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Question
Consider the two descriptions of qualitative research shown below.I. The goal of qualitative research is to get "beneath the surface" and obtain in-depth insights into a respondent's attitudes, beliefs, motivations , and lifestyles.
II. Qualitative research is very appropriate for situations in which preliminary or background information is scarce and little is known about the topic of interest.
Which, if any, of the prior statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
Answer
This answer is hidden. It contains 1 characters.
Related questions
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Think about Stanton's "Bill of Rights" for virtual world research. How many of the following are part of this "Bill of Rights?"
- the right to know that I am a subject
- the right to learn the benefits of the research
- the right to participate as my avatar
- the right to teleport
A) 0
B) 1
C) 2
D) 3
E) 4
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All primary research is quantitative.
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When you use library resources to answer a client need you are conducting ________ research.
A) primary
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The first stage in the process of advertising research is ________.
A) preliminary discussions and agreements
B) planning and data collection
C) analysis
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John works in the NewWave Advertising Agency research department. John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar. John is most likely to turn to a ________ for assistance.
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Milward Brown's "Dynamic Tracking Study" helps advertisers understand the strengths and weaknesses of an advertising campaign ________ .
A) before it is placed in the marketplace
B) while it is running in the marketplace
C) after it has run in the marketplace
D) in its early stages of development
E) from the client's perspective
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A) Market
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The question: "How do perceptions of our brand differ among users and nonusers?" is most related to what type of research?
A) Market
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C) Creative
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E) Domain-centered
Q:
With regard to target audience definitions, the text notes that populations of individuals are typically defined in some combination of ________, geographic and behavioral characteristics.
A) geoattitudinal
B) geopsychographic
C) demographic
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Q:
The vast majority of research uses a sample of the population of interest.
Q:
A subset of the population that represents the entire group from which it is drawn is known as a ________.
A) population
B) sample unit
C) census
D) sample
E) respondent
Q:
Another name for probability sampling is ________ sampling.
A) random
B) judgment
C) nonrandom
D) snowball
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Q:
You wish to obtain some secondary information. Is it better to obtain this information from the primary or a secondary source? Why?
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A) The first source
B) The second source
C) Both sources are equal
Q:
Imagine you want to evaluate the credibility and "goodness" of secondary research. In this context, which, if any, of the following statements is (are) true?I. The credibility and "goodness" of secondary research increases when authors and their affiliations are explicitly provided.II. The credibility and "goodness" of secondary research increases when author contact information is provided.A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true
Q:
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A) hold focus groups
B) talk informally with target audience respondents
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Q:
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A) is generally quick to obtain
B) is always timely
C) is relatively inexpensive
Q:
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Q:
The ethical principal of autonomy means that all individuals involved in the research have ________.
A) the right to be paid for participation in the research
B) the right to know why the research is being conducted
C) the right to know who is conducting the research
D) the option to review the research results prior to dissemination
E) free deliberation and decision power regarding their participation in the research
Q:
Codes of ethics are written by members of a specific trade or profession.
Q:
Consider the groups shown below.
- respondents
- management and clients
- society as a whole
- research suppliers
Researchers have an ethical responsibility to how many of these groups?
A) 0
B) 1
C) 2
D) 3
E) 4
Q:
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