Exam 2024 Flashcards
(23 cards)
What is a deductive approach in research?
Starts from theory, forms hypotheses, and tests them with data.
Example: You read a theory that “job satisfaction increases productivity” → You test it by surveying employees at a company.
What is an inductive approach in research?
Starts from data, identifies patterns, and builds a theory.
Example: You interview 10 startup founders, notice they all value team flexibility → You develop a theory about startup leadership.
When is the Gioia Methodology appropriate?
In interpretivist studies aiming for deeper understanding and theory generation.
Example: You study how managers interpret innovation using open-ended interviews.
What is positivism in research?
Belief that knowledge comes from observable, measurable facts.
Example: You count how many customers buy after seeing an ad.
What is interpretivism in research?
Focuses on understanding human experiences and meanings.
Example: You explore how people feel about electric cars through interviews.
What type of reasoning is typical in quantitative research?
Deductive.
Example: You hypothesize that “older adults prefer traditional banks” and test it with a survey.
What type of reasoning is typical in qualitative research?
Inductive.
Example: You observe elderly customers at banks and then develop insights from what you see.
What is a sampling frame?
A list of all items or people in the population to be sampled from.
Example: A list of all registered university students for a campus survey.
What is stratified sampling?
Dividing the population into groups (e.g., age) and sampling from each.
Example: Surveying 20 teens, 20 adults, and 20 seniors about app usage.
What is an interval scale?
A numeric scale with equal distances between points, but no true zero.
Example: Temperature in Celsius – 20°C is not “twice as hot” as 10°C.
What is an ordinal scale?
A scale that shows order but not equal intervals.
Example: Customer satisfaction rated as: Poor, Fair, Good, Excellent.
What is a focus group?
A structured group discussion to collect varied opinions quickly.
Example: A 1-hour group talk with 6 customers about a new mobile app.
What are the advantages of qualitative interviews?
Deep insights, flexibility, ability to follow up and clarify.
Example: Interviewing a CEO lets you ask why they made certain choices.
What are disadvantages of qualitative interviews?
Time-consuming, subjective interpretation, and possible bias.
Example: Two interviewers might interpret the same answer differently.
What is purposive sampling?
Choosing participants intentionally based on research needs.
Example: Interviewing only HR managers when studying hiring practices.
When is multiple regression useful?
To predict a dependent variable from multiple independent variables.
Example: Predicting salary based on experience, education, and age.
What’s a good questionnaire design principle?
Keep it short, clear, visually appealing, and test it before use.
Example: Avoid clutter; start with engaging questions; test on a small group.
What type of questions are best for self-completion surveys?
Closed-ended questions with Likert or numerical scales.
Example: “How satisfied are you?” [1–5 scale]
What is thematic analysis?
Identifying patterns and themes in qualitative data.
Example: After coding 10 interviews, you see “customer trust” is a repeated topic.
What are the steps of thematic analysis?
1 Familiarize with the data
2 Code the data
3 Identify themes
4 Review themes
5 Name themes
Example: Interview notes → mark key phrases → group into “price,” “quality,” “brand loyalty.”
What is a research question?
A question the study tries to answer.
Example: “How do customers perceive AI in online banking?”
What is a purpose statement?
The overall goal or aim of the study.
Example: “This study aims to explore customer acceptance of AI in banking.”
What does MECE stand for in research question design?
Mutually Exclusive, Collectively Exhaustive.
Example: Questions about product use: “When?”, “Where?”, “Why?” – no overlaps, but cover all.
