Deck 6: Focus Groups

Question 1

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

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

Answer 1

C

Question 2

Consider the following two situations:
I.Your ad agency is in the initial stages of developing an advertising campaign and has
Developed several concepts that might be used for the advertising.The creative team
Wants to better understand the target audience's views of each concept's strengths and
Weaknesses.
II.Your ad agency has just finished filming two commercials and wants to determine which
Commercial to select and then actually air on television.
Which of the following best describes these situations?

A)Only I is appropriate for focus groups
B)Only II is appropriate for focus groups
C)Both I and II are appropriate for focus groups
D)Neither I nor II is appropriate for focus groups

Answer 2

A

Question 3

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?

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

Answer 3

A

Question 4

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?

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

Question 5

The AAA agency is conducting focus groups on behalf of its client,Microsoft.The ________ typically has primary responsibility for the drafting of the discussion guide.

A)field service
B)focus group facility
C)AAA research supervisors
D)Microsoft brand manager
E)focus group moderator

Question 6

The specific planning for focus groups begins with two simultaneous sets of activities.The first set relates to moderator selection while the second set relates to ________.

A)the research budget
B)research timing
C)group characteristics and facility selection
D)selection of a focus group facility
E)creation of the discussion guide

Question 7

The draft discussion guide should be presented to the client and agency ________ the first set of focus groups.

A)in enough time for feedback and revision prior to
B)immediately before the start of
C)during

Question 8

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

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 9

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

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

Question 10

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

Question 11

The moderator briefing takes place ________ the first set of focus groups.

A)well before
B)immediately before
C)immediately after

Question 12

A focus group discussion guide should list both the questions to be explored and the specific probes to be used during group discussion.

Question 13

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?

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 14

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

Question 15

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?

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

Question 16

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.

Question 17

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

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

Question 18

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

Question 19

Focus groups typically consist of about ________ individuals.

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

Question 20

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

Question 21

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

A)Synchronous
B)Asynchronous
C)Hybrid

Question 22

A well-written focus group screener increases the probability that only those individuals of interest will be recruited for the groups.

Question 23

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

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

Question 24

In which phase of the focus group is there a short series of questions that probe attitudes and behaviors specific to the group topic?

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

Question 25

In which phase of the focus group does the moderator explain the purpose of the group,discuss rules for participating,and note any taping or observers?

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

Question 26

The text provides recommendations for viewing focus groups.How many of the recommendations below were discussed in the text?
- Form opinions early
- Listen to everyone
- Don't be distracted by the buffet
- Don't be biased by dominant personalities

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

Question 27

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

Question 28

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

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

Question 29

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

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 30

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.

Question 31

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?

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

Question 32

Most focus group facilities can also assist with participant recruitment.

Question 33

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

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

Question 34

Hybrid online focus groups begin as ________ groups and then shift into the ________ mode.

A)synchronous,asynchronous
B)asynchronous,synchronous

Question 35

Which of the following type of online focus group is the closest to traditional focus groups?

A)Synchronous
B)Asynchronous
C)Hybrid

Question 36

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?

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

Question 37

A moderator should never leave the focus group room until the group is completely over and respondents have been sent home.

Question 38

Geographic diversity for focus groups become ________ important when the groups are designed to assist in questionnaire development.

A)more
B)less

Question 39

Consider the two statements below with regard to focus group participants.
I.An "undesirable" focus group participant would be one who attended seven
Focus groups in the past month.
II.Focus group participants are almost always paid for their participation.
Which,if any,of these statements is (are)true?

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

Question 40

Once the discussion guide is used in the first set of groups,it should not be changed until it has been used in at least half of the groups.

Question 41

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

Question 42

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

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

Question 43

You receive a draft discussion guide from your selected focus group moderator.The moderator says "The guide is perfectly complete.There is no need for client or agency review." You've used this moderator before,and trust her judgment.Do you follow the moderator's advice? Why?

Question 44

The visual anonymity of online focus groups may reduce social desirability bias,allowing participants to feel more comfortable to voice their opinions.

Question 45

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

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

Question 46

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?

Question 47

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

Question 48

Research suggests that the self-disclosure of sensitive information tends to be greater in the ________ setting.

A)traditional focus group
B)online focus group

Question 49

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

Question 50

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

A)no physical set up is necessary
B)participants do not all have to be from the same location
C)participants are comfortable in their homes/offices
D)participants' "body language" can be easily observed