Market Research Focus Groups & Qualitative Research 1 — Questions and Answers
Question 1: What is the typical size of a standard focus group?
- 2–4 participants
- 6–10 participants (Correct answer)
- 15–20 participants
- 25–30 participants
Correct 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.
Question 2: Which of the following best describes the role of a moderator in a focus group?
- To advocate for the client's product
- To guide discussion while remaining neutral (Correct answer)
- To record responses without speaking
- To eliminate off-topic responses in real time
Correct 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.
Question 3: Which qualitative research method involves a researcher observing participants in their natural environment without interference?
- In-depth interview
- Ethnographic research (Correct answer)
- Projective technique
- Delphi method
Correct answer: Ethnographic research
Ethnographic research involves observing people in their natural setting to understand behaviors, attitudes, and culture in context.
Question 4: What does 'thematic analysis' refer to in qualitative research?
- Counting word frequencies in transcripts
- Identifying patterns and themes across qualitative data (Correct answer)
- Converting qualitative data to numerical scores
- Creating visual diagrams of participant responses
Correct 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.
Question 5: Which type of question is most appropriate for a focus group discussion guide?
- Closed-ended yes/no questions
- Leading questions that suggest the desired answer
- Open-ended questions that encourage discussion (Correct answer)
- True/false questions for quick consensus
Correct 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.
Question 6: What is a key advantage of in-depth interviews (IDIs) over focus groups?
- They are faster to conduct
- They allow peer influence to emerge naturally
- They reveal individual perspectives without group conformity bias (Correct answer)
- They require less moderator skill
Correct 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.
Question 7: A projective technique in qualitative research is best defined as:
- A method to project survey results to the full population
- An indirect questioning method that reveals subconscious attitudes (Correct answer)
- A technique for projecting future market trends
- A statistical tool to project sample means
Correct 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.
