Deck 14: How Qualitative Research Can Enhance Quantitative Research

Question 1

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

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

Answer 1

Triangulation

Question 2

Which of the following is true of qualitative research?

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

Answer 2

Useful for gaining an in-depth understanding of underlying motivations

Question 3

Which of the following is a limitation 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

Answer 3

All of the above are limitations of qualitative research

Question 4

Which of the following is NOT true of qualitative research?

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 5

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

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 6

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

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

Question 7

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

Question 8

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

Question 9

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.

Question 10

List three advantages and disadvantages of qualitative research.