Exam 8: Observation, Focus Groups, and Other Qualitative Methods

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Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

(True/False)

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Question 81

Jerri Allen has trained for several months to conduct focus groups. She has just completed her first focus group as the moderator. Which factor should Jerri remember when reporting and using focus group results?

(Multiple Choice)

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Question 82

Focus groups should be used when something must be predicted or forecast with precision.

(True/False)

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Question 83

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This "traffic counting" machine would be an example of mechanical observation.

(True/False)

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Question 84

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

(True/False)

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Question 85

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

(True/False)

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Question 86

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing.

(True/False)

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Question 87

What is the recommended size of a "traditional" focus group?

(Multiple Choice)

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Question 88

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research.

(True/False)

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Question 89

Focus groups should NOT be used when:

(Multiple Choice)

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Question 90

Showing 81 - 90 of 90

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision.

Jerri Allen has trained for several months to conduct focus groups. She has just completed her first focus group as the moderator. Which factor should Jerri remember when reporting and using focus group results?

Focus groups should be used when something must be predicted or forecast with precision.

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This "traffic counting" machine would be an example of mechanical observation.

A depth interview has the advantages of allowing the interviewer to probe, asking many additional questions. This leads to rich, sometimes revealing responses.

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing.

What is the recommended size of a "traditional" focus group?

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research.

Focus groups should NOT be used when:

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

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