1. Compare and contrast reliability and validity in quantitative analysis with the concept of credibility used in qualitative analysis. Do you believe the concepts are really similar? Why or why not?

2. Lets say your college has a goal increasing participation in student activities on campus. To help this effort, you are doing an ethnographic study to better understand why students do or do not participate in student activities. How would you plan for triangulation in this study?

3. EXPERIENCE MARKETING RESEARCH. Ask permission from three people to analyze the content of their Facebook or similar site (of course, you should promise them anonymity). If the sites are extensive, you may need a plan to sample a portion of the web-site (at least 5 to 10 representative pages). As you go through the sites, develop a coding sheet. What did you learn about social networking sites from your cod-ing? What content categories are the most frequently occurring? What do you conclude based on the fact that these categories are the most frequently occurring at these three websites? Are there any implications of your findings for advertisers that are considering advertising on social networking sites?

4. An anthropology professor over the age of 50 took a year of leave, and spent the year undercover as a student at her college. She did not take classes in her own department, but instead signed up, attended classes, took exams, and wrote papers just like any other freshmen. She lived in the dorm for part of the year. At the end of a year, she wrote a book entitled My Freshman Year,23 which details her findings. In reporting the research methodology of her study, what methodological strengths and weaknesses should the anthropology professor address?

5. Conduct three or four in-depth interviews with college students who are not business majors. You will be conducting an investigation of the associations that college students make with the word market-ing. You can ask students to bring 5 to 10 images of any type (pictures, cutouts from magazines) that most essentially picture what they think marketing is all about. You may also conduct a word association exercise with the students. During the inter-view, you may want to tell informants that you are an alien from another planet and have never heard of marketing. Based on your interviews, develop a diagram that shows the concepts that students relate to marketing. Draw a circle around the most frequently occurring connections in your diagram. What did you learn about how college students view marketing?