A) Question list
B) Survey
C) Moderator's guide
D) Group activity list
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A) 1
B) 5
C) 6
D) 30
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A) Focus groups
B) Unobtrusive measures
C) Face-to-face interviewing
D) Participant observation
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A) Focus groups
B) Unobtrusive measures
C) Face-to-face interviewing
D) Participant observation
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1. The quality of the data is deeply inf...View Answer
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A) interviewer
B) informant
C) moderator
D) interested listener
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A) Focus groups
B) Unobtrusive measures
C) Face-to-face interviewing
D) Participant observation
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A) a collective brainstorm
B) raw data
C) a synergistic group effect
D) group think
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B
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1. A clearly defined objective and/or re...View Answer
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Focus groups should first establish a sa...View Answer
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A) 0-30 minutes
B) 30-60 minutes
C) 60-90 minutes
D) 90-120 minutes
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1. It is highly flexible (in terms of nu...View Answer
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In participant observation, the researcher watches the naturally unfolding conversations, discussions, or arguments. Focus groups are not natural conversations, but artificially created scenarios of individuals who may never otherwise interact that are moderated by a facilitator controlling the discussion. Focus groups allow collection of data on a large range of behaviors, a wide variety of interactions, and comprehensive and open discussions on certain topics or issues. Participant observation allows observation of behaviors and meanings as they emerge in their natural setting. Focus group moderators must take care to track nonverbal clues that can impact group dynamic. Participant observation is used to watch readily available data. Topics that relate to a psychological, cognitive, or attitude are more effectively studied in a focus group. Both allow the study of group interaction. Focus groups trade off emergent observations in a natural setting for concentrated interactions in a short time frame.
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A) Psychological research
B) Social Science research
C) Advertising research
D) Marketing research
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A) Rising costs
B) Potential to reach a broad geographic scope
C) Provide access to hard-to-reach participants
D) Provide convenient and comfortable way of participating
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A) Focus groups
B) Unobtrusive measures
C) Face-to-face interviewing
D) Participant observation
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1. Introduction and introductory activit...View Answer
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A) Y.R. Zarchin
B) Paul Lazarsfeld
C) C. L. Adler
D) Robert K. Merton
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D
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The raw data should have two parts. The ...View Answer
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A) Jurors
B) Bullies
C) Marketing groups
D) Transient populations
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