Ch9

Question 1

What is the data that is analyzed in qualitative research?

Answer 1

Text and image

Question 2

What is the data analyzed in quantitative research?

Answer 2

Numbers

Question 3

What is the goal of quantitative analysis ?

Answer 3

To quantify the magnitude of variables and relationships, or explain causal relationships

Question 4

What is the goal of qualitative analysis ?

Answer 4

deeper understanding

Question 5

Is qualitative analysis iterative? what does iterative mean?

Answer 5

Yes, researchers revisit data and clarify their thinking during each iteration

Question 6

Which data analysis is driven entirely by researchers

Answer 6

Quantitative data

Question 7

What does a good qualitative research employ ?

Answer 7

Member checking

Question 8

Which data analysis is inductive ? and what does inductive mean

Answer 8

Qualitative data, the theory grows out of the research process

Question 9

Which data analysis proceeds the theory of the research rather than growing out of it?

Answer 9

Quantitative analysis

Question 10

What are the 3 steps of analyzing qualitative data?

Answer 10

Data reduction
Constructing data displays
Drawing conclusions

Question 11

What does data reduction consist of?

Answer 11

1. Categorization and coding
2. Theory development and iteration
3. Negative case analysis

Question 12

What is categorization?

Answer 12

the process of coding and labeling sections of the transcripts into themes

Question 13

Which step is the data displays?

Answer 13

Second step

Question 14

Which step is categorization

Answer 14

first step

Question 15

What does data display do?

Answer 15

Pictures findings in tables or figures so the data can easily be communicated

Question 16

What do researchers focus on during the conclusion stage?

Answer 16

Establishing their credibility of their data analysis

Question 17

During categorization phase, what do researchers base themselves on to analyze data?

Answer 17

on both pre-existing theories and categories from the data

Question 18

What do they code and develop during the categorizing and coding process?

Answer 18

They code data in margins and develop a code sheet that shows various labels

Question 19

What is the comparison of differences and similarity between instances of a category useful for?

Answer 19

Useful in better defining constructs and refining theory

Question 20

What are the 3 factors of establishing credibility in qualitative data analysis?

Answer 20

1. careful iterative analysis in categorization and theory development
2. the use of negative case analysis
3. triangulation

Question 21

What is negative case analysis ?

Answer 21

Researchers search the data for info that doesn’t conform to their theory

Question 22

What is triangulation?

Answer 22

The use of multiple methods of data collection, multiple data sets, multiple researchers, multiple time periods to enhance their credibility

Question 23

What is peer review?

Answer 23

Asking qualitative experts to review their qualitative reports

Question 24

What are the 3 sections of a qualitative report?

Answer 24

1. introduction
2. analysis of data
3. conclusions and recommendations

Question 25

What is explained in the introduction of qualitative report?

Answer 25

Objectives and methodology

Question 26

What is explained in the data analysis of qualitative report?

Answer 26

Findings

Question 27

What is explained in the conclusion of qualitative report?

Answer 27

marketing implications section. researchers provide info that is relevant to the research problem

Question 28

What may be used to enhance the communication of findings in the qualitative research report?

Answer 28

verbatim and data displays

Question 29

intergration

Answer 29

process of moving from identification of themes to the investigation of relationships

Question 30

selective coding

Answer 30

researchers develop an overall theme around their storyline