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Essentials of Marketing Research Study Set 4
Exam 9: Qualitative Data Analysis
Path 4
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Question 41
True/False
In data reduction, categories are final once established and cannot be modified as data analysis continues.
Question 42
True/False
Even though the iterative and negative case analyses are started in the data reduction stage, they are continued in later stages of the qualitative data analysis.
Question 43
Multiple Choice
All of the following are valid means of triangulation, EXCEPT:
Question 44
True/False
Comments are quotes from research participants that are used in research reports.
Question 45
True/False
Comparisons can be used to differentiate between not only two constructs but also between two or more kinds of respondents.
Question 46
Multiple Choice
A researcher is in the process of reading transcripts from a field study and developing categories to put different responses in. When similar responses are encountered, they are coded similarly. The process this researcher is engaged in is called:
Question 47
Essay
How is reliability and validity viewed in the context of qualitative research?
Question 48
True/False
While doing data reduction, a researcher assigns a code to a particular paragraph in a transcript. Once that code has been assigned, the researcher can go ahead and assign another (additional) code to the same paragraph if needed.