20 Questions
What is a common characteristic of American-style focus groups?
Structured procedure
Which group is more likely to have analysis taking place during and after the group discussions?
European-style groups
What is a distinguishing feature of European researchers following the conative tradition?
Emphasis on exploration
In American-style focus groups, what is the purpose of the interviews according to the text?
To confirm or expand on known issues
What is a key difference between cognitive and conative approaches to focus group discussions?
Starting point for analysis
What is one key difference between the European and American approaches to conducting focus groups?
Duration
Which type of questioning is associated with the European approach to conducting focus groups?
Probing
What is a characteristic of American-style qualitative research according to the text?
Use of hand shows in interviews
Which aspect of an interview experience is important for maintaining participants' interest over a longer period, as stated in the text?
Stimulating and enjoyable nature
What is a key feature of the European approach to focus groups mentioned in the text?
'Formless' structure
What is the primary purpose of European-style qualitative research?
To gain new insight
How does the American-style qualitative research differ from the European style in terms of interviewing technique?
Involving closed questions and straight answers
Which style of qualitative research focuses on confirming hypotheses derived from other sources?
American-style
What is a key characteristic of European-style interviewing technique?
Being opportunistic and probing
Why do clients attending American-style research groups often feel they don't need further analysis?
As group interactions supply sufficient answers
What type of decision-makers may have a greater preference for qualitative data to feed artistic decisions?
Decision-makers working in the development of brand personalities
Which type of marketing decisions may require an understanding and representation of the language used by teenagers?
Marketing decisions related to brand 'personalities'
What can help researchers get close to participants and elicit sensitive data?
Building rapport and trust with participants
In what type of marketing research would questions about corporate performance and plans be considered sensitive?
European-style research
What kind of questions would be examples of personally sensitive issues in marketing research?
Questions about contraception or sanitary products
Test your knowledge on qualitative techniques, including in-depth interviews, focus groups, and projective techniques. Explore how qualitative methods can influence the development and use of quantitative techniques, using focus groups as an example.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
