Question 1

Your client has never before attended focus groups.List three guidelines that you would discuss with the client to enhance the viewing experience.

Accepted Answer

Any three of the following are acceptabl

Question 2

________ online focus groups build the discussion over time because all group participants are not required to be online at the same time.

Accepted Answer

A) Synchronous 
B) Asynchronous 
C) Hybrid 
A) Synchronous 
B) Asynchronous 
C) Hybrid

Question 3

The text discusses characteristics of excellent focus group moderators.How many (if any)of the statements below describe these characteristics?
- active listeners
- inquisitive about "what makes people tick"
- at least five years of experience conducting groups
- aware of and able to control their own biases

Accepted Answer

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

Question 4

Consider the two statements below with regard to focus group planning.
I.When planning for the number of groups to be held,it is generally unwise
To hold only one group per city.
II.The number of locations selected for a set of focus groups reflects the extent to
Which it is believed that geographic differences affect salient attitudes and behaviors.
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 5

List the major stages of a focus group and briefly describe what happens during each stage.

Accepted Answer

- Prefatory remarks: welcome,moderator i

Question 6

List two circumstances in which geographic diversity becomes relatively less important for focus group planning.

Accepted Answer

Any two of the following are acceptable:

Question 7

Consider the two statements below.
I.Focus groups are appropriate whenever it is believed that interaction among
Respondents is necessary for obtaining depth of insights.
II.Focus groups are often a good substitute for more complex quantitative research.
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 8

Think about the screener used to recruit focus group participants.How many (if any)of the following describe a function of the screener?
- identify desired respondents
- assign respondents to a specific group
- identify and eliminate "undesirable" respondents
- identify individuals who would be good candidates for future groups

Accepted Answer

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

Question 9

The two statements below refer to the focus group discussion guide.
I.The focus group discussion guide presents the questions and topic areas to
Be addressed,noting the order of presentation and any required probes.
II.Once a moderator drafts the discussion guide,no additions or modifications
Are allowed.
Which,if any,of these statements is (are)correct?

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 10

Which one of the following is NOT an appropriate objective for focus groups?

Accepted Answer

A) generate ideas regarding new product ideas 
B) understand how consumers talk about a product 
C) uncover unexpected consumer needs 
D) project the quantity of a new product likely to be sold 
A) generate ideas regarding new product ideas 
B) understand how consumers talk about a product 
C) uncover unexpected consumer needs 
D) project the quantity of a new product likely to be sold

Your client has never before attended focus groups.List three guidelines that you would discuss with the client to enhance the viewing experience.

________ online focus groups build the discussion over time because all group participants are not required to be online at the same time.

List the major stages of a focus group and briefly describe what happens during each stage.

List two circumstances in which geographic diversity becomes relatively less important for focus group planning.

Which one of the following is NOT an appropriate objective for 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

Your client has never before attended focus groups.List three guidelines that you would discuss with the client to enhance the viewing experience.

________ online focus groups build the discussion over time because all group participants are not required to be online at the same time.

List the major stages of a focus group and briefly describe what happens during each stage.

List two circumstances in which geographic diversity becomes relatively less important for focus group planning.

Which one of the following is NOT an appropriate objective for 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