to summarize data.

Discuss how the process of tabulation might keep researchers honest.

When writing a research report, which of the following sections typically includes the literature review?

In data reduction, the iterative process may uncover issues that the already collected data do not address.

In a(n) _____ relationship, a variable can both cause and be caused by the same variable.

In order to establish the emic validity of his or her research findings, a researcher must primarily show that:

Which of the following is true about qualitative analysis?

A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar responses together. This process is referred to as:

In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.

Qualitative data analysis is largely inductive.

Selective coding typically occurs in the early stages of data analysis.

Which of the following is the first step in the data reduction process?

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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

The general stance of qualitative researchers should be skepticism toward the ideas and theory they have created based on the data they have collected.