Marketing Research An Applied Orientation 6th Edition by Naresh K Malhotraw folder - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 5 Exploratory Research Design: Qualitative Research 1) Qualitative research is an unstructured, exploratory research …
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Sample Questions Are Posted Below
Marketing Research: An Applied Orientation, 6e (Malhotra)
Chapter 5 Exploratory Research Design: Qualitative Research
1) Qualitative research is an unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting.
Answer: TRUE
Diff: 2 Page Ref: 139
AACSB: Reflective Thinking
LO : 1
2) Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis.
Answer: TRUE
Diff: 2 Page Ref: 139
AACSB: Reflective Thinking
LO : 1
3) The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.
Answer: FALSE
Diff: 3 Page Ref: 139
AACSB: Reflective Thinking
LO : 1
4) Qualitative research procedures are classified as either descriptive or causal.
Answer: FALSE
Diff: 2 Page Ref: 139
LO : 2
5) Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.
Answer: TRUE
Diff: 2 Page Ref: 140-141
AACSB: Reflective Thinking
LO : 2
6) The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher.
Answer: TRUE
Diff: 2 Page Ref: 140-141
AACSB: Reflective Thinking
LO : 2
7) An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk.
Answer: FALSE
Diff: 2 Page Ref: 140-141
AACSB: Reflective Thinking
LO : 2
8) A focus group generally includes 10 to 16 members.
Answer: FALSE
Diff: 3 Page Ref: 142
LO : 3
9) A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
Answer: TRUE
Diff: 2 Page Ref: 142
LO : 3
10) Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics.
Answer: TRUE
Diff: 2 Page Ref: 142
AACSB: Analytic Skills
LO : 3
11) Use of a moderator’s outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways.
Answer: FALSE
Diff: 3 Page Ref: 144
AACSB: Analytic Skills
LO : 3
12) The number of focus groups that should be conducted on a single subject depends upon (1) the nature of the issue, (2) the number of distinct market segments, (3) the number of new ideas generated by each successive group, and (4) time and cost.
Answer: TRUE
Diff: 2 Page Ref: 147-148
AACSB: Analytic Skills
LO : 3
13) Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said.
Answer: FALSE
Diff: 2 Page Ref: 147-148
AACSB: Analytic Skills
LO : 3
14) Telesession groups are focus group sessions by Internet using chat rooms.
Answer: FALSE
Diff: 2 Page Ref: 149
LO : 3
15) Synergism, snowballing, simulation, and security are some of the advantages of focus groups.
Answer: FALSE
Diff: 3 Page Ref: 149
LO : 3
16) One advantage of focus groups is synergism which results because the participants’ feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings.
Answer: FALSE
Diff: 3 Page Ref: 149
LO : 3
17) One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.
Answer: TRUE
Diff: 2 Page Ref: 149
LO : 3
18) Focus groups can be misused and abused by considering the results as conclusive.
Answer: TRUE
Diff: 2 Page Ref: 149
LO : 3
19) The quality of focus group results depends heavily on the skills of the moderator.
Answer: TRUE
Diff: 1 Page Ref: 149
LO : 3
20) A disadvantage of focus groups is that the unstructured nature of the responses makes coding, analysis, and interpretation difficult.
Answer: TRUE
Diff: 1 Page Ref: 149
LO : 3
21) Focus groups can be used to address substantive issues such as deciding on alternative courses of action.
Answer: FALSE
Diff: 3 Page Ref: 150-151
LO : 3
22) Unlike traditional focus groups, online focus group participation is by invitation only.
Answer: FALSE
Diff: 2 Page Ref: 150-151
LO : 3
23) Participants in online focus groups receive a time, a URL, a room name, and a password via e-mail.
Answer: TRUE
Diff: 1 Page Ref: 150-151
LO : 3
24) The cost of online focus groups is much less than for traditional focus groups. Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups.
Answer: TRUE
Diff: 2 Page Ref: 152
LO : 3
25) Only audio and visual stimuli can be tested via online focus groups.
Answer: TRUE
Diff: 1 Page Ref: 152
LO : 3
26) Online focus group participants don’t have the potential to be distracted by external stimuli.
Answer: FALSE
Diff: 1 Page Ref: 152
LO : 3
27) Online focus groups are appropriate for every research situation.
Answer: FALSE
Diff: 1 Page Ref: 152
LO : 3
28) There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).
Answer: TRUE
Diff: 2 Page Ref: 152
LO : 3
29) During depth interviews, probing is of critical importance in obtaining meaningful responses and uncovering hidden issues.
Answer: TRUE
Diff: 1 Page Ref: 153-155
LO : 4
30) Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful “mental map” of the consumer’s view toward a target product.
Answer: TRUE
Diff: 2 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
31) Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.
Answer: TRUE
Diff: 2 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
32) Depth interviews uncover less depth of insights than focus groups.
Answer: FALSE
Diff: 3 Page Ref: 156
AACSB: Reflective Thinking
LO : 4
33) In role playing, the researcher assumes that the respondents will project their own feelings into the role.
Answer: TRUE
Diff: 2 Page Ref: 161
LO : 5
34) Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques.
Answer: FALSE
Diff: 2 Page Ref: 162-163
LO : 5
35) Data determination is one of the three general steps that should be followed when analyzing qualitative data.
Answer: FALSE
Diff: 3 Page Ref: 164
AACSB: Analytic Skills
LO : 1
36) Qualitative research may reveal the differences between the foreign and domestic markets.
Answer: TRUE
Diff: 2 Page Ref: 166
AACSB: Multicultural and Diversity
LO : 6
37) To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses.
Answer: TRUE
Diff: 2 Page Ref: 167-168
AACSB: Ethical Reasoning
LO : 7
38) Focus groups, depth interviews, and projective techniques can be implemented over the Internet.
Answer: TRUE
Diff: 2 Page Ref: 170
AACSB: Use of IT
LO : 8
39) Baby boomers are a large consumer target for many products and “show and tell” focus groups are being used by consumer researchers. Which of the following statements is not true about “show and tell” focus groups?
Answer: A
Diff: 2 Page Ref: 137
AACSB: Reflective Thinking
LO : 1
40) Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research.
Answer: C
Diff: 2 Page Ref: 139
LO : 1
41) According to Table 5.1 in the text, which of the following does not apply to qualitative research?
Answer: D
Diff: 3 Page Ref: 139
AACSB: Reflective Thinking
LO : 1
42) There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research?
Answer: D
Diff: 2 Page Ref: 140
AACSB: Reflective Thinking
LO : 1
43) The ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious, given the nature of the interview.
Answer: B
Diff: 1 Page Ref: 140-141
LO : 2
44) An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________.
Answer: D
Diff: 2 Page Ref: 140-141
LO : 2
45) Focus groups are a(n) ________ research procedure and projective techniques are a(n) ________ research procedure.
Answer: D
Diff: 1 Page Ref: 140-141
LO : 2
46) ________ are the most important qualitative research procedure.
Answer: A
Diff: 1 Page Ref: 141
LO : 3
47) Which of the following is not one of the key qualifications of focus group moderators?
Answer: A
Diff: 2 Page Ref: 142-143
LO : 3
48) The procedure for planning and conducting focus groups is described in Figure 5.3 in the text. Planning begins with ________.
Answer: D
Diff: 1 Page Ref: 143
AACSB: Analytic Skills
LO : 3
49) Constructing a detailed moderator’s outline for use during the focus group interviews involves extensive discussions among the ________, ________, and ________.
Answer: B
Diff: 2 Page Ref: 144
AACSB: Analytic Skills
LO : 3
50) The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.
Answer: D
Diff: 2 Page Ref: 146-147
AACSB: Analytic Skills
LO : 3
51) It is recommended that at least ________ focus groups be conducted.
Answer: A
Diff: 2 Page Ref: 153
LO : 3
52) A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed is called a ________.
Answer: C
Diff: 3 Page Ref: 148-149
LO : 3
53) Focus groups can use several variations of the standard procedure. Which of the following is not one of the variations mentioned in your text?
Answer: C
Diff: 3 Page Ref: 148-149
AACSB: Analytic Skills
LO : 3
54) A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.
Answer: A
Diff: 3 Page Ref: 148-149
AACSB: Analytic Skills
LO : 3
55) One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30, except for special occasions. The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?
Answer: D
Diff: 3 Page Ref: 146-147
AACSB: Analytic Skills
LO : 3
56) Which of the following is a methodological application of focus groups?
Answer: C
Diff: 3 Page Ref: 150
AACSB: Analytic Skills
LO : 3
57) Focus groups can be used to address substantive issues such as ________.
Answer: B
Diff: 3 Page Ref: 150
AACSB: Reflective Thinking
LO : 3
58) Which statement is not true about online focus groups?
Answer: D
Diff: 2 Page Ref: 150-152
AACSB: Reflective Thinking
LO : 3
59) Which of the following statements is not an advantage of online focus groups?
Answer: D
Diff: 2 Page Ref: 150-152
AACSB: Reflective Thinking
LO : 3
60) Which of the following statements is not a disadvantage of online focus groups?
Answer: A
Diff: 2 Page Ref: 150-152
AACSB: Reflective Thinking
LO : 3
61) Which of the situations mentioned below is not suitable for online focus groups?
Answer: A
Diff: 2 Page Ref: 150-152
AACSB: Reflective Thinking
LO : 3
62) A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
Answer: D
Diff: 2 Page Ref: 153-154
LO : 4
63) Depth interviews are like focus group in all of the following ways except________.
Answer: D
Diff: 3 Page Ref: 153-154
AACSB: Analytic Skills
LO : 4
64) “Why do you say that?”, “That’s interesting, can you tell me more?” or, “Would you like to add anything else?” are examples of ________.
Answer: C
Diff: 1 Page Ref: 153-154
AACSB: Reflective Thinking
LO : 4
65) ________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics.
Answer: C
Diff: 2 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
66) In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?) to determine why it was important (I can get more work done) and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________.
Answer: C
Diff: 3 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
67) In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, “What would it be like if you could no longer use airplanes?” Responses like, “Without planes, I would have to rely on e-mail, letters, and telephone calls” were received. This suggests that what airlines sell to the managers is face-to-face communication. The depth interview techniques used in the study is called ________.
Answer: B
Diff: 3 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
68) ________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.
Answer: A
Diff: 2 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
69) ________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.
Answer: B
Diff: 2 Page Ref: 154-155
AACSB: Analytic Skills
LO : 4
70) In a depth interview, the interviewer should ________.
Answer: D
Diff: 1 Page Ref: 153-156
AACSB: Reflective Thinking
LO : 4
71) In a depth interview, the interviewer should ________.
Answer: D
Diff: 1 Page Ref: 153-156
AACSB: Reflective Thinking
LO : 4
72) Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups?
Answer: D
Diff: 3 Page Ref: 156
AACSB: Reflective Thinking
LO : 4
73) A(n) ________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern.
Answer: A
Diff: 1 Page Ref: 158
LO : 5
74) In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind.
Answer: C
Diff: 2 Page Ref: 158
LO : 5
75) Word association is the best known of the ________ techniques.
Answer: B
Diff: 1 Page Ref: 158
LO : 5
76) With ________ respondents are presented with a list of words, one at a time. After each word, they are asked to give the first word that comes to mind.
Answer: A
Diff: 2 Page Ref: 158
LO : 5
77) In word association, responses are analyzed by calculating ________.
Answer: D
Diff: 2 Page Ref: 158
AACSB: Analytic Skills
LO : 5
78) ________ is a projective technique that requires the respondent to complete an incomplete stimulus situation.
Answer: D
Diff: 1 Page Ref: 159
LO : 5
79) ________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them.
Answer: B
Diff: 1 Page Ref: 159
LO : 5
80) ________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words.
Answer: C
Diff: 1 Page Ref: 159
LO : 5
81) ________ require the respondent to construct a response in the form of a story, dialogue, or description.
Answer: C
Diff: 1 Page Ref: 160
LO : 5
82) In ________, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.
Answer: B
Diff: 1 Page Ref: 161
LO : 5
83) The two main expressive techniques are ________ and ________.
Answer: B
Diff: 2 Page Ref: 161
LO : 5
84) ________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.
Answer: D
Diff: 1 Page Ref: 162
LO : 5
85) In ________, respondents are asked to play the role or assume the behavior of someone else.
Answer: A
Diff: 1 Page Ref: 161
LO : 5
86) Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements.
Answer: B
Diff: 3 Page Ref: 163
LO : 5
87) Which of the following guidelines does not enhance the usefulness of projective techniques?
Answer: D
Diff: 3 Page Ref: 163
AACSB: Reflective Thinking
LO : 5
88) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand.
Answer: B
Diff: 3 Page Ref: 164
AACSB: Analytic Skills
LO : 1
89) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix.
Answer: A
Diff: 1 Page Ref: 164
AACSB: Analytic Skills
LO : 1
90) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.
Answer: D
Diff: 2 Page Ref: 164
AACSB: Analytic Skills
LO : 1
91) When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.
Answer: D
Diff: 3 Page Ref: 166
AACSB: Multicultural and Diversity
LO : 6
92) Which of the following is not an ethical issue of concern to the researcher?
Answer: D
Diff: 2 Page Ref: 167
AACSB: Ethical Reasoning
LO : 7
93) The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative marketing research used to help design the messages. Which ethical concern is this use of marketing research related to?
Answer: B
Diff: 2 Page Ref: 167-168
AACSB: Ethical Reasoning
LO : 7
94) Discuss the five themes qualitative research has uncovered about baby boomers. Why is this type of research important?
Answer:
This type of research is invaluable in designing advertising and promotional campaigns. It provides the necessary foundation for appealing to those values that are most important to the boomer and to those values that are most likely to stimulate their buying behavior.
Diff: 3 Page Ref: 137
AACSB: Reflective Thinking
LO : 1
95) Compare and contrast qualitative and quantitative research (Table 5.1 in the text)
Answer: The differences in the two methodologies are summarized in Table 5.1 in the text.
The objective of qualitative research is to gain qualitative understanding of the underlying reasons and motivations while the objective of quantitative research is to quantify the data and generalize the results from the sample to the population of interest.
Samples used in qualitative research consist of small and nonrepresentative cases while those used in quantitative research consist of large and representative cases.
The data collection for qualitative research is unstructured while quantitative research is structured.
Qualitative research utilizes nonstatistical data analysis and quantitative research utilizes statistical data analysis. The outcome for qualitative research is to develop an initial understanding. The outcome for quantitative research is to recommend a final course of action.
Diff: 3 Page Ref: 139
AACSB: Analytic Skills
LO : 1
96) You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk. Which qualitative technique would you choose and why?
Answer: The student should choose a direct approach such as focus groups or depth interviews. There is no need to disguise the purpose of the project. There is also no reason that most people would be unwilling or unable to respond to questions on what they eat with milk.
Diff: 2 Page Ref: 140-141, 163
AACSB: Analytic Skills
LO : 2
97) Discuss the characteristics of focus groups (Table 5.2 in the text). List at least four (4) characteristics and explain why it is important to consider each characteristic.
Answer: Characteristics of focus groups are summarized in Table 5.2 in the text.
1) Group size 8 to 12 – groups of fewer than eight are unlikely to generate the momentum and group dynamics necessary for a successful session. Groups of more than 12 may be too crowded and may not be conducive to a cohesive and natural discussion.
2) Group composition – Homogeneous; respondents prescreened – commonality among group members avoids interactions and conflicts among group members on side issues.
3) Physical setting – Relaxed, informal atmosphere – encourages spontaneous comments.
4) Time duration – 1 to 3 hours – needed to establish rapport with the participants and explore, in depth, their beliefs, feelings, ideas, attitudes, and insights regarding the topic of concern.
5) Recording – Use of audiocassettes and videotapes – videotaping has the advantage of recording facial expressions and body movements, but it can increase the costs significantly. Video transmission technology enables the clients to observe focus group sessions live from a remote location.
6) Moderator – Observational, interpersonal, and communication skills of the moderator – moderator must establish rapport with the participants, keep the discussion moving forward, and probe the respondents to elicit insights. In addition the moderator may have a central role in the analysis and interpretation of the data.
Diff: 3 Page Ref: 142-143
AACSB: Analytic Skills
LO : 3
98) Why is the online focus group process faster to analyze than the traditional method?
Answer: The online focus group process is faster to analyze than the traditional focus group method because respondents are asked to always start their response with the question number, so the moderator can quickly tie the response to the proper question. This makes it fast and easy to transcribe a focus group session. The group interaction lasts for about an hour. A raw transcript is available as soon as the group is completed, and a formatted transcript is available within 48 hours.
Diff: 2 Page Ref: 150-151
AACSB: Reflective Thinking
LO : 3
99) Discuss the advantages of online focus groups.
Answer: People all over the country and the world can participate and the client can observe the group from the convenience of the home or office. Geographical constraints are removed and time constraints are lessened. You have the unique opportunity to contact group participants again at a later date, to revisit issues, or introduce them to modifications in material presented in the original focus group. The Internet enables the researcher to reach segments that are usually hard to survey: doctors, lawyers, professionals, working mothers, and others who lead busy lives and are not interested in taking part in traditional focus groups. Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. Because there is no travel videotaping, or facilities to arrange, the cost is much lower than for traditional focus groups.
Diff: 3 Page Ref: 151
AACSB: Reflective Thinking
LO : 3
100) Discuss the disadvantages of online focus groups.
Answer: Only people that have and know how to use a computer can be surveyed online. Because the name of an individual on the Internet is often private, actually verifying that a respondent is a member of a target group is difficult. To overcome this limitation, other traditional methods such as telephone calls are used for recruitment and verification of respondents.
Another factor that must be considered is the lack of general control over the respondent’s environment and their potential exposure to distracting external stimuli. Because online focus groups could potentially have respondents scattered all over the world, the researchers and moderator(s) have no idea what else the respondents may be doing while participating in the group. Only audio and visual stimuli can be tested. Products cannot be touched (e.g., clothing) or smelled (e.g., perfumes).
Diff: 3 Page Ref: 151
AACSB: Reflective Thinking
LO : 3
101) List at least five (5) applications of depth interviews. Give a specific example of each.
Answer: Depth interview applications include all of the following:
Students should provide their own examples.
Diff: 3 Page Ref: 156-157
AACSB: Reflective Thinking
LO : 4
102) Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).
Answer: Projective techniques have a major advantage over the unstructured direct techniques (focus groups and depth interviews): they may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. At times, in direct questioning, the respondent may intentionally or unintentionally misunderstand, misinterpret, or mislead the researcher. In these cases, projective techniques can increase the validity of responses by disguising the purpose. This is particularly true when the issues to be addressed are personal, sensitive, or subject to strong social norms.
Diff: 2 Page Ref: 162-163
AACSB: Reflective Thinking
LO : 5
103) Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research. Discuss the issues a company should consider before using projective techniques in international marketing research.
Answer: Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research. The use of projective techniques in international marketing research should be carefully considered. Association techniques, completion techniques, and expressive techniques involve the use of verbal cues. Construction techniques employ nonverbal stimuli (pictures). Whether verbal or nonverbal stimuli are used, the equivalence of meaning across the cultures should be established. This can be a difficult task if the socio-cultural environments in which the research is conducted vary greatly. Establishing the equivalence of pictures can be particularly problematic. Line drawings are subject to fewer problems of interpretation than photographs. The specific techniques that are used and how the results are communicated should take into account the cultural aspects and the nature of the problem being addressed.
Diff: 3 Page Ref: 166-167
AACSB: Multicultural and Diversity
LO : 6
104) Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.
Answer: Ethical issues related to the respondents and the general public are of primary concern. These issues include:
Diff: 2 Page Ref: 167-168
AACSB: Ethical Reasoning
LO : 7
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