BUS 5113 Research Methods Chapter 4

To view the management question from different perspectives

Triangulation

True/False: Decisional criteria are the information that can aid the decision maker in choosing among decisional alternatives

True

True/False: Oscar Wilde's quote of "A man is least himself when he talks in his own person; when he is given a mask he will tell the truth." is an example of third-person technique (roll playing)

True

True/False: Research questions and hypotheses are the starting point for the research design

True

True/False: Some of the common tools used to conduct exploratory research are secondary information, personal interviews and analysis of selected cases.

True

True/False: The research hypothesis is the next step to formulate after research purpose

True

True/False: an immersion focus groups is like a hands-on work session

True

True/False: people often make decisions for reasons they do not understand or cannot articulate

True; depth interviews, projective techniques, ethnography and other qualitative research methods can help the researcher tap the subject's subconscious and help them articulate their decision process.

A case analysis that involves the study of a specific situation similar to the current research problem. It is particularly valuable for complex research problems. This is the definition of: a. analysis of selected cases b. projective techniques c. storytelling d. grounded theory

a. analysis of selected cases

The study of consumer behavior of online communities is: a. netnography b. immersion groups c. grounded theory d. ethnography

a. netnography

The following are characteristics of focus group composition except: a. participants know each other b. groups consist of 8-12 people c. sessions last 1.5 - 2 hours d. participants fit into a specific profile

a. participants know each other

The type of projective technique that respondents are given a series of words and respond by saying the first word that comes to mind is: a. word association b. sentence completion c. storytelling d. third-person technique (roll-playing) e. collages f. music association g. anthropomorphizing

a. word association

Research that is undertaken when a problem is not well understood and there is no prior research available, and is often used to better develop an understanding of the problem to aid in future research projects is: a. Secondary b. Exploratory c. Causal d. Descriptive

b. Exploratory

Interviewing subjects with experience, expertise or position that gives them a unique perspective on the subject of interest is: a. focus group b. in-depth interview c. literature review d. immersion groups

b. in-depth interview

A form of research that is effective in discovering the hidden (latent) motives and attitudes of the research subjects. It is also useful when dealing with sensitive subjects is: a. analysis of selected cases b. projective techniques c. storytelling d. grounded theory

b. projective techniques

The road map for the researcher, indicating the route the researcher will take in collecting the information to ultimately solve the management problem or evaluate an opportunity under consideration is: a. exploratory research b. research design c. ethnography d. projective techniques

b. research design

To attribute cause-and-effect relationships among two or more variables to predict the outcome of a variable when varying another is what kind of research: a. exploratory b. descriptive c. causal d. none of the above

c. causal

The projective technique of anthropomorphizing involves asking the respondent to: a. describe how a brand makes them feel emotionally b. immerse themselves in the situation c. describe what the product or service being researched would look like if it were a person

c. describe what the product or service being researched would look like if it were a person

Which of the following are not true of the grounded theory? a. in depth interviews, ethnography and immersion group methods may all be used b. used when researchers want to study an area of interest without preconceptions c. key concept is that the theory evolves during the research process d. researchers believe personal conduct is programmed by social norms e. It is crucial to have a pre-determined sample f. As data is collected, the theory evolves along with the method

e. It is crucial to have a pre-determined sample

In Quantitative research, the sample/data collection is: a. from a large sample b. random c. numerical values assigned to the subject's responses d. primary survey or secondary data e. None of the above

e. None of the above

The type of projective technique involving asking the respondent to cut pictures out of magazines and arrange them on poster board to depict some issue of interest to tell the researcher is: a. word association b. sentence completion c. storytelling d. third-person technique (roll-playing) e. collages f. music association g. anthropomorphizing

e. collages

What are the different types of exploratory/qualitative methodologies?

ethnography extended case studies immersion techniques in-depth interviews focus groups projective techniques grounded theory

What are the three broad categories of research design?

exploratory, descriptive, and causal

Choice of research design is influenced by: a. decision-maker's attitude toward risk b. types of decisions being faced c. size of the research budget d. decision-making time frame e. nature of the research objectives f. all of the above g. none of the above

f. all of the above

The type of projective technique where the goal is to determine a brand's emotional content for the respondent is: a. word association b. sentence completion c. storytelling d. third-person technique (roll-playing) e. collages f. music association g. anthropomorphizing

f. music association

How does exploratory and qualitative research differ from quantitative research?

quantitative: large random sampling, analysis takes place after all data is collected, statistical methods used, and in the end it will provide a specific recommendation. qualitative: to gain understanding of underlying motives, small sample whose participants are carefully selected, continuous data is collected which guides the researcher to the next step of the analysis, which is non-statistical ,and in the end it will provide an understanding description

True/False: Researchers should not used exploratory research to develop the hypothesis that can explain the occurrence of certain phenomena.

False

True/False: theoretical sampling explains that as data is collected, the theory evolves along with the method.

False - theoretical sampling is when researchers continue to collect data until they learn nothing new from additional data.

True/False: word association is a type of projective technique that requires the respondent to enter words or phrases to complete a given sentence. Responses are analyzed for content.

False, this is the definition for sentence completion

When should exploratory and qualitative research be used?

1. More precisely defining an ambiguous problem or opportunity 2. Increasing the decision maker's understanding of an issue 3. Developing hypotheses that could explain the occurrence of certain phenomena 4. Generating ideas 5. Providing insights 6. Establishing priorities for future research or determining the practicality of conducting some research 7. Identifying the variables and levels of variables for descriptive or causal research

What are the benefits of a Quad focus group?

Quad (4 participants) are beneficial because of their small size, takes less time to complete. More quad groups can be conducted than traditionally sized focus groups. 100% of respondents participate

What is a type of exploratory research used to examine a problem involving underlying attitudes, opinions, and motivations in order to develop a hypothesis for future research, and whose methodology can be described as investigative, naturalistic in approach, and are dependent on description, observation and categorization?

Qualitative research

Descriptive research is: a. when management problem is vague. Use literature review, focus groups, interviews, case studies, etc. Researchers are allowed to be flexible. Used to generate hypotheses. b. highly structured and includes the exercise of control over variables in order to test the cause-and-effect relationships between variables. Used to test hypotheses c. need to measure frequency with which a sample population behaves, thinks or is likely to act to determine the extent to which two variables co-vary. Used to test hypotheses d. None of the above

c. need to measure frequency with which a sample population behaves, thinks or is likely to act to determine the extent to which two variables co-vary. Used to test hypotheses.

The type of projective technique where respondents are given a cartoon, photograph, drawing, or are asked to draw a scene related to the subject under investigation and tell what is happening in the scene is: a. word association b. sentence completion c. storytelling d. third-person technique (roll-playing) e. collages f. music association g. anthropomorphizing

c. storytelling

Quantitative methods of research: a. b. analyzes the data as it is collected c. tends to force people into groups that are artificial d.

c. tends to force people into groups that are artificial

Different types of focus groups include: a. internet focus groups b. Quad focus groups c. Two-way focus groups d. all of the above

d. all of the above

Traits of a good focus group moderator include all of the following except: a. Be enthusiastic and show energy necessary to keep the group interested even when the hour is running late b. Maintain control of the group without leading or influencing participants c. Prepare a detailed moderator guide well in advance of the focus group d. completes the focus group in a leisurely manner to help ensure the success of the research project

d. completes the focus group in a leisurely manner to help ensure the success of the research project

A day in the life of a consumer best describes which type of focus group: a. netnography b. immersion groups c. grounded theory d. ethnography

d. ethnography