A Marketing Researcher Wants to Put Together Four Focus Groups

question 51

Multiple Choice

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month) .Instead of asking people at a shopping mall whether they download music from the Internet,he finds one person in the target market who qualifies,and then asks that person to suggest the names of two other males between the ages of 18-24 who download music.The researcher will invite those two to participate in the focus group,and then they are each asked to suggest two others similar to themselves to participate in the focus group study.This procedure describes a ____.

• A)stepwise sample
• B)judgment sample
• C)area sample
• D)snowball sample

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Definitions:

Driving Errors

Mistakes made by drivers while operating a vehicle, which can range from perceptual errors to judgment lapses.

Divided Attention

The mental ability to process multiple sources of information simultaneously or switch focus among varying stimuli.

Attention Switching

The process of shifting focus from one task or stimulus to another, which plays a vital role in cognitive flexibility and multitasking abilities.

Automatic Task

A task performed with little or no conscious effort or control, often because it has been practiced to the point of automatization.