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Exam 5: Qualitative Research

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Question 41

Multiple Choice

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Which of the following is the primary reason or underlying rationale for conducting focus groups?

A) allow for individualized analysis
B) able to provide more precision than quantitative studies
C) interaction among group members
D) ambiance of the focus group promotes direct questioning
E) none of these

F) B) and E)
G) C) and E)

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Question 42

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Statistical skills are important for qualitative researchers.

A) True
B) False

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Question 43

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Focus group facilities probably have which of the following?

Which of the following is not an advantage of depth interviews over focus groups?

A very unpopular trend in focus group research is conducting focus groups online and over mobile devices.

When the focus group moderator lets his/her own ideas influence the group,this illustrates a lack of _________.

A group of citizens thinks Drysville,Arkansas,is achieving its potential as a city,because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City.Hence,the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes.However,before embarking on an expensive petition-signing campaign,the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort.The issue is very sensitive,and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure.What method or methods of qualitative research would you recommend?

Why do people participate in focus groups? What are a few things the moderator can do to encourage participation by participants once they are at the focus group facility?