Which of the following is an example of a figure used in quantitative research?

1.2 Multiple choice questions

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The following multiple choice questions should take approximately 10 minutes to complete.

Question 1

What does quantitative research measures?

• (a) Feelings and opinions

• (b) Numbers and figures

• (c) Numbers and feelings

Answer

Quantitative research measures:

• (b) Numbers and figures

Question 2

Quantitative research only works if:

• (a) You talk to the right number of people

• (b) You talk to the right type of people

• (c) You ask the right questions and analyse the data you get in the right way

Answer

The correct answer is a, b and c:

• Quantitative research only works if: you talk to the right number of people; you talk to the right type of people; and if you ask the right questions and analyse the data you get in the right way.

Question 3

What methods can be used to get the research information needed?

• (a) By talking to people, either in person or on the phone

• (b) By using the post and getting people to fill in questionnaires and send them back to you

• (c) By filling in some questionnaires yourself in the way you think your target audience would fill them out

Answer

Research information can be gained:

• (a) By talking to people, either in person or on the phone

• and also

• (b) By using the post and getting people to fill in questionnaires and send them back to you

Question 4

Which of the following is an example of random sampling techniques?

• (a) Taking the name of every person in a telephone book

• (b) Generating a list of numbers by picking numbers out of a hat and matching these numbers to names in the telephone book

• (c) Taking every tenth or twentieth name from a list of everybody in the telephone book

Answer

An example of random sampling techniques is:

• (b) Generating a list of numbers by picking numbers out of a hat and matching these numbers to names in the telephone book

Question 5

If the people whose views you need are, for example, all under 50 years old, both men and women, and all have children under 11, then the interviewers will be asked to find and interview people of the same type. When they have finished interviewing you will have [a sample] – a set of [respondents] – all of whom are under 50, half of whom are women, and all of whom have children under 11. It will be a small simmering-down, [a cross-section], of all the people you’re interested in.

What kind of sampling does this example use?

• (a) Random sampling

• (b) Systematic sampling

• (c) Quota sampling

Answer

This is an example of:

• (c) Quota sampling

Question 6

Match the statement to the definition:

Statements

• (a) Where the costs of contacting the respondents are shared by several clients who all have questions included in a single survey.

• (b) A way of getting the views of a cross-section of people when there is something that the people need to see – perhaps a new sort of packaging, or the plans for a new traffic flow or parking system. Respondents are recruited in the street and invited into the hall, often a church hall or a hotel room, to see the exhibit and be asked questions about it.

• (c) Useful information can sometimes be obtained simply from watching what people do. Do they find it easy to move round the shop or showroom and, if not, where are the problems? Are there any parts of the display – of cars, books, food, or whatever – that people seem to miss? Do they have difficulty finding what they’re looking for?

Headings

• (a) Observation

• (b) Omnibus

• (c) Halls test

Answer

The correct matches are:

• (a) and (b) Omnibus: Where the costs of contacting the respondents are shared by several clients who all have questions included in a single survey.

• (b) and (c) Halls test: A way of getting the views of a cross-section of people when there is something that the people need to see – perhaps a new sort of packaging, or the plans for a new traffic flow or parking system. Respondents are recruited in the street and invited into the hall, often a church hall or a hotel room, to see the exhibit and be asked questions about it.

• (c) and (a) Observation: Useful information can sometimes be obtained simply from watching what people do. Do they find it easy to move round the shop or showroom and, if not, where are the problems? Are there any parts of the display – of cars, books, food, or whatever – that people seem to miss? Do they have difficulty finding what they’re looking for?

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