广告调查（第二版）英文 答案 Chapter 7 Analysis of Qualitative Data

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter7AnalysisofQualitativeData

1)Considerthetwostatementsbelowregardingqualitativedataanalysis.

I. Qualitativedataanalysisisguidedbyasetofwell-agreedupon,externally

objectivetechniquesandrules.

II. Thegoalofqualitativedataanalysisistheidentificationofunderlying

patternsandthemes.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIistrue

Answer:B

PageRef:174

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

2)Statisticaltestsare________foruseinqualitativedataanalysis.

A)inappropriate

B)appropriate

Answer:A

PageRef:174

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

3)Thequalityofaquantitativedataanalysisisgenerallymostinfluencedby________.

A)theskillsoftheanalystconductingtheresearch

B)theabsoluteresearchbudget

C)thequantityoftranscribedpages

D)theextentofclientinvolvement

E)theprofessionalfeeofthequalitativeanalyst

Answer:A

PageRef:174

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

4)Pattonnotesthatguidelinesandproceduralsuggestionsfortheanalysisofqualitativedatamustbefollowedinthesamewaybyeachqualitativeanalystineveryinstanceofqualitativedataanalysis.

Answer:FALSE

PageRef:174

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

5)Twoimportantactivitiestakeplaceintheinitialstageofqualitativedataanalysis.Oneoftheseactivitiesis________.

A)anevaluationofthestudysample

B)areviewoftheresearchcostandtiming

C)anevaluationoftheservicesprovidedbythefieldservice

D)anexaminationofaudioand/orvideotapes

Answer:A

PageRef:174

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

6)Twoimportantactivitiestakeplaceintheinitialstageofqualitativedataanalysis.Oneoftheseactivitiesis________.

A)acost/benefitanalysisoftheresearchproject

B)areviewofthemoderator'sperformance

C)anevaluationofthescreenerusedtoidentifyrespondents

D)areviewoftheproblemdefinition

Answer:D

PageRef:174

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

7)Thetwostatementsbelowrefertotheproblemdefinitionreviewphaseofqualitativedataanalysis.

I. Theproblemdefinitionreviewonlyinvolvesthemoderatorandtheindividual

supervisingtheresearch.

II. Theoutcomeoftheproblemdefinitionreviewisalistofareasthattheanalysiswill

addressandthetypesofinformationtheanalysiswillprovide.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:B

PageRef:175

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

8)Whentimeisshort,thereviewofinformationalneedscangenerallybeskippedwithoutmuchharmtotheoverallanalysis.

Answer:FALSE

PageRef:175

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

9)Notesanddocumentsfromtheclientmeetingheldpriortotheresearchareexaminedaspartofthe________.

A)dataimmersionprocess

B)reflectionprocess

C)metathemeidentificationprocess

D)problemdefinitionreview

E)synthesisprocess

Answer:D

PageRef:175

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

10)Thetwostatementsbelowrefertothesampleevaluationphaseofqualitativedataanalysis.

I. Thegoalofsampleevaluationpriortoqualitativedataanalysisallowstheanalyst

tomakecertainthatcharacteristicsoftheplannedsamplewereactuallypresentinthe

recruitedsample.

II. Discrepanciesbetweentheplannedandrecruitedsamplesinaqualitativestudy

needtobecommunicatedtoallinvolvedwiththeresearch.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:C

PageRef:175

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

11)Youconductacomparisonofthedesiredsamplewiththeactualsamplefromasetofqualitativepersonalinterviews.Youfindthattheactualsamplewasslightlyolderthanintended.Whatistherecommendednextstep?

A)Stoptheanalysisanddiscardallthedata.

B)Askforarefundfromthefieldservicethatperformedtherecruiting.

C)Continuewiththeanalysisbutnotethisdiscoveryinthepresentationofthefindings.

D)Prepareapoorperformanceevaluationfortheinterviewer.

E)Prepareaproposalforanewresearchstudy.

Answer:C

PageRef:175

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

12)Thetwostatementsbelowrefertothedataexaminationphaseofqualitativedataanalysis.

I. Thedataexaminationphaseofqualitativeanalysisrequirestheanalystto

finalizespecificcommentcodesandclassifications.

II. Datacodingshouldalwaysbethefirststepintheprocessofdataexamination.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:D

PageRef:176

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

13)Whenbeginningthedataexaminationprocess,itisimportantnottohaveanypreconceivednotionsaboutkeypatternsoffindings.

Answer:TRUE

PageRef:176

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

14)WhichofthefollowingisNOTrelevanttothedataexaminationprocess?

A)identifyareasthatcoincidewiththeclient'spointofview

B)understandthe"why"ofrespondentcomments

C)inferrespondents'attitudesfromtheexplicitwordsandanalogiesused

D)understandtheintensityofrespondents'feelings

Answer:A

PageRef:177

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

15)Tomisthinkingaboutthefocusgrouphejustviewed.Mary,agroupmember,providedmanyinterestinginsights,butnevertheless,oftenprovidedaninconsistentpointofview.Tomshould________.

A)ignoreMary'scommentsbecauseoftheseinconsistencies

B)trytounderstandMaryasaperson,ratherthanfocusingoneachspecificcomment

C)onlypayattentiontothefirstthingsMarysaid

D)onlypayattentiontothelastthingsMarysaid

Answer:B

PageRef:178

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

16)Thetwostatementsbelowrefertotheprocessofqualitativedataanalysis.

I. Ananalystexaminingtheresponsesoffocusgroupparticipantsshouldalways

takethecommentsatfacevalue.

II. Ananalystexaminingtheresponsesoffocusgroupparticipantsshouldalwaystry

tounderstandtheintensityofrespondents'feelingsandpointsofview.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:B

PageRef:177

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

17)Thestatementsbelowrefertotheoutcomesofqualitativedataanalysis.

I. Qualitativedataanalysisoftenseekstouncoverareasinwhichconsensusofopiniondoesordoesnotexistamongthesampleofrespondents.

II. Successfulqualitativedataanalysiswilluncoverthestrengthofconvictionwith

whichexpressedviewsareheld.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:A

PageRef:177

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

18)Inferencesofrespondents'beliefintensitycanbedrawnfromthemannerinwhichthebeliefisexpressed.

Answer:TRUE

PageRef:177

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

19)Arespondentexpressesanopinioninclear,unambiguous,forcefullanguage.Thisistypicallyaninstanceofarespondentexpressinga________opinion.

A)stronglyheld

B)confused

C)weaklyheld

D)nonsensical

E)short-term

Answer:A

PageRef:177

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

20)Respondentsmaysignala________beliefthroughtheuseofirony,metaphor,orderisivehumor.

A)stronglyheld

B)confused

C)weaklyheld

D)nonsensical

E)long-term

Answer:C

PageRef:177

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

21)Inafocusgroup,aself-contradictionmightoccurwhen________.

A)groupparticipantsaskthemoderatortoexpressheropinion

B)themoderatorchallengesMarytobetterexpressheropinion

C)Kellysaysshelikesthebrandearlyinthegroup,andthenlaterinthegroupsaysthatshedoesnotlikethebrand

D)JanechallengesMaryaboutanissueofdisagreement

E)groupmembersdecidetoenddiscussionofonetopicandmoveontothenexttopic

Answer:C

PageRef:178

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

22)Thefollowingtwostatementsrefertotheanalysisoffocusgroups.

I. Theanalystshouldalwayspaymoreattentiontocommentsmadetowardthe

endinthegroups.

II. Distinguishingbetweenthetruthandfalsityofrespondents'commentsisone

oftheeasieraspectsofqualitativedataanalysis.

Which,ifany,ofthesestatementsistrue?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:D

PageRef:178

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

23)Duringtheinitialphasesofqualitativedataanalysis,theanalystshouldonlypayattentiontocommentsandstatementsexplicitlyappearinginthetapesortranscripts.

Answer:FALSE

PageRef:179

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

24)Thefollowingtwostatementsrefertotheanalysisofqualitativedata.

I. Therearetimeswhenrespondentsdonotspontaneouslymentionorcomment

onatopic.Thismayhappenbecausetheyassumethatthetopicissoimportantitis

unnecessarytomention.

II. Therearetimeswhenrespondentsdonotspontaneouslymentionorcomment

onatopic.Thismayhappenwhenthetopicishighlypersonalorsensitive.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:C

PageRef:179

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

25)Theprocessof________comesafterallthemeshavebeenidentified.

A)self-analysis

B)refraction

C)commentcoding

D)reflection

E)reportwriting

Answer:D

PageRef:179

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

26)Withregardtoqualitativedataanalysis,a________isdefinedastheexpressionofaconsistentandrecurringideafoundeitherexplicitlyorimplicitlyinthedata.

A)comment

B)summarization

C)theme

D)corpus

Answer:C

PageRef:179

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

27)Thefollowingtwostatementsrefertothecreationofthemesduringqualitativedataanalysis.

I. Thedevelopmentofthemesisacircularprocessentailingcontinuousdata

examinationandrevision.

II. Onceathemeisidentifieditisstaticandnotsubjecttorevisionuponfurther

reviewofthedata.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:A

PageRef:179

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

28)Acollectionofthemescanbeusedtoforma________.

A)supratheme

B)metatheme

C)mastertheme

D)controllingtheme

E)maxitheme

Answer:B

PageRef:180

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

29)Therearetwodifferentapproachestothemeidentification.Whichoneoftheapproachesshownbelowisrecommendedbythetext?

A)data→theme→evaluation→revision

B)theme→data→evaluation→revision

C)theme→theme→revision→evaluation

D)data→evaluation→theme→revision

Answer:B

PageRef:180

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

30)Atthebeginningofthemeidentification,theanalystshouldnothaveanythemesinmind.

Answer:FALSE

PageRef:180

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

31)Accordingtothetext,a________representstheanalyst'sintuitiveandinformedjudgmentastothecontentandpatternoffindingsineachtopicarea.

A)topical

B)testimonial

C)transition

D)theme

E)token

Answer:D

PageRef:181

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

32)Thecircularprocessofthemeidentificationandcreationis________.

A)aprocessthatisonlyusedbynovicequalitativeanalysts

B)optionalandcanbeusedornot,atthediscretionofthequalitativeanalyst

C)timeconsumingandshouldbeavoided

D)intentionalandimportant

E)onlyofvaluefortheanalysisoffocusgroupdata

Answer:D

PageRef:180

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

33)Onceathemeisidentified,thenspecificcommentsarelocatedandcodedasbeingeitherinsupportoforinoppositiontothattheme.

Answer:TRUE

PageRef:181

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

34)Thetwostatementsbelowaddressthemedevelopment.

I. Onceallthemeshavebeenwrittenandmadeexplicit,theanalystthen

examinesandcodesalldatathatisinsupportoforinoppositiontothetheme.

II. Onceallcommentsrelevanttoathemehavebeenrecorded,theanalystshould

thenbegintowritethereport.Nofurtherevaluationofthethemeisnecessary.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:A

PageRef:182

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

35)A________helpsoneunderstandtherelationshipsbetweenindividualthemes.

A)metatheme

B)metaphor

C)metacomment

D)megatheme

Answer:A

PageRef:183

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

36)Oncemetathemeshavebeencreated,serendipitousdiscoveriesshouldbeignored.

Answer:FALSE

PageRef:183

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

37)Whenrecordingindividualcomments,itisimportantthatthesecommentsbe________.

A)paraphrased

B)recordedverbatim

C)longerthansevenwords

D)madebythedominantpersonalitiesfromamongthoseinterviewed

E)madebymorethanoneperson

Answer:B

PageRef:182

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

38)CrabtreeandMillerproposecriteriaforevaluatingthe"goodness"ofaqualitativeanalysis.WhichcriteriabelowwasNOTrecommendedbyCrabtreeandMiller?

A)Arethebackground,training,andpreconceptionsoftheinvestigatorsdescribed?

B)Wasaniterativeprocessofcollectingandanalyzingdatausedanddatasaturationachieved?

C)Didthecostandtimingoftheresearchcorrespondtothatstatedintheresearchproposal?

Answer:C

PageRef:184

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

39)CrabtreeandMillerproposecriteriaforevaluatingthe"goodness"ofaqualitativeanalysis.

A)Wasathoroughanalysispresented?

B)Doestheprincipalanalysthaveatleastthreeyearsexperienceinconductingandanalyzingqualitativeresearch?

C)Wastheappropriatemethodusedtoanswerthequestionsmotivatingtheresearch?

Answer:B

PageRef:184

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

40)________meansthateveryonereadingtheanalysisunderstandshowthemeswerecreated.

A)Signalanalysis

B)Triangulation

C)Transparency

D)Systemicanalysis

Answer:C

PageRef:185

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

41)Thinkaboutthepresentationofqualitativefindings.WhichsituationdescribedbelowdoesNOTincreasetransparency.

A)Whenitisclearthatthereisanabsenceofbiasindataselection.

B)Whenitisclearthatthereisanabsenceofbiasintheselectionofthemes.

C)Whenthereisproofthatanalystsreadallofthetranscripts.

D)Whenitisclearthatthereissufficientevidencetosupporteachtheme.

E)Whenitisclearthatthereisrigorinthewaytheanalysiswascarriedout.

Answer:C

PageRef:185

Difficulty:Difficult

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

42)CAQDASstandsforComputerAssisted________.

A)QualitativeDisplayofAnalyticalStatements

B)QualitativeDataAnalysisSoftware

C)QualityDataAnalyticalSystem

D)QuestionDemandAnalysisSoftware

E)QuoteDocumentationAnalyticalShareware

Answer:B

PageRef:185

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

43)OneofthecriticismsofCAQDASnotedinthetextrelatestoits________literalcontent.

A)highcosttocode

B)awkwarddatabasesusedtostorecoded

C)lackofspeedinanalyzing

D)inabilitytocode

E)emphasison

Answer:E

PageRef:185

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

44)AdvocatesofCAQDASnotethatthissoftwareisbestusedasatoolratherthanasareplacementforanalystskillandjudgment.

Answer:TRUE

PageRef:186

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

45)Belowaresourcesofqualitativeinformation.

-verbaltext

-writtentext

-pictures

-video

Howmany,ifany,oftheseisQUADASabletocodeandanalyze?

A)0

B)1

C)2

D)3

E)4

Answer:E

PageRef:186

Difficulty:Difficult

LearningObj.:LO4

Classification:Conceptual

46)Describetherelationshipbetweenthemesandmetathemes.

Answer:Ametathemehelpsusunderstandtheinterrelationshipsamongindividualthemes.

PageRef:183

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

47)Why