MRA Qualitative Research Methods 3

Question 1

In narrative inquiry, a researcher collects life stories from long-term brand loyalists. The primary unit of analysis is:

Accepted Answer

The individual story or narrative

Answer

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?

Accepted Answer

In vivo coding

Answer

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?

Accepted Answer

Diary study

Answer

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?

Accepted Answer

Warm-up and rapport-building questions

Answer

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:

Accepted Answer

Elicits unconscious thoughts through images and metaphors

Answer

ZMET uses visual imagery to access deep metaphors and unconscious mental models that drive consumer attitudes and behavior.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Qualitative Research Methods 3