Chapter 21 Multiple choice questions

. What is the main difference between a focus group and a group interview?

Group interviews involve fewer participants.

Focus groups are used to study the ways people discuss a specific topic.

There is no moderator present in a focus group.

Focus groups save more time and money.

. How have focus groups been used in market research studies?

To distribute questionnaires.

To discuss research methodology.

To test new product and advertising concepts.

To calculate market shares of the biggest brands.

. 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.

Because focus groups are transcribed several years after they are conducted.

Because the researcher often forgets to take notes.

Because there are many different voices to listen to at once.

. 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.

When you want to capture as much diversity in perspectives as possible.

When participants' views are likely to be affected by socio-demographic factors.

All of the above.

. What is the role of the moderator in a focus group?

To stimulate discussion and keep the conversation on track.

To ask leading questions and dominate the discussion.

To sit away from the group and observe their behaviour.

To evaluate the group's performance on a particular task.

. What are "natural groups" in the context of focus group research?

Groups of non-human animals studied in their natural environment.

Random samples of participants from the general population.

Groups of participants who already know each other.

Groups of strangers selected from a particular location.

. What is a key advantage of a focus group?

It is nice for people to get together for a chat.

It might reunite participants who haven't seen each other for a while.

It's appropriate as it brings feminists together.

It allows multiple participants' perspectives

. What are the two main forms of group interaction that Kitzinger identifies in focus group sessions?

Altruistic and aggressive

Complementary and argumentative

Conventional and alternative

Passive and assertive

. Why have feminists argued that focus groups successfully avoid "decontextualizing" their participants?

Because they study the individual as part of a social context.

Because they tend to be carried out by female researchers.

Because moderating a focus group demands great technical knowledge.

Because the data tends to be analysed using post-structuralist theories.

. Which of the following is not a limitation of the focus group method?

The researcher has little control over how the discussion proceeds.

It reveals the way social meanings are jointly constructed.

It produces a large volume of data that can be difficult to analyse.

People in groups tend to agree and express socially desirable views.

Chapter 21 Multiple choice questions

Quiz Content