Deck 10: Focus Groups

Question 1

Which of the following is true of focus group research?

A) Results can be generalized
B) Extensive use of statistics and numbers.
C) Usually uses large and representative samples
D) Useful for gaining an in-depth understanding of underlying motivations

Answer 1

Useful for gaining an in-depth understanding of underlying motivations

Question 2

The outline prepared to guide the conversation during a focus group is called __________.

A) Group matter
B) Group Synergy
C) Discussion guide
D) Survey
E) Interview guide

Answer 2

Discussion guide

Question 3

Which of the following is a limitation of focus groups?

A) Not useful for answering questions like "how many?" and "how much?"
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
C) Are not ideal for sensitive topics.
D) Results cannot be generalized as only 6-12 people are used in a focus group.
E) All of the above are limitations of focus groups

Answer 3

All of the above are limitations of focus groups

Question 4

Which of the following research techniques usually uses the smallest sample size?

A) Mail surveys
B) Internet surveys
C) Focus groups
D) Phone surveys

Question 5

Which of the following is NOT true of focus groups?

A) A focus group is a group interviewing or discussion technique.
B) Typically involves 6-12 individuals.
C) It is unstructured and spontaneous
D) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.
E) It can be used to generalize findings to a population

Question 6

Which of the following is NOT an advantage of focus groups?

A) They are good for pilot studies and exploration
B) They are good for generalization of results to a population
C) They present a lot of flexibility in design and conduction.
D) They are ideal for consumer interaction with a product
E) Group synergy adds to the quality of data collected.

Question 7

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

Question 8

Online focus groups have no or limited geographic restrictions.

Question 9

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

Question 10

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

Question 11

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

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.

Question 13

What are some characteristics of a good moderator?