MRA Qualitative Research Methods 2

Question 1

Which sampling approach is most appropriate when a researcher wants to deliberately seek out cases that challenge an emerging theory during qualitative data collection?

Accepted Answer

Theoretical sampling

Answer

Theoretical sampling, used in grounded theory, involves selecting new participants based on emerging findings to test and refine the developing theory.

Question 2

In a focus group, a participant's response shifts noticeably after hearing others' opinions. This phenomenon is best described as:

Accepted Answer

Groupthink conformity

Answer

Groupthink conformity occurs when participants suppress personal views to align with the apparent group consensus.

Question 3

A researcher conducting ethnographic fieldwork spends six months immersed in a retail store environment. This extended engagement primarily serves to:

Accepted Answer

Build rapport and capture naturalistic behavior

Answer

Prolonged engagement in ethnography allows the researcher to build trust, reduce observer effect, and observe genuine day-to-day behavior.

Question 4

Which technique involves asking a respondent to imagine they ARE a brand and describe their personality, values, and lifestyle?

Accepted Answer

Brand personification

Answer

Brand personification asks respondents to anthropomorphize a brand, revealing emotional and associative perceptions that direct questioning may not uncover.

Question 5

A moderator intentionally plays devil's advocate during a focus group to challenge participants' views. This technique is called:

Accepted Answer

Probing

Answer

Probing includes adversarial or challenging follow-ups that push respondents to elaborate, justify, or reconsider their initial statements.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Qualitative Research Methods 2