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.

A researcher wants to study how ICU nurses perceived, felt, and made sense of their experiences during the Covid-19 pandemic. Which type of qualitative orientation would be most appropriate?

• A.

  Grounded theory

• B.

  Ethnography

• C.

  Case study

• D.

  Phenomenology

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.

In a focus group, an idea may drop out of the blue and the group environment provides the opportunity to develop such an idea to its full significance. This is called:

• A.

  Serendipity

• B.

  Specialisation

• C.

  Synergy

• D.

  Spontaneity

What is the optimum of a focus group?

• A.

  1-5

• B.

  6–10

• C.

  10–15

• D.

  16–20

A focus group moderator asking a participant ‘Can you elaborate on why did you say the advertisement is good?’ is an example of which type of question? 

• A.

  Probing

• B.

  Unstructured

• C.

  Direct

• D.

  Conclusive