Emily Works as the Marketing Insights Coordinator of a Credit

question 38

Multiple Choice

Emily works as the marketing insights coordinator of a credit union.She conducted a focus group in which 10 consumers discussed their attitudes toward credit unions.Based on this research,she concluded that most people think credit unions don't offer the same range of products and services as banks,and aren't aware of the key benefits of credit unions.Which of the following statements regarding this situation is TRUE?

• A)Emily can feel confident that what she learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for credit unions.
• B)Emily should really conduct one more focus group interview with a different age group of consumers before she should draw any conclusions.
• C)Emily should have only conducted survey research.
• D)Focus groups are a type of qualitative research and should not solely be used to draw conclusions.
• E)Focus groups are the only type of qualitative research from which conclusions can be drawn.

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Definitions:

Bipolar Disorder

This is a psychological disorder identified by severe changes in mood, spanning from very high (mania or hypomania) to very low (depression) emotional states.

Manic Episode

A period of abnormally elevated mood, energy, and activity levels, often associated with bipolar disorder.

Bipolar Disorder

A mental health condition marked by extreme mood swings, including emotional highs (mania or hypomania) and lows (depression).

Unipolar Episode

A period characterized by a persistent depressed mood or loss of interest in activities, without the mood swings associated with bipolar disorder.