MKT Research and Analysis- Ch. 9

Which of the following are included in the section in which data and findings are analyzed in a qualitative research report? (Check all that apply.)

-Interpretation and summary of the findings -Data displays -Literature review

In the context of data reduction, identify the true statements about comparison. (Check all that apply.)

-It first occurs as researchers identify categories. -It is used to better understand the similarities and differences between two constructs of interest.

Identify the true statements about qualitative data analysis. (Check all that apply.)

-It is largely an inductive process. -The theory that emerges from it is often called grounded theory.

In the context of data reduction, which of the following are true of tabulation in qualitative analysis? (Check all that apply.)

-It is used to look at co-occurrences of themes in a study. -It provides a counterweight to biases that responses may bring to the analysis.

Identify the true statements about the content of the introductory portion of a qualitative research report. (Check all that apply.)

-It should present the research problem. -It should introduce the research objectives.

Identify the elements of iterative analysis. (Check all that apply.)

-Negative case analysis -Memoing

In the context of the process of analyzing qualitative data, identify the interrelated processes of data reduction. (Check all that apply.)

-Theory development -Categorization and coding -Iteration and negative case analysis

Richard, a researcher, is conducting a study on the differing personalities of adolescents during school. He asks a few external subject matter experts in that field to review his research report and provide feedback. Which of the following is exemplified in this scenario?

Peer review

Data displays are essential because they _____.

assist in reducing and summarizing the exhaustive textual data gathered in a study in a way that conveys major ideas in a compact manner

The process of placing portions of transcripts into similar groups based on their content is called _____.

categorization

Jane, a researcher, is reducing the data she collected on her research topic "The ease of handling children at home while working." She places portions of the responses she received into particular groups based on the similarity of their content. In this scenario, Jane is _____.

categorizing the data

A document that lists the different categories or themes for a particular study is called a(n) _________ __________.

code sheet.

Labels or numbers that are used to track categories in a qualitative study are called _____.

codes

In the context of data reduction, the process of developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants is called ________.

comparison

The degree of rigor, believability, and trustworthiness established by qualitative research is called _______.

credibility

Caroline, a researcher, wants to ensure that other researchers would code the data she collected in a way that was similar to how she coded them. Caroline is testing the data's _____.

cross-researcher reliability

The degree of similarity in the coding of the same data by different researchers is called ______-_______ _______.

cross-researcher reliability

The process of categorization and coding of data that is part of the theory development process in qualitative data analysis is called _______ ________.

data reduction.

An attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report is called ______ _______.

emic validity

The process of moving from the identification of categories and themes to the development of theory is called _____.

integration

Working through data several times in order to modify early ideas is called _____.

iteration

Unlike quantitative analyses, qualitative researchers employ a process called _______ _______ that involves asking key informants to read a researcher's report to verify that the analysis is accurate.

member checking

Allan, a researcher, conducts multiple focus group interviews over the span of one week. He wants to write down what respondents say they feel and also his thoughts on the credibility of what they say. To do this, he takes down notes immediately after the interview. In this scenario, Allan is _____.

memoing

Writing down thoughts as soon as possible after each interview, focus group, or site visit is called _____.

memoing

Deliberately looking for cases and instances that contradict the ideas and theories that researchers have been developing is called ______ _______ _______.

negative case analysis

A process in which external qualitative methodology or topic area specialists are asked to review one's research analysis is called ________ ________.

peer review

A relationship in which a variable can both cause and be caused by the same variable is called circular or _______.

recursive

Hugh, a researcher, is studying the relationship between hard work and rewards. He notices that people who work hard are given increments and rewards, which in turn makes them work harder. This type of relationship is called a _____.

recursive relationship

In the context of the conclusions and recommendations of a qualitative study, when the magnitude of consumer response is important to the client, researchers are likely to _____.

report their findings and suggest follow-up research

In the context of data reduction, _____ gives a foundation for understanding overall sentiments and themes that emerge from the text.

tabulation

Unlike quantitative analyses, qualitative analyses _______.

tend to be continuous and iterative.

A feature of qualitative data analysis is that _______.

the categories, patterns, and themes described by analysts emerge from the data collected.

Addressing an analysis from multiple perspectives, including using multiple methods of data collection and analysis, multiple data sets, multiple researchers, multiple time periods, and different kinds of relevant research informants is called _____. Multiple choice question.

triangulation

Quotes from research participants that are used in research reports are called ______.

verbatims

Qualitative researchers typically summarize data using _____.

visual displays

_____ is the process that involves building a storyline around one core category or theme to which the other categories will be related or subsumed.

Selective coding

Quantitative analysis

The goal is to compute the magnitude of variables and relationships, or to explain causal relationships.

Qualitative analysis

The goal is to understand data.

Quantitative researchers

They prove credibility in data analysis by showing that their results are reliable and valid.

Qualitative researchers

They show credibility on the basis of the rigor of strategies that are actually used for collecting, coding, analyzing, and presenting data when generating theory.

Quantitative data

This type of data is numerical.

Qualitative data

This type of data is textual or visual.

Which of the following is a procedure most often associated with credibility in qualitative research?

Triangulation

True or false: In the conclusions section of a qualitative research report, researchers must give information that is pertinent to the research problem articulated by the client.

True

True or false: The essential question in developing credibility in qualitative research is "How can researchers persuade their audiences that the research findings of an inquiry are worth paying attention to?"

True

True or false: Credibility is decreased when key informants and other practicing qualitative researchers are asked to review the analyses. True false question.

False

True or false: In general, selective coding occurs in the early stages of data analysis.

False

Which of the following is a form of validity established by member checking?

Emic validity

Which of the following is the process through which researchers build theory that is grounded, or based on the gathered data?

Integration

Which of the following sections of a qualitative research report should contain the methodology used to gather and analyze data?

Introduction

Identify a true statement about negative case analysis.

It helps in setting boundaries and conditions for theories being developed by qualitative researchers.