BR - Chapter 7

Which of the following is the most common size of a focus group?

6-10 participants

Which of the following is a good characteristic for a focus group moderator to possess?

A. good listener B. ability to make people feel comfortable so that they will talk in the group C. ability to control discussion without being overbearing

Which of the following is a disadvantage of focus groups?

A. requires objective, sensitive, and effective moderators B. may not be useful for discussing sensitive topics C. high cost

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

phenomenology

In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.

piggyback

Which type of data are not characterized by numbers and instead are textual, visual, or oral?

qualitative data

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

replicable

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a _____.

sentence completion test

All of the following are situations that often call for qualitative research EXCEPT _____.

when conclusive evidence is desired

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

Field notes

What is the distinguishing characteristic of grounded theory?

It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.

Ethnography is a qualitative research orientation originating in _____.

anthropology

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

discussion guide

A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

focus blog

An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____.

focus group interview

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?

free-association techniques

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

Which of the following is an important approach used in phenomenology?

hermeneutics

All of the following are advantages of semi-structured interviews EXCEPT _____.

high degree of scrutiny

When different researchers reach the same conclusions based on the same interview data, the research is said to have _____.

intersubjective certifiability

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.

moderator

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____.

participant-observer

_____ represent(s) the documented history of a particular person, group, organization, or event.

Case studies

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.

depth interview

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____.

a case study

Researcher-dependent results are _____.

subjective

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

themes

Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter?

conversation

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about how they are treated at work. Betsy is participating in a _____.

focus group interview

Which qualitative research orientation originated in sociology?

grounded theory

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____.

hermeneutic unit

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

_____ is a way of studying culture through methods that involve becoming highly active within that culture.

Ethnography

Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?

conversation

Which qualitative research orientation originated in philosophy and psychology?

phenomenology

Which of the following is an advantage of focus group interviews?

provide multiple perspectives

All of the following are qualitative research orientations EXCEPT _____.

ANOVA

Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?

qualitative business research

Research that addresses business objectives through techniques allowing the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is called _____.

qualitative research

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.

quantitative business research

Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.

researcher-dependent

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.

thematic apperception test