Question 1

With regard to focus group stages,prefatory comments are followed by ________.

Accepted Answer

A) projective techniques 
B) payment of the incentive 
C) an introduction to individuals viewing in the back room 
D) group participant introductions and personal information 
E) a break for participants to select their snacks and drinks 
A) projective techniques 
B) payment of the incentive 
C) an introduction to individuals viewing in the back room 
D) group participant introductions and personal information 
E) a break for participants to select their snacks and drinks

Question 2

Decisions related to focus group characteristics and the logistics of the research are carried out ________.

Accepted Answer

A) at the same time the moderator is being briefed 
B) before the moderator is selected 
C) after the discussion guide has been created 
D) after focus groups respondents have been recruited 
E) after the field service has been selected 
A) at the same time the moderator is being briefed 
B) before the moderator is selected 
C) after the discussion guide has been created 
D) after focus groups respondents have been recruited 
E) after the field service has been selected

Question 3

The PLK Advertising Agency has created three new ads for its client.Research is needed to determine the strongest of the three ads,which will be the only one produced and placed into media.Focus groups would be a good method for selecting the one ad to produce.

Accepted Answer

A) True 
 B)False

Question 4

The discussion of the sleepy driver focus groups pointed out that as group characteristics and research goals change ________.

Accepted Answer

A) the same discussion guide can nevertheless be used for all groups 
B) the discussion guide needs to be customized for different groups 
A) the same discussion guide can nevertheless be used for all groups 
B) the discussion guide needs to be customized for different groups

Question 5

Focus groups begin with the same planning and decisions as other types of research.

Accepted Answer

A) True 
 B)False

Question 6

Consider the two statements below with regard to focus group administration.
I.Most focus groups are held at the agency's or client's office.
II.Regardless of where they are held,most focus group facilities use the conference
Room setting.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true

Question 7

The purpose of the moderator briefing is to try to make the moderator an expert in the area being researched.

Accepted Answer

A) True 
 B)False

Question 8

When thinking about focus group member compatibility,attitudes are always the most important consideration.

Accepted Answer

A) True 
 B)False

Question 9

According to the text,how many (if any)of the following situations are an appropriate use of focus groups?
- determining the percentage of individuals who use a particular product
- exploring reactions to current approaches to brand and category advertising
- determining if there are statistical differences in attitudes between groups of consumers
- developing and refining hypotheses regarding consumer motivations

Accepted Answer

A) 0 
B) 1 
C) 2 
D) 3 
E) 4 
A) 0 
B) 1 
C) 2 
D) 3 
E) 4

Question 10

Focus group respondents are typically screened and recruited a week prior to the groups.Once respondents show up for the groups it is recommended that they all be rescreened.

Accepted Answer

A) True 
 B)False

Question 11

You are holding two focus groups to discuss college savings plans with parents of teenagers.You want to talk with individuals whose income ranges from $20,000 to over $100,000 annually.What would be the best course of action with regard to group composition?

Accepted Answer

A) Have the first group consist of individuals with incomes between $20,000 and $30,000; have the second group consist of individuals with incomes between $90,000 and $100,000. 
B) Have both groups consist of a mix of individuals who have incomes between $20,000 and $100,000. 
C) Have the first group consist of individuals with incomes between $20,000 and $50,000; have the second group consist of individuals with incomes between $60,000 and $100,000. 
D) Have both groups consist of individuals who have incomes between $85,000 and $100,000. 
A) Have the first group consist of individuals with incomes between $20,000 and $30,000; have the second group consist of individuals with incomes between $90,000 and $100,000. 
B) Have both groups consist of a mix of individuals who have incomes between $20,000 and $100,000. 
C) Have the first group consist of individuals with incomes between $20,000 and $50,000; have the second group consist of individuals with incomes between $60,000 and $100,000. 
D) Have both groups consist of individuals who have incomes between $85,000 and $100,000.

Question 12

If the focus groups are running "long" the best thing to do is ________.

Accepted Answer

A) Shorten the discussion,but leave time for the summary 
B) Keep the discussion going,but eliminate the summary 
A) Shorten the discussion,but leave time for the summary 
B) Keep the discussion going,but eliminate the summary

Question 13

When thinking about focus group member compatibility,demographics are always the most important consideration.

Accepted Answer

A) True 
 B)False

Question 14

You are debating whether to conduct groups online or in person.The groups will address adolescent sexual and drug-related behaviors.The participants will be adolescents aged 12-15.Which approach would you recommend?

Accepted Answer

Online is likely better,as research has

Question 15

In which phase of the focus group does each member of the group briefly say something about himself or herself?

Accepted Answer

A) Prefatory remarks 
B) Introductions and personal information 
C) Setting the context for discussion 
D) General discussion 
A) Prefatory remarks 
B) Introductions and personal information 
C) Setting the context for discussion 
D) General discussion

Question 16

Most focus group facilities can also assist with participant recruitment.

Accepted Answer

A) True 
 B)False

Question 17

Consider the two questions below regarding focus group moderators.
I.When choosing a moderator for a set of groups,it is important to make certain
That the moderator is an expert in the area being explored.
II.When considering the selection of a group moderator,it is important to find a
Moderator whose demographic characteristics match those of the group participants.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) Both I and II are true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) Both I and II are true 
D) Neither I nor II are true

Question 18

Focus groups typically consist of about ________ individuals.

Accepted Answer

A) 1 to 3 
B) 4 to 6 
C) 2 to 6 
D) 7 to 12 
E) 13 to 19 
A) 1 to 3 
B) 4 to 6 
C) 2 to 6 
D) 7 to 12 
E) 13 to 19

Question 19

Research suggests that the quantity and quality of information obtained in online focus groups ________ that obtained in the traditional group setting.

Accepted Answer

A) in most cases greatly exceeds 
B) is rarely comparable to 
C) can often be comparable to 
A) in most cases greatly exceeds 
B) is rarely comparable to 
C) can often be comparable to

Question 20

Online focus groups are always a poor substitute for real (traditional)focus groups.

Accepted Answer

A) True 
 B)False

With regard to focus group stages,prefatory comments are followed by ________.

Decisions related to focus group characteristics and the logistics of the research are carried out ________.

The PLK Advertising Agency has created three new ads for its client.Research is needed to determine the strongest of the three ads,which will be the only one produced and placed into media.Focus groups would be a good method for selecting the one ad to produce.

The discussion of the sleepy driver focus groups pointed out that as group characteristics and research goals change ________.

Focus groups begin with the same planning and decisions as other types of research.

Consider the two statements below with regard to focus group administration. I.Most focus groups are held at the agency's or client's office. II.Regardless of where they are held,most focus group facilities use the conference Room setting. Which,if any,of these statements is (are)true?

The purpose of the moderator briefing is to try to make the moderator an expert in the area being researched.

When thinking about focus group member compatibility,attitudes are always the most important consideration.

Focus group respondents are typically screened and recruited a week prior to the groups.Once respondents show up for the groups it is recommended that they all be rescreened.

You are holding two focus groups to discuss college savings plans with parents of teenagers.You want to talk with individuals whose income ranges from $20,000 to over $100,000 annually.What would be the best course of action with regard to group composition?

If the focus groups are running "long" the best thing to do is ________.

When thinking about focus group member compatibility,demographics are always the most important consideration.

You are debating whether to conduct groups online or in person.The groups will address adolescent sexual and drug-related behaviors.The participants will be adolescents aged 12-15.Which approach would you recommend?

In which phase of the focus group does each member of the group briefly say something about himself or herself?

Most focus group facilities can also assist with participant recruitment.

Focus groups typically consist of about ________ individuals.

Research suggests that the quantity and quality of information obtained in online focus groups ________ that obtained in the traditional group setting.

Online focus groups are always a poor substitute for real (traditional)focus groups.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Data Collection Through Surveys

Measurement

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Advertising Testing: Concept and Communications Tests

Post-Production Advertising Testing and Optimization

Reporting Research

Filters

Exam 6: Focus Groups

With regard to focus group stages,prefatory comments are followed by ________.

Decisions related to focus group characteristics and the logistics of the research are carried out ________.

The PLK Advertising Agency has created three new ads for its client.Research is needed to determine the strongest of the three ads,which will be the only one produced and placed into media.Focus groups would be a good method for selecting the one ad to produce.

The discussion of the sleepy driver focus groups pointed out that as group characteristics and research goals change ________.

Focus groups begin with the same planning and decisions as other types of research.

Consider the two statements below with regard to focus group administration. I.Most focus groups are held at the agency's or client's office. II.Regardless of where they are held,most focus group facilities use the conference Room setting. Which,if any,of these statements is (are)true?

The purpose of the moderator briefing is to try to make the moderator an expert in the area being researched.

When thinking about focus group member compatibility,attitudes are always the most important consideration.

Focus group respondents are typically screened and recruited a week prior to the groups.Once respondents show up for the groups it is recommended that they all be rescreened.

You are holding two focus groups to discuss college savings plans with parents of teenagers.You want to talk with individuals whose income ranges from $20,000 to over $100,000 annually.What would be the best course of action with regard to group composition?

If the focus groups are running "long" the best thing to do is ________.

When thinking about focus group member compatibility,demographics are always the most important consideration.

You are debating whether to conduct groups online or in person.The groups will address adolescent sexual and drug-related behaviors.The participants will be adolescents aged 12-15.Which approach would you recommend?

In which phase of the focus group does each member of the group briefly say something about himself or herself?

Most focus group facilities can also assist with participant recruitment.

Focus groups typically consist of about ________ individuals.

Research suggests that the quantity and quality of information obtained in online focus groups ________ that obtained in the traditional group setting.

Online focus groups are always a poor substitute for real (traditional)focus groups.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Data Collection Through Surveys

Measurement

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Advertising Testing: Concept and Communications Tests

Post-Production Advertising Testing and Optimization

Reporting Research

Filters