Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 01

Which of the following is not a criteria suggested by Scott (1990) as a way of assessing the quality of documents?

a) Representativeness.

b) Credibility.

c) Validity.

d) Authenticity.

Question 02

How does the use of personal diaries for data collection in qualitative research differ from their same use in quantitative research?

a) Diarists are given more scope in terms of what they write about.

b) Diarists are asked to complete multiple-choice questions relating to their working day.

c) Diarists are required to report the exact number of relevant interactions they have had.

d) Diarists have to use the medium of art to express their feelings.

Question 03

Which of the following questions should the researcher ask when considering the credibility of personal documents?

a) Is the purported author of the document the real author?

b) Has the document survived because it is favourable towards a certain organisation?

c) Does the document actually report the true feelings of the author?

d) Does the document contain codes that are hard to decipher?

Question 04

What is the problem with using a photograph of employees from a company brochure as a research source?

a) It may be difficult to re-print in published material.

b) It may not be representative of an employee's day to day experience of the company.

c) It might deflect attention away form the main focus of the research.

d) It may effect the anonymity of the employees in the picture.

Question 05

What type of document is often used by researchers conducting organizational post mortem research?

a) Private diaries.

b) Photographs.

c) Emails.

d) Public documents.

Question 06

What particular use are organizational documents not in the public domain often put to by qualitative researchers?

a) To gain an insight into past managerial decisions.

b) To make profitability comparisons with other companies.

c) To assess the impact of marketing material.

d) All of the above.

Question 07

What impact might the idea of active audience/readers have on business researcher's data analysis?

a) It is possible that readers will resist the meaning intended by authors of texts.

b) It is possible that different researchers will have different interpretations of certain texts.

c) It is possible that the conclusions derived from certain data will be a reflection of the business researcher's personal interpretation.

d) All of the above.

Question 08

What is distinctive about qualitative content analysis in comparison with quantitative data analysis?

a) It is a much more laborious process.

b) It allows for the constant reassessment of themes and categories.

c) It is much more explicit form of analysis.

d) It is much easier for other researchers to replicate.

Question 09

What contribution has semiotic analysis made to studies of advertising?

a) It has identified universal signs that apply across cultures.

b) It has established the correct way of presenting certain images.

c) It has shown how the same message can be interpreted in different ways.

d) It has demonstrated the links between advertising and purchasing.

Question 10

What is a critical hermeneutic approach?

a) One that incorporates all possible interpretations of a text.

b) One that attempts to understand a text from the author's perspective.

c) One that uses modern cultural standards to assess historical texts.

d) One that separates the researcher's personal interpretation from the analysis.

Oxford University Press, Online Resource Centre, Chapter 21.

Chapter 21

Instructions