Audience research that relies on focus groups for data collection is concerned primarily with participants'
A)attitudes and opinions.
B)time spent watching television.
C)media use measurement.
D)objective actions.
E)physiological reactions to stimuli.

Question

Quizplus · Accepted Answer

Focus groups are designed to gather qualitative data about participants' attitudes and opinions on a particular topic, product, or service. This type of research is not typically focused on measuring objective actions or physiological reactions, although such data may be collected in other types of research studies. Media use measurement may also be a component of audience research, but it is not the primary focus of focus group research.

Audience Research That Relies on Focus Groups for Data Collection