Compared to qualitative research, quantitative research is much more likely to ____.

• Be generalizable
• Employ an exploratory research design
• Use open-ended questions
• Utilized small samples

Which of the following is NOT a typical advantage of qualitative research?

• The needed data may already exist and merely need to be gathered
• It is an excellent tool for discovering new relationships between variables
• It excels in providing insight into phenomena that are not understood
• It is easy to obtain objective results

With regard to qualitative research, the lack of representativeness of the people being studied can __.

• Dilute the richness of the data
• Enhance the researchers ability to generalize quantitative data to the population
• Increase the number of statistical analyzers needed
• Prevent researchers from collecting in-depth data about respondents attitudes

The development and widespread use of social media by consumers has led to much greater use of ___ in marketing research.

• Observational methods
• Ethnographies
• Focus groups
• Projective techniques