Qualitative Research Methods Flashcards

A researcher uses multiple qualitative methods—interviews, observation, and document analysis—to study the same phenomenon. This strategy is best described as:

Answer: Methodological triangulation

Methodological triangulation uses multiple data collection methods to cross-verify findings and enhance credibility.

Which projective technique asks a respondent to complete a partial sentence such as 'People who use Brand X are...'?

Answer: Sentence completion

Sentence completion presents unfinished statements that respondents complete, revealing underlying associations and attitudes indirectly.

A client requests that qualitative findings be generalized to the entire US adult population. The most appropriate researcher response is:

Answer: Explain that qualitative research yields theoretical, not statistical, generalizability

Qualitative research offers analytic or theoretical generalizability—transferable insights and theory—rather than statistical generalizability to a population.

During analysis, a researcher groups related open codes into broader categories, then identifies the central category linking all others. These three steps correspond to which coding framework?

Answer: Open, axial, and selective coding

Strauss and Corbin's grounded theory coding framework moves through open coding (naming concepts), axial coding (linking categories), and selective coding (identifying the core category).

A consumer ethnographer 'goes native'—becoming so immersed in the culture studied that objectivity is compromised. This risk is known as:

Answer: Over-rapport

Over-rapport occurs when prolonged immersion leads the researcher to over-identify with participants, losing critical analytical distance.

Member checking in qualitative research involves:

Answer: Sharing findings or interpretations with participants for feedback on accuracy

Member checking (respondent validation) asks participants to review the researcher's interpretations to confirm they accurately reflect their experiences.

A researcher conducting a phenomenological study of first-time homebuying experiences intentionally sets aside prior knowledge and assumptions before each interview. This deliberate bracketing is called:

Answer: Epoche

Epoche (or bracketing) is a phenomenological practice of suspending preconceptions to remain open to the lived experience as described by the participant.