When Focus Group Interviews Are Used in Marketing

question 246

Multiple Choice

When focus group interviews are used in marketing,

• A) each person in the group answers the same questionnaire, to focus the discussion.
• B) the typical group size is 15 to 20 typical consumers whether online or off-line.
• C) it is primarily as a follow-up to more quantitative research.
• D) the research conclusions will vary depending on who watches the interview whether online or off-line.
• E) the consumer in the group who knows the most about the topic is asked to lead the discussion.

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Definitions:

Negative Stereotypes

Preconceived and oversimplified beliefs about a particular group of people or things that are mostly unfavorable and can lead to discrimination.

Psychological Effects

The mental and emotional impacts or changes that occur in response to an external stimulus.

Attributional Ambiguity

The uncertainty faced by members of stigmatized groups about whether the treatment they receive is due to their personal characteristics or their group membership.

Negative Feelings

Unpleasant or undesirable emotions such as sadness, anger, or fear.