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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter7AnalysisofQualitativeData
1)Considerthetwostatementsbelowregardingqualitativedataanalysis.
I. Qualitativedataanalysisisguidedbyasetofwell-agreedupon,externally
objectivetechniquesandrules.
II. Thegoalofqualitativedataanalysisistheidentificationofunderlying
patternsandthemes.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIistrue
Answer:B
PageRef:174
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
2)Statisticaltestsare________foruseinqualitativedataanalysis.
A)inappropriate
B)appropriate
Answer:A
PageRef:174
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
3)Thequalityofaquantitativedataanalysisisgenerallymostinfluencedby________.
A)theskillsoftheanalystconductingtheresearch
B)theabsoluteresearchbudget
C)thequantityoftranscribedpages
D)theextentofclientinvolvement
E)theprofessionalfeeofthequalitativeanalyst
Answer:A
PageRef:174
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
4)Pattonnotesthatguidelinesandproceduralsuggestionsfortheanalysisofqualitativedatamustbefollowedinthesamewaybyeachqualitativeanalystineveryinstanceofqualitativedataanalysis.
Answer:FALSE
PageRef:174
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
5)Twoimportantactivitiestakeplaceintheinitialstageofqualitativedataanalysis.Oneoftheseactivitiesis________.
A)anevaluationofthestudysample
B)areviewoftheresearchcostandtiming
C)anevaluationoftheservicesprovidedbythefieldservice
D)anexaminationofaudioand/orvideotapes
Answer:A
PageRef:174
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
6)Twoimportantactivitiestakeplaceintheinitialstageofqualitativedataanalysis.Oneoftheseactivitiesis________.
A)acost/benefitanalysisoftheresearchproject
B)areviewofthemoderator'sperformance
C)anevaluationofthescreenerusedtoidentifyrespondents
D)areviewoftheproblemdefinition
Answer:D
PageRef:174
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
7)Thetwostatementsbelowrefertotheproblemdefinitionreviewphaseofqualitativedataanalysis.
I. Theproblemdefinitionreviewonlyinvolvesthemoderatorandtheindividual
supervisingtheresearch.
II. Theoutcomeoftheproblemdefinitionreviewisalistofareasthattheanalysiswill
addressandthetypesofinformationtheanalysiswillprovide.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:B
PageRef:175
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
8)Whentimeisshort,thereviewofinformationalneedscangenerallybeskippedwithoutmuchharmtotheoverallanalysis.
Answer:FALSE
PageRef:175
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
9)Notesanddocumentsfromtheclientmeetingheldpriortotheresearchareexaminedaspartofthe________.
A)dataimmersionprocess
B)reflectionprocess
C)metathemeidentificationprocess
D)problemdefinitionreview
E)synthesisprocess
Answer:D
PageRef:175
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
10)Thetwostatementsbelowrefertothesampleevaluationphaseofqualitativedataanalysis.
I. Thegoalofsampleevaluationpriortoqualitativedataanalysisallowstheanalyst
tomakecertainthatcharacteristicsoftheplannedsamplewereactuallypresentinthe
recruitedsample.
II. Discrepanciesbetweentheplannedandrecruitedsamplesinaqualitativestudy
needtobecommunicatedtoallinvolvedwiththeresearch.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:C
PageRef:175
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
11)Youconductacomparisonofthedesiredsamplewiththeactualsamplefromasetofqualitativepersonalinterviews.Youfindthattheactualsamplewasslightlyolderthanintended.Whatistherecommendednextstep?
A)Stoptheanalysisanddiscardallthedata.
B)Askforarefundfromthefieldservicethatperformedtherecruiting.
C)Continuewiththeanalysisbutnotethisdiscoveryinthepresentationofthefindings.
D)Prepareapoorperformanceevaluationfortheinterviewer.
E)Prepareaproposalforanewresearchstudy.
Answer:C
PageRef:175
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
12)Thetwostatementsbelowrefertothedataexaminationphaseofqualitativedataanalysis.
I. Thedataexaminationphaseofqualitativeanalysisrequirestheanalystto
finalizespecificcommentcodesandclassifications.
II. Datacodingshouldalwaysbethefirststepintheprocessofdataexamination.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:D
PageRef:176
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
13)Whenbeginningthedataexaminationprocess,itisimportantnottohaveanypreconceivednotionsaboutkeypatternsoffindings.
Answer:TRUE
PageRef:176
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
14)WhichofthefollowingisNOTrelevanttothedataexaminationprocess?
A)identifyareasthatcoincidewiththeclient'spointofview
B)understandthe"why"ofrespondentcomments
C)inferrespondents'attitudesfromtheexplicitwordsandanalogiesused
D)understandtheintensityofrespondents'feelings
Answer:A
PageRef:177
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
15)Tomisthinkingaboutthefocusgrouphejustviewed.Mary,agroupmember,providedmanyinterestinginsights,butnevertheless,oftenprovidedaninconsistentpointofview.Tomshould________.
A)ignoreMary'scommentsbecauseoftheseinconsistencies
B)trytounderstandMaryasaperson,ratherthanfocusingoneachspecificcomment
C)onlypayattentiontothefirstthingsMarysaid
D)onlypayattentiontothelastthingsMarysaid
Answer:B
PageRef:178
Difficulty:Moderate
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
16)Thetwostatementsbelowrefertotheprocessofqualitativedataanalysis.
I. Ananalystexaminingtheresponsesoffocusgroupparticipantsshouldalways
takethecommentsatfacevalue.
II. Ananalystexaminingtheresponsesoffocusgroupparticipantsshouldalwaystry
tounderstandtheintensityofrespondents'feelingsandpointsofview.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:B
PageRef:177
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
17)Thestatementsbelowrefertotheoutcomesofqualitativedataanalysis.
I. Qualitativedataanalysisoftenseekstouncoverareasinwhichconsensusofopiniondoesordoesnotexistamongthesampleofrespondents.
II. Successfulqualitativedataanalysiswilluncoverthestrengthofconvictionwith
whichexpressedviewsareheld.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:A
PageRef:177
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
18)Inferencesofrespondents'beliefintensitycanbedrawnfromthemannerinwhichthebeliefisexpressed.
Answer:TRUE
PageRef:177
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
19)Arespondentexpressesanopinioninclear,unambiguous,forcefullanguage.Thisistypicallyaninstanceofarespondentexpressinga________opinion.
A)stronglyheld
B)confused
C)weaklyheld
D)nonsensical
E)short-term
Answer:A
PageRef:177
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
20)Respondentsmaysignala________beliefthroughtheuseofirony,metaphor,orderisivehumor.
A)stronglyheld
B)confused
C)weaklyheld
D)nonsensical
E)long-term
Answer:C
PageRef:177
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
21)Inafocusgroup,aself-contradictionmightoccurwhen________.
A)groupparticipantsaskthemoderatortoexpressheropinion
B)themoderatorchallengesMarytobetterexpressheropinion
C)Kellysaysshelikesthebrandearlyinthegroup,andthenlaterinthegroupsaysthatshedoesnotlikethebrand
D)JanechallengesMaryaboutanissueofdisagreement
E)groupmembersdecidetoenddiscussionofonetopicandmoveontothenexttopic
Answer:C
PageRef:178
Difficulty:Difficult
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
22)Thefollowingtwostatementsrefertotheanalysisoffocusgroups.
I. Theanalystshouldalwayspaymoreattentiontocommentsmadetowardthe
endinthegroups.
II. Distinguishingbetweenthetruthandfalsityofrespondents'commentsisone
oftheeasieraspectsofqualitativedataanalysis.
Which,ifany,ofthesestatementsistrue?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:D
PageRef:178
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
23)Duringtheinitialphasesofqualitativedataanalysis,theanalystshouldonlypayattentiontocommentsandstatementsexplicitlyappearinginthetapesortranscripts.
Answer:FALSE
PageRef:179
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
24)Thefollowingtwostatementsrefertotheanalysisofqualitativedata.
I. Therearetimeswhenrespondentsdonotspontaneouslymentionorcomment
onatopic.Thismayhappenbecausetheyassumethatthetopicissoimportantitis
unnecessarytomention.
II. Therearetimeswhenrespondentsdonotspontaneouslymentionorcomment
onatopic.Thismayhappenwhenthetopicishighlypersonalorsensitive.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:C
PageRef:179
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
25)Theprocessof________comesafterallthemeshavebeenidentified.
A)self-analysis
B)refraction
C)commentcoding
D)reflection
E)reportwriting
Answer:D
PageRef:179
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
26)Withregardtoqualitativedataanalysis,a________isdefinedastheexpressionofaconsistentandrecurringideafoundeitherexplicitlyorimplicitlyinthedata.
A)comment
B)summarization
C)theme
D)corpus
Answer:C
PageRef:179
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
27)Thefollowingtwostatementsrefertothecreationofthemesduringqualitativedataanalysis.
I. Thedevelopmentofthemesisacircularprocessentailingcontinuousdata
examinationandrevision.
II. Onceathemeisidentifieditisstaticandnotsubjecttorevisionuponfurther
reviewofthedata.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:A
PageRef:179
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
28)Acollectionofthemescanbeusedtoforma________.
A)supratheme
B)metatheme
C)mastertheme
D)controllingtheme
E)maxitheme
Answer:B
PageRef:180
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
29)Therearetwodifferentapproachestothemeidentification.Whichoneoftheapproachesshownbelowisrecommendedbythetext?
A)data→theme→evaluation→revision
B)theme→data→evaluation→revision
C)theme→theme→revision→evaluation
D)data→evaluation→theme→revision
Answer:B
PageRef:180
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
30)Atthebeginningofthemeidentification,theanalystshouldnothaveanythemesinmind.
Answer:FALSE
PageRef:180
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
31)Accordingtothetext,a________representstheanalyst'sintuitiveandinformedjudgmentastothecontentandpatternoffindingsineachtopicarea.
A)topical
B)testimonial
C)transition
D)theme
E)token
Answer:D
PageRef:181
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
32)Thecircularprocessofthemeidentificationandcreationis________.
A)aprocessthatisonlyusedbynovicequalitativeanalysts
B)optionalandcanbeusedornot,atthediscretionofthequalitativeanalyst
C)timeconsumingandshouldbeavoided
D)intentionalandimportant
E)onlyofvaluefortheanalysisoffocusgroupdata
Answer:D
PageRef:180
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
33)Onceathemeisidentified,thenspecificcommentsarelocatedandcodedasbeingeitherinsupportoforinoppositiontothattheme.
Answer:TRUE
PageRef:181
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
34)Thetwostatementsbelowaddressthemedevelopment.
I. Onceallthemeshavebeenwrittenandmadeexplicit,theanalystthen
examinesandcodesalldatathatisinsupportoforinoppositiontothetheme.
II. Onceallcommentsrelevanttoathemehavebeenrecorded,theanalystshould
thenbegintowritethereport.Nofurtherevaluationofthethemeisnecessary.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)BothIandIIaretrue
D)NeitherInorIIaretrue
Answer:A
PageRef:182
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
35)A________helpsoneunderstandtherelationshipsbetweenindividualthemes.
A)metatheme
B)metaphor
C)metacomment
D)megatheme
Answer:A
PageRef:183
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
36)Oncemetathemeshavebeencreated,serendipitousdiscoveriesshouldbeignored.
Answer:FALSE
PageRef:183
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
37)Whenrecordingindividualcomments,itisimportantthatthesecommentsbe________.
A)paraphrased
B)recordedverbatim
C)longerthansevenwords
D)madebythedominantpersonalitiesfromamongthoseinterviewed
E)madebymorethanoneperson
Answer:B
PageRef:182
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
38)CrabtreeandMillerproposecriteriaforevaluatingthe"goodness"ofaqualitativeanalysis.WhichcriteriabelowwasNOTrecommendedbyCrabtreeandMiller?
A)Arethebackground,training,andpreconceptionsoftheinvestigatorsdescribed?
B)Wasaniterativeprocessofcollectingandanalyzingdatausedanddatasaturationachieved?
C)Didthecostandtimingoftheresearchcorrespondtothatstatedintheresearchproposal?
Answer:C
PageRef:184
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
39)CrabtreeandMillerproposecriteriaforevaluatingthe"goodness"ofaqualitativeanalysis.
A)Wasathoroughanalysispresented?
B)Doestheprincipalanalysthaveatleastthreeyearsexperienceinconductingandanalyzingqualitativeresearch?
C)Wastheappropriatemethodusedtoanswerthequestionsmotivatingtheresearch?
Answer:B
PageRef:184
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
40)________meansthateveryonereadingtheanalysisunderstandshowthemeswerecreated.
A)Signalanalysis
B)Triangulation
C)Transparency
D)Systemicanalysis
Answer:C
PageRef:185
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
41)Thinkaboutthepresentationofqualitativefindings.WhichsituationdescribedbelowdoesNOTincreasetransparency.
A)Whenitisclearthatthereisanabsenceofbiasindataselection.
B)Whenitisclearthatthereisanabsenceofbiasintheselectionofthemes.
C)Whenthereisproofthatanalystsreadallofthetranscripts.
D)Whenitisclearthatthereissufficientevidencetosupporteachtheme.
E)Whenitisclearthatthereisrigorinthewaytheanalysiswascarriedout.
Answer:C
PageRef:185
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
42)CAQDASstandsforComputerAssisted________.
A)QualitativeDisplayofAnalyticalStatements
B)QualitativeDataAnalysisSoftware
C)QualityDataAnalyticalSystem
D)QuestionDemandAnalysisSoftware
E)QuoteDocumentationAnalyticalShareware
Answer:B
PageRef:185
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
43)OneofthecriticismsofCAQDASnotedinthetextrelatestoits________literalcontent.
A)highcosttocode
B)awkwarddatabasesusedtostorecoded
C)lackofspeedinanalyzing
D)inabilitytocode
E)emphasison
Answer:E
PageRef:185
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
44)AdvocatesofCAQDASnotethatthissoftwareisbestusedasatoolratherthanasareplacementforanalystskillandjudgment.
Answer:TRUE
PageRef:186
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
45)Belowaresourcesofqualitativeinformation.
-verbaltext
-writtentext
-pictures
-video
Howmany,ifany,oftheseisQUADASabletocodeandanalyze?
A)0
B)1
C)2
D)3
E)4
Answer:E
PageRef:186
Difficulty:Difficult
LearningObj.:LO4
Classification:Conceptual
46)Describetherelationshipbetweenthemesandmetathemes.
Answer:Ametathemehelpsusunderstandtheinterrelationshipsamongindividualthemes.
PageRef:183
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
47)Why
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