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What are the disadvantages of a Focus Group?
Home » Advertising & Marketing » Focus Groups » What are the disadvantages of a Focus Group?Posted by Your Guide on December 2, 2005 12:08 PM
Due to human error, it is possible for the data provided by the focus group to be influenced by the moderator. For this reason, the moderator should know and understand the overall goal of the study, how to ask questions efficiently, and how to keep the group discussion surrounding the research goal. Also, a focus group can only assess what people say they do and how they say they act. However, in most cases, what people say they do and what they actually do differ. They also are based on the assumption of the honesty and openness of the people in the focus group. The focus group may not be open or entirely honest due to a variety of reasons, such as not feeling comfortable in the environment, just agreeing with a dominate personality in the group, etc. Because of this fact, focus groups should not be the only method of gathering public opinion.
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