Chapter 7—Qualitative Research. All Answers

1. Qualitative research is subjective in the sense that the results are researcher-dependent. T PTS: 1 DIF: Moderate REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehen ...

1. Qualitative research is subjective in the sense that the results are researcher-dependent. T PTS: 1 DIF: Moderate REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 2. Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives. F This is a situation in which qualitative research is useful. PTS: 1 DIF: Moderate REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. Quantitative research address research objectives through empirical assessments that involve numerical measurement and analytical approaches. T PTS: 1 DIF: Easy REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 4. Qualitative research is objective. F Qualitative research is subjective. PTS: 1 DIF: Moderate REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. When different researchers reach different conclusions based on the same interview, the research lacks intersubjective certifiability. T PTS: 1 DIF: Moderate REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 6. Qualitative research is cheaper than quantitative research. F Not necessarily so. Although fewer respondents have to be interviewed, the greater researcher involvement in both the data collection and analysis can drive up the costs of qualitative research. PTS: 1 DIF: Hard REF: p. 135 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. Most exploratory research designs produce qualitative data. T PTS: 1 DIF: Easy REF: p. 135 OBJ: LO: 07-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 8. Phenomenology represents 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. T PTS: 1 DIF: Moderate REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. A hermeneutic unit refers to a participant in a focus group interview. F A hermeneutic unit 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. PTS: 1 DIF: Moderate REF: p. 137 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. Studying cultures using methods that involve becoming highly active within that culture is called phenomenology. F This is called ethnography. PTS: 1 DIF: Moderate REF: p. 138 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Observation is a major way information is gathered in ethnography. T PTS: 1 DIF: Moderate REF: p. 138 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 12. Phenomenology represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records. F This is grounded theory. PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. Case studies involve documented history of a particular person, group, organization, or event. T PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 14. A primary advantage of the case study is that an entire organization or entity can be investigated in depth. T PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 15. Case studies are analyzed for important themes identified by the frequency with which the same term arises. T PTS: 1 DIF: Easy REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 16. A focus group typically involves a rigid question-and-answer session among participants. F A focus group interview is an unstructured, free-flowing interview with a small group of people. PTS: 1 DIF: Moderate REF: p. 141 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 17. Focus groups, while useful, take considerable time and effort to execute. F Focus groups are relatively fast and easy to execute. PTS: 1 DIF: Moderate REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 18. Leapfrogging is a procedure in which one respondent stimulates thought among the others in a focus group. F This is called piggybacking. PTS: 1 DIF: Moderate REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 19. The ideal size of a focus group is 20 to 25 people. F The ideal size is 6 to 10 people. PTS: 1 DIF: Moderate REF: p. 143 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 20. A focus group moderator needs to be a good talker and dominate the group discussion to keep it on track. F A good moderator usually says less rather than more and directs verbal traffic capably without turning off productive participants. PTS: 1 DIF: Moderate REF: p. 145 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. A focus group discussion guide includes written introductory comments, informing the group about the focus group purpose and rules and then outlines topics or questions to be asked in the group session. T PTS: 1 DIF: Easy REF: p. 145 OBJ: LO: 07-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 22. A focus blog is established for the purpose of collecting qualitative data from an informal, continuous focus group. T PTS: 1 DIF: Moderate REF: p. 147 OBJ: LO: 07-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 23. In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session. F The moderator’s ability to probe and ask additional questions on the spot is reduced in online focus groups. PTS: 1 DIF: Moderate REF: p. 148 OBJ: LO: 07-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 24. Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels. T PTS: 1 DIF: Moderate REF: p. 149 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 25. Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted. F The costs are similar if only one to two interviews are conducted. However, if a dozen or more interviews are conducted, the costs are higher than focus group interviews due to the increased interviewing and analysis time. PTS: 1 DIF: Moderate REF: p. 150 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 26. The sentence completion method is a type of free-association technique. T PTS: 1 DIF: Moderate REF: p. 151 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 27. The thematic apperception test (TAT) presents subjects with an ambiguous picture in which consumers and products are the center of attention. T PTS: 1 DIF: Moderate REF: p. 152 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 28. The term interpretive research is often used to mean qualitative research. T PTS: 1 DIF: Moderate REF: p. 154 OBJ: LO: 07-07 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 29. One advantage of qualitative research is that it is highly replicable. F Replicable means another researchers’ interpretation would match the initial interpretation, which is not always the case. PTS: 1 DIF: Hard REF: p. 154 OBJ: LO: 07-07 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 30. The primary barriers to scientific decisions are time, money, and consensus. F The barriers are time, money, and emotion. PTS: 1 DIF: Hard REF: p. 155 OBJ: LO: 07-07 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension MULTIPLE CHOICE 1. Research that addresses business objectives through techniques allowing the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is called _____. a. preliminary research b. primitive research c. qualitative research d. secondary research C PTS: 1 DIF: Moderate REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 2. Kodetra is interpreting consumers’ blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting? a. independent business research b. dependent business research c. quantitative business research d. qualitative business research D PTS: 1 DIF: Hard REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 3. Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses. a. researcher-dependent b. less valid c. less useful d. object-dependent A PTS: 1 DIF: Moderate REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. All of the following are situations that often call for qualitative research EXCEPT _____. a. when it is difficult to develop specific and actionable decision statements or research objectives b. when conclusive evidence is desired c. when the research objective is to develop an understanding of some phenomena in great detail and in much depth d. when a fresh approach to studying some problem is needed B PTS: 1 DIF: Hard REF: p. 132 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____. a. quantitative business research b. qualitative business research c. extensive business research d. grounded business research A PTS: 1 DIF: Moderate REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 6. Researcher-dependent results are _____. a. subjective b. objective c. primary d. secondary A PTS: 1 DIF: Moderate REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. When different researchers reach the same conclusions based on the same interview data, the research is said to have _____. a. validity b. intersubjective certifiability c. subjective validity d. qualitative validity B PTS: 1 DIF: Moderate REF: p. 134 OBJ: LO: 07-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 8. Which type of data are not characterized by numbers and instead are textual, visual, or oral? a. grounded data b. quantitative data c. subjective data d. qualitative data D PTS: 1 DIF: Moderate REF: p. 135 OBJ: LO: 07-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. All of the following are qualitative research orientations EXCEPT _____. a. phenomenology b. grounded theory c. case studies d. ANOVA D PTS: 1 DIF: Hard REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. Which qualitative research orientation originated in philosophy and psychology? a. phenomenology b. grounded theory c. ethnography d. anthropology A PTS: 1 DIF: Moderate REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Ethnography is a qualitative research orientation originating in _____. a. marketing b. psychology c. anthropology d. sociology C PTS: 1 DIF: Moderate REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. Which qualitative research orientation originated in sociology? a. phenomenology b. grounded theory c. ethnography d. case studies B PTS: 1 DIF: Moderate REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person’s behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? a. grounded theory b. phenomenology c. ethnography d. case study B PTS: 1 DIF: Hard REF: p. 136 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 14. Which of the following is an important approach used in phenomenology? a. netnography b. ethnography c. grounded theory d. hermeneutics D PTS: 1 DIF: Moderate REF: p. 137 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 15. Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself? a. hermeneutics b. ethnography c. psychographics d. psychodynamics A PTS: 1 DIF: Moderate REF: p. 137 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. A text passage from a respondent’s story that is linked with a key theme from within this story or provided by the researcher is called _____. a. trace element b. schemata c. hermeneutic unit d. case study C PTS: 1 DIF: Moderate REF: p. 137 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 17. _____ is a way of studying culture through methods that involve becoming highly active within that culture. a. Grounded theory b. Ethnography c. Phenomenology d. Case studies B PTS: 1 DIF: Moderate REF: p. 138 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 18. Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother’s group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____. a. interloper b. participant-observer c. moderator d. mystery shopper B PTS: 1 DIF: Hard REF: p. 138 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 19. Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry? a. phenomenology b. ethnography c. grounded theory d. case study C PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 20. What is the distinguishing characteristic of grounded theory? a. Culture is analyzed by participant-observation in which the researcher becomes “grounded” in the culture over a long period of time. b. It relies on analysis of texts in which a person tells a story about him- or herself. c. The interplay among respondents allows them to piggyback off of each other’s ideas. d. It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry. D PTS: 1 DIF: Hard REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. _____ represent(s) the documented history of a particular person, group, organization, or event. a. Case studies b. Phenomenology c. netnography d. Attribution theory A PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 22. When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____. a. an experiment b. a test market c. a case study d. causal research C PTS: 1 DIF: Hard REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 23. In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. a. themes b. threats c. links d. ladders A PTS: 1 DIF: Moderate REF: p. 139 OBJ: LO: 07-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 24. An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____. a. interaction group interview b. focus group interview c. depth interview d. ethnographic interview B PTS: 1 DIF: Moderate REF: p. 141 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 25. Which of the following is the most common size of a focus group? a. 1-2 participants b. 3-5 participants c. 6-10 participants d. 12-20 participants C PTS: 1 DIF: Moderate REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 26. Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about how they are treated at work. Betsy is participating in a _____. a. case study b. grounded research study c. depth interview d. focus group interview D PTS: 1 DIF: Hard REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 27. Which of the following is an advantage of focus group interviews? a. provide multiple perspectives b. low degree of scrutiny c. inexpensive d. easy to use for sensitive topics A PTS: 1 DIF: Moderate REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 28. In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____. a. serendipity b. piggyback c. structure d. themes B PTS: 1 DIF: Moderate REF: p. 142 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 29. The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____. a. moderator b. interviewer c. facilitator d. leader A PTS: 1 DIF: Moderate REF: p. 145 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 30. Which of the following is a good characteristic for a focus group moderator to possess? a. good listener b. ability to make people feel comfortable so that they will talk in the group c. ability to control discussion without being overbearing d. all of these choices D PTS: 1 DIF: Easy REF: p. 145 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 31. The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____. a. discussion guide b. TAT test c. concept test d. case study A PTS: 1 DIF: Moderate REF: p. 145 OBJ: LO: 07-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 32. A type of informal, “continuous” focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____. a. net group b. market blog c. focus blog d. focus unit C PTS: 1 DIF: Moderate REF: p. 147 OBJ: LO: 07-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 33. Which of the following is a disadvantage of focus groups? a. requires objective, sensitive, and effective moderators b. may not be useful for discussing sensitive topics c. high cost d. all of these choices D PTS: 1 DIF: Easy REF: p. 148 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 34. When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____. a. depth interview b. concept test c. focus interview d. hermeneutic analysis A PTS: 1 DIF: Moderate REF: p. 149 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 35. Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter? a. depth interview b. conversation c. focus group d. free-association B PTS: 1 DIF: Moderate REF: p. 150 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 36. Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using? a. conversation b. focus group c. depth interview d. case study A PTS: 1 DIF: Hard REF: p. 150 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 37. All of the following are advantages of semi-structured interviews EXCEPT _____. a. ability to address more specific issues b. responses are usually easier to interpret than other qualitative approaches c. questions are administered without the presence of an interviewer d. high degree of scrutiny D PTS: 1 DIF: Hard REF: p. 150 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 38. Which qualitative tool simply records a respondent’s first cognitive reaction (top-of-mind) to some stimulus? a. phenomenology b. conversations c. probing d. free-association techniques D PTS: 1 DIF: Moderate REF: p. 151 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 39. When the respondent is presented with: “People who watch football on television are ________,” and asked to fill in the blank, this is an example of a _____. a. word association test b. concept test c. case study d. sentence completion test D PTS: 1 DIF: Hard REF: p. 151 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 40. _____ are the researcher’s descriptions of what actually happens in the field and are the text from which meaning is extracted. a. Hermeneutics b. Field notes c. Discussion guides d. Verbatims B PTS: 1 DIF: Moderate REF: p. 152 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 41. Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____. a. aptitude test b. focus interview c. thematic apperception test d. focus blog C PTS: 1 DIF: Hard REF: p. 152 OBJ: LO: 07-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 42. Which of the following means the same conclusion would be reached based on another researcher’s interpretation of the research? a. validity b. replicable c. homogeneity d. scrutiny B PTS: 1 DIF: Moderate REF: p. 154 OBJ: LO: 07-07 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge COMPLETION 1. Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of business phenomena without depending on numerical measurement is referred to as _____ business research. 2. Qualitative research results are _____ because they are researcher-dependent. 3. Most exploratory research designs do not usually product _____ data. 4. Ethnography originated from the discipline of _____. 5. _____ represents 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. 6. The typical ethnographic approach requires the use of _____. 7. An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n) _____. 8. An unstructured, free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n) ______. 9. In a focus group, when the comments of one member stimulate another member to say what she is thinking, this is called ________. 10. The person who leads a focus group discussion is called a(n) ______. 11. A written set of guidelines prepared by a moderator that outlines the topics to be discussed in a focus group session is called a(n) ______. 12. A focus group session that is conducted over the Internet is called a(n) ______ focus group session. 13. A one-on-one interview between a professional researcher and a research respondent about why she selected a specific insurance benefit option is an example of a(n) ______. 14. When an interviewer reads a list of words and asks the respondent to “say the first thing that comes to mind after I say each word,” this is an example of a(n) _____ technique. 15. Research that leads to the same results and conclusions by different researchers is _____. ESSAY 1. Compare and contrast qualitative research and quantitative research and discuss situations in which qualitative research is useful. 2. Explain the role of qualitative data and quantitative data in exploratory research designs. 3. Name and briefly describe the four qualitative research orientations. 4. Describe a focus group interview and discuss the advantages and disadvantages of this technique. 5. Develop a discussion guide for a focus group on football fan behavior. 6. Explain how the Internet is useful in conducting qualitative research. 7. Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.