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 distinguishes phenomenological research from other qualitative approaches?
Answer: It seeks to understand the lived experience and meaning participants attach to phenomena
Phenomenological research explores how individuals consciously experience and make meaning of a particular phenomenon, emphasizing subjective lived experience.
In a focus group, 'groupthink' refers to:
Answer: The tendency for group members to conform to dominant opinions, suppressing individual views
Groupthink occurs when the desire for harmony or conformity overrides realistic appraisal of alternatives, causing individuals to suppress their true opinions.
Which qualitative method involves a researcher joining a community and participating in daily life to gain insight?
Answer: Participant observation
Participant observation involves the researcher actively immersing themselves in a community or setting to gain first-hand understanding of behaviors and social dynamics.
What is the purpose of 'member checking' in qualitative research?
Answer: Sharing findings with participants to confirm accuracy and credibility
Member checking (also called respondent validation) involves returning findings to participants to confirm that the researcher's interpretations accurately reflect their experiences, enhancing trustworthiness.
A 'laddering' technique in qualitative research is used to:
Answer: Uncover the chain from product attributes to personal values through repeated 'why' probes
Laddering probes deeper with repeated 'why' questions to reveal the chain from product attributes to functional consequences to underlying personal values (means-end chain theory).
Which term refers to the process of assigning codes or labels to segments of qualitative data during analysis?
Answer: Coding
Coding is the process of labeling chunks of qualitative data (text, video, etc.) to categorize and organize them, forming the foundation for thematic analysis.
What is the primary reason researchers use triangulation in qualitative studies?
Answer: To increase credibility by cross-verifying findings from multiple data sources or methods
Triangulation improves the credibility and validity of qualitative findings by cross-referencing data from multiple sources, methods, or researchers to confirm conclusions.