Scott works in the marketing department of a national insurance company. He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance. Based on this research, Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance. Which of the following statements is most likely true regarding this situation?
A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product.
B) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview.
C) Scott should have conducted survey research before he conducted the focus group interview.
D) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public.
E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.
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