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.
Market Research Focus Groups & Qualitative Research 1
What is the typical size of a standard focus group?