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.   Integration
B.   Peer reviewing
C.   Verification
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.   categorization
C.   iteration
D.   comparison
E.   triangulation
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.   data reduction.
B.   verification of data.
C.   member checking.
D.   sugging.
E.   peer reviewing.
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.   integration.
B.   iteration.
C.   categorization.
D.   triangulation.
E.   comparison.
Question #5
Which of the following is the first step in the data reduction process?
A.   Memoing
B.   Comparison
C.   Integration
D.   Iteration
E.   Categorization
Question #6
In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.
A.   False
B.   True
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.   vision statement.
B.   memo.
C.   multiple-item sheet.
D.   debriefing sheet.
E.   code 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.   Triangulation
B.   Iteration
C.   Emic validity
D.   Cross-researcher reliability
E.   Tabulation
Question #9
Qualitative research is often superior to quantitative research when the purpose of a research project is to
A.   calculate the mode of a set of numerical data.
B.   determine the magnitude of a response.
C.   better understand a psychoanalytical phenomenon.
D.   analyze numerical data to arrive at a conclusion.
E.   calculate the distance between the smallest and largest values in a set of responses.
Question #10
Which of the following is true about qualitative analysis?
A.   It is not inductive.
B.   It mainly quantifies the magnitude of variables.
C.   The data used in qualitative analysis is numerical in nature.
D.   Qualitative analysis employs member checking.
E.   Qualitative analysis is typically guided entirely by the researcher.

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