1. Identify the major differences between qualitative and quantitative research.

2.Define focus groups and explain how to conduct them.

3. How are focus group participants recruited; Discuss the steps used in recruitment of participants of focus group and what is a common problem associated with this recruitment?

4. Should the marketing manager client be a focus group moderator? Why or why not?

5. Indicate how a focus group moderator should handle each of the following cases: (a) A participant is loud and dominates the conversation; (b) a participant is obviously suffering from a cold and goes into coughing fits every few minutes; (c) two participants who, it turns out, are acquaintances persist in a private conversation about their children; and (d) the only minority representative participant in the focus group looks very uncomfortable with the group and fails to make any comments.

6. Your university is considering letting an apartment management company build an apartment complex on campus. To save money, the company proposes to build a common cooking area for every four apartments. This area would be equipped with an oven, stove-top burners, microwave oven, sink, food preparation area, garbage disposal, and individual mini-refrigerators with locks on them for each apartment. Two students would live in each apartment, so eight students would use the common cooking area. You volunteer to conduct focus groups with students to determine their reactions to this concept and to brainstorm suggestions for improvements. Prepare the topics list you would have as a guide in your role as moderator.

7. What aspects of person-administered surveys make them attractive to marketing researchers? What aspects make them unattractive?

8. Why were telephone surveys popular before widespread Internet access?

9. Is a telephone interview inappropriate for a survey that has as one of its objectives a complete listing of all possible advertising media a person was exposed to in the past week? Why or why not?

10. What is a questionnaire, and what functions does it serve? whether they'd purchase another pink traditional shirt with a novel neckline, inquire as to whether they like to wear the shading pink or on the off chance that they like the sort of neckline you're thinking about.