Focus Groups & Qualitative Research Flashcards
7 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Focus Groups & Qualitative Research flashcards as text
What is the typical size of a standard focus group?
Answer: 6–10 participants
Standard focus groups typically consist of 6–10 participants, large enough for diverse interaction but small enough for each person to contribute meaningfully.
Which of the following best describes the role of a moderator in a focus group?
Answer: To guide discussion while remaining neutral
A moderator guides the discussion to stay on topic while remaining neutral so as not to bias participants' responses.
Which qualitative research method involves a researcher observing participants in their natural environment without interference?
Answer: Ethnographic research
Ethnographic research involves observing people in their natural setting to understand behaviors, attitudes, and culture in context.
What does 'thematic analysis' refer to in qualitative research?
Answer: Identifying patterns and themes across qualitative data
Thematic analysis is a method for identifying, analyzing, and reporting patterns (themes) within qualitative data such as interview or focus group transcripts.
Which type of question is most appropriate for a focus group discussion guide?
Answer: Open-ended questions that encourage discussion
Open-ended questions encourage participants to elaborate, share opinions, and generate rich discussion, which is the core purpose of a focus group.
What is a key advantage of in-depth interviews (IDIs) over focus groups?
Answer: They reveal individual perspectives without group conformity bias
IDIs eliminate group conformity bias (groupthink), allowing participants to share honest individual views without being influenced by others in a group setting.
A projective technique in qualitative research is best defined as:
Answer: An indirect questioning method that reveals subconscious attitudes
Projective techniques use indirect, ambiguous tasks (like word association or image sorting) to uncover subconscious beliefs and attitudes participants might not express directly.