Question 1

Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.

Accepted Answer

It is a commonly accepted practice in research that after approximately 10 focus group sessions, little new information is gained on the same topic. Therefore, it is unlikely that using more than 10 groups will uncover new or different information.

Question 2

Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way.

Accepted Answer

Quantitative methods are designed to gather numerical data that can be analyzed statistically and are therefore projectable to the target population. Additionally, they use standardized questionnaires or surveys to ensure that every question is asked to all respondents in the same manner, which increases the reliability of the results.

Question 3

Quantitative research designs are occasionally associated with descriptive and causal research designs.

Accepted Answer

The answer of Quantitative research designs are occasionally associated with...

Question 4

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?

Accepted Answer

Directness refers to the degree to which the researcher or trained observer actually observes the behavior or event as it occurs.

Question 5

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Accepted Answer

The answer of In-depth interviewing increases the likelihood of participants...

Question 6

All of the following explain netnography, EXCEPT:

Accepted Answer

Netnography may involve collecting data from traffic forums with larger numbers of common message posters. However, it is not a requirement for netnography. The other choices are accurate explanations of netnography - it draws on ethnographic techniques, uses "found data" on the Internet, requires deep engagement with particular communities, and requires researchers to ensure trustworthy interpretation of data.

Question 7

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Accepted Answer

Follow-up questions are an essential component of effective moderation as they help to delve deeper into the topic being discussed and gather more insights from the participants. A moderator's guide should include a list of follow-up questions that can be used to encourage further discussion and exploration of the issues at hand.

Question 8

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group.

Accepted Answer

Online focus groups do have the advantage of participants being able to easily join and participate from anywhere with an internet connection, and the transcript is usually generated automatically during the group, which can save time and transcription costs.

Question 9

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.

Accepted Answer

The answer of The nonparticipant observation method cannot be used...

Question 10

If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer.

Accepted Answer

Observation techniques alone cannot provide information about the thoughts and motivations of an individual's purchasing decision. In-depth interviews, surveys, or focus groups may be more appropriate for understanding consumer behavior and decision-making.

Question 11

The optimal number of participants in a focus group interview should range from 20-30 people.

Accepted Answer

The optimal number of participants in a focus group interview usually ranges from 6-10 people. Larger groups can lead to difficulties in managing the conversation, and some individuals may not feel comfortable expressing their opinions in a large group setting.

Question 12

Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group.

Accepted Answer

When participants do not have a previously formed opinion, they may rely heavily on the opinions of others and be more susceptible to groupthink.

Question 13

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.

Accepted Answer

This is because the barcode on the card is scanned by the checkout register to associate the products purchased with the individual participating in the panel.

Question 14

Which of the following is NOT a strength of observational techniques?

Accepted Answer

Observational techniques may have good external validity, but they do not have very good generalizability to the general population, as observational studies typically involve a very specific sample or context. Therefore, C is the option that is not a strength of observational techniques.

Question 15

A major advantage of focus groups is the phenomenon of groupthink-where participants can build on each others comments.

Accepted Answer

Groupthink is generally considered a disadvantage in focus groups as it can lead to conformity and suppress individual opinions, rather than encouraging diverse perspectives.

Question 16

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

Accepted Answer

Quantitative research typically requires a larger sample size and more rigorous data collection methods, which can take longer to complete compared to qualitative research.

Question 17

Observations conducted for a formal research study can either be structured or unstructured.

Accepted Answer

It is true that observations conducted for a formal research study can be structured or unstructured. Structured observations involve a predetermined list of behaviors or events to be observed, while unstructured observations allow for more flexibility and can capture unexpected behaviors.

Question 18

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques?

Accepted Answer

Projective techniques are designed to uncover a participant's true thoughts and feelings, making it easier to access their underlying attitudes and beliefs.

Question 19

Which of the following statements is false about ethnography research?

Accepted Answer

Ethnography research is a qualitative data collection method, not quantitative.

Question 20

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.

Accepted Answer

Qualitative data provides in-depth information about participants' experiences, opinions, and attitudes that may not be captured through quantitative data collection techniques. This additional information can enrich and provide context to the facts gathered through other primary data collection methods.

Quiz 4: Exploratory and Observational Research Designs and Data Collection Approaches