Focus groups work well in tandem with a quantitative study (see #1 on the list above), but shouldn’t be used in place of a quantitative study when there is a lot at stake . If you need to generalize results to a large population or statistical data is required.
What is bad about focus groups?
1. There is a gap between what focus group participants say and what they do. Traditional focus groups do not provide an accurate read on customer behavior . ... Another problem with focus groups is they often ask people for their quick, topical reaction to products they have not seen, used, or experienced.
Why are focus groups not effective?
Compared to individual interviews, focus groups are not as efficient in covering maximum depth on a particular issue . A particular disadvantage of a focus group is the possibility that the members may not express their honest and personal opinions about the topic at hand.
When should you use a focus group?
Similar to other types of qualitative research, focus groups should be used to identify important issues that can then be explored further through surveys or studies involving a larger, more representative group of people.
What is the main reason why focus groups might not be representative?
The small sample size means the groups might not be a good representation of the larger population. Group discussions can be difficult to steer and control, so time can be lost to irrelevant topics. Respondents can feel peer pressure to give similar answers to the moderator’s questions.
Are paid focus groups worth it?
Paid focus groups are definitely a legitimate way to make money . There are dozens of major market research companies out there that rely on focus groups for shaping their customers’ activities, which means they pay very well for you to participate in these.
What are focus groups best for?
Focus groups are one of the most effective and popular market research methods available. Used to gather qualitative data and in-depth insights , they enable researchers to collect information on anything from products and services to beliefs and perceptions in order to reveal true customer attitudes and opinions.
Do companies still use focus groups?
Today, corporations use focus groups to study and sell everything from frozen foods to summer blockbusters . Political parties use them to hone campaign messaging, as do US government agencies concerned about public reaction to policy changes.
Why are focus groups better than interviews?
Advantages of Focus groups
Focus groups are indeed the best way to exchange viewpoints and discuss disagreements between consumers . This dynamics will not be captured in a face-to-face interview. In addition focus groups may be less expensive than interviews, provided the analytical treatment remains light.
How reliable are focus groups?
Validity of Focus Groups
Validity is the extent to which a measure measures what it purports to measure. For focus groups, this could mean whether it is reasonably certain that people are talking about what you think they are talking about. Focus groups tend to be strong on validity.
What are the three types of focus groups?
- 3.1 Single focus group. ...
- 3.2 Two-way focus group. ...
- 3.3 Dual moderator focus group. ...
- 3.4 Duelling moderator focus group. ...
- 3.5 Respondent moderator focus group. ...
- 3.6 Mini focus group. ...
- 3.7 Online focus groups.
How long should focus groups last?
Focus groups typically last about 60 to 90 minutes . A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. The focus group needs to be appropriate for the type of participants in the group.
What are the 3 gathering techniques?
- Questionnaires, surveys and checklists. ...
- Personal interviews. ...
- Documentation review. ...
- Observation. ...
- Focus group. ...
- Case Studies.
What is a good number for a focus group?
Population: The ideal size of a focus group is 8-10 subjects , plus a facilitator and a note taker, about the size of a lively seminar class. A larger group will limit the detail of some responses because participants feel a pressure to share airtime with others.
How do focus groups get chosen?
The selection process regarding who will be invited to participate in a focus group is actually quite simple. Focus groups are voluntary and everyone invited has volunteered to take part in the focus group. Focus group researchers select and invite 20-25 people with similar characteristics to a single session.
How many focus groups do you need?
How many groups do you need? Rule of thumb: 4-6 groups is the average , though some opt for smaller studies and do just 2-3, and some opt for more and can do as many as 15. The more groups you have, the more ideas and opinions you will collect, but this is helpful only up to a point.
