Focus groups can be used to accomplish all of the following goals of exploratory research except
A) generate new ideas or hypotheses
B) clarify concepts, actions, or terms used by consumers
C) prioritize issues for further investigation
D) describe the relationship of consumers' AIO measures to their behavior

Question

Quizplus · Accepted Answer

Focus groups are not suitable for describing the relationship between consumers' AIO (activities, interests, and opinions) measures and their behavior. This requires more quantitative research methods. However, focus groups can be useful for generating new ideas or hypotheses, clarifying concepts or terms used by consumers, and prioritizing issues for further investigation.

Focus Groups Can Be Used to Accomplish All of the Following