MRA Qualitative Research Methods 3 — Questions and Answers
Question 1: In narrative inquiry, a researcher collects life stories from long-term brand loyalists. The primary unit of analysis is:
- The individual story or narrative (Correct answer)
- Aggregate theme counts
- Coded frequency tables
- Demographic segments
Correct answer: The individual story or narrative
Narrative inquiry treats personal stories as the primary unit of analysis, examining how individuals construct meaning through narrative structure.
Question 2: A researcher notices that participants consistently use the word 'overwhelming' when describing a new app's onboarding process. Flagging this recurring term as significant is part of which analytical step?
- Axial coding
- In vivo coding (Correct answer)
- Selective coding
- Pattern coding
Correct answer: In vivo coding
In vivo coding uses participants' own words as code labels, preserving their language and perspective in the analysis.
Question 3: Which qualitative method is best suited to understanding how a consumer decision unfolds sequentially over time?
- Focus group
- Diary study (Correct answer)
- Expert interview
- Triadic sorting
Correct answer: Diary study
Diary studies capture real-time, longitudinal data about behaviors and experiences as they naturally unfold over days or weeks.
Question 4: A moderator guide for an in-depth interview typically begins with which type of questions?
- Sensitive personal questions
- Probing hypothetical scenarios
- Warm-up and rapport-building questions (Correct answer)
- Direct attribute rating questions
Correct answer: Warm-up and rapport-building questions
Warm-up questions ease respondents into the conversation, build rapport, and establish a comfortable environment before tackling core topics.
Question 5: The ZMET (Zaltman Metaphor Elicitation Technique) is distinctive because it:
- Uses structured questionnaires administered online
- Elicits unconscious thoughts through images and metaphors (Correct answer)
- Counts keyword frequency in transcripts
- Relies on group dynamics to surface shared norms
Correct answer: Elicits unconscious thoughts through images and metaphors
ZMET uses visual imagery to access deep metaphors and unconscious mental models that drive consumer attitudes and behavior.
Question 6: When a researcher presents findings from 12 in-depth interviews and carefully notes cases that did NOT fit the dominant pattern, this practice is called:
- Disconfirming case analysis (Correct answer)
- Axial saturation
- Selective reduction
- Triangulation
Correct answer: Disconfirming case analysis
Disconfirming case analysis intentionally examines deviant or negative cases to refine, challenge, or enrich the emerging interpretation.
Question 7: A brand team wants to map consumers' mental associations with a competitor's product. Which qualitative technique is most directly designed for this?
- Sentence completion
- Mind mapping elicitation
- Paired comparison
- Repertory grid technique (Correct answer)
Correct answer: Repertory grid technique
The repertory grid technique (based on personal construct theory) systematically elicits and maps the dimensions consumers use to differentiate products.
MRA Qualitative Research Methods 3
In narrative inquiry, a researcher collects life stories from long-term brand loyalists.
The primary unit of analysis is: