Deck 7: Qualitative Research

Question 1

Leapfrogging is a procedure in which one respondent stimulates thought among the others in a focus group.

Answer 1

False

Question 2

Qualitative research is cheaper than quantitative research.

Answer 2

False

Question 3

A focus group moderator needs to be a good talker and dominate the group discussion to keep it on track.

Answer 3

False

Question 4

Qualitative research is subjective in the sense that the results are researcher-dependent.

Question 5

The ideal size of a focus group is 20 to 25 people.

Question 6

Quantitative research address research objectives through empirical assessments that involve numerical measurement and analytical approaches.

Question 7

Phenomenology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Question 8

Phenomenology represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.

Question 9

When different researchers reach different conclusions based on the same interview, the research lacks intersubjective certifiability.

Question 10

A focus group typically involves a rigid question-and-answer session among participants.

Question 11

Case studies involve documented history of a particular person, group, organization, or event.

Question 12

Focus groups, while useful, take considerable time and effort to execute.

Question 13

Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.

Question 14

Most exploratory research designs produce qualitative data.

Question 15

Qualitative research is objective.

Question 16

Case studies are analyzed for important themes identified by the frequency with which the same term arises.

Question 17

Studying cultures using methods that involve becoming highly active within that culture is called phenomenology.

Question 18

A primary advantage of the case study is that an entire organization or entity can be investigated in depth.

Question 19

A hermeneutic unit refers to a participant in a focus group interview.

Question 20

Observation is a major way information is gathered in ethnography.

Question 21

Which qualitative research orientation originated in philosophy and psychology?

A) phenomenology
B) grounded theory
C) ethnography
D) anthropology

Question 22

The term interpretive research is often used to mean qualitative research.

Question 23

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.

A) quantitative business research
B) qualitative business research
C) extensive business research
D) grounded business research

Question 24

Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.

A) researcher-dependent
B) less valid
C) less useful
D) object-dependent

Question 25

A focus blog is established for the purpose of collecting qualitative data from an informal, continuous focus group.

Question 26

In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.

Question 27

The thematic apperception test (TAT) presents subjects with an ambiguous picture in which consumers and products are the center of attention.

Question 28

All of the following are situations that often call for qualitative research EXCEPT _____.

A) when it is difficult to develop specific and actionable decision statements or research objectives
B) when conclusive evidence is desired
C) when the research objective is to develop an understanding of some phenomena in great detail and in much depth
D) when a fresh approach to studying some problem is needed

Question 29

The sentence completion method is a type of free-association technique.

Question 30

Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?

A) independent business research
B) dependent business research
C) quantitative business research
D) qualitative business research

Question 31

The primary barriers to scientific decisions are time, money, and consensus.

Question 32

Which type of data are not characterized by numbers and instead are textual, visual, or oral?

A) grounded data
B) quantitative data
C) subjective data
D) qualitative data

Question 33

Researcher-dependent results are _____.

A) subjective
B) objective
C) primary
D) secondary

Question 34

One advantage of qualitative research is that it is highly replicable.

Question 35

A focus group discussion guide includes written introductory comments, informing the group about the focus group purpose and rules and then outlines topics or questions to be asked in the group session.

Question 36

Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

Question 37

When different researchers reach the same conclusions based on the same interview data, the research is said to have _____.

A) validity
B) intersubjective certifiability
C) subjective validity
D) qualitative validity

Question 38

All of the following are qualitative research orientations EXCEPT _____.

A) phenomenology
B) grounded theory
C) case studies
D) ANOVA

Question 39

Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted.

Question 40

Research that addresses business objectives through techniques allowing the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is called _____.

A) preliminary research
B) primitive research
C) qualitative research
D) secondary research

Question 41

What is the distinguishing characteristic of grounded theory?

A) Culture is analyzed by participant-observation in which the researcher becomes "grounded" in the culture over a long period of time.
B) It relies on analysis of texts in which a person tells a story about him- or herself.
C) The interplay among respondents allows them to piggyback off of each other's ideas.
D) It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.

Question 42

_____ is a way of studying culture through methods that involve becoming highly active within that culture.

A) Grounded theory
B) Ethnography
C) Phenomenology
D) Case studies

Question 43

Which of the following is a good characteristic for a focus group moderator to possess?

A) good listener
B) ability to make people feel comfortable so that they will talk in the group
C) ability to control discussion without being overbearing
D) all of these choices

Question 44

Which of the following is the most common size of a focus group?

A) 1-2 participants
B) 3-5 participants
C) 6-10 participants
D) 12-20 participants

Question 45

_____ represent(s) the documented history of a particular person, group, organization, or event.

A) Case studies
B) Phenomenology
C) netnography
D) Attribution theory

Question 46

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

A) grounded theory
B) phenomenology
C) ethnography
D) case study

Question 47

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____.

A) interloper
B) participant-observer
C) moderator
D) mystery shopper

Question 48

Ethnography is a qualitative research orientation originating in _____.

A) marketing
B) psychology
C) anthropology
D) sociology

Question 49

An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____.

A) interaction group interview
B) focus group interview
C) depth interview
D) ethnographic interview

Question 50

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.

A) moderator
B) interviewer
C) facilitator
D) leader

Question 51

Which of the following is an important approach used in phenomenology?

A) netnography
B) ethnography
C) grounded theory
D) hermeneutics

Question 52

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____.

A) trace element
B) schemata
C) hermeneutic unit
D) case study

Question 53

Which of the following is an advantage of focus group interviews?

A) provide multiple perspectives
B) low degree of scrutiny
C) inexpensive
D) easy to use for sensitive topics

Question 54

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

A) themes
B) threats
C) links
D) ladders

Question 55

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

A) phenomenology
B) ethnography
C) grounded theory
D) case study

Question 56

Which qualitative research orientation originated in sociology?

A) phenomenology
B) grounded theory
C) ethnography
D) case studies

Question 57

In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.

A) serendipity
B) piggyback
C) structure
D) themes

Question 58

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

A) hermeneutics
B) ethnography
C) psychographics
D) psychodynamics

Question 59

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____.

A) an experiment
B) a test market
C) a case study
D) causal research

Question 60

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about how they are treated at work. Betsy is participating in a _____.

A) case study
B) grounded research study
C) depth interview
D) focus group interview

Question 61

Ethnography originated from the discipline of _____.

Question 62

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?

A) phenomenology
B) conversations
C) probing
D) free-association techniques

Question 63

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

A) validity
B) replicable
C) homogeneity
D) scrutiny

Question 64

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

A) Hermeneutics
B) Field notes
C) Discussion guides
D) Verbatims

Question 65

Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter?

A) depth interview
B) conversation
C) focus group
D) free-association

Question 66

An unstructured, free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n) ______.

Question 67

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a _____.

A) word association test
B) concept test
C) case study
D) sentence completion test

Question 68

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.

A) aptitude test
B) focus interview
C) thematic apperception test
D) focus blog

Question 69

An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n) _____.

Question 70

All of the following are advantages of semi-structured interviews EXCEPT _____.

A) ability to address more specific issues
B) responses are usually easier to interpret than other qualitative approaches
C) questions are administered without the presence of an interviewer
D) high degree of scrutiny

Question 71

Which of the following is a disadvantage of focus groups?

A) requires objective, sensitive, and effective moderators
B) may not be useful for discussing sensitive topics
C) high cost
D) all of these choices

Question 72

_____ represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Question 73

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

A) discussion guide
B) TAT test
C) concept test
D) case study

Question 74

A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

A) net group
B) market blog
C) focus blog
D) focus unit

Question 75

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.

A) depth interview
B) concept test
C) focus interview
D) hermeneutic analysis

Question 76

Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?

A) conversation
B) focus group
C) depth interview
D) case study

Question 77

Most exploratory research designs do not usually product _____ data.

Question 78

The typical ethnographic approach requires the use of _____.

Question 79

Qualitative research results are _____ because they are researcher-dependent.

Question 80

Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is referred to as _____ business research.