Question 1

When designing a questionnaire it is important to do each of the following EXCEPT

Accepted Answer

A)  Pilot the questionnaire 
B)  Avoid jargon 
C)  Avoid double questions 
D)  Use leading questions D

Question 2

Active listening skills means:

Accepted Answer

A)  Asking as many questions as possible 
B)  Avoiding silences 
C)  Keeping to time 
D)  Attentive listening D

Question 3

A disadvantage of using secondary data is that:

Accepted Answer

A)  The data may have been collected with reference to research questions that are not those of the researcher 
B)  The researcher may bring more detachment in viewing the data than original researchers could muster 
C)  Data have often been collected by teams of experienced researchers 
D)  Secondary data sets are often available and accessible A

Question 4

Which of the following is true of observations?

Accepted Answer

A)  It takes less time than interviews 
B)  It is often not possible to determine exactly why people behave as they do 
C)  Covert observation raises fewer ethical concerns than overt 
D)  All of the above

Question 5

A researcher secretly becomes an active member of a group in order to observe their behaviour. This researcher is acting as:

Accepted Answer

A)  An overt participant observer 
B)  A covert non-participant observer 
C)  A covert participant observer 
D)  None of the above

Question 6

All of the following are sources of secondary data EXCEPT:

Accepted Answer

A)  Official statistics 
B)  A television documentary 
C)  The researcher's research diary 
D)  A company's annual report

Question 7

Interviewing is the favoured approach EXCEPT when:

Accepted Answer

A)  There is a need for highly personalized data 
B)  It is important to ask supplementary questions 
C)  High numbers of respondents are needed 
D)  Respondents have difficulty with written language

Question 8

An ordinal scale is:

Accepted Answer

A)  The simplest form of measurement 
B)  A scale with an absolute zero point 
C)  A rank-order scale of measurement 
D)  A scale with equal intervals between ranks

Question 9

All the following are strengths of focus groups EXCEPT:

Accepted Answer

A)  They allow access to a wide range of participants 
B)  Discussion allows for the validation of ideas and views 
C)  They can generate a collective perspective 
D)  They help maintain confidentiality

Question 10

The 'reliability' of a measure refers to the researcher asking:

Accepted Answer

A)  Does it give consistent results? 
B)  Does it measure what it is supposed to measure? 
C)  Can the results be generalized? 
D)  Does it have face reliability?

Question 11

Secondary data can include which of the following?

Accepted Answer

A)  Government statistics 
B)  Personal diaries 
C)  Organizational records 
D)  All of the above

Question 12

Which of the following is not always true about focus groups?

Accepted Answer

A)  The ideal size is normally between 6 and 12 participants 
B)  Moderators should introduce themselves to the group 
C)  Participants should come from diverse backgrounds 
D)  The moderator poses preplanned questions

Question 13

Which term measures the extent to which scores from a test can be used to infer or predict performance in some activity?

Accepted Answer

A)  Face validity 
B)  Content reliability 
C)  Criterion-related validity 
D)  Construct validity

Question 14

When conducting an interview, asking questions such as: "What else? or 'Could you expand on that?' are all forms of:

Accepted Answer

A)  Structured responses 
B)  Category questions 
C)  Protocols 
D)  Probes

Question 15

Validity in interviews is strengthened by the following EXCEPT:

Accepted Answer

A)  Building rapport with interviewees 
B)  Multiple questions cover the same theme 
C)  Constructing interview schedules that contain themes drawn from the literature 
D)  Prompting respondents to expand on initial responses

Question 16

All of the following are advantages of structured observation, EXCEPT:

Accepted Answer

A)  Results can be replicated at a different time 
B)  The coding schedule might impose a framework on what is being observed 
C)  Data can be collected that participants may not realize is important 
D)  Data do not have to rely on the recall of participants

Question 17

Which of the following is NOT one of the four 'ideal' types of online social experiences as developed by Kozinets (2015)?

Accepted Answer

A)  Mingling 
B)  Bonding 
C)  Receiving 
D)  Organizing

Question 18

One advantage of using a questionnaire is that:

Accepted Answer

A)  Probe questions can be asked 
B)  Respondents can be put at ease 
C)  Interview bias can be avoided 
D)  Response rates are always high

Question 19

Avoiding naïve empiricism in the interpretation of visual data means:

Accepted Answer

A)  Understanding the context in which they were produced 
B)  Ensuring that visual images such as photographs are accurately taken 
C)  Only using visual images with other data gathering sources 
D)  Planning the capture of visual data carefully

Question 20

Interview questions should:

Accepted Answer

A)  Lead the respondent 
B)  Probe sensitive issues 
C)  Be delivered in a neutral tone 
D)  Test the respondents' powers of memory

Exam 3: Part C: Data Collection Methods