Question 1

Focus groups can be misused and abused by considering the results as conclusive.

Accepted Answer

Focus groups should be used as a tool to gain insights and feedback, but the results should not be considered as the definitive or sole source of information. They should be used in conjunction with other research methods and analyzed with caution.

Question 2

Discuss the disadvantages of online focus groups.

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Question 3

List at least five (5) applications of depth interviews. Give a specific example of each.

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Question 4

Discuss the advantages of online focus groups.

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Question 5

Discuss the characteristics of focus groups (Table 5.2 in the text). List at least four (4) characteristics and explain why it is important to consider each characteristic.

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Question 6

Compare and contrast qualitative and quantitative research (Table 5.1 in the text).

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Question 7

Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research. Discuss the issues a company should consider before using projective techniques in international marketing research.

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Question 8

The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest.

Accepted Answer

Qualitative research is characterized by small sample sizes and a focus on in-depth exploration of a particular phenomenon or experience. Therefore, findings should not be used to make generalizations but instead to gain insights and understandings about the specific context being studied.

Question 9

There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text).

Accepted Answer

According to Table 5.3 in the text, the number of participants in an online focus group ranges from 6-10, while the number of participants in a traditional focus group ranges from 8-12. Therefore, there are fewer people in an online focus group compared to a traditional focus group.

Question 10

One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings.

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Question 11

Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques.

Accepted Answer

Projective techniques, while requiring highly trained interviewers, are considered disadvantageous due to the high cost and complexity of training and conducting the interviews, not an advantage.

Question 12

Online focus group participants don't have the potential to be distracted by external stimuli.

Accepted Answer

Online focus group participants can still be distracted by external stimuli, such as notifications on their devices or people in their immediate environment.

Question 13

Online focus groups are appropriate for every research situation.

Accepted Answer

Online focus groups may not be appropriate for certain research situations where in-person interactions or observations are necessary, such as studying non-verbal communication or physical product testing.

Question 14

You are deciding which approach would be best to use to determine what milk drinkers consider the best food to accompany a glass of milk. Which qualitative technique would you choose and why?

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Question 15

Only audio and visual stimuli can be tested via online focus groups.

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Question 16

Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.

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Question 17

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.

Accepted Answer

Projective techniques aim to allow participants to reveal their subconscious thoughts and feelings without them being aware of it, which is achieved by using ambiguous stimuli or prompts. In contrast, focus groups and depth interviews are more direct in their approach and do not try to hide the purpose of the research.

Question 18

In role playing, the researcher assumes that the respondents will project their own feelings into the role.

Accepted Answer

In role playing, respondents are asked to assume a specific role and are expected to project their emotions and feelings as if they were actually in that role. This helps researchers gain a deeper understanding of the respondent's perspectives and experiences in a specific situation.

Question 19

Discuss the major advantage of projective techniques over the unstructured direct techniques (focus groups and depth interviews).

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Question 20

Unlike traditional focus groups, online focus group participation is by invitation only.

Accepted Answer

Both traditional and online focus groups can be by invitation only, depending on how the research is designed. The method of participation (online vs. traditional) does not inherently determine whether it is invitation-only.

Quiz 5: Exploratory Research Design