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
Which of the following is a primary disadvantage of focus group research?
Answer: Results may not be statistically generalizable to the broader population
Because focus groups involve small, non-random samples, their results provide insights and hypotheses but cannot be statistically generalized to a larger population.
What is 'respondent fatigue' in the context of qualitative research?
Answer: Participants losing engagement or giving superficial answers due to lengthy sessions
Respondent fatigue occurs when participants lose energy or interest during a long session and begin giving less thoughtful, shallower responses.
In qualitative research, what does 'data saturation' mean?
Answer: The stage when new interviews or sessions no longer reveal new themes
Data saturation is reached when additional data collection no longer produces new insights or themes, indicating sufficient depth of understanding.
A 'discussion guide' used in focus groups primarily serves to:
Answer: Provide a flexible framework of topics and probes to guide the session
A discussion guide is a flexible outline of key topics and probing questions that keeps the session on track while allowing the moderator to adapt based on participant responses.
Which of the following best describes 'online focus groups'?
Answer: Synchronous or asynchronous group discussions conducted via digital platforms
Online focus groups use digital platforms to bring participants together either in real time (synchronous) or over several days (asynchronous) for discussion, enabling geographic flexibility.
What is the main purpose of a 'screener' in qualitative research recruitment?
Answer: To ensure recruited participants meet specific eligibility criteria
A screener is a questionnaire used during recruitment to confirm that potential participants meet the target profile criteria (e.g., demographics, product usage) for the study.
Which approach involves asking focus group participants to sort images or words into categories to reveal brand perceptions?
Answer: Card sorting
Card sorting is a projective technique where participants organize items into groups, helping researchers understand mental models, associations, and brand perceptions.