广告调查（第二版）英文 答案 Chapter 6 Focus Groups

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter6FocusGroups

1)Considerthetwostatementsbelow.

I. Focusgroupsareappropriatewheneveritisbelievedthatinteractionamong

respondentsisnecessaryforobtainingdepthofinsights.

II. Focusgroupsareoftenagoodsubstituteformorecomplexquantitativeresearch.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:A

PageRef:150

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

2)Accordingtothetext,howmany(ifany)ofthefollowingsituationsareanappropriateuseoffocusgroups?

-determiningthepercentageofindividualswhouseaparticularproduct

-exploringreactionstocurrentapproachestobrandandcategoryadvertising

-determiningiftherearestatisticaldifferencesinattitudesbetweengroupsofconsumers

-developingandrefininghypothesesregardingconsumermotivations

A)0

B)1

C)2

D)3

E)4

Answer:C

PageRef:151

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

3)Focusgroupstypicallyconsistofabout________individuals.

A)1to3

B)4to6

C)2to6

D)7to12

E)13to19

Answer:B

PageRef:151

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

4)ThePLKAdvertisingAgencyhascreatedthreenewadsforitsclient.Researchisneededtodeterminethestrongestofthethreeads,whichwillbetheonlyoneproducedandplacedintomedia.Focusgroupswouldbeagoodmethodforselectingtheoneadtoproduce.

Answer:FALSE

PageRef:151

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

5)Considerthefollowingtwosituations:

I. Youradagencyisintheinitialstagesofdevelopinganadvertisingcampaignandhas

developedseveralconceptsthatmightbeusedfortheadvertising.Thecreativeteam

wantstobetterunderstandthetargetaudience'sviewsofeachconcept'sstrengthsand

weaknesses.

II. Youradagencyhasjustfinishedfilmingtwocommercialsandwantstodeterminewhich

commercialtoselectandthenactuallyairontelevision.

Whichofthefollowingbestdescribesthesesituations?

A)OnlyIisappropriateforfocusgroups

B)OnlyIIisappropriateforfocusgroups

C)BothIandIIareappropriateforfocusgroups

D)NeitherInorIIisappropriateforfocusgroups

Answer:A

PageRef:151

Difficulty:Difficult

LearningObj.:LO1

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

6)WhichoneofthefollowingisNOTanappropriateobjectiveforfocusgroups?

A)generateideasregardingnewproductideas

B)understandhowconsumerstalkaboutaproduct

C)uncoverunexpectedconsumerneeds

D)projectthequantityofanewproductlikelytobesold

Answer:D

PageRef:220

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

7)Focusgroupsbeginwiththesameplanninganddecisionsasothertypesofresearch.

Answer:TRUE

PageRef:152

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

8)Thespecificplanningforfocusgroupsbeginswithtwosimultaneoussetsofactivities.Thefirstsetrelatestomoderatorselectionwhilethesecondsetrelatesto________.

A)theresearchbudget

B)researchtiming

C)groupcharacteristicsandfacilityselection

D)selectionofafocusgroupfacility

E)creationofthediscussionguide

Answer:C

PageRef:153

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

9)Thetextdiscussescharacteristicsofexcellentfocusgroupmoderators.Howmany(ifany)ofthestatementsbelowdescribethesecharacteristics?

-activelisteners

-inquisitiveabout"whatmakespeopletick"

-atleastfiveyearsofexperienceconductinggroups

-awareofandabletocontroltheirownbiases

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:152-153

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

10)Considerthetwoquestionsbelowregardingfocusgroupmoderators.

I. Whenchoosingamoderatorforasetofgroups,itisimportanttomakecertain

thatthemoderatorisanexpertintheareabeingexplored.

II. Whenconsideringtheselectionofagroupmoderator,itisimportanttofinda

moderatorwhosedemographiccharacteristicsmatchthoseofthegroupparticipants.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)BothIandIIaretrue

D)NeitherInorIIaretrue

Answer:B

PageRef:152

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

11)Themoderatorbriefingtakesplace________thefirstsetoffocusgroups.

A)wellbefore

B)immediatelybefore

C)immediatelyafter

Answer:A

PageRef:153

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

12)Thepurposeofthemoderatorbriefingistotrytomakethemoderatoranexpertintheareabeingresearched.

Answer:FALSE

PageRef:154

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

13)TheAAAagencyisconductingfocusgroupsonbehalfofitsclient,Microsoft.The________typicallyhasprimaryresponsibilityforthedraftingofthediscussionguide.

A)fieldservice

B)focusgroupfacility

C)AAAresearchsupervisors

D)Microsoftbrandmanager

E)focusgroupmoderator

Answer:E

PageRef:154

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

14)Thetwostatementsbelowrefertothefocusgroupdiscussionguide.

I. Thefocusgroupdiscussionguidepresentsthequestionsandtopicareasto

beaddressed,notingtheorderofpresentationandanyrequiredprobes.

II. Onceamoderatordraftsthediscussionguide,noadditionsormodifications

areallowed.

Which,ifany,ofthesestatementsis(are)correct?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:154

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

15)Thedraftdiscussionguideshouldbepresentedtotheclientandagency________thefirstsetoffocusgroups.

A)inenoughtimeforfeedbackandrevisionpriorto

B)immediatelybeforethestartof

C)during

Answer:B

PageRef:154

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

16)Afocusgroupdiscussionguideshouldlistboththequestionstobeexploredandthespecificprobestobeusedduringgroupdiscussion.

Answer:TRUE

PageRef:155

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

17)Youareholdingtwofocusgroupstodiscusscollegesavingsplanswithparentsofteenagers.Youwanttotalkwithindividualswhoseincomerangesfrom$20,000toover$100,000annually.Whatwouldbethebestcourseofactionwithregardtogroupcomposition?

A)Havethefirstgroupconsistofindividualswithincomesbetween$20,000and$30,000;havethesecondgroupconsistofindividualswithincomesbetween$90,000and$100,000.

B)Havebothgroupsconsistofamixofindividualswhohaveincomesbetween$20,000and$100,000.

C)Havethefirstgroupconsistofindividualswithincomesbetween$20,000and$50,000;havethesecondgroupconsistofindividualswithincomesbetween$60,000and$100,000.

D)Havebothgroupsconsistofindividualswhohaveincomesbetween$85,000and$100,000.

Answer:C

PageRef:156

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

18)Whenthinkingaboutfocusgroupmembercompatibility,demographicsarealwaysthemostimportantconsideration.

Answer:FALSE

PageRef:157

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

19)Decisionsrelatedtofocusgroupcharacteristicsandthelogisticsoftheresearcharecarriedout________.

A)atthesametimethemoderatorisbeingbriefed

B)beforethemoderatorisselected

C)afterthediscussionguidehasbeencreated

D)afterfocusgroupsrespondentshavebeenrecruited

E)afterthefieldservicehasbeenselected

Answer:A

PageRef:156

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

20)Whenthinkingaboutfocusgroupmembercompatibility,attitudesarealwaysthemostimportantconsideration.

Answer:FALSE

PageRef:157

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

21)Considerthetwostatementsbelowwithregardtofocusgroupplanning.

I. Whenplanningforthenumberofgroupstobeheld,itisgenerallyunwise

toholdonlyonegrouppercity.

II. Thenumberoflocationsselectedforasetoffocusgroupsreflectstheextentto

whichitisbelievedthatgeographicdifferencesaffectsalientattitudesandbehaviors.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:157

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

22)Geographicdiversityforfocusgroupsbecome________importantwhenthegroupsaredesignedtoassistinquestionnairedevelopment.

A)more

B)less

Answer:B

PageRef:157

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

23)Considerthetwostatementsbelowwithregardtofocusgroupadministration.

I. Mostfocusgroupsareheldattheagency'sorclient'soffice.

II. Regardlessofwheretheyareheld,mostfocusgroupfacilitiesusetheconference

roomsetting.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:158

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:CommunicationAbilities

24)Mostfocusgroupfacilitiescanalsoassistwithparticipantrecruitment.

Answer:TRUE

PageRef:158

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

25)Thinkaboutthescreenerusedtorecruitfocusgroupparticipants.Howmany(ifany)ofthefollowingdescribeafunctionofthescreener?

-identifydesiredrespondents

-assignrespondentstoaspecificgroup

-identifyandeliminate"undesirable"respondents

-identifyindividualswhowouldbegoodcandidatesforfuturegroups

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:159

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

26)Considerthetwostatementsbelowwithregardtofocusgroupparticipants.

I. An"undesirable"focusgroupparticipantwouldbeonewhoattendedseven

focusgroupsinthepastmonth.

II. Focusgroupparticipantsarealmostalwayspaidfortheirparticipation.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:160

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Awell-writtenfocusgroupscreenerincreasestheprobabilitythatonlythoseindividualsofinterestwillberecruitedforthegroups.

Answer:FALSE

PageRef:160

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

28)Focusgrouprespondentsaretypicallyscreenedandrecruitedaweekpriortothegroups.Oncerespondentsshowupforthegroupsitisrecommendedthattheyallberescreened.

Answer:TRUE

PageRef:160

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

29)Withregardtofocusgroupstages,prefatorycommentsarefollowedby________.

A)projectivetechniques

B)paymentoftheincentive

C)anintroductiontoindividualsviewinginthebackroom

D)groupparticipantintroductionsandpersonalinformation

E)abreakforparticipantstoselecttheirsnacksanddrinks

Answer:D

PageRef:161

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

30)Inwhichphaseofthefocusgroupdoesthemoderatorexplainthepurposeofthegroup,discussrulesforparticipating,andnoteanytapingorobservers?

A)Prefatoryremarks

B)Introductionsandpersonalinformation

C)Settingthecontextfordiscussion

D)Generaldiscussion

Answer:A

PageRef:161

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

31)Inwhichphaseofthefocusgroupisthereashortseriesofquestionsthatprobeattitudesandbehaviorsspecifictothegrouptopic?

A)Prefatoryremarks

B)Introductionsandpersonalinformation

C)Settingthecontextfordiscussion

D)Generaldiscussion

Answer:C

PageRef:161

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

32)Inwhichphaseofthefocusgroupdoeseachmemberofthegroupbrieflysaysomethingabouthimselforherself?

A)Prefatoryremarks

B)Introductionsandpersonalinformation

C)Settingthecontextfordiscussion

D)Generaldiscussion

Answer:B

PageRef:161

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

33)Ifthefocusgroupsarerunning"long"thebestthingtodois________.

A)Shortenthediscussion,butleavetimeforthesummary

B)Keepthediscussiongoing,buteliminatethesummary

Answer:A

PageRef:161

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

34)Amoderatorshouldneverleavethefocusgrouproomuntilthegroupiscompletelyoverandrespondentshavebeensenthome.

Answer:FALSE

PageRef:162

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

35)Oncethediscussionguideisusedinthefirstsetofgroups,itshouldnotbechangeduntilithasbeenusedinatleasthalfofthegroups.

Answer:FALSE

PageRef:162

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

36)Thetextprovidesrecommendationsforviewingfocusgroups.Howmanyoftherecommendationsbelowwerediscussedinthetext?

-Formopinionsearly

-Listentoeveryone

-Don'tbedistractedbythebuffet

-Don'tbebiasedbydominantpersonalities

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:163

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:AnalyticSkills

37)Onlinefocusgroupsarealwaysapoorsubstituteforreal(traditional)focusgroups.

Answer:FALSE

PageRef:164

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

38)Whichofthefollowingtypeofonlinefocusgroupistheclosesttotraditionalfocusgroups?

A)Synchronous

B)Asynchronous

C)Hybrid

Answer:A

PageRef:164

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

39)________onlinefocusgroupsbuildthediscussionovertimebecauseallgroupparticipantsarenotrequiredtobeonlineatthesametime.

A)Synchronous

B)Asynchronous

C)Hybrid

Answer:B

PageRef:164

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

40)Hybridonlinefocusgroupsbeginas________groupsandthenshiftintothe________mode.

A)synchronous,asynchronous

B)asynchronous,synchronous

Answer:B

PageRef:165

Difficulty:Difficult

LearningObj.:LO5

Classification:Conceptual

41)Researchsuggeststhatthequantityandqualityofinformationobtainedinonlinefocusgroups________thatobtainedinthetraditionalgroupsetting.

A)inmostcasesgreatlyexceeds

B)israrelycomparableto

C)canoftenbecomparableto

Answer:C

PageRef:166

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

42)Researchsuggeststhattheself-disclosureofsensitiveinformationtendstobegreaterinthe________setting.

A)traditionalfocusgroup

B)onlinefocusgroup

Answer:B

PageRef:166

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

43)Whichofthefollowingisnotanadvantageofonlinefocusgroupsovertraditionalfocusgroups?

A)nophysicalsetupisnecessary

B)participantsdonotallhavetobefromthesamelocation

C)participantsarecomfortableintheirhomes/offices

D)participants'"bodylanguage"canbeeasilyobserved

Answer:D

PageRef:218

Difficulty:Difficult

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

44)Thevisualanonymityofonlinefocusgroupsmayreducesocialdesirabilitybias,allowingparticipantstofeelmorecomfortabletovoicetheiropinions.

Answer:TRUE

PageRef:166

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

45)Thediscussionofthesleepydriverfocusgroupspointedoutthatasgroupcharacteristicsandresearchgoalschange________.

A)thesamediscussionguidecanneverthelessbeusedforallgroups

B)thediscussionguideneedstobecustomizedfordifferentgroups

Answer:B

PageRef:166-167

Difficulty:Easy

LearningObj.:LO5

Classification:Application

AACSBStandard:AnalyticSkills

46)Listthemajorstagesofafocusgroupandbrieflydescribewhathappensduringeachstage.

Answer:-Prefatoryremarks:welcome,moderatorintroduction,explainfocusgroupsettingandrules

-Introductionsandpersonalinformation:groupsmembersintroducethemselvesand,ifappropriate,sharerelevantdemographicinformation

-Settingthecontextfordiscussion:shortseriesofquestionsthatprobeattitudesandbehaviorsspecifictothegrouptopic

-Discussion:mainportionofgroup

-Summary:moderatorsummarizeskeyinsights

-Finalquestions:viewingroomquestions

PageRef:161-162

Difficulty:Moderate

LearningObj.:LO5

Classification:Application

AACSBStandard:AnalyticSkills

47)Yourclienthasneverbeforeattendedfocusgroups.Listthreeguidelinesthatyouwoulddiscusswiththeclienttoenhancetheviewingexperience.

Answer:Anythreeofthefollowingareacceptable:

-Comeprepared

-Startwatchingfromthebeginning

-Focusonthebigpicture

-Listentoeveryone

-Listentoallcomments

-Don'tjumptoprematureconclusions

-Don'tletcharacterjudgmentsaffecthowcommentsareevaluated

-Don'tbebiase