Question 1

A focus group typically consists of eight to twelve participants.

Accepted Answer

A) True 
 B)False  True

Question 2

In a short essay,list at least five applications of focus groups.Include a specific example of each application to support your answer.

Accepted Answer

Focus group applications include all of the following:
a.Understand consumer perceptions,preferences,and behavior concerning a product category (how consumers select a long distance telephone company and their perceptions of AT&T,Verizon and Sprint).
b.Obtain impressions of new product concepts (consumer response to the iPad).
c.Generate new ideas about older products (new packaging and positioning for Cheer detergent).
d.Develop creative concepts and copy material for advertisements (a new campaign for Diet Pepsi).
e.Secure price impressions (the role of price in consumer selection of luxury cars such as Cadillac,Lexus,Mercedes,BMW,and Infinity).
f.Obtain preliminary consumer reaction to specific marketing programs (General Mills' instant coupons for Cheerios).
g.Interpret previously obtained quantitative results (the reasons for the 5.6 percent sales decline of Vanderbilt perfume).

Question 3

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT:

Accepted Answer

A)   choose which participant will be the group leader.
B)   state the rules of group interaction.
C)   probe the respondents and provoke intense discussion in the relevant areas.
D)   attempt to summarize the group's response to determine the extent of agreement.
E)   establish rapport with the group. A

Question 4

Due to financial constraints,the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Accepted Answer

A)   hiring moderators with at least 5 years of experience
B)   putting prospective moderators through company-specific training
C)   including video or voice recording devices in the focus group
D)   doing focus groups after the survey work on the project is completed
E)   preparing a detailed moderator discussion guide

Question 5

Advantages of depth interviews over traditional focus groups include all of the following EXCEPT:

Accepted Answer

A)   richer discussion of sensitive topics.
B)   deeper insights about underlying motives.
C)   less social pressure to conform.
D)   scheduling of respondents.
E)   cost per respondent.

Question 6

Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation?

Accepted Answer

A)   association technique
B)   completion technique
C)   construction technique
D)   expressive technique
E)   evaluation technique

Question 7

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

Accepted Answer

A) True 
 B)False

Question 8

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

Accepted Answer

A) True 
 B)False

Question 9

A projective technique in which the respondent is required to construct a response in the form of a story,dialogue,or description is called the ________.

Accepted Answer

A)   association technique
B)   completion technique
C)   construction technique
D)   expressive technique
E)   evaluation technique

Question 10

Focus groups are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Accepted Answer

A) True 
 B)False

Question 11

Advantages of online focus groups include all of the following EXCEPT:

Accepted Answer

A)   geographic distance is overcome for respondents.
B)   client can observe from home or office.
C)   respondents can be re-contacted easier.
D)   people are less inhibited in their responses.
E)   costs are equivalent to traditional focus groups.

Question 12

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.

Accepted Answer

A)   projective technique
B)   quantitative technique
C)   survey technique
D)   evaluation technique
E)   motivation elicitation

Question 13

Traditional focus groups are much less expensive to conduct than online focus groups.

Accepted Answer

A) True 
 B)False

Question 14

________ are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

Accepted Answer

A)   Evaluation techniques
B)   Completion techniques
C)   Construction techniques
D)   Expressive techniques
E)   Detail techniques

Question 15

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

Accepted Answer

A) True 
 B)False

Question 16

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation?

Accepted Answer

A)   third-person technique
B)   sentence completion
C)   story completion
D)   role playing
E)   belief and attitude focus

Question 17

A direct approach 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.

Accepted Answer

A) True 
 B)False

Question 18

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 19

Whenever a new marketing research problem is addressed,________ research must be preceded by appropriate ________ research.

Accepted Answer

A)   qualitative; quantitative
B)   quantitative; qualitative
C)   observational; qualitative
D)   descriptive; observational
E)   total; partial

Question 20

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

Accepted Answer

A)   The researcher can reach segments that are usually hard to survey.
B)   Researchers can re-contact group participants at a later date.
C)   The cost of the online focus group is much less.
D)   Only people that have and know how to use a computer can participate.

Exam 6: Exploratory Research Design: Qualitative Research

A focus group typically consists of eight to twelve participants.

In a short essay,list at least five applications of focus groups.Include a specific example of each application to support your answer.

All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT:

Due to financial constraints,the lack of standardization in qualifications for focus group moderators can be minimized by ________.

Advantages of depth interviews over traditional focus groups include all of the following EXCEPT:

Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation?

Completion techniques are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.

A projective technique in which the respondent is required to construct a response in the form of a story,dialogue,or description is called the ________.

Focus groups are unstructured,direct,personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations,beliefs,attitudes,and feelings on a topic.

Advantages of online focus groups include all of the following EXCEPT:

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.

Traditional focus groups are much less expensive to conduct than online focus groups.

________ are a natural extension of association techniques,generating more detail about the individual's underlying feelings and beliefs.

Quantitative research is an unstructured,exploratory research methodology based on small samples,which provides insight and understanding of the problem setting.

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation?

A direct approach 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.

Online focus groups take less time to set up and complete (turnaround time)than traditional focus groups.

Whenever a new marketing research problem is addressed, research must be preceded by appropriate research.

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