SOLVED

21) 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 from different geographic areas can participate C) participants are comfortable in their homes or offices D) private messages can exchanged between the moderator and participants E) participants’ “body language” may be observed 22) Which one of the following was NOT mentioned in the textbook as an advantage of focus groups? A) They generate fresh ideas. B) They allow hidden cameras to record hidden motives. C) They allow clients to observe the group. D) They are generally versatile in that they can handle an unlimited number of topics. E) They allow access to special respondent groups such as lawyers or doctors. 23) One of the disadvantages of focus groups is that: A) clients are allowed to observe the participants. B) results must be subjectively interpreted. C) although the cost-per-participant is low, representativeness is also low. D) focus groups constitute representative samples. E) it is difficult to access special respondent groups such as lawyers or doctors. 24) Which one of the following is NOT an objective of focus groups? A) to generate ideas B) to understand consumer vocabulary C) to reveal consumer needs D) to determine quantities of a proposed new product that will be sold in a given market E) to reveal consumer attitudes 25) Focus groups should NOT be used when: A) there is a need to understand the consumers’ vocabulary. B) there is a need to determine consumers’ attitudes. C) there is a need to predict the sales volume for a new product in a market territory. D) there is a need to understand consumers’ motives. E) there is a need to know how accepting consumers are of a proposed new package design. 26) Which one of the following best represents the desired composition of a focus group? A) homogeneous participants B) heterogeneous participants C) highly educated and articulate participants D) participants who vary widely in terms of demographics E) literate adults 27) Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce “no shows”? A) monetary incentives B) free products or gift certificates C) overrecruiting D) making callbacks on the day preceding the focus group to remind the participant E) using direct mail lists 28) Often, a critical requirement for a focus group meeting place is: A) a very large room. B) a small, cozy room. C) a roundtable format allowing participants to see one another. D) equipment to measure physiological responses of the participants. E) a hidden recording device. 29) Which statement below what NOT discussed on the textbook regarding a focus group report? A) only required for large, multi-dimensional studies B) summarizes the information provided by the participants C) qualitative statements of participants must be translated into categories D) demographic and buy behaviour characteristics of participants should be judged against the target market profile E) numerous verbatim excerpts may be included as evidence 30) Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why the subject behaves in a certain way? A) ethnographic research B) protocol analysis C) role-playing activity D) depth interview E) projective techniques