Business Research Methods
What is qualitative research? - correct answer-allow researcher to provide
elaborate interpretations of phenomena without depending on numerical
measurement (unstructured responses, discover true inner meanings and new
insights)
Qualitative research uses - correct answer-when difficult to develop specific
decisions, objectives
Research Objective - correct answer-to develop an in-depth understanding of
some phenomena, learn how it occurs in its natural setting
Quantitative business research - correct answer-Descriptive and causal
(numerical measurement, stat analysis)
Qualitative business research - correct answer-exploratory (small vs large
samples, broad range of questions, subjective interpretation)
whats better qual or quant - correct answer-it depends
Qualitative (pros) - correct answer-lower cost, easier to get at motivations and
feelings, can improve later quantitative
Qualitative (cons) - correct answer-small samples (not representative), greater
subjectivity, can't pick out small differences
focus group intereview - correct answer-instructured, free flowing interview
with small group (6-10 ppl) led by a moderator who encourages dialogue
among respondants
Focus Group (pros) - correct answer-fast, easy, piggyback off others ideas,
flexibly for more detailed descriptions
focus group respondents - correct answer-6-10 ppl, homogenous, similar
lifestyles and experiences
moderator - correct answer-leads focus group interview and insures that
everyone gets a chance to speak and contribute to the discussion
What is qualitative research? - correct answer-allow researcher to provide
elaborate interpretations of phenomena without depending on numerical
measurement (unstructured responses, discover true inner meanings and new
insights)
Qualitative research uses - correct answer-when difficult to develop specific
decisions, objectives
Research Objective - correct answer-to develop an in-depth understanding of
some phenomena, learn how it occurs in its natural setting
Quantitative business research - correct answer-Descriptive and causal
(numerical measurement, stat analysis)
Qualitative business research - correct answer-exploratory (small vs large
samples, broad range of questions, subjective interpretation)
whats better qual or quant - correct answer-it depends
Qualitative (pros) - correct answer-lower cost, easier to get at motivations and
feelings, can improve later quantitative
Qualitative (cons) - correct answer-small samples (not representative), greater
subjectivity, can't pick out small differences
focus group intereview - correct answer-instructured, free flowing interview
with small group (6-10 ppl) led by a moderator who encourages dialogue
among respondants
Focus Group (pros) - correct answer-fast, easy, piggyback off others ideas,
flexibly for more detailed descriptions
focus group respondents - correct answer-6-10 ppl, homogenous, similar
lifestyles and experiences
moderator - correct answer-leads focus group interview and insures that
everyone gets a chance to speak and contribute to the discussion
