17 Questions
What are the common methods of qualitative research mentioned in the text?
Interviews, text analysis, and observations
When is qualitative research used in the business research process?
When quantitative research is not applicable
What is the unit of analysis for the research question related to the impact of new technology on the existing workforce?
Individual needs
Which term refers to qualitative research allowing elaborate interpretations of phenomena without numerical measurement?
Exploratory
What are the symptoms mentioned in Example C of the firm's situation?
Shrinking profit margins and rising production costs
In which phase of the business research process is qualitative research involved in planning a sample?
Planning a research design
What are the relevant variables mentioned for the research question about estimating ROI of the new technology?
Production time, material usage, and employee productivity
What is a key use of qualitative research according to the text?
To develop a deep understanding of phenomena
What type of research studies human experiences through interviews or text?
Phenomenology
Which of the following techniques is used for unstructured, free-flowing group interviews involving 6 to 10 people?
Focus Group Interview
Which research approach involves theory building and deeper explanations of phenomena through interviews?
Grounded Theory
What is the primary focus of ethnography in research?
Participant observation of cultures
Which technique involves asking questions in a predetermined order with similar content and duration of interviews?
Structured Interviews
Which research technique uses thematic apperception tests?
Projective Research Techniques
What distinguishes grounded theory from other qualitative research approaches?
Theory building and deeper explanations of phenomena
Which type of interview involves questions decided on-the-spot and can cover topics beyond the study's focus?
Unstructured Interviews
What distinguishes Case studies from other qualitative research approaches?
Studies a specific person/group/organization
Test your knowledge on unit of analysis, relevant variables, and research questions related to a firm’s situation symptoms and marketing performance metrics. This quiz focuses on understanding client retention, acquisition, referrals, and campaign effectiveness.
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