Question 1

Which of the following statements is not a disadvantage of online focus groups?
A) Only audio and visual stimuli can be tested.
B) Moderators may also be able to carry on side conversations with individual respondents,probing deeper into interesting areas.
C) It can be difficult to verify that a respondent is a member of a target group.
D) Only people that have and know how to use a computer can participate.

Accepted Answer

This statement is actually an advantage of online focus groups, as moderators can more easily have individual conversations with participants without disrupting the flow of the group discussion. A, C, and D are all valid disadvantages of online focus groups as they limit certain aspects of participation, verification, and accessibility.

Question 2

Which of the following is a methodological application of focus groups?
A) obtaining impressions of new product concepts
B) generating alternative courses of action
C) Both B and D are correct.
D) generating hypotheses that can be tested quantitatively

Accepted Answer

Focus groups are commonly used to generate alternative courses of action, such as brainstorming or problem-solving, and obtaining impressions of new product concepts. They can also be used to generate hypotheses that can be tested quantitatively through surveys or other research methods. Therefore, choice C, which includes both generating alternative courses of action and generating hypotheses, is the best answer.

Question 3

According to Table 5.1 in the text,which of the following does not apply to qualitative research?
A) non-statistical data analysis
B) a small number of nonrepresentative cases
C) unstructured form of data collection
D) outcome is used to recommend a final course of action

Accepted Answer

Qualitative research does not typically provide a clear outcome that can be used to recommend a final course of action. It is often used to gain a deeper understanding of a phenomenon or to generate hypotheses for further research, rather than provide specific recommendations. A, B, and C are all characteristics of qualitative research.

Question 4

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.
A) information on the brand value of the mall
B) information on mall brand identity versus other malls
C) information on the mall visit experience
D) all of the above

Accepted Answer

The focus groups were used to uncover information on the brand value of the mall, information on mall brand identity versus other malls, and information on the mall visit experience. Therefore, all of the above choices are correct.

Question 5

Which statement is not true about online focus groups?
A) The whole process is much faster than the traditional method.
B) To enter the online focus group,participants must supply the room name,user name,and password to the moderator via email.
C) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case.
D) The group interaction lasts for about an hour.

Accepted Answer

Participants do not typically need to email their room name, user name, and password to the moderator to enter an online focus group. Instead, they are typically provided with a link to join the group and may enter their information directly into the platform.

Question 6

One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30,except for special occasions.The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups?
A) misrepresentation
B) misuse
C) messy
D) Both A and B are correct.

Accepted Answer

Both misrepresentation (presenting findings that do not accurately represent the views of the larger population) and misuse (using focus group findings as the sole basis for decision making) are present in this scenario. The client has taken the finding that respondents try to hold costs under $30 and designed a package that fits that price point, without considering other factors such as profitability or whether the package would actually be attractive to customers. This shows a misuse of the focus group findings and potentially misrepresents what customers actually want.

Question 7

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.
A) specifying the objectives of qualitative research
B) developing a moderator's guide
C) writing a screening questionnaire
D) determining objectives of the marketing research project and defining the problem

Accepted Answer

Planning for focus groups begins with determining the objectives of the marketing research project and defining the problem. This helps to guide the development of a moderator's guide and a screening questionnaire, which are also important components of the planning process for focus groups. However, determining the objectives of the research project and defining the problem should come first in order to ensure that the focus groups are designed to address the key issues and questions that are driving the research.

Question 8

The ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious,given the nature of the interview.
A) focus group approach
B) direct approach
C) indirect approach
D) descriptive approach

Accepted Answer

The direct approach in qualitative research is when the interviewer discloses the purpose of the project to the respondent or when the purpose is obvious given the nature of the interview. This approach is in contrast to the indirect approach, which seeks to reveal the purpose of the research without explicitly stating it to the respondent. The focus group approach is a specific method within qualitative research that involves a group discussion, and the descriptive approach refers to a research design where the goal is to describe and analyze a phenomenon without manipulating it.

Question 9

Focus groups are a(n)________ research procedure and projective techniques are a(n)________ research procedure.
A) indirect;direct
B) direct;indirect
C) experimental;direct
D) direct;experimental

Accepted Answer

Focus groups are a direct research procedure as they involve direct interaction with participants to gather data. Projective techniques are indirect as they involve eliciting responses that reveal underlying thoughts or feelings.

Question 10

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?
A) It is not always possible,or desirable,to use fully structured or formal methods to obtain information from respondents.
B) People are unwilling to give truthful answers to questions that invade their privacy,embarrass them,or have a negative impact on their ego or status.
C) People may be unwilling or unable to answer certain questions.
D) none of the above

Accepted Answer

All of the options listed are reasons to use qualitative research, therefore none of them would be excluded as a reason not to use it.

Question 11

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________,________,and ________.
A) researcher;moderator;and respondents.
B) researcher;client;moderator.
C) client;respondent;moderator.
D) researcher;client;respondent.

Accepted Answer

The construction of a moderator's outline involves discussions between the researcher, the client, and the moderator. The respondents are not involved in the construction of the outline. Therefore, option B is the correct choice.

Question 12

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n)________.
A) depth interview
B) association technique
C) focus group
D) projective technique

Accepted Answer

The description given matches the characteristics of a focus group. Focus group interviews are conducted by a moderator in a natural and unstructured format among a small group of participants who share common characteristics. Depth interviews are typically one-on-one and more structured, while association and projective techniques are different research methods used to uncover subconscious thoughts and feelings.

Question 13

Focus groups can be used to address substantive issues such as ________.
A) interpreting previously obtained quantitative results
B) generating new ideas about older products
C) developing an approach to a problem
D) defining a problem more precisely

Accepted Answer

The answer of Focus groups can be used to address...

Question 14

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.
A) two-way focus group
B) dueling-moderator group
C) respondent-moderator group
D) dual-moderator group

Accepted Answer

A dual-moderator group is a focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed. This method is useful for keeping the group on track and ensuring that all relevant topics are covered.

Question 15

Which of the following statements is not an advantage of online focus groups?
A) The researcher can reach segments that are usually hard to survey.
B) Only people that have and know how to use a computer can participate.
C) The cost of the online focus group is much less.
D) Researchers can re-contact group participants at a later date.

Accepted Answer

Option B is not an advantage of online focus groups because it limits the participants to only those who have access to and knowledge of using computers. This excludes some segments of the population that may be important to the study.

Question 16

________ are the most important qualitative research procedure.
A) Focus groups
B) Projective techniques
C) Association techniques
D) Depth interviews

Accepted Answer

The answer of ________ are the most important qualitative research...

Question 17

Which of the following is not one of the key qualifications of focus group moderators?
A) joviality
B) flexibility
C) kindness with firmness
D) sensitivity

Accepted Answer

Joviality, or being cheerful and friendly, is not necessarily a key qualification for a focus group moderator. The other options, such as flexibility, kindness with firmness, and sensitivity, are important traits for a moderator to possess in order to effectively facilitate a focus group discussion.

Question 18

It is recommended that at least ________ focus groups be conducted.
A) two
B) three
C) four
D) five

Accepted Answer

The answer of It is recommended that at least ________...

Question 19

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?
A) respondent-moderator group
B) tag-team moderator group
C) client-participant group
D) mini-group

Accepted Answer

The answer of Focus groups can use several variations of...

Question 20

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.
A) respondent-moderator group
B) dueling-moderator group
C) two-way focus group
D) dual-moderator group

Accepted Answer

A dueling-moderator group involves two moderators who intentionally take opposing sides on the issues to stimulate discussion and explore different perspectives within the group.

Quiz 5: Exploratory Research Design: Qualitative Research

Which of the following statements is not a disadvantage of online focus groups?

Which of the following is a methodological application of focus groups?

According to Table 5.1 in the text,which of the following does not apply to qualitative research?

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________.

Which statement is not true about online focus groups?

The procedure for planning and conducting focus groups is described in Figure 5.3 in the text.Planning begins with ________.

The ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious,given the nature of the interview.

Focus groups are a(n) research procedure and projective techniques are a(n) research procedure.

There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ,,and .

An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________.

Focus groups can be used to address substantive issues such as ________.

A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session,and the other ensures that specific issues are discussed is called a ________.

Which of the following statements is not an advantage of online focus groups?

________ are the most important qualitative research procedure.

Which of the following is not one of the key qualifications of focus group moderators?

It is recommended that at least ________ focus groups be conducted.

Focus groups can use several variations of the standard procedure.Which of the following is not one of the variations mentioned in your text?

A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________.