Professional Documents
Culture Documents
Business Research Methods 12th Edition Cooper Test Bank instant download all chapter
Business Research Methods 12th Edition Cooper Test Bank instant download all chapter
https://testbankdeal.com/product/business-research-methods-12th-
edition-cooper-solutions-manual/
https://testbankdeal.com/product/business-research-methods-11th-
edition-cooper-test-bank/
https://testbankdeal.com/product/methods-in-behavioral-
research-12th-edition-cozby-test-bank/
https://testbankdeal.com/product/business-research-methods-1st-
edition-zikmund-test-bank/
Business Research Methods 9th Edition Zikmund Test Bank
https://testbankdeal.com/product/business-research-methods-9th-
edition-zikmund-test-bank/
https://testbankdeal.com/product/methods-in-behavioral-
research-12th-edition-cozby-solutions-manual/
https://testbankdeal.com/product/business-research-methods-9th-
edition-zikmund-solutions-manual/
https://testbankdeal.com/product/quantitative-methods-for-
business-12th-edition-anderson-test-bank/
https://testbankdeal.com/product/research-methods-8th-edition-
mcburney-test-bank/
Chapter 07
Qualitative Research
1. Which type of research includes an array of interpretative techniques which seek to describe,
decode, translate, and otherwise come to terms with the meaning of certain phenomena?
A. Quantitative
B. Qualitative
C. Statistical
D. Descriptive
E. Causal
2. The primary concern with using qualitative techniques is that qualitative data are too _____.
A. expensive
B. time-consuming
C. subjective
D. objective
E. structured
A. Quantitative
B. Qualitative
C. Exploratory
D. Cross-sectional
E. Longitudinal
7-1
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
4. Qualitative research seeks to _____ theory while quantitative research _____ it.
A. examine; interprets
B. build; tests
C. test; understands
D. apply; builds
E. justify; applies
5. Which of the following research purposes are associated with qualitative research?
A. Description
B. Prediction
C. Theory building
D. Theory testing
E. Forecasting
7. Exercises that prepare participants for individual or group interviews on a topic are called
_____.
A. calisthenics
B. projection techniques
C. homework
D. pretasking
E. focused preparation
7-2
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
8. Which type of sampling technique involves selecting research participants with no attempt at
generating a statistically representative sample?
A. Probability
B. Nonprobability
C. Random
D. Systematic
E. Cluster
9. All of the following are types of nonprobability sampling techniques except _____.
A. purposive sampling
B. snowball sampling
C. convenience sampling
D. random sampling
E. all are types of nonprobability techniques
10. Which type of nonprobability sampling technique involves choosing participants arbitrarily for
their unique characteristics, experiences, attitudes, or perceptions?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
7-3
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11. Which type of nonprobability sampling technique involves choosing participants who then
refer others with similar or different characteristics?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes
B. participants are chosen and then refer others with similar or different characteristics
C. researchers select any readily available individuals as participants
D. researchers systematically select participants from a sampling frame
E. researchers chose readily available individuals as participants but seek to ensure a good
mix of demographic characteristics
A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes
B. participants are chosen and then refer others with similar or different characteristics
C. researchers select any readily available individuals as participants
D. researchers systematically select participants from a sampling frame
E. researchers chose readily available individuals as participants but seek to ensure a good
mix of demographic characteristics
7-4
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
14. Which type of nonprobability sampling technique is most useful when individuals with the
desired characteristics, experiences, or attitudes are difficult to identify or reach?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
15. Jane is conducting interviews in order to develop a customer profile for her client. She
customizes each interview to each participant and does not ask specific questions. What type
of interview format is Jane using?
A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing
16. _____ interviews have certain specific questions that are asked of all participants but also
allow the interviewer freedom to probe the respondent based on his or her specific answers.
A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing
7-5
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
17. Which of the following is true of structured interviews?
18. Jackson is conducting interviews to identify patterns in consumer decision making for high-
involvement products. Which type of interview should he use if he needs a high degree of
comparability among responses, no question variability, and to maintain his own neutrality
during the interviews?
A. Unstructured
B. Structured
C. Semistructured
D. Closed-ended
E. Briefing
19. Which type of interview requires the least amount of skill and creativity on the part of the
interviewer?
A. Unstructured
B. Structured
C. Semistructured
D. Exploratory
E. Briefing
7-6
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
20. Which of the following channels of communication would not be used when conducting
interviews?
A. Face-to-face
B. Telephone
C. Chat room
D. Mail
E. Instant messaging
21. Qualitative methods that encourage participants to reveal hidden or suppressed attitudes,
ideas, emotions, and motives are called _____ techniques.
A. deceptive
B. unstructured
C. projective
D. focus group
E. semistructured
22. Jack is participating in a research study. The interviewer asks Jack to say the first word that
comes to mind when he hears a product's benefits. What type of projective technique is this
an example of?
7-7
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
23. When using the _____ projective technique, participants are asked to write the dialog for a
cartoon picture.
A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering
24. When using the _____, participants are confronted with a picture and asked to describe how
the person in the picture feels and thinks.
A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering
25. When using _____, participants are asked to relate the properties of one thing or person or
brand to another.
A. imagination exercises
B. picture association
C. the thematic apperception test
D. empty balloons
E. laddering
7-8
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
26. When using _____, participants are asked to assume that the brand and its users populate an
entire universe, and to describe the features of this new world.
A. word association
B. imaginary universe
C. thematic apperception test
D. empty balloons
E. laddering
27. When using the _____ projective technique, participants are presented with flash cards
containing component features and asked to create new combinations.
A. component sorts
B. picture association
C. thematic apperception test
D. sensory sorts
E. laddering
28. When using the _____ projective technique, participants are presented with scents, textures
and sounds, and asked to arrange them by one or more criteria.
A. brand mapping
B. sensory sorts
C. thematic apperception test
D. component sorts
E. laddering
7-9
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
29. In a study of attitudes toward buying fake goods, participants are asked to complete this
sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n)
_____ projective technique.
A. picture association
B. empty balloons
C. sentence completion
D. imagination exercise
E. personification
30. Participants in a study designed to identify symbolic benefits associated with Sutter Home
wines are shown a photograph of a man eating at an upscale restaurant. The man in the
picture is alone and has a glass of wine with his mea. The participants are asked to describe
how the person in the picture feels and thinks. This is an example of a(n) _____ projective
technique.
A. picture association
B. empty balloons
C. thematic apperception test
D. imagination exercise
E. personification
31. Which term below refers to a trained interviewer used for group interviews such as focus
groups?
A. Therapist
B. Inquisitor
C. Moderator
D. Discussion guide
E. Probe
7-10
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
32. Interview guides begin with _____ questions, following a hierarchical questioning structure.
A. narrow issue
B. narrow topical
C. broad issue
D. narrow interest
E. any of the above
33. The semistructured or structured interview guide designed to qualify prospects for
participation in research project is called a(n) _____.
A. pretasking exercise
B. recruitment screener
C. hierarchical question structure
D. computer-assisted interview
E. none of the above
34. American Airlines is conducting a qualitative study on preferences of business travelers who
fly frequently. Before inviting an individual to participate, the researcher on the project wants
to ensure that all participants travel for business more than pleasure and meet the American
Airlines' definition of frequent flier. What is the best way for the researcher to ensure that
participants will meet these criteria?
7-11
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
35. When individual depth interviews are aided by the use of computer-generated visual and
auditory aids, the method is known as _____.
36. Research on service quality frequently uses a technique called _____ in which the participant
describes what led up to an incident, what was effective or ineffective, and the outcome.
A. life histories
B. cultural interviews
C. sequential interviewing
D. critical incident technique
E. oral history
A. 2
B. 3
C. 2 to 6
D. 6 to 10
E. Up to 20
7-12
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
38. A group interview seeking to understand spousal influence on decision making or the
influence of the opinion of a sibling on brand preferences would likely utilize a _____.
A. dyad
B. triad
C. mini-group
D. small group
E. supergroup
39. Anne is moderating a focus group of university professors to understand how they use
multimedia in the classroom. All of the participants teach classes with more than 100 students
at large, public universities. The composition of this group could be described as _____.
A. heterogeneous
B. homogeneous
C. non expert
D. dyadic
E. none of the above
40. Which statement below best reflects the general rule regarding how many group interviews
should be conducted for a given research project?
7-13
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
41. All of the following statements about determining the number of group interviews are true
except _____.
42. The focus group moderator uses the principles of _____ to focus the group in an exchange of
ideas, feelings, and experiences on a specific topic.
A. psychology
B. sociology
C. anthropology
D. group dynamics
E. communications
A. 30 minutes
B. 1 hour
C. 90 minutes
D. 2 hours
E. 4 hours
44. A telephone focus group is a viable alternative to a traditional focus group when _____.
7-14
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
45. Focus groups should not be used when _____.
46. The process for measuring semantic content of a communication to develop a qualitative
picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.
A. brand mapping
B. component sorts
C. ethnographic interpretation
D. word association
E. content analysis
47. The objective of a(n) _____ is to obtain multiple perspectives of a single organization,
situation, event, or process at a point in time or over a period of time.
A. life history
B. oral history
C. case history
D. cultural history
E. semantic map
7-15
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
48. Which type of research is designed to address complex, practical problems using
brainstorming, followed by sequential trial-and-error attempts until the desired results are
achieved?
A. Case history
B. Action research
C. Causal research
D. Grounded theory
E. Ethnography
49. The minimum number of cases used in a cross-case analysis is _____ case(s).
A. one
B. three
C. four
D. fifteen
E. twenty-five
50. Which term below is used to describe the combining of several qualitative methods or
combining qualitative with quantitative methods?
A. Triangulation
B. Dyadic support
C. Inter-rater reliability
D. Projection
E. Component sorts
7-16
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
51. Which term below is used to describe a series of interviews, done with subject experts, which
are used to develop or refine appropriate measurement questions for a subsequent research
project?
A. Triangulation
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
52. Cosmetic giant CoverGril has researchers using structured individual depth interviews to
interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With
each subsequent interview, the questions are kept, modified, or replaced to reflect the
findings of previous interviews. CoverGirl is using what technique?
A. Grounded Theory
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
53. Nikon sends researchers to the homes of camera owners who have had babies within the last
year to observe how new Moms are using the features of their cameras. After the observation
session, the research interviews the Moms about what was observed to clarify the motivation.
This is an example of ____.
A. Triangulation
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
7-17
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
54. Following the interview question hierarchy, the idea is to ____.
55. Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in
order to highlight that players most desired attributes. This is an example of what technique?
A. Grounded Theory
B. Ambiguities and Paradoxes
C. Visitor from another planet
D. Authority Figure
E. Laddering
56. In order to increase participation during group interviews, moderators should ____.
A. Validation
B. Load sharing/Catharsis
C. Extrinsic Rewards
D. Embellishment
E. None of above would negatively affect participation
7-18
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Essay Questions
58. How can researchers increase the confidence business decision makers have in qualitative
data?
59. Explain the three types of nonprobability sampling techniques commonly used to select
samples for qualitative research studies.
7-19
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
60. What are some of the responsibilities of interviewers aside from conducting the actual
interviews? Name five of these responsibilities.
61. List and explain the factors affecting the decision of how many focus groups are needed in a
qualitative research project.
7-20
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Chapter 07 Qualitative Research Answer Key
A. Quantitative
B. Qualitative
C. Statistical
D. Descriptive
E. Causal
Level: Easy
2. The primary concern with using qualitative techniques is that qualitative data are too
_____.
A. expensive
B. time-consuming
C. subjective
D. objective
E. structured
Level: Moderate
7-21
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
3. Which type of research attempts a precise measurement of some behavior, knowledge,
opinion, or attitude?
A. Quantitative
B. Qualitative
C. Exploratory
D. Cross-sectional
E. Longitudinal
Level: Easy
4. Qualitative research seeks to _____ theory while quantitative research _____ it.
A. examine; interprets
B. build; tests
C. test; understands
D. apply; builds
E. justify; applies
Level: Moderate
5. Which of the following research purposes are associated with qualitative research?
A. Description
B. Prediction
C. Theory building
D. Theory testing
E. Forecasting
Level: Moderate
7-22
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
6. Which of the following is true of quantitative research?
Level: Moderate
7. Exercises that prepare participants for individual or group interviews on a topic are called
_____.
A. calisthenics
B. projection techniques
C. homework
D. pretasking
E. focused preparation
Level: Easy
8. Which type of sampling technique involves selecting research participants with no attempt
at generating a statistically representative sample?
A. Probability
B. Nonprobability
C. Random
D. Systematic
E. Cluster
Level: Easy
7-23
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
9. All of the following are types of nonprobability sampling techniques except _____.
A. purposive sampling
B. snowball sampling
C. convenience sampling
D. random sampling
E. all are types of nonprobability techniques
Level: Moderate
10. Which type of nonprobability sampling technique involves choosing participants arbitrarily
for their unique characteristics, experiences, attitudes, or perceptions?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
Level: Easy
11. Which type of nonprobability sampling technique involves choosing participants who then
refer others with similar or different characteristics?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
Level: Easy
7-24
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
12. Snowball sampling is a nonprobability sampling technique in which _____.
Level: Moderate
Level: Moderate
14. Which type of nonprobability sampling technique is most useful when individuals with the
desired characteristics, experiences, or attitudes are difficult to identify or reach?
A. Random sampling
B. Purposive sampling
C. Convenience sampling
D. Snowball sampling
E. Quota sampling
Level: Easy
7-25
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
15. Jane is conducting interviews in order to develop a customer profile for her client. She
customizes each interview to each participant and does not ask specific questions. What
type of interview format is Jane using?
A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing
Level: Moderate
16. _____ interviews have certain specific questions that are asked of all participants but also
allow the interviewer freedom to probe the respondent based on his or her specific
answers.
A. Structured
B. Semistructured
C. Unstructured
D. Closed-ended
E. Direct interviewing
Level: Moderate
Level: Moderate
7-26
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
18. Jackson is conducting interviews to identify patterns in consumer decision making for high-
involvement products. Which type of interview should he use if he needs a high degree of
comparability among responses, no question variability, and to maintain his own neutrality
during the interviews?
A. Unstructured
B. Structured
C. Semistructured
D. Closed-ended
E. Briefing
Level: Moderate
19. Which type of interview requires the least amount of skill and creativity on the part of the
interviewer?
A. Unstructured
B. Structured
C. Semistructured
D. Exploratory
E. Briefing
Level: Easy
20. Which of the following channels of communication would not be used when conducting
interviews?
A. Face-to-face
B. Telephone
C. Chat room
D. Mail
E. Instant messaging
Level: Easy
7-27
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
21. Qualitative methods that encourage participants to reveal hidden or suppressed attitudes,
ideas, emotions, and motives are called _____ techniques.
A. deceptive
B. unstructured
C. projective
D. focus group
E. semistructured
Level: Easy
22. Jack is participating in a research study. The interviewer asks Jack to say the first word
that comes to mind when he hears a product's benefits. What type of projective technique
is this an example of?
Level: Easy
23. When using the _____ projective technique, participants are asked to write the dialog for a
cartoon picture.
A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering
Level: Easy
7-28
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
24. When using the _____, participants are confronted with a picture and asked to describe
how the person in the picture feels and thinks.
A. word association
B. picture association
C. thematic apperception test
D. empty balloons
E. laddering
Level: Moderate
25. When using _____, participants are asked to relate the properties of one thing or person or
brand to another.
A. imagination exercises
B. picture association
C. the thematic apperception test
D. empty balloons
E. laddering
Level: Easy
26. When using _____, participants are asked to assume that the brand and its users populate
an entire universe, and to describe the features of this new world.
A. word association
B. imaginary universe
C. thematic apperception test
D. empty balloons
E. laddering
Level: Easy
7-29
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
27. When using the _____ projective technique, participants are presented with flash cards
containing component features and asked to create new combinations.
A. component sorts
B. picture association
C. thematic apperception test
D. sensory sorts
E. laddering
Level: Moderate
28. When using the _____ projective technique, participants are presented with scents,
textures and sounds, and asked to arrange them by one or more criteria.
A. brand mapping
B. sensory sorts
C. thematic apperception test
D. component sorts
E. laddering
Level: Easy
29. In a study of attitudes toward buying fake goods, participants are asked to complete this
sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n)
_____ projective technique.
A. picture association
B. empty balloons
C. sentence completion
D. imagination exercise
E. personification
Level: Easy
7-30
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
30. Participants in a study designed to identify symbolic benefits associated with Sutter Home
wines are shown a photograph of a man eating at an upscale restaurant. The man in the
picture is alone and has a glass of wine with his mea. The participants are asked to
describe how the person in the picture feels and thinks. This is an example of a(n) _____
projective technique.
A. picture association
B. empty balloons
C. thematic apperception test
D. imagination exercise
E. personification
Level: Moderate
31. Which term below refers to a trained interviewer used for group interviews such as focus
groups?
A. Therapist
B. Inquisitor
C. Moderator
D. Discussion guide
E. Probe
Level: Easy
32. Interview guides begin with _____ questions, following a hierarchical questioning structure.
A. narrow issue
B. narrow topical
C. broad issue
D. narrow interest
E. any of the above
Level: Moderate
7-31
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
33. The semistructured or structured interview guide designed to qualify prospects for
participation in research project is called a(n) _____.
A. pretasking exercise
B. recruitment screener
C. hierarchical question structure
D. computer-assisted interview
E. none of the above
Level: Easy
Level: Difficult
35. When individual depth interviews are aided by the use of computer-generated visual and
auditory aids, the method is known as _____.
Level: Easy
7-32
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
36. Research on service quality frequently uses a technique called _____ in which the
participant describes what led up to an incident, what was effective or ineffective, and the
outcome.
A. life histories
B. cultural interviews
C. sequential interviewing
D. critical incident technique
E. oral history
Level: Moderate
A. 2
B. 3
C. 2 to 6
D. 6 to 10
E. Up to 20
Level: Moderate
38. A group interview seeking to understand spousal influence on decision making or the
influence of the opinion of a sibling on brand preferences would likely utilize a _____.
A. dyad
B. triad
C. mini-group
D. small group
E. supergroup
Level: Moderate
7-33
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
39. Anne is moderating a focus group of university professors to understand how they use
multimedia in the classroom. All of the participants teach classes with more than 100
students at large, public universities. The composition of this group could be described as
_____.
A. heterogeneous
B. homogeneous
C. non expert
D. dyadic
E. none of the above
Level: Easy
40. Which statement below best reflects the general rule regarding how many group interviews
should be conducted for a given research project?
Level: Moderate
41. All of the following statements about determining the number of group interviews are true
except _____.
Level: Moderate
7-34
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
42. The focus group moderator uses the principles of _____ to focus the group in an exchange
of ideas, feelings, and experiences on a specific topic.
A. psychology
B. sociology
C. anthropology
D. group dynamics
E. communications
Level: Easy
A. 30 minutes
B. 1 hour
C. 90 minutes
D. 2 hours
E. 4 hours
Level: Easy
44. A telephone focus group is a viable alternative to a traditional focus group when _____.
Level: Moderate
7-35
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
45. Focus groups should not be used when _____.
Level: Easy
46. The process for measuring semantic content of a communication to develop a qualitative
picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.
A. brand mapping
B. component sorts
C. ethnographic interpretation
D. word association
E. content analysis
Level: Moderate
47. The objective of a(n) _____ is to obtain multiple perspectives of a single organization,
situation, event, or process at a point in time or over a period of time.
A. life history
B. oral history
C. case history
D. cultural history
E. semantic map
Level: Easy
7-36
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
48. Which type of research is designed to address complex, practical problems using
brainstorming, followed by sequential trial-and-error attempts until the desired results are
achieved?
A. Case history
B. Action research
C. Causal research
D. Grounded theory
E. Ethnography
Level: Moderate
49. The minimum number of cases used in a cross-case analysis is _____ case(s).
A. one
B. three
C. four
D. fifteen
E. twenty-five
Level: Easy
50. Which term below is used to describe the combining of several qualitative methods or
combining qualitative with quantitative methods?
A. Triangulation
B. Dyadic support
C. Inter-rater reliability
D. Projection
E. Component sorts
Level: Moderate
7-37
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
51. Which term below is used to describe a series of interviews, done with subject experts,
which are used to develop or refine appropriate measurement questions for a subsequent
research project?
A. Triangulation
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
Level: Moderate
52. Cosmetic giant CoverGril has researchers using structured individual depth interviews to
interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With
each subsequent interview, the questions are kept, modified, or replaced to reflect the
findings of previous interviews. CoverGirl is using what technique?
A. Grounded Theory
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
Level: Moderate
7-38
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
53. Nikon sends researchers to the homes of camera owners who have had babies within the
last year to observe how new Moms are using the features of their cameras. After the
observation session, the research interviews the Moms about what was observed to clarify
the motivation. This is an example of ____.
A. Triangulation
B. Cultural Interview
C. Life History
D. Convergent Interviewing
E. Ethnography
Level: Moderate
Level: Moderate
55. Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama,
in order to highlight that players most desired attributes. This is an example of what
technique?
A. Grounded Theory
B. Ambiguities and Paradoxes
C. Visitor from another planet
D. Authority Figure
E. Laddering
Level: Easy
7-39
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
56. In order to increase participation during group interviews, moderators should ____.
Level: Moderate
A. Validation
B. Load sharing/Catharsis
C. Extrinsic Rewards
D. Embellishment
E. None of above would negatively affect participation
Level: Moderate
Essay Questions
7-40
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
58. How can researchers increase the confidence business decision makers have in qualitative
data?
There are several actions that improve the trustworthiness of qualitative data. These
include using literature searches, justifying the methods chosen, using a natural setting,
choosing sample participants for relevance to the breadth of the issue, developing and
including questions that reveal the exceptions to a rule or theory, carefully structuring the
data analysis, comparing data across multiple sources and different contexts, and
conducting peer-researcher debriefing on results.
Level: Difficult
59. Explain the three types of nonprobability sampling techniques commonly used to select
samples for qualitative research studies.
The three types of nonprobability sampling techniques used for qualitative research are
purposive sampling, snowball sampling, and convenience sampling. Purposive sampling
means that researchers choose participants arbitrarily for their unique characteristics,
experiences, attitudes or perceptions. Snowball sampling means that the participants refer
researchers to others how have characteristics, experiences, or attitudes similar to or
different from their own. Convenience sampling means that the researchers select any
readily available individuals as participants.
Level: Moderate
7-41
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
60. What are some of the responsibilities of interviewers aside from conducting the actual
interviews? Name five of these responsibilities.
There are several possible responsibilities handled by the interviewer. These include
recommending topics and questions for the interview guide, managing the locations and
facilities for the study, proposing criteria for drawing the sample of participants, writing the
recruitment screener and recruiting participants, developing pretasking exercises,
supervising the transcription process, analyzing data and drawing insights, and writing or
directing the writing of the client report.
Level: Moderate
61. List and explain the factors affecting the decision of how many focus groups are needed in
a qualitative research project.
Several factors affect the number of focus groups needed. These include the scope of the
issue, the number of distinct market segments, the heterogeneity of the segments, the
number of new ideas desired, the level of geographic distinction, the level of ethnic
distinction, and the level of detail desired. For each factor, the larger the number, scope, or
issue, the more focus groups needed.
Level: Moderate
7-42
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Another random document with
no related content on Scribd:
CAPÍTULO II
la dictadura
la pretura
el tribunado de la plebe
la censura