Question

1. Serendipity is an advantage for:

A. Focus Groups

B. Observation Techniques

C. In- Depth Interviews

2. The following are the disadvantages of Observation technique:

A. The observed episode might not be the general behavior of the individual

B. It is expensive

C. Two judges looking at the behavior might interpret the result differently

D. Facial expressions might not reveal all

E. a,b,c

F. a,b,c,d

3. In these situations, it is better to observe than to ask:

A. How people move around the store

B. The brand customers buy in a store

C. How much time they spend looking at an exhibit

D. Whether they enjoyed their dinner last night

E. a,b,c

4. The role of a moderator includes:

A. Not to allow any one participant dominate the discussion

B. Making sure the discussion is on track at all times

C. All

D.Not allow participants interrupt one another

Answer 1

1: A

Serendipity is an advantage in focus groups since the comments of one person incites a stream of comments from the other members. This is not present in the other two options since there is no interaction between members.

2: F

All of the listed are disadvantages. The observations may not yield the true results. The observers may have different interpretations and it is expensive since it is focussed towards an individual or a small group.

3: A

The other options are measurable exactly while the behaviour of movement is not.

4: C

The moderator should moderate the discussion and allow all members to participate in a discussion in the correct manner.