Market Research Focus Groups & Qualitative Research 3

Question 1

What distinguishes phenomenological research from other qualitative approaches?

Accepted Answer

It seeks to understand the lived experience and meaning participants attach to phenomena

Answer

It focuses on observable behaviors rather than inner experiences

Answer

It relies on large samples to identify behavioral patterns

Answer

It uses only secondary data sources

Question 2

In a focus group, 'groupthink' refers to:

Accepted Answer

The tendency for group members to conform to dominant opinions, suppressing individual views

Answer

Productive brainstorming where all ideas are captured

Answer

A moderation technique for achieving group consensus

Answer

When multiple focus groups reach the same conclusion

Question 3

Which qualitative method involves a researcher joining a community and participating in daily life to gain insight?

Accepted Answer

Participant observation

Answer

Mystery shopping

Answer

Conjoint analysis

Answer

Eye-tracking research

Question 4

What is the purpose of 'member checking' in qualitative research?

Accepted Answer

Sharing findings with participants to confirm accuracy and credibility

Answer

Verifying that all recruited participants attended the focus group

Answer

Checking that group members signed consent forms

Answer

Reviewing participant demographic profiles before analysis

Question 5

A 'laddering' technique in qualitative research is used to:

Accepted Answer

Uncover the chain from product attributes to personal values through repeated 'why' probes

Answer

Rank focus group responses from most to least important

Answer

Build a hierarchical coding structure for thematic analysis

Answer

Sequence questions from general to specific in a discussion guide

Question 6

Which term refers to the process of assigning codes or labels to segments of qualitative data during analysis?

Accepted Answer

Coding

Answer

Triangulation

Answer

Segmentation

Answer

Cross-tabulation

Question 7

What is the primary reason researchers use triangulation in qualitative studies?

Accepted Answer

To increase credibility by cross-verifying findings from multiple data sources or methods

Answer

To reduce the number of focus groups needed

Answer

To calculate the margin of error in qualitative research

Answer

To ensure the discussion guide covers three topic areas