Marketing Research Final

Qualitative research is often superior to quantitative research when the purpose of a research project is to

better understand a psychoanalytical phenomenon.

Which of the following is true about qualitative analysis?

Qualitative analysis employs member checking.

Quantitative analysis is different from qualitative analysis in that quantitative analysis

is guided entirely by the researchers.

The difference between quantitative and qualitative analyses is that

qualitative data analysis is largely inductive.

_________blank is an attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report.

Emic validity

Which of the following is true about negative case analysis?

It helps to establish boundaries and conditions for the theories developed by qualitative researchers.

Which of the following best illustrates a recursive relationship?

Job satisfaction increases job performance and thus compensation earned on the job, which in turn increases job satisfaction.

A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar topics together. This process is referred to as

data reduction.

In order to establish the emic validity of his or her research findings, a researcher must primarily show that

key members of the group included in the study agree with the findings of the study.

Lisa conducts a qualitative study of people's shopping behavior online. She compares her results to that of similar studies and finds a similarity in the coding of data. On the basis of the given information, we can say that Lisa's study

has cross-researcher reliability.

In the context of qualitative data analysis, a document that lists the different themes or categories for a particular study is called a

code sheet.

________blank is the process through which researchers build theory that is grounded, or based on the data collected.

Integration

In a(n) _________blank relationship, a variable can both cause and be caused by the same variable.

recursive

In the context of qualitative research, triangulation requires that

research inquiry be addressed from multiple perspectives.

Credibility is best defined as the

degree of rigor, believability, and trustworthiness established by qualitative research.

Peer review is a process in which a research analysis is reviewed by

external qualitative methodology and topic area experts.

Which of the following statements about verbatims is true, in the context of research reports?

Verbatims can be used to underscore important points.

Which of the following is generally included in the methodology section of a qualitative report?

procedures used to select informants

________blank are quotes from research participants that are used in research reports.

Verbatims