Question 1

Is it possible that in some situations qualitative research may be sufficient (in the sense that there may be no need to do a follow-up quantitative study)? If yes, give examples of situations when this may be true.

Accepted Answer

The answer of Is it possible that in some situations...

Question 2

Observations conducted for a formal research study can either be structured or unstructured.

Accepted Answer

A) True 
 B)False

Question 3

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Accepted Answer

A) True 
 B)False

Question 4

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

Accepted Answer

A) True 
 B)False

Question 5

An in-depth interview:

Accepted Answer

A) is an extended contact with a natural setting, but without participation by the researcher. 
B) asks a subject a set of semi-structured questions in a face-to-face setting. 
C) has a higher likelihood of participants responding in a socially desirable manner. 
D) is a formalized process of bringing a small group together for discussion on a particular topic. 
E) is also called memoing.

Question 6

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Accepted Answer

A) True 
 B)False

Question 7

Purposive sampling means:

Accepted Answer

A) selecting sample members to study because they possess attributes important to understanding the research topic. 
B) selecting sample members so that groups can be compared. 
C) selecting sample members based on earlier interviews. 
D) selecting particular types of participants to help researchers better understand the research topic. 
E) selecting sample participants who are spontaneous on discussion on a particular topic or concept.

Question 8

Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on?

Accepted Answer

A) To uncover deep underlying motives behind people's buying behaviors. 
B) To make accurate predictions about relationships between market forces and purchase behavior. 
C) To validate the relationship between advertising expenses and sales volume. 
D) To make generalizable observations about a target population's buying behavior. 
E) To test a hypothesis linking coupon value to brand preference.

Question 9

When conducting netnographic research, researchers tend to select forums with limited traffic and small number of discreet message posters so that each message can be analyzed in depth.

Accepted Answer

A) True 
 B)False

Question 10

Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way.

Accepted Answer

A) True 
 B)False

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

Is it possible that in some situations qualitative research may be sufficient (in the sense that there may be no need to do a follow-up quantitative study)? If yes, give examples of situations when this may be true.

Observations conducted for a formal research study can either be structured or unstructured.

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

An in-depth interview:

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Purposive sampling means:

When conducting netnographic research, researchers tend to select forums with limited traffic and small number of discreet message posters so that each message can be analyzed in depth.

Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way.