The variety of information on

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Advantages of focus groups

The strengths of focus groups include the following characteristics:

the issues raised that can be obtained from several participants;
“snowball effect” – a remark by one respondent causes a response from another, prompting him to some thoughts or memories;
stimulation - if the group is successful, respondents will want to express their thoughts and feelings;
a sense of security – there are several respondents and they are all in the same conditions, which reduces their fear of appearing ignorant;
spontaneity of reactions – respondents express themselves in a free form, rather than answering specific, clearly formulated questions. What they say and what they keep silent about, what words and intonations they use, in what sequence they touch upon certain issues – all this reflects the subjective significance of these moments and can be a useful source of information when analyzing groups;
flexible structure, the ability to linger on the discussion of unexpectedly arising interesting points or those questions that caused difficulty or bewilderment;
speed of data collection (compared to interviews);
the differences between respondents are clearly visible and el salvador cell phone number list one can assume what causes these differences (social status, professional affiliation, income, cultural level);
Focus groups can be observed and access can be gained from real consumers, their problems, emotions, language.
Disadvantages of the focus group method

Some disadvantages are inherent to focus groups themselves, while others are related to their misuse.

Focus groups are not very useful for obtaining information in the following situations:

when it comes to topics that people are unlikely to discuss openly in front of other people (intimate topics such as personal hygiene, contraception, or financial issues);
when an understanding of complex behavior is required, associated with making a number of important decisions – purchasing expensive items such as real estate, furniture, cars;
when there are strict social norms that regulate and prescribe certain views and actions in some area (parental behavior);
a deep understanding of complex social roles is necessary, or it is necessary to turn to the respondent's biography, an analysis of a single case, in order to identify possible factors that influenced the formation of his ideas;