Question 1

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

Accepted Answer

A)   To probe into subconscious consumer motivations
B)   To make accurate predictions about relationships between market forces and purchase behavior
C)   To validate the relationship between advertising expenses and sales volume
D)   To make generalizable observations about a target population's buying behavior
E)   To test a hypothesis linking coupon value to brand preferenceF) A) and D)
G) All of the above

Question 2

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Accepted Answer

A) True 
 B)False

Question 3

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Accepted Answer

A) True 
 B)False

Question 4

The interactive procedure in which a researcher and a moderator discuss the subjects' responses to the topics that outlined a focus group session is called:

Accepted Answer

A)   content analysis.
B)   sentiment analysis.
C)   groupthink.
D)   debriefing analysis.
E)   listening post.F) A) and B)
G) A) and C)

Question 5

Purposive sampling means:

Accepted Answer

A)   selecting sample members to study because they possess attributes important to understanding a research topic.
B)   selecting sample members so that groups can be compared.
C)   selecting sample members based on earlier interviews.
D)   selecting particular types of participants because they can minimize cross talk during the discussions of a research topic.
E)   selecting sample participants who can generate spontaneous discussion on a research topic.F) A) and C)
G) None of the above

Question 6

The use of quantitative measures of sentiment is still limited because:

Accepted Answer

A)   their use requires deep engagement with one or more social media communities.
B)   sentiment analysis relies on the emerging field of natural language processing.
C)   most social media monitoring tools seek to seamlessly mix qualitative and quantitative analyses.
D)   a large amount of data is currently unclassifiable or incorrectly classified with current automation tools.
E)   researchers prefer to collect data from higher traffic forums.F) A) and D)
G) C) and D)

Question 7

The application of technological tools to identify, extract, and quantify subject information in textual data is called:

Accepted Answer

A)   sentiment analysis.
B)   scanner-based research system.
C)   listening post.
D)   netnography.
E)   content analysis.F) A) and C)
G) A) and E)

Question 8

What are the main goals of quantitative research?

Accepted Answer

The main goals of quantitative research ...

Question 9

The process of selecting sample members so that groups can be compared is known as _____.

Accepted Answer

A)   stratified purposive sampling
B)   simple random sampling
C)   convenience sampling
D)   accidental sampling
E)   opportunity samplingF) C) and D)
G) A) and E)

Question 10

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Accepted Answer

A) True 
 B)False

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

The use of quantitative measures of sentiment is still limited because:

Correct Answer
verified

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

Correct Answer
verified

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Correct Answer
verified

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Correct Answer
verified

What are the main goals of quantitative research?

Correct Answer
verified
The main goals of quantitative research ...
View Answer

The process of selecting sample members so that groups can be compared is known as _____.

Correct Answer
verified

The interactive procedure in which a researcher and a moderator discuss the subjects' responses to the topics that outlined a focus group session is called:

Correct Answer
verified

Purposive sampling means:

Correct Answer
verified

The application of technological tools to identify, extract, and quantify subject information in textual data is called:

Correct Answer
verified

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Correct Answer
verified

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

The use of quantitative measures of sentiment is still limited because:

Correct AnswerverifiedShow Answer

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

Correct AnswerverifiedShow Answer

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Correct AnswerverifiedShow Answer

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Correct AnswerverifiedShow Answer

What are the main goals of quantitative research?

Correct AnswerverifiedThe main goals of quantitative research ...View AnswerShow Answer

The process of selecting sample members so that groups can be compared is known as _____.

Correct AnswerverifiedShow Answer

The interactive procedure in which a researcher and a moderator discuss the subjects' responses to the topics that outlined a focus group session is called:

Correct AnswerverifiedShow Answer

Purposive sampling means:

Correct AnswerverifiedShow Answer

The application of technological tools to identify, extract, and quantify subject information in textual data is called:

Correct AnswerverifiedShow Answer

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The main goals of quantitative research ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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