Exploratory Research Methods Quiz
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Questions and Answers

What is the primary responsibility of the moderator during a focus group discussion?

  • Handle logistics and manage seating arrangements.
  • Compile and organize notes taken by transcribers.
  • Take detailed notes of all participant comments.
  • Lead the discussion and promote participant interaction. (correct)

    • What is the primary objective of the laddering technique in depth interviews?

  • To gather quantitative data about consumer preferences
  • To explore a person's core values and meanings (correct)
  • To analyze market trends through observational studies
  • To conduct a large survey for statistical relevance

    • What should the assistant moderator NOT do during a focus group discussion?

  • Help pace the discussion.
  • Engage directly in the conversation. (correct)
  • Handle logistics like arranging seating.
  • Compile the notes from the transcribers.

    • Which of the following is a common disadvantage of conducting depth interviews?

    <p>They can be time-consuming and costly</p> Signup and view all the answers

    How should transcribers approach note-taking during the focus group discussion?

    <p>Avoid interacting with participants and focus on assigned comments.</p> Signup and view all the answers

    What type of research method includes techniques such as word association tests and sentence completion tests?

    <p>Indirect methods of exploratory research</p> Signup and view all the answers

    What is a task that is specifically required of the assistant moderator?

    <p>Manage the time allotted for the focus group discussion.</p> Signup and view all the answers

    Which of the following describes a main focus of qualitative research?

    <p>Understanding the reasons behind consumer behaviors</p> Signup and view all the answers

    Which aspect is NOT important for the moderator to maintain during the discussion?

    <p>Intervening if a participant dominates the conversation.</p> Signup and view all the answers

    What does the transcription example illustrate about the narrative style expected from transcribers?

    <p>Transcribers should summarize participant responses rather than quote them directly.</p> Signup and view all the answers

    What is a potential challenge when conducting focus group discussions?

    <p>Group dynamics may influence individual responses</p> Signup and view all the answers

    What is a key logistical duty of the assistant moderator before a focus group session?

    <p>Arrange the seating in a circular format.</p> Signup and view all the answers

    In which scenario would depth interviews be preferred over surveys?

    <p>When insights into individual motivations are needed</p> Signup and view all the answers

    Which aspect must transcribers manage during their note-taking process?

    <p>Coordinate among themselves to cover different participant comments.</p> Signup and view all the answers

    What is a key strength of direct methods in exploratory research?

    <p>They allow for in-depth exploration of individual experiences</p> Signup and view all the answers

    What is a common issue faced by shy respondents in depth interviews?

    <p>They might feel overwhelmed by the one-on-one format</p> Signup and view all the answers

    What type of analysis is primarily conducted during a focus group discussion?

    <p>Probing analysis</p> Signup and view all the answers

    Which hypothesis is specifically referenced in the context of focus group discussions?

    <p>The 'Why' hypothesis</p> Signup and view all the answers

    Why should transcribers pay particular attention during focus group discussions?

    <p>To capture who said what in a specific context</p> Signup and view all the answers

    What is the primary aim of conducting focus group discussions in exploratory research?

    <p>To gain insights into marketing problems</p> Signup and view all the answers

    What type of data should not be collected during focus group discussions?

    <p>Numerical data</p> Signup and view all the answers

    What role is specifically mentioned for group members during the focus group discussion?

    <p>Interviewer</p> Signup and view all the answers

    What is a consequence of missing the focus group discussion (FGD)?

    <p>You lose 10 points</p> Signup and view all the answers

    Which of the following best describes the research approach used in focus group discussions?

    <p>Observational interpretation</p> Signup and view all the answers

    What role does the moderator play during a focus group discussion?

    <p>To guide the discussion with questions</p> Signup and view all the answers

    Which factor should groups consider when brainstorming their FGD questions?

    <p>The relevance to Gen-Z experiences</p> Signup and view all the answers

    What is a potential outcome of analyzing data from focus group discussions?

    <p>Interpreting meanings behind participant responses</p> Signup and view all the answers

    When is the latest time group members should arrive for the FGD?

    <p>1:10 PM</p> Signup and view all the answers

    What is one of the main goals when discussing Gen-Z's perception in the examples given?

    <p>To understand preferences towards specific chatbots or platforms</p> Signup and view all the answers

    What restriction is placed on group members regarding illness during the FGD?

    <p>There is no way to make up for missing the FGD</p> Signup and view all the answers

    What type of questions must the group prepare for the FGD?

    <p>Three key questions: opening, primary, and secondary</p> Signup and view all the answers

    Which aspect of Gen-Z's behavior is NOT mentioned in the context of FGD examples?

    <p>Financial literacy levels</p> Signup and view all the answers

    What is the main purpose of the opening question in a focus group discussion?

    <p>To check participants' familiarity with the topic</p> Signup and view all the answers

    What is a significant reason for keeping focus group participant groups homogeneous?

    <p>To enhance interaction based on common understanding</p> Signup and view all the answers

    What is the recommended size for a focus group discussion in terms of participants?

    <p>5-10 participants</p> Signup and view all the answers

    Why should a focus group discussion ask no more than 5-10 questions?

    <p>To avoid participant fatigue and maintain quality dialogue</p> Signup and view all the answers

    Which of the following is an appropriate primary question for a focus group discussing TikTok?

    <p>Why do you prefer to use TikTok over other platforms like YouTube Shorts?</p> Signup and view all the answers

    What is a potential consequence of having too many participants in a focus group discussion?

    <p>Moderation could become cumbersome and less effective</p> Signup and view all the answers

    What role does the ground rules segment play in a focus group discussion?

    <p>It ensures participants are aware of logistical expectations</p> Signup and view all the answers

    Which question type is usually considered a secondary question in a focus group discussion?

    <p>What can TikTok improve on to further suit your needs?</p> Signup and view all the answers

    Study Notes

    Exploratory Research

    • Exploratory research encompasses both direct and indirect methods.
    • Direct methods include depth interviews and focus group discussions.
    • Indirect methods include projective techniques and observation studies.

    Depth Interviews

    • Depth interviews involve one-on-one conversations to uncover deep psychological insights about a brand, company, or product.
    • Laddering is a specific type of depth interview where questions progress from product characteristics to user characteristics.
    • The objective of laddering is to understand an individual's network of meanings, justifications, and core values.

    Focus Group Discussions (FGD)

    • FGDs gather socially formed opinions through guided group interactions.
    • FGDs are guided by a moderator who leads the discussion based on prepared questions.
    • FGDs encourage group interaction to elicit socially formed opinions.

    Why is FGD Conducted?

    • FGDs serve as part of exploratory research, gathering ideas, insights, and preliminary information to understand a marketing problem.

    What Data Does FGD Collect?

    • FGD data is non-numerical and qualitative, focusing on who said what and in what context.
    • Avoid quantifying data; for example, do not state "10% mentioned X."
    • Example: "Females showed pity for Kendall Jenner for her Pepsi ad; males showed Schadenfreude."
    • Example: "Millennials mentioned X usage while Gen-Z mentioned Instagram usage."

    Research Approach and Analysis in FGD

    • FGDs employ an observational and interpretive approach with probing analysis.
    • Transcribers meticulously record who said what and in which context during the discussion.
    • After the session, the research team convenes to interpret the meanings of the transcribed notes.

    FGD Roles

    • The moderator leads the discussion based on prepared questions, promotes interaction among participants, and maintains engagement.
    • The assistant moderator handles logistics, manages time, and helps the moderator with pacing.
    • Transcribers take detailed notes without intervening in the discussion, organizing notes by question for later information extraction, and submitting compiled transcriptions.

    FGD Flow

    • The FGD follows a structured flow: welcome and introduction, background information, ground rules, opening question, primary question, secondary question, and summary/ending.

    FGD Caveats

    • Participants in an FGD session should be homogeneous—with similar backgrounds, characteristics, and experiences.
    • The group size should be between 5-10 people to ensure sufficient engagement and manageable discussion.
    • The FGD should not exceed 5-10 questions to prevent participant fatigue and transcriber overload.

    Qualitative Research Skill

    • The qualitative research skill assignment involves conducting a FGD with classmates as a group.
    • Each group prepares three questions: an opening question, a primary question, and a secondary question.
    • Groups designate roles for conducting the FGD.

    FGD Assignment Details

    • Groups must arrive before 1:10 PM for a 1:10 PM sharp start.
    • Late penalties apply to both interviewers and interviewees.
    • Missing the FGD results in a 10-point forfeiture.
    • Discuss excused absences with the instructor prior to the FGD date.

    Example FGD Topics

    • Google AI Chatbot: Understanding Gen-Z’s perception of AI chatbots like Bard and ChatGPT.
    • Twitter Rebranding: Understanding Gen-Z consumers' reaction to Twitter's rebranding as X and its implications.
    • Netflix Password Policy: Understanding Gen-Z consumers' perspectives on Netflix’s password-sharing policy.
    • Zuck vs. Musk Showdown: Understanding Gen-Z consumers’ sentiment towards the Zuck vs. Musk social media rivalry.

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    Related Documents

    Gonzaga Marketing Research Qualitative Research II Module 5 PDF

    Description

    Test your understanding of exploratory research methods, including direct and indirect techniques such as depth interviews and focus group discussions. This quiz covers key concepts, purposes, and methodologies in gathering insights for branding and marketing. Challenge yourself with questions on laddering and the role of a moderator in FGDs.

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