Definations

Question 1

Qualitative Research

Answer 1

1. Addresses business objectives
2. Through techniques
3. That allow researcher to provide
   Elaborate interpretations of market phenomena without depending on numerical measurements.

Question 2

Researcher Dependent

Answer 2

Research in which the researcher must extract meaning from unstructured responses such as

1. Text from recorded interview
2. A collage representing the meaning of some experience

Question 3

Quantitative Business Research

Answer 3

Addresses research objectives
Through emperical assessment that involve numerical measurement and analysis approach
Ex: New salad recipe

Question 4

Subjective

Answer 4

Results are researcher dependent, meaning different researchers may reach different conclusions based on the same interview

Question 5

Intersubjective Certifiability

Answer 5

Different individuals following the same procedure will produce the same results or come to the same conclusion.

Qualitative research lacks intersubjective certifiability

Question 6

Qualitative Data

Answer 6

Data that are not characterized by numbers, and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions.

Question 7

Quantitative Data

Answer 7

Represent phenomena by assigning numbers in an ordered and meaningful way.

Question 8

Phenomenology

Answer 8

A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Question 9

Hermeneutics

Answer 9

An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself.

Question 10

Hermeneutic unit

Answer 10

Refers to a text passage from a respondent’s story that is linked with a key theme from within this story or provided by the researcher

Question 11

Ethnography

Answer 11

Represents ways of studying cultures through methods that involve becoming highly active within that culture.

Question 12

Participant-observation

Answer 12

Ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations.

Question 13

Grounded Theory

Answer 13

Represents an inductive investigation in which the researcher poses questions about Information provided by respondents or taken from historical records; the researcher asks the questions to him or herself and repeatedly
questions the responses to derive deeper explanations.

Question 14

Case Studies

Answer 14

The documented history of a particular person, group, organization, or event.

Question 15

Piggyback

Answer 15

A procedure in which one respondent stimulates thought among the others; as this process continues, increasingly creative insights are possible.

Question 16

Respondents

Answer 16

People who verbally answer an interviewer’s questions or provide answers to written questions.

Question 17

Sample survey

Answer 17

A more formal term for a survey

The more formal term, sample survey, emphasizes that the purpose of contacting respondents is to obtain a representative sample, or subset, of the target population.

Question 18

Random Sampling Error

Answer 18

A statistical fluctuation that occurs because of chance variation in the elements selected for a sample.

Question 19

Systematic Error

Answer 19

Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research.

Question 20

Sample Bias

Answer 20

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter.

Question 21

Respondent Error

Answer 21

A category of sample bias resulting from some respondent action or inaction such as non response or response bias.

Question 22

NONRESPONSE ERROR

Answer 22

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

Question 23

RESPONSE BIAS

Answer 23

A response bias occurs when respondents tend to answer questions with a certain slant. People may consciously or unconsciously misrepresent the truth.