Market Research Focus Groups & Qualitative Research 2

Question 1

Which of the following is a primary disadvantage of focus group research?

Accepted Answer

Results may not be statistically generalizable to the broader population

Answer

It cannot collect opinion data

Answer

It requires very large sample sizes

Answer

It cannot be used for concept testing

Question 2

What is 'respondent fatigue' in the context of qualitative research?

Accepted Answer

Participants losing engagement or giving superficial answers due to lengthy sessions

Answer

A moderator becoming tired during a long session

Answer

Researchers experiencing burnout from analyzing transcripts

Answer

Survey respondents skipping questions near the end

Question 3

In qualitative research, what does 'data saturation' mean?

Accepted Answer

The stage when new interviews or sessions no longer reveal new themes

Answer

The point at which the researcher has too much data to analyze

Answer

When quantitative data fully validates qualitative findings

Answer

When all focus group recordings have been transcribed

Question 4

A 'discussion guide' used in focus groups primarily serves to:

Accepted Answer

Provide a flexible framework of topics and probes to guide the session

Answer

Prescribe exact word-for-word questions the moderator must read aloud

Answer

Record participant responses during the group

Answer

Analyze themes after the session is complete

Question 5

Which of the following best describes 'online focus groups'?

Accepted Answer

Synchronous or asynchronous group discussions conducted via digital platforms

Answer

Email surveys sent to focus group alumni

Answer

Web-based polls embedded on a company's website

Answer

Automated chatbot interviews with multiple users simultaneously

Question 6

What is the main purpose of a 'screener' in qualitative research recruitment?

Accepted Answer

To ensure recruited participants meet specific eligibility criteria

Answer

To evaluate the quality of a moderator's performance

Answer

To screen out biased questions from the discussion guide

Answer

To filter transcripts for relevant themes

Question 7

Which approach involves asking focus group participants to sort images or words into categories to reveal brand perceptions?

Accepted Answer

Card sorting

Answer

Laddering

Answer

Protocol analysis

Answer

Narrative inquiry