Final 121
7. Which of the following is the first step in the data reduction process? A. Categorization B. Comparison C. Integration D. Iteration E. Memoing
A. Categorization
2. Which of the following is the first step in the data preparation process? A. Data validation B. Data coding C. Data editing D. Data entry E. Data tabulation
A. Data validation
14. Which of the following is true about negative case analysis? A. It helps to establish boundaries and conditions for the theories developed by qualitative researchers. B. It mainly involves the determination of mean in numerical data. C. Negative case analysis is restricted to the data reduction stage of qualitative analyses. D. It primarily calculates the range of a given quantitative data. E. Negative case analysis is restricted to the memoing stage of qualitative analyses.
A. It helps to establish boundaries and conditions for the theories developed by qualitative researchers.
1. Which of the following statements is true of pilot studies? A. They serve as a guide for conducting larger main studies. B. They are most commonly associated with causal experimental research designs. C. They are small-scale investigations restricted to 10 to 30 subjects. D. They are primarily used to design pretests. E. They are studies that require a minimum of 1,000 respondents.
A. They serve as a guide for conducting larger main studies.
25. _____ are quotes from research participants that are used in research reports. A. Verbatims B. Codes C. Memos D. Iterations E. Triangulations
A. Verbatims
10. When conducting a survey, a researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is female. By assigning numbers to different genders, the researcher is engaged in the process of: A. coding. B. editing. C. validation. D. data summarization. E. data tabulation.
A. coding.
6. A researcher reads transcripts from a study and categorizes the data. The researcher then arranges similar responses together. This process is referred to as: A. data reduction. B. member checking. C. peer reviewing. D. verification of data. E. sugging.
A. data reduction.
25. Call records are used to: A. gather basic information about an interviewer's performance efficiency. B. ensure that data is collected from the correct respondents by limiting respondents to a predefined quota. C. ensure the respondents included in a study are representative of the defined target population. D. obtain the respondent's cooperation and willingness to participate in the research project. E. create double-barreled questions that can be used in an unstructured way.
A. gather basic information about an interviewer's performance efficiency.
13. In the context of data reduction, the _____ process primarily involves working through the data several times in order to modify early ideas. A. iteration B. triangulation C. comparison D. categorization E. selective coding
A. iteration
5. Grace, an ethnographer, observes the traditional way of serving dinner in a Chinese household and makes a note of it in her journal. She then asks the head of the family to read her description to verify that it is accurate. In doing this, Grace is involved in: A. member checking. B. test marketing. C. data categorization. D. memo check back. E. integration.
A. member checking.
11. In questionnaires, screening questions are used to: A. prevent unqualified respondents from being included in the study. B. provide the respondents with an overview of the research. C. arrange the sequence of questions from general to more specific based on research objectives. D. identify difficult and sensitive questions and place them toward the end of each section. E. eliminate or at least minimize response order bias.
A. prevent unqualified respondents from being included in the study.
20. A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing a: A. supervisor instruction form. B. respondent instruction form. C. cover letter. D. screening form. E. quota sheet.
A. supervisor instruction form.
21. Equipment and facility requirements are typically mentioned in the: A. supervisor instruction form. B. respondent instruction form. C. cover letter. D. screening form. E. quota sheet.
A. supervisor instruction form.
4. Which of the following is an example of curbstoning? A. Respondents improperly filling out the questionnaire B. An interviewer filling out the instrument without interviewing respondents C. An interviewer contacting respondents by phone and then recording their observations D. An interviewer interviewing respondents and recording their observations E. Respondents being unreachable
B. An interviewer filling out the instrument without interviewing respondents
21. When writing a research report, which of the following sections typically includes the literature review? A. Introduction B. Analysis of the data/findings C. Conclusions and recommendations D. Description of research methods E. Research objectives
B. Analysis of the data/findings
18. Which of the following is true of a pretest? A. The pretest form serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion. B. The final version of a questionnaire is evaluated using a pretest. C. The number of respondents for a pretest is most often between 500 and 700 individuals. D. A pretest is prepared when the order of the questions, or of the closed-end responses to a particular question, influences the answer given. E. For pretests, the survey questionnaire is given to a large group of respondents.
B. The final version of a questionnaire is evaluated using a pretest.
19. Which of the following statements is true of the role of cover letters? A. They are used by interviewers in qualitative research studies. B. They are designed to enhance respondents' willingness to complete surveys. C. They are used to exclude respondents that are representative of the defined target population of a study. D. They are used for training interviewers to correctly select a prospective respondent for inclusion in a study. E. They serve as a blueprint for training people to complete the interviewing process of a study in a consistent fashion.
B. They are designed to enhance respondents' willingness to complete surveys.
4. Which of the following statements is true of unstructured questions? A. They are ambiguous questions that contain at least two negatives. B. They are often skipped by the respondents unless the questions are interesting. C. They are loaded questions that suggest a socially desirable answer or involve an emotionally charged issue. D. They are questions with a predetermined list of responses available to aid or limit the respondent's answers. E. They include two or more different attributes or issues but allow the respondents to comment on only a single issue.
B. They are often skipped by the respondents unless the questions are interesting.
3. In marketing research, interviewers submitting false data for surveys are said to be ____. A. coding B. curbstoning C. nominalizing D. screening E. memoing
B. curbstoning
24. When they are well chosen, verbatims are a particularly powerful way to underscore important points because they: A. encourage the use of tabulation in qualitative research. B. express consumer viewpoints in their own voice. C. eliminate the need for member checking in qualitative analysis. D. place portions of transcripts into similar groups based on their content. E. convert qualitative data into quantitative data.
B. express consumer viewpoints in their own voice.
20. Peer review is a process in which research analysis is reviewed by: A. key informants who are being studied. B. external qualitative methodology and topic area specialists. C. policy makers who will use the study's findings to make decisions. D. managers who commission the study. E. the participants of the study who received the placebo.
B. external qualitative methodology and topic area specialists.
17. Lisa conducts a qualitative study of people's shopping behavior online. She compares her results to that of similar studies and finds a similarity in the coding of data. On the basis of the given information, we can say that Lisa's study: A. has emic validity. B. has cross-researcher reliability. C. is not generalizable. D. is quantifiable. E. is not credible.
B. has cross-researcher reliability.
22. An interviewer asks a person if he has traveled to foreign countries. The interviewee replies that he has not traveled to foreign countries. Based on this response, the interviewer decides to exclude him from his study. In this scenario, in order to exclude the interviewee from the study, the interviewer has used a(n) _____. A. rating card B. screening question C. interviewer instruction D. quota sheet E. supervisor instruction
B. screening question
11. Which of the following best illustrates a recursive relationship? A. Job satisfaction increases job performance, which in turn increases leadership opportunities within a company. B. Job satisfaction decreases job performance, which in turn decreases leadership opportunities within a company. C. Job satisfaction increases job performance and thus compensation earned on the job, which in turn increases job satisfaction. D. Advertising leads to sales growth, which leads to greater market power. E. Advertising leads to sales growth and thus greater market power, which in turn results in higher consumer satisfaction.
C. Job satisfaction increases job performance and thus compensation earned on the job, which in turn increases job satisfaction.
6. Which of the following is true of structured questions? A. They are very difficult to code. B. They are used less often in quantitative surveys in comparison to unstructured questions. C. They are easier for respondents to answer than are unstructured questions. D. They are often skipped by respondents. E. They are open-ended questions that enable respondents to reply in their own words.
C. They are easier for respondents to answer than are unstructured questions.
5. Which of the following is permissible in the process of validation? A. An interviewer may inject a tone of negativity into the interviewing process. B. A researcher may contact the respondents to reaffirm the negativity of the interviewer. C. To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire. D. In order to speed through the interview, an interviewer may choose to not follow the specific procedure for collecting data from respondents. E. If an interviewer fails to follow instructions for skip questions, the respondent can skip those questions.
C. To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire.
12. Which of the following is true of respondents' behavior while answering questionnaires? A. Respondents generally answer the demographic questions early in the survey while they are still "fresh." B. Respondents prefer questionnaires with questions that flow from demographic data to more general information. C. With numeric alternatives, respondents tend to select central values. D. Answers that appear at the beginning or the end of a list are rarely selected by respondents. E. Respondents typically end answering a questionnaire with a thank-you statement.
C. With numeric alternatives, respondents tend to select central values.
8. In the context of qualitative data analysis, a document that lists the different themes or categories for a particular study is called a: A. vision statement. B. multiple-item sheet. C. code sheet. D. debriefing sheet. E. memo.
C. code sheet.
18. Credibility is best defined as the: A. degree to which a specific investigated issue leads the respondent to give a socially expected response. B. level of preparation required to create an appropriate environment for the respondents participating in a research. C. degree of rigor, believability, and trustworthiness established by qualitative research. D. degree to which research data is qualitative or quantitative in nature. E. degree to which the results of a research are socially acceptable.
C. degree of rigor, believability, and trustworthiness established by qualitative research.
8. The process where raw data are checked for mistakes made by either the interviewer or the respondent is known as _____. A. screening B. data validation C. editing D. coding E. data tabulation
C. editing
Quantitative analysis is different from qualitative analysis in that quantitative analysis: A. is largely inductive. B. mainly deals with textual data. C. is guided entirely by the researchers. D. employs member checking. E. tends to be ongoing and iterative.
C. is guided entirely by the researchers.
16. In order to establish the emic validity of his or her research findings, a researcher must primarily show that: A. similar results have been reported by others working independently on the problem. B. similar results can be obtained if the study were to be repeated. C. key members of the group included in the study agreed with the findings of the study. D. the findings of the study can be generalized. E. the research methodology of the study complies with the necessary research standards.
C. key members of the group included in the study agreed with the findings of the study.
10. In a(n) _____ relationship, a variable can both cause and be caused by the same variable. A. triangular B. emic C. negative D. iterative E. recursive
C. negative
17. In online surveys, calculating response rates can be a problem due to the: A. close interaction of researchers with data collection vendors to identify and target participation from specific groups. B. inadequate number of individuals in organized panels of respondents. C. possibility of recruitment of participants outside the official online data collection vendor. D. ban on use of radio buttons, pull-down menus for responses, and the use of visuals. E. application of graphics and animation.
C. possibility of recruitment of participants outside the official online data collection vendor.
13. With online surveys, response order bias is not a problem because: A. the sequence of presentation of questions can be randomized. B. they are likely to incorporate skip questions. C. they are not introduced by cover letters. D. there is no quota associated with them. E. the introductory section is likely to contain screeners.
C. they are not introduced by cover letters.
10. While filling out a survey, a respondent comes across a statement that reads: "This survey is almost complete. There are only a few questions left." This statement is an example of a(n): A. introductory statement. B. concluding statement. C. transition phrase. D. layout phrase. E. skip phrase.
C. transition phrase.
15. _____ is an attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report. A. Iteration B. Triangulation C. Cross-researcher reliability D. Emic validity E. Tabulation
D. Emic validity
3. Which of the following is true about qualitative analysis? A. The data used in qualitative analysis is numerical in nature. B. Qualitative data mainly quantifies the magnitude of variables. C. Qualitative analysis is typically guided entirely by the researcher. D. Qualitative analysis employs the method of member checking. E. Qualitative data is not inductive.
D. Qualitative analysis employs the method of member checking.
23. Susan meets the necessary requirements for inclusion in a survey. Yet she is not included in the survey. Which of the following supplemental documents might have been used by the interviewer to exclude her from the sample? A. Rating cards B. Call record sheets C. Interviewer instructions D. Quota sheets E. Supervisor instructions
D. Quota sheets
22. Which of the following is generally included in the last section of the research report? A. Literature review B. Data displays C. Summary of the findings D. Recommendations E. Research questions
D. Recommendations
15. Which of the following statements is true of questionnaires? A. Questions are asked in a natural specific-to-general order to reduce the potential for sequence bias. B. Any sensitive questions are placed later in the questionnaire before the respondent becomes engaged in the process of answering questions. C. A well-prepared questionnaire consists of leading and double-barreled questions. D. The value of a well-constructed questionnaire is difficult to estimate. E. In good questionnaire design, questions flow from demographic data to more general information.
D. The value of a well-constructed questionnaire is difficult to estimate.
24. Which of the following statements is true of the role of quotas in surveys? A. They are used to evaluate the efficiency of interviewers. B. They are used to increase the response rates for self-administered questionnaires. C. They are used as blueprints for training people to complete the interviewing process in a consistent fashion. D. They are used to ensure that data is collected from the correct respondents. E. They are primarily used to train interviewers to correctly select a prospective respondent for inclusion in a study.
D. They are used to ensure that data is collected from the correct respondents.
9. Which of the following statements is true of the skip questions used in questionnaires? A. They are used to screen the respondents of surveys. B. They are difficult to code due to their closed-ended nature. C. They appear at the beginning of questionnaires to encourage respondents to complete the questionnaire. D. They help ensure that only specifically qualified respondents answer certain items in the questionnaire. E. They are difficult to use in online surveys.
D. They help ensure that only specifically qualified respondents answer certain items in the questionnaire.
5. _____ are open-ended questions that enable respondents to reply in their own words. A. Double negative questions B. Loaded questions C. Double-barreled questions D. Unstructured questions E. Leading questions
D. Unstructured questions
Qualitative research is often superior to quantitative research when the purpose of a research project is to: A. analyze numerical data to arrive at a conclusion. B. determine the magnitude of a response. C. calculate the mode of a set of numerical data. D. better understand a psychoanalytical phenomenon. E. calculate the distance between the smallest and largest values in a set of responses.
D. better understand a psychoanalytical phenomenon.
12. Selective coding is best defined as the process of: A. moving the focus from the development of theory to identification of themes and categories. B. converting open-ended questions into closed-ended questions. C. converting textual data into numerical data. D. building a storyline around one core category or theme. E. writing down the observations made by a researcher after each interview or site visit.
D. building a storyline around one core category or theme.
19. In the context of qualitative research, the triangulation technique requires that: A. textual data be converted to numerical data. B. a single data set be used for the entire study. C. the analysis of data begin after the complete collection of data. D. research inquiry be addressed from multiple perspectives. E. data collection occur during a single time period.
D. research inquiry be addressed from multiple perspectives.
9. Which of the following is true of data editing? A. Before being validated, data must be edited for mistakes. B. Editing determines whether a survey's interviews or observations were conducted correctly and are free of fraud or bias. C. Editing involves checking data for mistakes made by the interviewer but not by the respondent. D. In order to speed through the data collection process, an interviewer may edit the data collection process. E. As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions.
E. As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions.
14. _____ is present in survey responses when the answers given by respondents to the independent and dependent variable questions are falsely correlated. A. Response order bias B. Random error variance C. Research question section D. Comparative rating scale E. Common methods variance
E. Common methods variance
1. Which of the following is the last step in the data preparation process? A. Data validation B. Data editing C. Data coding D. Data entry E. Data tabulation
E. Data tabulation
9. _____ is the process through which researchers build theory that is grounded, or based on the data collected. A. Member checking B. Peer reviewing C. Verification D. Triangulation E. Integration
E. Integration
3. A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, it cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which step of the questionnaire design process? A. Confirming research objectives B. Developing questions and data scaling C. Determining layout and evaluate questionnaire D. Pretesting, revising, and finalizing questionnaire E. Selecting appropriate data collection method
E. Selecting appropriate data collection method
6. Which of the following is true of skip questions? A. In order to speed through the data collection process, an interviewer may ask the respondent a few skip questions. B. If an interviewer (or respondent on a self-administered survey) fails to follow instructions for skip questions, he or she cannot recontact respondents and verify their responses to skip questions. C. If an interviewer (or respondent on a self-administered survey) fails to follow instructions for skip questions, the respondent can skip those questions. D. If a respondent on a survey fails to follow instructions for skip questions, the interviewer may inject a tone of negativity into the interviewing process. E. Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions.
E. Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions.
7. If a researcher asks if a tone of negativity was injected into the interviewing process, the researcher is dealing with a question of: A. fraud. B. screening. C. procedure. D. completeness. E. courtesy.
E. courtesy.
7. On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a(n): A. incomprehensible question. B. unanswerable question. C. leading question. D. loaded question. E. double-barreled question.
E. double-barreled question.
2. A _____ is a descriptive research activity representing a small-scale investigation of 5 to 30 subjects that are representative of the main study's defined target population but focus on a specific subcomponent of the main study. A. median B. pilot study C. mode D. pilot test E. pretest
E. pretest
4. The difference between quantitative and qualitative analyses is that: A. the data used in qualitative analyses is numerical in nature. B. qualitative data quantifies the magnitude of variables. C. quantitative analysis tends to be ongoing and iterative. D. quantitative analysis employs member checking. E. qualitative data analysis is largely inductive.
E. qualitative data analysis is largely inductive.
16. After preparing a questionnaire but before submitting it to the client for approval, the researcher should: A. be aware of the number of attempts to contact respondents and complete a questionnaire. B. work closely with data collection vendors to identify, target, and request participation from specific groups so accurate response rates can be calculated. C. give the client an opportunity to provide suggestions of topics overlooked or to ask any questions. D. obtain the final evaluation of the questionnaire from a pretest by asking respondents to pay attention to words, phrases, instructions, and question sequence. E. review the document carefully to determine whether each question is necessary and if the overall length is acceptable.
E. review the document carefully to determine whether each question is necessary and if the overall length is acceptable.
8. "Do you have a brother or a sister? If not, please ignore question 6 and proceed." This is an example of a(n): A. instructive question. B. directive question. C. loaded question. D. leading question. E. skip question.
E. skip question.
29. The first step in data reduction is comparison.
F
32. Selective coding typically occurs in the early stages of data analysis.
F
35. For online questionnaires, the length of answer in open-ended questions is unaffected by the size of the response box.
F
37. In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.
F
Before beginning the process of designing a questionnaire, the researcher must obtain initial client approval
F
Complex formats or designs can ensure reliable and valid results.
F
In qualitative research, the member checking process eliminates the need for comparison of constructs.
F
In quantitative surveys, unstructured questions are used much more often than structured questions.
F
It is difficult to use screening questions in computer-assisted surveys.
F
It is easier to calculate response rates for online surveys than for phone surveys.
F
Iteration is the process through which researchers build theory that is grounded, or based on the data collected.
F
Member checking best establishes cross-researcher reliability.
F
Quotas are used to estimate the efficiency of interviewing.
F
Researchers need to take care that they select, analyze, and present verbatims that are memorable rather than revealing of patterns in their data.
F
Self-administered surveys have very high response rates.
F
The first step in the process of designing a questionnaire is to select the appropriate data collection method.
F
The number of interviewers required in a study is typically mentioned in the cover letter.
F
The process of implementing a survey is standard whether the survey is self-administered or interviewer-completed.
F
When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.
F
When writing a research report, one should start out with specifics and then proceed to the more general topics.
F
28. The categorization and coding of data is part of the theory development process in qualitative data analysis.
T
36. In qualitative data analysis, visual displays are commonly used to summarize data.
T
40. A cover letter is typically used with self-administered questionnaires only.
T
40. Credibility is increased when key informants and other practicing qualitative researchers are asked to review the analyses.
T
44. The last part of a written report is a section on conclusions and recommendations.
T
A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
T
Asking questions in a natural general-to-specific order reduces the potential for sequence bias.
T
Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged
T
If pretesting reveals that respondents have skipped a lot of questions or are circling the same answer for all questions within a group, it is a sign of possible boredom or tiring on the part of the respondent.
T
In data reduction, the iterative process may uncover issues that the already collected data do not address.
T
Information gathered from contact records includes length of time of the interview, completions by quota categories, number of terminated interviews, reasons for termination, and so on.
T
Member checking and peer review are reported in the methodological section of research reports.
T
One should avoid asking questions using a different measurement format in the same section of the questionnaire.
T
Qualitative data analysis is largely inductive.
T
Questionnaires should be designed to eliminate or at least minimize response order bias.
T
Questions related to income are considered sensitive in nature
T
The general stance of qualitative researchers should be skepticism toward the ideas and theory they have created based on the data they have collected.
T
The introductory portion of research reports should present the research problem, objectives of the research, and the methodology used.
T
Triangulation requires that research inquiry be addressed from multiple perspectives.
T
While doing data reduction, a researcher assigns a code to a particular paragraph in a transcript
T
