Advantages, The views and opinions of group members can be explored, A group discussion can be informative and revealing, it collects information from several respondent quickly and cheaply, Group members can influence the discussion introducing ideas that the researcher may not have thought of, Disadvantages, Some participants may not feel comfortable in a group setting, Small numbers are studied, the results unlikely to be representative, Each focus group is unique, the results are unlikley to be reliable, Dominant members may be influential reducing the validity of the data

Focus groups

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