WorksheetsSession 3 Quiz
Total questions: 13
Worksheet time: 7mins
Qualitative research is used for the following reasons except:
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
Which of the characteristics below does not describe qualitative research?
A.
qualitative research helps to answer questions of fact to determine a course of action.
B.
qualitative research can provide greater understanding of a concept.
C.
qualitative research focuses on words and not numerical measures.
D.
qualitative research often occurs in natural settings.
Concept testing is:
A.
a qualitative technique that intensively investigates one or more situations similar to the problem situation.
B.
a quantitative technique that utilises rigorous statistical tests to provide conclusive answers about a problem situation.
C.
a means of evaluating ideas by providing a feel for their merits prior to the commitment of any research or development.
D.
an approach used by management to help diagnose the dimensions of the problem at hand.
A researcher wants to study how ICU nurses perceived, felt, and made sense of their experiences during the Covid-19 pandemic. Which type of qualitative orientation would be most appropriate?
A.
Grounded theory
B.
Ethnography
C.
Case study
D.
Phenomenology
XYZ Fitness was a well-established gym chain with multiple locations in Singapore. To decide where to expand to in Malaysia, they studied a few similar fitness centers in Kuala Lumpur to assess the potential. This is an example of a (an) …
A.
survey.
B.
ethnography.
C.
experiment.
D.
case study.
Which type of research approach would be most appropriate for a fast-food chain wishing to understand the fast-food culture in its stores?
A.
Grounded theory
B.
Ethnography
C.
Case study
D.
Phenomenology
Which of the following is a key disadvantage of focus group interviews?
A.
Results do not generalize to larger population
B.
They can be done quickly.
C.
They can gain multiple perspectives.
D.
They can be flexible.
In a focus group, an idea may drop out of the blue and the group environment provides the opportunity to develop such an idea to its full significance. This is called:
A.
Serendipity
B.
Specialisation
C.
Synergy
D.
Spontaneity
What is the optimum of a focus group?
A.
1-5
B.
6–10
C.
10–15
D.
16–20
A focus group moderator asking a participant ‘Can you elaborate on why did you say the advertisement is good?’ is an example of which type of question?
A.
Probing
B.
Unstructured
C.
Direct
D.
Conclusive
Which of the following statements about projective techniques is true?
A.
Respondents are required to provide answers in a structured format.
B.
Respondents are asked directly to describe his beliefs or feelings about a situation.
C.
Respondents are expected to interpret the situation within the context of their own experiences.
D.
Respondents are prompted by the interviewer to draw out hidden thoughts.
Which of the following statements about word association tests is not true?
A.
Word association tests are easy to interpret.
B.
Word association tests can be used to pretest words or ideas for questionnaires.
C.
Word association is frequently used to test potential brand names.
D.
Word association tests are analysed by the amount of elapsed time.
Which of the following is a common analysis technique for analysing qualitative data?
A.
Descriptive analysis
B.
Thematic analysis
C.
Flexible analysis
D.
Inferential analysis
