Question 1

Which of the following is true of focus group research?&#10;A) Results can be generalized&#10;B) Extensive use of statistics and numbers.&#10;C) Usually uses large and representative samples&#10;D) Useful for gaining an in-depth understanding of underlying motivations

Accepted Answer

Focus group research is qualitative in nature, aiming to explore participants' attitudes, perceptions, and ideas in depth. It does not rely on large, representative samples or extensive use of statistics, and its results are not meant to be generalized to the broader population.

Question 2

The outline prepared to guide the conversation during a focus group is called __________.&#10;A) Group matter&#10;B) Group Synergy&#10;C) Discussion guide&#10;D) Survey&#10;E) Interview guide

Accepted Answer

A discussion guide is specifically designed to facilitate and guide the conversation in a focus group, ensuring that all relevant topics are covered.

Question 3

Which of the following is a limitation of focus groups?&#10;A) Not useful for answering questions like &#34;how many?&#34; and &#34;how much?&#34;&#10;B) People sometimes try to answer questions the way they think would please the moderator or researcher-this is commonly known in research as demand effects&#10;C) Are not ideal for sensitive topics.&#10;D) Results cannot be generalized as only 6-12 people are used in a focus group.&#10;E) All of the above are limitations of focus groups

Accepted Answer

Focus groups are limited by their inability to quantify responses ("how many?" and "how much?"), susceptibility to demand effects where participants may answer to please the moderator, challenges in discussing sensitive topics, and the inability to generalize findings due to the small number of participants typically involved.

Question 4

Which of the following research techniques usually uses the smallest sample size?&#10;A) Mail surveys&#10;B) Internet surveys&#10;C) Focus groups&#10;D) Phone surveys

Accepted Answer

Focus groups typically use the smallest sample size among the options given, as they involve in-depth discussions with a small group of people to explore their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.

Question 5

Which of the following is NOT true of focus groups?&#10;A) A focus group is a group interviewing or discussion technique.&#10;B) Typically involves 6-12 individuals.&#10;C) It is unstructured and spontaneous&#10;D) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.&#10;E) It can be used to generalize findings to a population

Accepted Answer

Focus groups are qualitative research methods designed for in-depth understanding and insights rather than for generalizing findings to a larger population. They provide rich, detailed data from a specific, small group of people rather than statistical generalizations.

Question 6

Which of the following is NOT an advantage of focus groups?&#10;A) They are good for pilot studies and exploration&#10;B) They are good for generalization of results to a population&#10;C) They present a lot of flexibility in design and conduction.&#10;D) They are ideal for consumer interaction with a product&#10;E) Group synergy adds to the quality of data collected.

Accepted Answer

Focus groups are not designed for generalizing results to a broader population due to their qualitative nature and the small, specific groups they involve. They are better suited for exploratory research, understanding consumer interactions, and benefiting from group dynamics.

Question 7

One advantage of focus groups is that the results can always be generalized to the population.

Accepted Answer

Focus groups are qualitative research methods that provide in-depth insights into participant attitudes, perceptions, and opinions, but due to their small, non-random sample sizes, the results cannot always be generalized to the broader population.

Question 8

Online focus groups have no or limited geographic restrictions.

Accepted Answer

Online focus groups can include participants from a wide range of geographic locations since they are conducted over the internet, removing the limitations associated with physical presence.

Question 9

It is harder to recruit participants for an online focus group than an offline one.

Accepted Answer

Online focus groups often offer greater flexibility and accessibility for participants, reducing geographic and scheduling barriers, which can make recruitment easier compared to offline focus groups.

Question 10

Online focus groups have the advantage of anonymity so they can be good for sensitive topics

Accepted Answer

Online focus groups allow participants to remain anonymous to each other, which can encourage more open and honest discussion on sensitive topics.

Question 11

List five benefits of conducting focus groups in advertising and public relations research.

Accepted Answer

The answer of List five benefits of conducting focus groups...

Question 12

What are the two types of online focus groups? How do they differ from each other? List the advantages and disadvantages of each.

Accepted Answer

The answer of What are the two types of online...

Question 13

What are some characteristics of a good moderator?

Accepted Answer

The answer of What are some characteristics of a good...

Deck 10: Focus Groups