Research Chapter 4 01

Which of the following is true of quantitative research?

• It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.

• It is most often used with exploratory research designs.

• It is superior for studying topics that involve complex psychological motivations not easily reduced to survey formats and quantitative analyses.

• It usually involves collecting detailed data from relatively small samples by asking questions or observing behavior.

Quantitative research is most likely to be used when

• the objective is to identify new ideas and thoughts for a product.

• the main goal is to uncover unanticipated findings and reactions.

• the objective is to understand hidden underlying psychological processes.

• the objective is to validate relationships and test hypotheses.

Which of the following is true of qualitative research methods?

• Qualitative data may be analyzed qualitatively or quantitatively.

• Qualitative researchers must be able to translate numerical data into meaningful narrative information.

• Qualitative research is used when the objective is to validate facts.

• Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.

Which of the following statements is true of qualitative research methods?

• Most practitioners regard qualitative research as being more reliable than quantitative research.

• Qualitative data collection occurs over long time periods.

• Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.

• Qualitative researchers usually collect detailed data from relatively small samples by asking questions.

Which of the following is an advantage of qualitative research?

• It allows researchers to make accurate predictions about relationships between market factors and behaviors.

• It is considered by most practitioners as being more reliable than quantitative research.

• It often provides preliminary insights useful in developing ideas about how variables are related.

• It allows for generalizability of research findings, unlike quantitative research.