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Which of the following is true of focus group research?


A) Results can be generalized
B) Extensive use of statistics and numbers.
C) Usually uses large and representative samples
D) Useful for gaining an in-depth understanding of underlying motivations

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What are some characteristics of a good moderator?

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A good moderator plays a crucial role in facilitating discussions, ensuring that conversations remain productive and on-topic, and creating an environment where all participants feel comfortable sharing their thoughts. Here are some key characteristics of a good moderator: 1. Impartiality: A good moderator remains neutral and does not take sides in a discussion. They should treat all participants fairly and with respect, regardless of their personal opinions. 2. Active Listening: They must be excellent listeners, able to understand and synthesize different points of view, and respond thoughtfully to what is being said. 3. Communication Skills: Effective communication is essential for a moderator. They need to articulate questions clearly, summarize discussions accurately, and convey complex ideas in an understandable manner. 4. Emotional Intelligence: A good moderator is sensitive to the emotions and dynamics within the group. They can read the room, recognize when someone is uncomfortable, and manage conflicts with empathy. 5. Organizational Skills: Moderators should be able to keep the discussion on track, manage time effectively, and ensure that all relevant topics are covered. 6. Adaptability: They must be flexible and able to adjust the flow of the conversation as needed, dealing with unexpected issues or changes in the discussion without losing focus. 7. Knowledgeable: While they don't need to be the expert on the topic at hand, a good moderator should have enough understanding of the subject matter to ask insightful questions and guide the conversation. 8. Assertiveness: Moderators need to be able to intervene when necessary, whether it's to redirect the conversation, enforce rules, or ensure that quieter participants have a chance to speak. 9. Patience: Good moderators are patient and allow participants to express their thoughts fully without rushing them or cutting them off prematurely. 10. Preparedness: They come to the discussion well-prepared, having done their research and prepared questions or topics to guide the conversation. 11. Encouraging Participation: A good moderator encourages all participants to engage in the discussion, making sure that everyone has the opportunity to contribute. 12. Respect for Diversity: They respect and promote diversity of thought, ensuring that a range of perspectives is heard and valued. 13. Problem-Solving Skills: When issues arise, a good moderator can quickly identify solutions and keep the discussion moving forward. 14. Professionalism: They maintain a professional demeanor at all times, setting the tone for the discussion and serving as a role model for participants. 15. Follow-up: After the discussion, a good moderator provides summaries, action items, or further resources as necessary, ensuring that the conversation has a lasting impact. In summary, a good moderator is someone who can effectively guide a discussion, manage group dynamics, and ensure that the objectives of the conversation are met while maintaining a respectful and inclusive environment.

Which of the following is NOT true of focus groups?


A) A focus group is a group interviewing or discussion technique.
B) Typically involves 6-12 individuals.
C) It is unstructured and spontaneous
D) Used to enhance understanding and gain in-depth knowledge by gauging consumer feedback.
E) It can be used to generalize findings to a population

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Which of the following research techniques usually uses the smallest sample size?


A) Mail surveys
B) Internet surveys
C) Focus groups
D) Phone surveys

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It is harder to recruit participants for an online focus group than an offline one.

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Which of the following is a limitation of focus groups?


A) Not useful for answering questions like "how many?" and "how much?"
B) People sometimes try to answer questions the way they think would please the moderator or researcher-this is commonly known in research as demand effects
C) Are not ideal for sensitive topics.
D) Results cannot be generalized as only 6-12 people are used in a focus group.
E) All of the above are limitations of focus groups

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One advantage of focus groups is that the results can always be generalized to the population.

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Which of the following is NOT an advantage of focus groups?


A) They are good for pilot studies and exploration
B) They are good for generalization of results to a population
C) They present a lot of flexibility in design and conduction.
D) They are ideal for consumer interaction with a product
E) Group synergy adds to the quality of data collected.

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B

Online focus groups have the advantage of anonymity so they can be good for sensitive topics

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Online focus groups have no or limited geographic restrictions.

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True

What are the two types of online focus groups? How do they differ from each other? List the advantages and disadvantages of each.

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The two types of online focus groups are...

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The outline prepared to guide the conversation during a focus group is called __________.


A) Group matter
B) Group Synergy
C) Discussion guide
D) Survey
E) Interview guide

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List five benefits of conducting focus groups in advertising and public relations research.

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1. In-depth insights: Focus groups allow...

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