Q&A Hero

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: _____ represent(s) the documented history of a particular person, group, organization, or event. A.Case studies B.Phenomenology C.netnography D.Attribution theory

Q: 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.

Q: 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

Q: 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

Q: _____ 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

Q: 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

Q: 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

Q: Which of the following is an important approach used in phenomenology? A.netnography B.ethnography C.grounded theory D.hermeneutics

Q: 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

Q: Which qualitative research orientation originated in sociology? A.phenomenology B.grounded theory C.ethnography D.case studies

Q: Ethnography is a qualitative research orientation originating in _____. A.marketing B.psychology C.anthropology D.sociology

Q: Which qualitative research orientation originated in philosophy and psychology? A.phenomenology B.grounded theory C.ethnography D.anthropology

Q: All of the following are qualitative research orientations EXCEPT _____. A.phenomenology B.grounded theory C.case studies D.ANOVA

Q: 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

Q: 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

Q: Researcher-dependent results are _____. A.subjective B.objective C.primary D.secondary

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

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

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

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

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

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

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

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

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

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

Q: 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.

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

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

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

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

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

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

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

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

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

Q: Observation is a major way information is gathered in ethnography.

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

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

Q: 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.

Q: Most exploratory research designs produce qualitative data.

Q: Qualitative research is cheaper than quantitative research.

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

Q: Qualitative research is objective.

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

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

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

Q: How does a research proposal differ from the final research report? What is the best way for the researcher to let management know exactly what kind of results will be produced by the research?

Q: What is a research proposal and how is it useful for both the researcher and the client?

Q: Explain the difference between research questions and hypotheses.

Q: Devise a study that contains continuous, categorical, dependent, and independent variables and the research objective(s) of your study. Be sure to label each variable accordingly and identify the unit of analysis in your study.

Q: A researcher has been hired by a business owner to help her understand why she is losing customers. List the steps the researcher should follow in defining the problem for this research study.

Q: What are the three types of gaps that may reflect a problem, indicating that research may be needed to assist a business in making some decision? Give an explanation of each.

Q: Define problem definition and discuss factors that make defining problems more difficult.

Q: Tables in a research proposal which contain fictitious, but realistic, data of the likely outcome of the research study are referred to as ______ tables.

Q: Basic research usually performed by academic researchers and supported by some public or private institution is called _____ business research.

Q: A written statement of the research design for a study is called the _____ .

Q: A performance criterion that expresses what a manager will do if a criterion is achieved in a research study is called a(n) ______.

Q: The research objectives of a study are translated into research ________ that can be answered by the research study.

Q: If type of promotional offer is manipulated in an experiment to determine its effect on consumers' intent to purchase a product, the type of promotional offer is the ______ variable.