Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. Qualitative research ______.
- focuses on the frequencies of phenomena rather than understanding their nature and meaning
- focuses on understanding the nature of phenomena and their meaning, rather than their incidence
- neither of these
2. Marketing researchers find qualitative research ______.
- useful only when combined with positivist research
- useful in its own right
3. Ontological and epistemological issues should be ______.
- discussed at the end of the research process
- one of the first research considerations
- only discussed if the research requires it
4. There are 3 main categories of strategies of enquiries: ______.
- quantitative, qualitative and mixed design
- mixed design
5. Qualitative research ______.
- has always been accepted by academics as a valid way of research
- only recently gained recognition as a worthwhile method of study
- is considered equal to quantitative research
6. Positivists ______.
- see the world in the same way as constructivists
- do not see the world in the same way as constructivists
- agree on most aspects of research
7. Researchers who objected to qualitative research thought that ______.
- it is too objective
- it is not objective enough
- it is the same as astrology
8. Qualitative researchers argued that ______.
- we should stick to the positivists ideas whatever that means
- marketers should only use quantitative studies
- positivism should be dropped if it does not help answer the marketers questions
9. Qualitative research can be used ______.
- for exploratory purposes only
- for a variety of purposes
- only to support quantitative research
10. There were 3 crises that led to the increased uptake of qualitative research: ______.
- representation, legitimacy and praxis
- repositioning, legitimacy and praxis
- legitimacy, repositioning and plagiarism
11. The main challenges to positivism included ______.
- the inability to control human subjectivity
- the relevance of human behaviour
- the lack of meaning of behavioural activity
12. Another expression that became a byword for qualitative research is ______.
- lack of validity
13. Marketing researchers find qualitative research useful because ______.
- it provides more data
- it attacks positivists with a good argument
- it provides information that is not accessible through positivist approaches
14. Researchers should determine ______.
- the philosophical assumptions, the strategy of enquiry and finally the research method
- the strategy of enquiry, the philosophical assumptions and research method
- the research method, the strategy of enquiry, and finally the philosophical assumptions
15. In qualitative research, the role of the researcher ______.
- is completely irrelevant to the research process
- can be considered if the researcher has a history of subjectivity
- neither of these
16. Quantitative analysis ______.
- applies only to positivist research
- is not compatible with qualitative research
- is perfectly acceptable in qualitative research
17. Mixed design means ______.
- combining qualitative and ethnographic investigations
- combining qualitative and qualitative investigations
- neither of these
18. The concept of abduction means that ______.
- induction is more important than deduction
- deduction is more important than induction
- both induction and deduction are iteratively reviewed to find best match between data and theory
19. Triangulation is ______.
- drawing a perfect triangle
- mixing different academic sources to support the accuracy of interpretation
- using multiple sources of information to support interpretation
20. Qualitative researchers argue that the quality of their studies must ______.
- conform to formal rules and not demonstrate the trustworthiness of a study
- seek to demonstrate the trustworthiness of the study rather than conforming to any rules
- both of these