Question 1

The first step in the analysis of focus group data is to thoroughly study the group discussion.

Accepted Answer

The first step in the analysis of focus group data is to review the research purpose.

Question 2

The problem with using unskilled moderators for focus groups is that they typically conduct individual interviews with each of the participants rather than stimulating interaction among the group participants.

Accepted Answer

Most unskilled moderators do not have the skills necessary to encourage group interaction.

Question 3

A popular way of describing a respondent is in terms of lifestyle,which is defined as a distinctive mode of living of a society or a segment of society.

Accepted Answer

Lifestyle includes activities,interests,and opinions as well as demographic characteristics.

Question 4

Qualitative techniques are noted for their ability to provide statistically and scientifically accurate data.

Accepted Answer

Qualitative techniques are used to complement conclusive,quantitative,or survey-based research by offering a fuller portrait of the decision environment.

Question 5

For nonconsumer goods research,a group of approximately 15 individuals is best for a focus group to ensure maximum interaction among participants.

Accepted Answer

For nonconsumer goods research (pertaining to architects,doctors,industrial purchasers,engineers,investors,contractors,and so on),a group of 6 or 7 people may be best for maximum interaction among participants,because these products and services have longer purchase cycles,are more costly,and have less tangible attributes,those that benefit from extended discussion.

Question 6

In analyzing focus group sessions,the analyzer should develop categories for responses before any of the sessions are viewed.

Accepted Answer

The researcher analyzing focus group sessions should thoroughly study the sessions,watching them several times,before making categories for responses.

Question 7

Managers often believe they can use quantitative research as a substitute for qualitative research on the premise that "listening to the voice of the customer" is always superior to numerical results,no matter how rigorous.

Accepted Answer

It is just the opposite; managers believe they can use qualitative research as a substitute for quantitative research.

Question 8

Focus group participants who have already done a session make good candidates for another session due to their expertise in the process.

Accepted Answer

Respondents who have participated in a group session in the recent past generally should not be included.Among the reasons for this restriction are that former participants often play the role of "expert" by dominating the discussion and trying to show off,and that they have some idea of the intended question flow,anticipating and short-circuiting the discussion.

Question 9

Generally,the largest amount of data can be collected using mail surveys,followed by personal interviews,Web-based surveys,and the telephone.

Accepted Answer

Web-based surveys allow for the largest amount of data collection followed by personal interview,mail,and telephone.

Question 10

Conclusive research involves a systematic and objective process through which a target market is sampled and responses are measured using a structured data collection technique.

Accepted Answer

By definition,conclusive research involves quantitative techniques including structured data collection and analyses procedures.

Question 11

Respondent data can be classified into three types: past behavior,attitudes,and future behavior.

Accepted Answer

Respondent data falls into the general categories of past behavior,attitudes,and respondent characteristics.

Question 12

Sample control refers to the ability of the communication approach to reach the designated units in the sample plan effectively and efficiently.

Accepted Answer

Sample control involves reaching the units to be studied in an effective and efficient manner.

Question 13

Controlling non-response rates is an important concern in choosing among communication media.

Accepted Answer

In evaluating which communication approach best meets the needs of a research project,several criteria are relevant,namely,versatility,cost,time,sample control,quantity of data,quality of data,and response rate.

Question 14

The person who leads and manages the focus group session is called a facilitator.

Accepted Answer

The person who leads and manages the focus group session is called the moderator of the group.

Question 15

The potential for bias as a result of the interviewing process is reduced if communication techniques are used.

Accepted Answer

The influence of the questioning process can bias the data obtained by communication methods.

Question 16

Focus group interviews are often used for conclusive research purposes.

Accepted Answer

Focus group interviews are used for exploratory research purposes.

Question 17

To provide a good mixture of people,a focus group should consist of various age groups,races,and economic backgrounds of people.

Accepted Answer

Focus groups are often designed to be fairly homogenous (of the target segment).

Question 18

The depth interview may be defined as an unstructured personal interview that uses extensive probing to get a small group of respondents to talk freely and to express detailed beliefs and feelings on a topic.

Accepted Answer

Depth interviews are with a single respondent,not a small group of respondents.

Question 19

Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.

Accepted Answer

Personal interviews typically require the most time from beginning to end because it is so labor intensive.

Question 20

When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.

Accepted Answer

Under these conditions,quality data will result regardless of which communication approach is used.

Quiz 5: Data Collection: Exploratory and Conclusive Research