1. Qualitative research ______.

1. focuses on the frequencies of phenomena rather than understanding their nature and meaning
2. focuses on understanding the nature of phenomena and their meaning, rather than their incidence
3. neither of these

2. Marketing researchers find qualitative research ______.

1. useless
2. useful only when combined with positivist research
3. useful in its own right

3. Ontological and epistemological issues should be ______.

1. discussed at the end of the research process
2. one of the first research considerations
3. only discussed if the research requires it

4. There are 3 main categories of strategies of enquiries: ______.

1. quantitative, qualitative and mixed design
2. qualitative
3. mixed design

5. Qualitative research ______.

1. has always been accepted by academics as a valid way of research
2. only recently gained recognition as a worthwhile method of study
3. is considered equal to quantitative research

6. Positivists ______.

1. see the world in the same way as constructivists
2. do not see the world in the same way as constructivists
3. agree on most aspects of research

7. Researchers who objected to qualitative research thought that ______.

1. it is too objective
2. it is not objective enough
3. it is the same as astrology

8. Qualitative researchers argued that ______.

1. we should stick to the positivists ideas whatever that means
2. marketers should only use quantitative studies
3. positivism should be dropped if it does not help answer the marketers questions

9. Qualitative research can be used ______.

1. for exploratory purposes only
2. for a variety of purposes
3. only to support quantitative research

10. There were 3 crises that led to the increased uptake of qualitative research: ______.

1. representation, legitimacy and praxis
2. repositioning, legitimacy and praxis
3. legitimacy, repositioning and plagiarism

11. The main challenges to positivism included ______.

1. the inability to control human subjectivity
2. the relevance of human behaviour
3. the lack of meaning of behavioural activity

12. Another expression that became a byword for qualitative research is ______.

1. interpretivism
2. post-positivism
3. lack of validity

13. Marketing researchers find qualitative research useful because ______.

1. it provides more data
2. it attacks positivists with a good argument
3. it provides information that is not accessible through positivist approaches

14. Researchers should determine ______.

1. the philosophical assumptions, the strategy of enquiry and finally the research method
2. the strategy of enquiry, the philosophical assumptions and research method
3. the research method, the strategy of enquiry, and finally the philosophical assumptions

15. In qualitative research, the role of the researcher ______.

1. is completely irrelevant to the research process
2. can be considered if the researcher has a history of subjectivity
3. neither of these

16. Quantitative analysis ______.

1. applies only to positivist research
2. is not compatible with qualitative research
3. is perfectly acceptable in qualitative research

17. Mixed design means ______.

1. combining qualitative and ethnographic investigations
2. combining qualitative and qualitative investigations
3. neither of these

18. The concept of abduction means that ______.

1. induction is more important than deduction
2. deduction is more important than induction
3. both induction and deduction are iteratively reviewed to find best match between data and theory

19. Triangulation is ______.

1. drawing a perfect triangle
2. mixing different academic sources to support the accuracy of interpretation
3. using multiple sources of information to support interpretation

20. Qualitative researchers argue that the quality of their studies must ______.

1. conform to formal rules and not demonstrate the trustworthiness of a study
2. seek to demonstrate the trustworthiness of the study rather than conforming to any rules
3. both of these