A focus group is is research technique that involves a small group of participants to answer questions in a moderated setting.
The group is chosen based off predetermined demographic traits to gain information on a specific topic.
It produces qualitative data meaning that is more descriptive rather than figures/statistics.
Often used in marketing, social science and user research disciplines.
Evaluation
Advantages:
- Can provide more nuanced and natural feedback than individual surveys
- Easier and faster to organise than experiments or large scale surveys
- Real time unfiltered responses
- Able to gather directional information
Disadvantages:
- Not as in depth as individual interviews
- Participants may not express real opinion in front of other participants
- More expensive than individual interviews
- Moderator bias - may ask leading questions which can lead to inaccurate results. Participants may also change their answers in order not to offend/ disappoint the moderator
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