Deck 3: Part C: Data Collection Methods

Question 1

When designing a questionnaire it is important to do each of the following EXCEPT

A) Pilot the questionnaire
B) Avoid jargon
C) Avoid double questions
D) Use leading questions

Answer 1

D

Question 2

One advantage of using a questionnaire is that:

A) Probe questions can be asked
B) Respondents can be put at ease
C) Interview bias can be avoided
D) Response rates are always high

Answer 2

C

Question 3

Which of the following is true of observations?

A) It takes less time than interviews
B) It is often not possible to determine exactly why people behave as they do
C) Covert observation raises fewer ethical concerns than overt
D) All of the above

Answer 3

B

Question 4

A researcher secretly becomes an active member of a group in order to observe their behaviour. This researcher is acting as:

A) An overt participant observer
B) A covert non-participant observer
C) A covert participant observer
D) None of the above

Question 5

All of the following are advantages of structured observation, EXCEPT:

A) Results can be replicated at a different time
B) The coding schedule might impose a framework on what is being observed
C) Data can be collected that participants may not realize is important
D) Data do not have to rely on the recall of participants

Question 6

When conducting an interview, asking questions such as: "What else? or 'Could you expand on that?' are all forms of:

A) Structured responses
B) Category questions
C) Protocols
D) Probes

Question 7

Secondary data can include which of the following?

A) Government statistics
B) Personal diaries
C) Organizational records
D) All of the above

Question 8

An ordinal scale is:

A) The simplest form of measurement
B) A scale with an absolute zero point
C) A rank-order scale of measurement
D) A scale with equal intervals between ranks

Question 9

Which term measures the extent to which scores from a test can be used to infer or predict performance in some activity?

A) Face validity
B) Content reliability
C) Criterion-related validity
D) Construct validity

Question 10

The 'reliability' of a measure refers to the researcher asking:

A) Does it give consistent results?
B) Does it measure what it is supposed to measure?
C) Can the results be generalized?
D) Does it have face reliability?

Question 11

Interviewing is the favoured approach EXCEPT when:

A) There is a need for highly personalized data
B) It is important to ask supplementary questions
C) High numbers of respondents are needed
D) Respondents have difficulty with written language

Question 12

Validity in interviews is strengthened by the following EXCEPT:

A) Building rapport with interviewees
B) Multiple questions cover the same theme
C) Constructing interview schedules that contain themes drawn from the literature
D) Prompting respondents to expand on initial responses

Question 13

Interview questions should:

A) Lead the respondent
B) Probe sensitive issues
C) Be delivered in a neutral tone
D) Test the respondents' powers of memory

Question 14

Active listening skills means:

A) Asking as many questions as possible
B) Avoiding silences
C) Keeping to time
D) Attentive listening

Question 15

All the following are strengths of focus groups EXCEPT:

A) They allow access to a wide range of participants
B) Discussion allows for the validation of ideas and views
C) They can generate a collective perspective
D) They help maintain confidentiality

Question 16

Which of the following is not always true about focus groups?

A) The ideal size is normally between 6 and 12 participants
B) Moderators should introduce themselves to the group
C) Participants should come from diverse backgrounds
D) The moderator poses preplanned questions

Question 17

A disadvantage of using secondary data is that:

A) The data may have been collected with reference to research questions that are not those of the researcher
B) The researcher may bring more detachment in viewing the data than original researchers could muster
C) Data have often been collected by teams of experienced researchers
D) Secondary data sets are often available and accessible

Question 18

All of the following are sources of secondary data EXCEPT:

A) Official statistics
B) A television documentary
C) The researcher's research diary
D) A company's annual report

Question 19

Which of the following is NOT one of the four 'ideal' types of online social experiences as developed by Kozinets (2015)?

A) Mingling
B) Bonding
C) Receiving
D) Organizing

Question 20

Avoiding naïve empiricism in the interpretation of visual data means:

A) Understanding the context in which they were produced
B) Ensuring that visual images such as photographs are accurately taken
C) Only using visual images with other data gathering sources
D) Planning the capture of visual data carefully