A marketing research study using a ______ involves discussions among a small number of consumers led by an interviewer and is designed to generate insights and ideas about products and brands.
A) survey
B) long interview
C) projective technique
D) focus group

Question

A marketing research study using a ______ involves discussions among a small number of consumers led by an interviewer and is designed to generate insights and ideas about products and brands.
A) survey
B) long interview
C) projective technique
D) focus group

Quizplus · Accepted Answer

The two most common types of qualitative research in marketing are focus groups and long interviews. Focus groups involve discussions among a small number of individuals led by an interviewer and are designed to generate insights and ideas.

A Marketing Research Study Using a ______ Involves Discussions Among