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# Advertising Research Theory and Practice

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## Quiz 6 : Focus Groups

According to the text,how many (if any)of the following situations are an appropriate use of focus groups? - determining the percentage of individuals who use a particular product - exploring reactions to current approaches to brand and category advertising - determining if there are statistical differences in attitudes between groups of consumers - developing and refining hypotheses regarding consumer motivations
Free
Multiple Choice

C

Consider the following two situations: I.Your ad agency is in the initial stages of developing an advertising campaign and has Developed several concepts that might be used for the advertising.The creative team Wants to better understand the target audience's views of each concept's strengths and Weaknesses. II.Your ad agency has just finished filming two commercials and wants to determine which Commercial to select and then actually air on television. Which of the following best describes these situations?
Free
Multiple Choice

A

The two statements below refer to the focus group discussion guide. I.The focus group discussion guide presents the questions and topic areas to Be addressed,noting the order of presentation and any required probes. II.Once a moderator drafts the discussion guide,no additions or modifications Are allowed. Which,if any,of these statements is (are)correct?
Free
Multiple Choice

A

Consider the two questions below regarding focus group moderators. I.When choosing a moderator for a set of groups,it is important to make certain That the moderator is an expert in the area being explored. II.When considering the selection of a group moderator,it is important to find a Moderator whose demographic characteristics match those of the group participants. Which,if any,of these statements is (are)true?
Multiple Choice
The AAA agency is conducting focus groups on behalf of its client,Microsoft.The ________ typically has primary responsibility for the drafting of the discussion guide.
Multiple Choice
The specific planning for focus groups begins with two simultaneous sets of activities.The first set relates to moderator selection while the second set relates to ________.
Multiple Choice
The draft discussion guide should be presented to the client and agency ________ the first set of focus groups.
Multiple Choice
Decisions related to focus group characteristics and the logistics of the research are carried out ________.
Multiple Choice
Which one of the following is NOT an appropriate objective for focus groups?
Multiple Choice
When thinking about focus group member compatibility,demographics are always the most important consideration.
True False
The moderator briefing takes place ________ the first set of focus groups.
Multiple Choice
A focus group discussion guide should list both the questions to be explored and the specific probes to be used during group discussion.
True False
You are holding two focus groups to discuss college savings plans with parents of teenagers.You want to talk with individuals whose income ranges from $20,000 to over$100,000 annually.What would be the best course of action with regard to group composition?
Multiple Choice
When thinking about focus group member compatibility,attitudes are always the most important consideration.
True False
Consider the two statements below. I.Focus groups are appropriate whenever it is believed that interaction among Respondents is necessary for obtaining depth of insights. II.Focus groups are often a good substitute for more complex quantitative research. Which,if any,of these statements is (are)true?
Multiple Choice
The PLK Advertising Agency has created three new ads for its client.Research is needed to determine the strongest of the three ads,which will be the only one produced and placed into media.Focus groups would be a good method for selecting the one ad to produce.
True False