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Chapter 21 Multiple choice questions
Return to Business Research Methods 5e Student Resources
Chapter 21 Multiple choice questions
Focus groups
Quiz Content
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What is the main difference between a focus group and a group interview?
Group interviews involve fewer participants.
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Focus groups are used to study the ways people discuss a specific topic.
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There is no moderator present in a focus group.
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Focus groups save more time and money.
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How have focus groups been used in market research studies?
To distribute questionnaires.
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To discuss research methodology.
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To test new product and advertising concepts.
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To calculate market shares of the biggest brands.
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Why is it particularly difficult to get an accurate record and transcript of a focus group session?
Because you cannot use a tape recorder in a focus group.
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Because focus groups are transcribed several years after they are conducted.
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Because the researcher often forgets to take notes.
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Because there are many different voices to listen to at once.
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When might it be useful to conduct a relatively large number of focus groups?
When there are plenty of willing volunteers who meet the relevant criteria.
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When you want to capture as much diversity in perspectives as possible.
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When participants' views are likely to be affected by socio-demographic factors.
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All of the above.
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What is the role of the moderator in a focus group?
To stimulate discussion and keep the conversation on track.
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To ask leading questions and dominate the discussion.
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To sit away from the group and observe their behaviour.
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To evaluate the group's performance on a particular task.
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What are "natural groups" in the context of focus group research?
Groups of non-human animals studied in their natural environment.
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Random samples of participants from the general population.
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Groups of participants who already know each other.
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Groups of strangers selected from a particular location.
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What is a key advantage of a focus group?
It is nice for people to get together for a chat.
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It might reunite participants who haven't seen each other for a while.
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It's appropriate as it brings feminists together.
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It allows multiple participants' perspectives
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What are the two main forms of group interaction that Kitzinger identifies in focus group sessions?
Altruistic and aggressive
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Complementary and argumentative
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Conventional and alternative
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Passive and assertive
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Why have feminists argued that focus groups successfully avoid "decontextualizing" their participants?
Because they study the individual as part of a social context.
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Because they tend to be carried out by female researchers.
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Because moderating a focus group demands great technical knowledge.
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Because the data tends to be analysed using post-structuralist theories.
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Which of the following is
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The researcher has little control over how the discussion proceeds.
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It reveals the way social meanings are jointly constructed.
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It produces a large volume of data that can be difficult to analyse.
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People in groups tend to agree and express socially desirable views.
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