Marketing 346 - Market Research » Spring 2023 » Chapter 9 Connect Quiz

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Question #1
________ is the process through which researchers build theory that is grounded, or based on the data collected.
A.   Peer reviewing
B.   Verification
C.   Integration
D.   Member checking
E.   Triangulation
Question #2
In the context of data reduction, the ________ process primarily involves working through the data several times in order to modify early ideas.
A.   selective coding
B.   triangulation
C.   iteration
D.   categorization
E.   comparison
Question #3
A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar responses together. This process is referred to as
A.   member checking.
B.   sugging.
C.   data reduction.
D.   peer reviewing.
E.   verification of data.
Question #4
The process of developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants is called
A.   iteration.
B.   categorization.
C.   comparison.
D.   integration.
E.   triangulation.
Question #5
Which of the following is the first step in the data reduction process?
A.   Iteration
B.   Memoing
C.   Comparison
D.   Categorization
E.   Integration
Question #6
In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.
A.   True
B.   False
Question #7
In the context of qualitative data analysis, a document that lists the different themes or categories for a particular study is called a
A.   multiple-item sheet.
B.   vision statement.
C.   memo.
D.   code sheet.
E.   debriefing sheet.
Question #8
________ is an attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report.
A.   Tabulation
B.   Triangulation
C.   Cross-researcher reliability
D.   Emic validity
E.   Iteration
Question #9
Qualitative research is often superior to quantitative research when the purpose of a research project is to
A.   analyze numerical data to arrive at a conclusion.
B.   determine the magnitude of a response.
C.   calculate the distance between the smallest and largest values in a set of responses.
D.   better understand a psychoanalytical phenomenon.
E.   calculate the mode of a set of numerical data.
Question #10
Which of the following is true about qualitative analysis?
A.   It mainly quantifies the magnitude of variables.
B.   Qualitative analysis employs member checking.
C.   Qualitative analysis is typically guided entirely by the researcher.
D.   It is not inductive.
E.   The data used in qualitative analysis is numerical in nature.

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