MR Chapter 3

Q1. Qualitative research allows the researcher to uncover insights without depending on numerical measurement.

• True

• False

Q2. Qualitative research utilises approaches that are more structured than quantitative approaches.

• True

• False

Q3. Qualitative research should be used when the researcher has a limited amount of experience with, or knowledge about, a research issue.

• True

• False

Q4. A focus group can provide a good sample representation if the participants are carefully recruited.

 

• True

• False

Q5. In projective techniques, respondents are required to answer direct, structured questions.

• True

• False

Q6. Which of the following is not a focus of qualitative research?

• A.

  To enhance understanding of the nature of the marketing problem

• B.

  To produce generalisable findings about the phenomena of interest

• C.

  To help define key issues for quantitative research

• D.

  To provide deep understanding pertaining to the phenomena of interest

Q7. All of the following are characteristics of qualitative research, except:

• A.

  qualitative research answers questions of fact to determine a course of action.

• B.

  qualitative research provides greater understanding of a concept.

• C.

  qualitative research focuses on words and observations.

• D.

  qualitative research often occurs in natural settings.

Q8. Which type of qualitative orientation would be most appropriate when studying the behaviour of children?

• A.

  Grounded theory

• B.

  Ethnography

• C.

  Case study

• D.

  Phenomenology

Q9. A convenient store operator first looks at a few similar stores in the location he wants to set up his store to help identify the nature of any problems that may require further formal investigation. This is an example of which of the following?

• A.

  Survey

• B.

  Ethnography

• C.

  Experiment

• D.

  Case study

Q10. Which type of research approach would be most appropriate for a grocery chain wishing to understand the grocery shopping culture in its stores?

• A.

  Grounded theory

• B.

  Ethnography

• C.

  Case study

• D.

  Phenomenology