What is a moderator's major role in online focus groups?
a. To limit a discussion to closed-ended questions
b. To type in questions online for all respondents to see
c. To make sure the costs incurred with online focus groups remain relatively low
d. To let respondents control a discussion
ANSWER: b
In online focus groups, a firm develops a discussion guide similar to the one used for a conventional focus group, and a moderator runs the group by typing in questions online for everyone to see. The moderator also provides a URL for the respondents to go to in another browser window where they can view things such as a concept statement, a mockup of a print ad, or a short product demonstration video.
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All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:
A) high interviewer bias. B) limited to simple questions. C) low sample control. D) low response rate. E) moderate quantity of data.
Consumer-generated marketing (CGM) ________
A) is most effective in non-electronic communication environments. B) emphasizes expensive, well-targeted advertising messages. C) works best in large metropolitan areas. D) relies solely on digital communication outlets. E) encourages consumers to create marketing messages themselves.