With focus group interviews,
A) consumers talk as a group for about 10 minutes, and then meet individually with an interviewer.
B) it is typical for the researcher to develop quantitative summaries of the results.
C) marketing managers can estimate the size of the market for a new product.
D) the objective is to get the group to interact, so that many ideas are generated.
E) researchers try to select a large sample so they can extend the results to the whole population.

Question

Quizplus · Accepted Answer

The objective of focus group interviews is to get the group to interact, so that many ideas are generated. Option A is incorrect as consumers may talk as a group for a longer duration. Option B is incorrect as focus groups are qualitative research methods, and therefore, researchers typically develop qualitative summaries of the results. Option C is incorrect as estimating the market size would require quantitative research methods such as surveys. Option E is incorrect as focus groups are not meant to be representative of the population, and their results cannot be extended to the whole population.

With Focus Group Interviews