Session 3 Quiz

Qualitative research is used for the following reasons except:

• A.

  To enhance understanding of the nature of the marketing problem

• B.

  To produce generalisable findings about the phenomena of interest

• C.

  To help define key issues for quantitative research

• D.

  To provide deep understanding pertaining to the phenomena of interest

Which of the characteristics below does not describe qualitative research?

• A.

  qualitative research helps to answer questions of fact to determine a course of action.

• B.

  qualitative research can provide greater understanding of a concept.

• C.

  qualitative research focuses on words and not numerical measures.

• D.

  qualitative research often occurs in natural settings.

Concept testing is:

 

• A.

  a qualitative technique that intensively investigates one or more situations similar to the problem situation.

• B.

  a quantitative technique that utilises rigorous statistical tests to provide conclusive answers about a problem situation.

• C.

  a means of evaluating ideas by providing a feel for their merits prior to the commitment of any research or development.

• D.

  an approach used by management to help diagnose the dimensions of the problem at hand.

When exploratory research is conducted to try to reduce the number of new product ideas for further consideration, it has the purpose of:

• A.

  screening alternatives.

• B.

  discovering new ideas.

• C.

  providing conclusive evidence.

• D.

  diagnosing a situation.

Which type of qualitative orientation would be most appropriate when studying the behaviour of online gamers?

• A.

  Grounded theory

• B.

  Ethnography

• C.

  Case study

• D.

  Phenomenology

Which of the following research approaches is most useful to helping to understand how children play with toys?

• A.

  Case study

• B.

  Depth interview

• C.

  Survey

• D.

  Ethnography

XYZ Fitness was a well-established gym chain with multiple locations in Singapore. To decide where to expand to in Malaysia, they studied a few similar fitness centers in Kuala Lumpur to assess the potential. This is an example of a (an) …

• A.

  survey.

• B.

  ethnography.

• C.

  experiment.

• D.

  case study.

Which type of research approach would be most appropriate for a fast-food chain wishing to understand the fast-food culture in its stores?

• A.

  Grounded theory

• B.

  Ethnography

• C.

  Case study

• D.

  Phenomenology

Which of the following is a key disadvantage of focus group interviews?

• A.

  Results do not generalize to larger population

• B.

  They can be done quickly.

• C.

  They can gain multiple perspectives.

• D.

  They can be flexible.

Depth interviews are commonly used in each of the following qualitative approaches, except:

• A.

  grounded theory.

• B.

  phenomenology.

• C.

  ethnography.

• D.

  case studies.