Qualitative Research, Compared to Quantitative Research

question 5

Multiple Choice

Qualitative research, compared to quantitative research:

• A) Asks closed-ended questions.
• B) Asks yes or no type questions.
• C) Provides more representative samples of consumers.
• D) Relies on open-ended questioning.
• E) Uses statistics to analyze data.

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Definitions:

Adolescent Egocentrism

The tendency for adolescents to focus on themselves and what others think of them, often accompanied by a sense of uniqueness and invincibility.

Imaginary Audience

The belief, common in adolescence, that one is constantly being observed and evaluated by others.

Personal Fable

Another aspect of adolescent egocentrism; the belief that our feelings and ideas are special and unique and that we are invulnerable.

Assimilation

The cognitive process in which new information is integrated into pre-existing schemas or knowledge structures.