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Advantages and Disadvantages of Focus groups

There are so many advantages of Focus groups along with data collection techniques. These are described below-

  1. Synergism

Putting a group of people together can generate a wide range of information and ideas than individuals. Focus groups can provide clear insight into the response

2. Snowballing

 It is a bandwagon effect. It operates in a group interviews means that one person comments focus on chain reaction from  the respondents.

3. Simulation

The participant ready to express their ideas after an introductory period. the respondents expose their feeling  over the topic discussed in the groups.

4. Security

Although the respondents feelings are  similar to the other participants, they feel comfortable and willingly express their ideas and feelings

5. Spontaneity

It is not necessary to answer only specific  question. The respondents have the proper right to response spontaneously and share their accurate feelings .

6. Serendipity

Various types of answer may come out in the group interview rather than individual interview.

7. Specialization

Simultaneous involvement of participant needs high trained and expensive interviewers.

8. Scientific scrutiny

It allows close scrutiny of the data collection process. The observer can eye witness of he event and record for further analysis.

9. Structure

It allows flexibility in the topics covered and the depth analysis which they are treated.

10.Speed

At a same  time , Several number of respondents are interviewed , data collection and analysis made quickly.

Disadvantages

The disadvantages of focus groups are described below 

  1. Misuse

Sometimes , focus groups may e misused or abused if they considered the as conclusive rather than exploratory.

2. Misjudge

Focus groups results can be easily misjudged than others. That’s because focus groups are susceptible to clients and researchers biases.

3. Moderation

It is difficult to moderate. Because, moderators with various skills are very are to found. Besides, the quality of the results highly depends on the moderators.

4. Messy

Sometimes, it makes some unstructured nature of resonse that is very difficult to interpret. Besides, it’s data end to be messy.

5. Misrepresentation

it is not projectable to the egeneral people. The results of focus groups are no representative a all along with it is not sole basis for decision making .

focus groups have various application if properly used and conducted.

Applications of Focus groups

  1. understand  consumers perceptions, preference and behavior
  2. obtain impressions of new product
  3. produce new ideas about old products
  4. develop creative concepts for advertisements
  5. secure price impressions
  6. obtain primary customer reactions

The methodological applications of focus groups are :-

  1. define a problem precisely
  2. generate alternative courses of action
  3. develop an approach to a problem
  4. obtain useful information
  5. generate hypothesis
  6. interpret previously obtain qualitative results.
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