Question 1

Identify the first phase in the process of developing a focus group interview.

Accepted Answer

A)   Conducting content analysis
B)   Conducting the focus group discussions
C)   Analyzing and reporting the results
D)   Asking questions including follow-up probing
E)   Planning the focus group studyF) None of the above
G) A) and D)

Question 2

In the planning phase of a focus group interview, _____.

Accepted Answer

A)   appropriate participants are selected and recruited
B)   a moderator's guide is prepared to ensure that the actual focus group session is productive
C)   a researcher debriefs all the key players involved to compare notes
D)   the first topic area is introduced to the participants using a moderator's guide
E)   moderators give participants exercises to help stimulate conversationF) A) and B)
G) A) and C)

Question 3

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Accepted Answer

A) True 
 B)False

Question 4

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Accepted Answer

A) True 
 B)False

Question 5

In the context of data collection methods, which of the following statements is True of projective techniques?

Accepted Answer

A)   They are used to monitor and analyze social media sources to provide research insights.
B)   They involve recording human behavior in natural settings.
C)   They rule out subjectivity.
D)   They use indirect questioning methods.
E)   They are primarily used in quantitative research.F) B) and E)
G) A) and E)

Question 6

The objective of descriptive research is to:

Accepted Answer

A)   test cause-and-effect relationships between specifically defined marketing variables.
B)   explicitly define the research question and variables.
C)   collect information that provides answers to research questions.
D)   choose the type of individuals who will best represent the target population of interest.
E)   ascertain how much detail of a behavior needs to be recorded.F) A) and E)
G) B) and D)

Question 7

A major disadvantage of observation methods is that data collection takes more time and is more expensive than through other types of procedures.

Accepted Answer

A) True 
 B)False

Question 8

Content analysis is used by quantitative researchers to create meaningful findings from focus group discussions.

Accepted Answer

A) True 
 B)False

Question 9

The process of selecting sample members so that groups can be compared is known as _____.

Accepted Answer

A)   stratified purposive sampling
B)   simple random sampling
C)   convenience sampling
D)   accidental sampling
E)   opportunity samplingF) B) and D)
G) B) and C)

Question 10

Who among the following is most likely to be conducting qualitative research?

Accepted Answer

A)   Ricardo, who is performing a multiple regression analysis
B)   Zainab, who is developing questionnaires
C)   Phillip, who is conducting a census
D)   Mariam, who is conducting surveys
E)   Katie, who is conducting focus group interviewsF) C) and E)
G) C) and D)

Question 11

What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

Accepted Answer

Online focus groups are especially appro...

Question 12

_____ is an observational research technique that requires deep engagement with one or more social media communities.

Accepted Answer

A)   Sugging
B)   Debriefing analysis
C)   Randomization
D)   Netnography
E)   FuggingF) A) and B)
G) B) and D)

Question 13

The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people.

Accepted Answer

A) True 
 B)False

Question 14

Purposive sampling means:

Accepted Answer

A)   selecting sample members to study because they possess attributes important to understanding a research topic.
B)   selecting sample members so that groups can be compared.
C)   selecting sample members based on earlier interviews.
D)   selecting particular types of participants because they can minimize cross talk during the discussions of a research topic.
E)   selecting sample participants who can generate spontaneous discussion on a research topic.F) D) and E)
G) C) and E)

Question 15

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Accepted Answer

A) True 
 B)False

Question 16

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is True of qualitative research methods?

Accepted Answer

A)   Most practitioners regard qualitative research as being more reliable than quantitative research.
B)   Qualitative data collection occurs over long time periods.
C)   Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.
D)   Qualitative researchers usually collect detailed data from relatively small samples by asking questions.
E)   Qualitative research methods allow researchers to generalize findings to a larger population unlike quantitative research methods.F) B) and C)
G) C) and D)

Question 18

Content analysis is:

Accepted Answer

A)   an interviewer's ability to articulate questions in a direct and clear manner.
B)   the process of collecting both attitudinal and behavioral data from a subject that spans all time frames.
C)   a detailed outline of the topics, questions, and subquestions used by a moderator to lead a focus group session.
D)   an interactive procedure in which a researcher and moderator discuss the subjects' responses to the topics that outlined a focus group session.
E)   the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns.F) B) and E)
G) A) and B)

Question 19

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Accepted Answer

A) True 
 B)False

Question 20

Describe the process of selecting an observation method.

Accepted Answer

The first step in selecting an observati...

Exam 4: Exploratory and Observational Research Designs and Data Collection Approaches

In the context of data collection methods, which of the following statements is True of projective techniques?

Correct AnswerverifiedShow Answer

Describe the process of selecting an observation method.

Correct AnswerverifiedThe first step in selecting an observati...View AnswerShow Answer

The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people.

Correct AnswerverifiedShow Answer

A major disadvantage of observation methods is that data collection takes more time and is more expensive than through other types of procedures.

Correct AnswerverifiedShow Answer

Content analysis is used by quantitative researchers to create meaningful findings from focus group discussions.

Correct AnswerverifiedShow Answer

The objective of descriptive research is to:

Correct AnswerverifiedShow Answer

When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.

Correct AnswerverifiedShow Answer

Which of the following statements is True of qualitative research methods?

Correct AnswerverifiedShow Answer

_____ is an observational research technique that requires deep engagement with one or more social media communities.

Correct AnswerverifiedShow Answer

Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.

Correct AnswerverifiedShow Answer

The process of selecting sample members so that groups can be compared is known as _____.

Correct AnswerverifiedShow Answer

Who among the following is most likely to be conducting qualitative research?

Correct AnswerverifiedShow Answer

The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods.

Correct AnswerverifiedShow Answer

Purposive sampling means:

Correct AnswerverifiedShow Answer

A moderator's guide should include follow-up questions to help the moderator elicit more information.

Correct AnswerverifiedShow Answer

In the planning phase of a focus group interview, _____.

Correct AnswerverifiedShow Answer

Content analysis is:

Correct AnswerverifiedShow Answer

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.

Correct AnswerverifiedShow Answer

What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?

Correct AnswerverifiedOnline focus groups are especially appro...View AnswerShow Answer

Identify the first phase in the process of developing a focus group interview.

Correct AnswerverifiedShow Answer

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The first step in selecting an observati...
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Online focus groups are especially appro...
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