1. The steps of qualitative research are essentially different from other types of research.

1. True
2. False

2. Qualitative market research needs to undertake the following steps in the following order:

1. theoretical exposition, problem conceptualisation, methodological considerations, analysis and report writing
2. problem conceptualisation, theoretical exposition, methodological considerations, analysis and report writing
3. methodological considerations, theoretical exposition, problem conceptualisation, analysis and report writing

3. Problem csssonceptualisation aims to identify a theoretical problem to resolve.

1. True
2. False

4. Part of the aims of conceptualisation is to derive the questions associated with the problem at hand.

1. True
2. False

5. Theoretical exposition ______.

1. has nothing to do with the problem identified for the project
2. aims to advance theories associated with the problem
3. helps clarify the problem at hand in the light of associated theories

6. Methodological considerations ______.

1. aim to adopt methods that are acceptable to the research community irrespective of their relevance to the business problem being tackled
2. should aim to use non-subjective methods
3. should primarily aim to advise on the business problem and associated questions

7. Analysis and report writing have to present a meaningful story ______.

1. with a view to publishing an article that is welcome by an established journal
2. that address the organisational problem initially identified, together with associated issues, and provide answers to help resolve them
3. that pleases management

8. Market research is only needed for defending businesses against threats.

1. True
2. False

9. The more specific are the aims of a project, ______.

1. the more likely the failure in reaching them
2. the more confusing the direction
3. the clearer the target and ability to measure achievement

10. When measuring factors of influence we should focus on input, process and output.

1. True
2. False

11. There is only one standard structure for organising a research report.

1. True
2. False

12. The research methodology framework needs to ______.

1. iteratively review the nature of the problem, the aims of the study and ontological and epistemological assumptions
2. linearly review the nature of the problem, the aims of the study and ontological and epistemological assumptions
3. neither of these

13. The first stage of the analysis is describing the collected information.

1. True
2. False

14. The second stage of the analysis is giving considerations for generalisations.

1. True
2. False

15. Coding information requires researchers to ______.

1. write codes to organise research material
2. send codes to other researchers
3. make use of coding software

16. Memoing is when a researcher ______.

1. works with memories and not behaviours
2. writes memos to colleagues so they are clear about the aims of the project
3. makes a note of an interesting observation for later analysis

17. Concept mapping is when ______.

1. a concept is located in a map to help guide others to its destination
2. an idea is unpacked into its components and associations through the use of a diagram
3. an artist draws a mind map

18. Intelligence gathering can help with identifying ______.

1. mistakes in decision making
2. offensive opportunities
3. errors in data analysis

19. Which of the following is not a process that transforms raw information into a format for deeper analysis?

1. coding
2. memoing
3. collating

20. Qualitative researchers should heed ethical considerations primarily to ______.

1. avoid shame
2. protect their earning
3. assume their social responsibilities