capstone

The alpha (α) level showing statistical significance ranges from (1) ______ to (2) ______.

0 and 1

What is the main goal of conducting qualitative research?

Overall, qualitative research helps provide a better and clear understanding of why people act the way they do rather than the numeric statistics of quantitative research. The main goal of conducting qualitative research is to gain consumer insights on a product as well as to understand their underlying motive or "why".

Which of the following research method is different from others?

Interviews

Defining the problem is the critical step that needs to be done in the ____________________ stage of research process.

Preliminary discussion & agreements

The question, "Is there anything else?" is an example of a(n) ________ technique.

Probing

Which of the following statement is NOT a defining characteristic of nominal level measures?

Response options must be four or less.

QUIZ 2 Which of the following description is NOT correct?

Media and consulting companies are rarely involved in research.

Which of the following regarding focus groups is NOT correct?

Focus groups work best when there is a risk of social pressure influencing responses.

When examining the data, researchers need to do all of the following, except...

Ignoring participants' feelings and focusing on facts

Which of the following is the first step of the campaign planning process?

Situation analysis

Suppose that you found that the mean scores of attitudes toward shopping is 4.7 for males and 6.1 for females based on a 7-point scale (higher number indicating more positive attitudes). You examined the difference in attitudes toward shopping between males and females and obtained the t-value of 5.12 and the sig. level of .02. How would you conclude the difference in attitudes toward shopping between males and females?

THIS ONEAttitudes toward shopping between males and females are statistically different. In particular, females have more positive attitudes toward shopping than males. Attitudes toward shopping between males and females are not statistically different. In particular, females and males have similar attitudes toward shopping.

QUIZ 1. Which of the following description regarding research process is NOT correct?

The primary research is always needed after conducting secondary research.

QUIZ 4 Focus groups are a form of qualitative research. As a result, the findings from a focus group cannot be generalized to the population from which the focus group participants were drawn.

True

Qualitative research is typically more flexible than quantitative research.

True

For any particular identified concept, there ________ conceptual definition(s).

are a large number of

There is (are) ________ levels of measurement.

four

Focus group participants who _________________ should not be recruited.

have professional knowledge on the research topic

Telephone and ________ surveys generally require the least amount of time to collect the data.

online

Suppose that you as a researcher are interested in recruiting rare populations (e.g., those having uncommon diseases) for your surveys. Which survey method would work best and why?

online survey because bigger sample size from all over the world.

A rank order question represents which of the following level of measurement?

ordinal

The question, "Is there anything else?" is an example of a(n) ________ technique.

probing

Please fill in the blank: ______________ techniques are useful at circumventing conscious resistance to direct questioning.

projective

A researcher observes children in a playground and takes notes about each child's play and his own thoughts about the types of activities the children engage in. This is a ________ approach to human observation.

qualitative

A _________________ question is used when researchers want a particular group of people to complete the questionnaire.

screener

Criteria for evaluating qualitative data can help researchers evaluate their own qualitative research and critically review others' qualitative research.

true

Evaluating the characteristics of participants needs to be done prior to analyzing the data.

true

Focus groups are a form of qualitative research. As a result, the findings from a focus group cannot be generalized to the population from which the focus group participants were drawn.

true

Focus groups are generally quicker to conduct and analyze than in-depth interviews.

true

Probability sampling guarantees the representativeness of research findings.

true

Qualitative research allows researchers to "get close to the data" and to see/hear respondents expressing their thoughts in their own words.

true

Qualitative research is typically more flexible than quantitative research.

true

Researchers need to place difficult or sensitive questions at end of questionnaire.

true

Human observation research is ________ in nature.

either qualitative or quantitative

On the interval level of measurement, it is assumed that the distance between response options is ________.

equivalent

QUIZ 5 One of the objectives of qualitative data analysis is to make inferences about general population.

False

Researchers should provide explicit research purpose in the beginning of the questionnaire.

False

QUIZ 9. If you conclude, "The more food marketing that kids are exposed to on TV, the more they ask their parents for junk food," which correlation corresponds with this conclusion?

+.40

(1)____________________ research refers to intensive observation or interviewing of a small number of individual, whereas (2) ____________________ research refers to empirical research where the data are numerical.

(1) Qualitative - (2) Quantitative

Correlation values consist of two parts. Signs indicate the _________ of association, and numbers indicate the _________ of association.

(1) direction - (2) strength

Which of the following statement regarding the first stage of qualitative data analysis is NOT correct?

A list of specific areas to be addressed by the analysis is identified after examining the data

Which of the following statement regarding the first stage of qualitative data analysis is NOT correct?

A list of specific areas to be addressed by the analysis is identified after examining the data.

Which of the following regarding the second step of focus groups is NOT correct?

A mini focus group with a people of three to six tends to provides as insightful responses as other focus groups with a people of eight or more.

Consider the two descriptions of an in-depth interview shown below.

An in-depth interview is a free-flowing, yet structured conversation, between the interviewer and the respondent.

The order of questions moves from (1) _______________ to (2) _______________.

Both a) and b). (1) easy questions - (2) questions that require thinking" is correct, but also, "(1) general questions - (2) specific questions

Please fill in the blank: ____________ questions provide means for examining subgroups within larger sample.

Classification

Which of the following data analysis is different from other three options below?

Correlation

QUIZ 3 Qualitative research is very appropriate when there is a need to better define a problem after quantitative research has been conducted.

False

Developing different themes from interview transcripts is a linear process, starting from identifying tentative themes, coding data, evaluating themes, and ending with developing meta-themes.

False

When you present your research findings and conclusions, which of the following is NOT typically included?

Findings from other research projects

Which of the following statement regarding the second stage of analysis is NOT correct?

In this second stage, researchers try to find out what the data mean.

Which of the following statement regarding the challenges of analyzing qualitative data is NOT correct?

It is easy to replicate qualitative research findings

Which of the following statement regarding the challenges of analyzing qualitative data is NOT correct?

It is easy to replicate qualitative research findings.

Which of the following regarding the first step of focus groups is NOT correct?

Moderators should not know some parts of research process and elements of research in order not to ask leading questions.

The order of questions moves from (1) _______________ to (2) _______________.

NOT (1) easy questions - (2) questions that require thinking

The question, "what are all the different criteria you use to evaluate music blogs?", is an example of a(n) ________ question.

NOT grand tour

The question, "what are the most important reasons for reading your school newspaper?", is an example of a(n) ________ question.

NOT structural

Explain the difference between probability sampling and non-probability sampling by using the concept of random selection.

Non-probability sampling means that samples are selected in a purposful way and it does not affect the whole population from which the sample comes from. On the other hand, probability sampling means that the sample was randomly selected which means that every member of that population has a chance to be selected. Additionally, probability sampling is meant to represent the population out of which is was selected which means it can be generalized to that population. It is important to differentiate between these two sampling types in order to know whether we can generalize the research findings or not. The type of sampling to be used is determined by several factors.

Which of the following description about qualitative research is NOT correct?

Qualitative research is the best approach when the generalizability of research findings is important.

Which of the following statement regarding different data collection methods is NOT correct?

Self-administered surveys need to avoid using pictures in the questionnaire.

Explain five problems that can be addressed by conducting a pretest for the questionnaire with a small group of people. Please note that copying and pasting sentences from the lecture note is considered plagiarism. You have to paraphrase them in your own words.

The first problem that can be addressed is any problem with administration. For example, how long did the questionnaire take to administor? Was it as expected? Using that information, the researchers can either add or remove questions. The second problem that can be addressed is related to question comprehension. For example, did the respondents clearly understand the questions asked? Using this, the researchers can adjust the questions based off of the feedback. Questions should not be too difficult to understand. The third problem relates to question demands. This refers to any technical terms that were used throughout the questions that may be high level without offering a definition. The fourth problem refers to the response options that are offered. For example, if most of the questions are answered as "I don't know", the question resonse options should be revised. The final problem refers to the organization and sequence of the questions. This refers to whether the questions flowed well together. If the did not, the order of the questions may be switched around to produce better flow.

Explain what needs to be done in the first step among the three focus group interview steps.

The first step begins by selecting a moderator. The moderator role is crucial so it is important to pick a qualified person. They should be interested in the thoughts and feelings of others, be able to clearly express thoughts and feelings, be flexible, innovative and should be excellent active listeners. Once the moderator is selected, they are briefed on the research problem, goals, timing, informational needs, and study parameters. After this, the discussion guide should be developed- a guidebook the moderator can use during the discussion. The discussion guide is usually developed by the moderator since they are the ones using. The discussion guide presents questions and topics areas. When breifing other people on the guide, the moderator should explain the rationale underlying the organization, question wording/sequence, and the role of the guide as a 'road map' for the discussion.

What is the general rule when selecting which level of measurement to use in questionnaires?

The general rule is to collect data at the highest level of measurement.

Explain the characteristics of the second stage of qualitative data analysis.

The second stage of qualitative data analysis is data examination. At this stage, it's important to have read the interview transcript to be familiar with the data. The goal of this stage is to become more familiar with the data rather than to determine what it means. Additionally, trying to capture and experience several aspects of the data such as texture, tone, mood, range, and content of verbal and non-verbal responses without a concrete goal or purpose. Researchers should review data with an open mind, without bias, understand underlying attitudes/behaviors, feelings/points of view and understand the overall respondents rather than the individual responses. The goal is to find the theme/pattern of the group or trend. Overall, it's important to review the data critically and to keep an eye out for what is not said explicitly. The final step of this stage is to reflect on the data.

Compare the characteristics of primary research with that of secondary research.

The two types of research are primary and secondary research. Secondary research is usually conducted before primary research. Secondary research is used to answer questions in marketing issues, strategic planning, target audience, and media. On the other hand, primary research is collected originally and refers to quantitative and qualitative research. It's also conducted by you to answer your own question. Also, it could substitute or compliment secondary research. Quantitative research relies on numeric data while qualitative research refers to non-numerical data such as words.

Focus groups are generally quicker to conduct and analyze than in-depth interviews.

True

Which of the following regarding the last stage of analysis is NOT correct?

Using real names in the research reports provide readers with a vivid picture of the research findings.

Which of the following statement regarding the third stage of analysis is NOT correct?

When evaluating themes, unacceptable themes should be discarded.

Concepts such as ________ provide few measurement problems or challenges.

age

Please fill in the blank: A(n) ________ definition expresses a concept's central or core idea.

conceptual

Correlation can be used in data from ordinal, interval, and ratio scales.

false

Developing different themes from interview transcripts is a linear process, starting from identifying tentative themes, coding data, evaluating themes, and ending with developing meta-themes.

false

It is often advantageous to ask "why" questions when formulating specification questions.

false

Qualitative research is very appropriate when there is a need to better define a problem after quantitative research has been conducted.

false

quiz 5 One of the objectives of qualitative data analysis is to make inferences about general population.

false

Quantitative research provides an answer to "why" questions by unveiling participants' motivations or feelings.

false. thats qualitative

An online survey contains three components: ________, questionnaire design/posting, and data collection.

invitation

Please fill in the blank: ___________ refer to themes that provide interrelationships among individual themes.

meta-themes

Please fill in the blank: _______________ is the final activity in the phase of data analysis and the time of quiet contemplation.

reflection

Which of the following is the first step of the communication research process?

situation analysis

________ asks an individual to quickly respond to the presentation of words or phrases with the first thing(s) that come to their mind.

word association. week 5- 24 min.

You hold 13 focus groups, all with the same type of participant. Given the large number of focus groups, which of the following is correct?

you cannot generalize