Stage 2 Data Collection Design Qualitative | Test Bank Ch.6

Business Research Methods, 13e (Schindler)

Chapter 6 Stage 2: Data Collection Design: Qualitative Research

1) Which type of research includes an array of interpretative techniques that 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

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

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

6) Which of the following is true of quantitative research?

A) It uses a nonprobability sampling method.

B) Results are generalizable.

C) Data analysis is ongoing during the project.

D) Sample sizes are generally small.

E) It uses multiple data collection methods.

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

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

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

12) Snowball sampling is a nonprobability sampling technique in which ________.

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

13) Convenience sampling is a nonprobability sampling technique in which ________.

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

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 participant based on his or her specific answers.

A) Structured

B) Semistructured

C) Unstructured

D) Closed-ended

E) Direct interviewing

17) Which of the following is true of structured interviews?

A) They permit direct comparability of responses.

B) They encourage variation in questions.

C) Interviewer probes may bias answers.

D) Responses are closed-ended.

E) All of the above are correct.

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

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 creative technique is this an example of?

A) Thematic apperception test

B) Sentence completion

C) Brand mapping

D) Laddering

E) Word association

23) When using the ________ creative 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) cartoons or 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

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 cards containing various 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

29) In a study of attitudes toward buying counterfeit 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/fill-in the blank

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 meal. 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

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 is correct.

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?

A) Use a recruitment screener prior to inviting individuals to participate.

B) Delete interviews after the study ends from those who do not meet the qualifications.

C) Draw a sample from a list of people with an American Airlines affinity credit card.

D) Draw a sample from a list of people with an affinity credit card associated with any airline.

E) Contact a travel agency for a list of prospects.

35) When individual depth interviews are aided by the use of computer-generated visual and auditory aids, the method is known as ________.

A) computer-assisted telephone interviewing (CATI)

B) computer-assisted personal interviewing (CAPI)

C) online interviewing

D) group interviewing

E) computer-aided design (CAD)

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

37) How many participants are typically found in a mini-group interview?

A) Two

B) Three

C) Two to six

D) Six to 10

E) Up to 20

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) nonexpert

D) dyadic

E) None of the above is correct.

40) Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project?

A) Conduct interviews until no new insight is gained.

B) Use at least three groups for every geographic region involved.

C) Include groups of men only, women only, and men and women combined.

D) The more homogeneous the groups, the more groups are needed.

E) All of the above are true.

41) All of the following statements about determining the number of group interviews are true except ________.

A) the broader the issue, the more groups needed

B) the larger the number of distinct segments of interest, the more groups needed

C) the greater the level of detail, the more groups needed

D) the more homogeneous the target population of interest, the more groups needed

E) the larger the number of new ideas desired, the more groups needed

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

43) What is the typical length of a focus group?

A) 30 minutes

B) 1 hour

C) 90 minutes

D) 2 hours

E) 4 hours

44) An online focus group is a viable alternative to a traditional focus group when ________.

A) participants need to handle a product

B) it is difficult to recruit desired participants

C) sessions will run long

D) participants are groups of children

E) All of the above are correct.

45) Focus groups should not be the only research design used when ________.

A) facing a high-risk decision

B) stimulating new ideas for products

C) obtaining general background about a topic

D) uncovering perceptions about a brand

E) diagnosing problems

46) The process for measuring semantic content of a communication to develop a qualitative picture of the participants' 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 study/case history

D) cultural history

E) semantic map

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 case study is ________ case(s).

A) one

B) three

C) four

D) 15

E) 25

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) Interrater reliability

D) Projection

E) Component sorts

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 CoverGirl 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) Sequential 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 researcher 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

54) Following the interview question funnel, the idea is to ________.

A) ask the specific questions that address client issues first.

B) introduce multiple topics very quickly and move the questions between the topics.

C) ask only broad topical questions.

D) start with a broad issue and continue to narrow the topic to reach specific questions of interest.

E) None of the above is correct.

55) Fans of the Cincinnati Reds are asked to compare their favorite player to the U.S. president in order to highlight that player's 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) Use abstract terminology in the questions

B) Not express appreciation for a participant's contributions

C) Discourage participant questions

D) Encourage participants to socialize

E) Disguise the purpose of the interview

57) Which of the following negatively affects participation in a group interview?

A) Validation

B) Load sharing/catharsis

C) Extrinsic rewards

D) Embellishment

E) None of above would negatively affect participation.

58) You want to know what factors are most important in real estate agent selection, so you tell participants they are the most important real estate authority in the world and have been asked to design the perfect training program for hiring real estate agents. You are using which qualitative technique?

A) Write a letter

B) Storytelling

C) Personification

D) Third party projection

E) Innovation role play

59) When the researcher keeps doing interviews until no new insights are gained, the research ________.

A) is ready for data analysis

B) has reached the time for pretasking

C) has reached data saturation

D) is using purposive sampling

E) None of the above is correct.

60) The measurement instrument for an in-depth interview or a group interview is a(n) ________.

A) convergent interview

B) interview guide

C) chronological interview

D) laddering

E) None of the above is correct.

61) Participants of group A have children, while members in group B do not have children. We would choose people from each group to populate a single focus group in order to capitalize on ________.

A) common characteristics

B) range of life experiences

C) different perspectives on an issue

D) the ability to articulate

E) the willingness to collaborate to solve problems.

62) Participants create a fantasy experience in order to fully participate in a group discussion. This negative factor affecting group interview participation is ________.

A) abstract terminology

B) political correctness

C) embellishment

D) rambling account

E) ego defense

63) A manager wants research to include group interviews but hires a professional moderator to conduct them. He is fulfilling which ethical responsibility?

A) Right to confidentiality

B) Right to Safety

C) Right to quality research

D) Right to privacy

E) None of the above is correct.

64) Interviewers in qualitative research have significant responsibilities; which is NOT one of these responsibilities?

A) Develop the recruitment screener

B) Interpret the results

C) Debrief observers and data collectors

D) Write the interview guide

E) All of the above are responsibilities of interviewers in qualitative research.

65) How can researchers increase the confidence business decision makers have in qualitative data?

66) Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

67) What are some of the responsibilities of interviewers aside from conducting the actual interviews? Name five of these responsibilities.

68) List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.