Week Four

Question 1

What is qualitative research?

Answer 1

An in depth exploratory design which:

• helps define research problem
• supports (quantitative) descriptive or causal research, either pre or post survey.
• a research design in its own right.
• often used to generate hypotheses.
• identifies variables to be included in quantitative research.
• explores in depth not possible with quantitative.
• results are usually theory and generates hypotheses.

Question 2

Qualitative research benefits include:

Answer 2

• understanding your audience more effectively
• understand our market and what is important to them.
• richness of data.

Question 3

What is the positive perspective?

Answer 3

• Existence of ‘social facts’ e.g. relationship between variables, and generalise to a target population.
• Only one reality exists.
• If it can’t be measured, it doesn’t exist, we aim to predict behaviour.
• Objective.
• Quantitative.
• Common methods include surveys and experiments.

Question 4

What is the interpretive perspective?

Answer 4

• Rejection of ‘social factors’.
• Seeks understanding of ‘it’ in a given context - not to generalise.
• Subjective.
• Qualitative.
• Common methods include depth interviews, focus groups, case studies.

Question 5

What is the research approach for qualitative methods?

Answer 5

Inductive.

Question 6

What is the research approach for quantitative methods?

Answer 6

Deductive.

Question 7

What is the ontological view for qualitative methods?

Answer 7

Multiple realities.

Question 8

What is the ontological view for quantitative methods?

Answer 8

Causal relationships.

Question 9

What is the Epistemological view for qualitative methods?

Answer 9

Subjective.

Question 10

What is the Epistemological view for quantitative methods?

Answer 10

Objective.

Question 11

What is the nature of truth for qualitative methods?

Answer 11

Grounded in real world.

Question 12

What is the nature of truth for quantitative methods?

Answer 12

Hypothesis testing.

Question 13

What is the researcher situatedness for qualitative methods?

Answer 13

Ernic (insider)

Question 14

What is the researcher situatedness for quantitative methods?

Answer 14

Elic (outsider)

Question 15

What is the research design for qualitative methods?

Answer 15

Unstructured, emergent and study specific.

Question 16

What is the research design for quantitative methods?

Answer 16

Structured, systematic, replicable.

Question 17

What is the research focus for qualitative methods?

Answer 17

Themes.

Question 18

What is the research focus for quantitative methods?

Answer 18

Variables.

Question 19

What is the participant selection for qualitative methods?

Answer 19

Non random.

Question 20

What is the participant selection for quantitative methods?

Answer 20

Random.

Question 21

What is the representation of data for qualitative methods?

Answer 21

Textual.

Question 22

What is the representation of data for quantitative methods?

Answer 22

Numeric.

Question 23

How do you analyse qualitative findings?

Answer 23

Look for themes or motifs.

Question 24

How do you analyse quantitive findings?

Answer 24

Statistical analysis.

Question 25

What is the representation of findings for qualitative methods?

Answer 25

Narrative.

Question 26

What is the representation of findings for quantitative methods?

Answer 26

Statistical tables and graphs.

Question 27

What is the voice of the researcher for qualitative methods?

Answer 27

First person, active.

Question 28

What is the voice of the researcher for quantitative methods?

Answer 28

Third person, passive.

Question 29

What is the reflection of the real world in qualitative methods?

Answer 29

Slice of life.

Question 30

What is the reflection of the real world in quantitative methods?

Answer 30

Representative.

Question 31

What are the two main paradigms in market research?

Answer 31

Qualitative and quantitative.

Question 32

What are the perspectives of the Positivist researcher?

Answer 32

- Set aside own values guided by theories to avoid 'bias'. - Respondents are objects to be measured. - Has a uniform language.

Question 33

What are the perspectives of the Interpretivist researcher?

Answer 33

- Recognises and determines how their own values shape questions to respondents. - More interactive, requires rapport. - Seeks to elicit participant's language.

Question 34

What is the objective of qualitative research?

Answer 34

To gain a qualitative understanding of the underlying reasons and motivations.

Question 35

What is the objective of quantitative research?

Answer 35

To quantify the data and generalise the results from the sample to the population of interest.

Question 36

What is the sample size for qualitative research?

Answer 36

Small number of non-representative cases.

Question 37

What is the sample size for quantitative research?

Answer 37

Large number of representative cases.

Question 38

True or false, is the data collection for qualitative research unstructured?

Answer 38

Yes.

Question 39

True or false, is the data collection for quantitative research structured?

Answer 39

Yes.

Question 40

True or false, is the data analysis for qualitative research non-statistical?

Answer 40

Yes.

Question 41

True or false, is the data analysis for quantitative research statistical?

Answer 41

Yes.

Question 42

What is the outcome for qualitative research?

Answer 42

Develop an initial understanding.

Question 43

What is the outcome for quantitative research?

Answer 43

Recommend a final course of action.

Question 44

What are the key themes for qualitative research?

Answer 44

- Interpretive paradigm - exploratory stage in MR - inductive approach - small sample - richness/depth of info - ethical issues - subjective - analysis cab be messy - results not generalisable

Question 45

What does ToMA stand for?

Answer 45

Top of Mind Awareness.

Question 46

True or false, Repertory is an indirect way to get info that's indepth.

Answer 46

True.

Question 47

The numerous attributes that are important to consumers when thinking and deciding on purchasing a product or service are called:

Answer 47

Salient or Salience attributes. That is why you need salient attributes on questionnaires and the Repertory Test determines what the salient attributes are.

Question 48

The one or two attributes that are MOST important to consumers to help them determine whether to purchase or not, are called:

Answer 48

Determinant or Determinance attributes.

Question 49

The repertory test:

Answer 49

is one of the most effective qualitative techniques for generating a list of salient scale items for a structured questionnaire. It works out what attributes people think about when making decisions.

Question 50

What is clinical psychology?

Answer 50

How individuals categorise other people.

Question 51

The repertory test is the first stage of:

Answer 51

repertory grid analysis.

Question 52

What is the repertory test designed for?

Answer 52

The purpose of operationalising personal construct theory.

Question 53

How many elements of a category are required for a question in the repertory test?

Answer 53

Three. It requires at least two that will be more alike and different to a third.

Question 54

What do you want to achieve through repertory test sampling?

Answer 54

Data redundancy

Question 55

Can respondents give the same answers to questions in the repertory test?

Answer 55

No, they must give different answers for each question until they run out of things to say.