Research Methodologies

Due to the ___________ nature of qualitative research, there is no agreed process in designing a qualitative research project. To this end, researchers can use certain design principles in designing their qualitative projects.

• Unstructured

• Numerical

• Rigid

• Structured

All researchers commence their research with an issue or _________, investigate the relevant empirical evidence and literature to identify relevant research evidence which will help in designing the qualitative questions, collect data and analyse them.

• Solution

• Methods

• Problem

• Data set

Several aspects of a qualitative research project vary from researcher to researcher. For instance, the empirical evidence and the literature may be reviewed to inform the questions initially raised or it may be reviewed at a late stage during the research process or it may be used to highlight the importance of the research problem. Another consideration regarding qualitative research is the structure and writing of the qualitative project. This varies across different approaches such as ___________ and performances including theatre and poems.

• Problem-solving

• Storytelling

• Focus groups

• Interviews

Qualitative research is popular in market research due to the fact that there is no better way to understand the in-depth motivations and feelings of consumers.

• True

• False

Soon after the collection and the storing of the data, the research team proceeds with the analysis of such data in relation to different perspectives such as, A._______themes, B.________dimensions, codes or categories.

• Hypotheses. Propositions.

• Themes. Dimensions.

• Groups. Segments.

• Markets. Units.

• Groups. Propositions.

In-depth interviews can reveal hidden motivations and are considered one of the most popular data collection approaches in qualitative research.

• True

• False

The individual one-to-one interaction offers the interviewee the opportunity to be the focus of attention and to feel that their feelings and point of view are important and they are really important for the research project.

• True

• False

Survey approaches are based upon the design and development of well _________ questionnaires. Key informants may be asked several questions with respect to their intentions, motivations, attitudes, demographic and lifestyle characteristics among others. The questions may be asked verbally in writing or through a remote device (e.g., laptop) and the responses may be collected through these ways.

• Directed

• Standardised

• Arranged

• Structured

Structured refers to the level of __________ that is used during the data collection procedure.

• Creativity

• Variation

• Collaboration

• Standardisation

In structured data collection a formal research instrument is developed and the different questions are offered in a ___________order.

• Pre-arranged

• Random