Focus Group Study Advantages

Focus groups interviewing refers to a method in which a number of people are brought together in a control setting, to be interviewed together as a group. For this method to become a successful study, one needs to be able to listen, think, and talk almost at the same time. Focus groups are a good tool for exploratory research, however, as is the case in most studies, these qualitative interviews may later be combined with quantitative techniques in order to gain a deeper understanding of the topic. Furthermore, focus groups can be very effective in helping researchers gain insights while conducting studies with participants of different upbringings and cultures.
Focus group interviewing, similar to a qualitative one to one interviews are relatively flexible. The conversation is led by a mediator in order to facilitate the discussion, and make sure everyone in the group participates. The mediator does as …show more content…
For example, this hand held computer may be introducing helpful apps for university students, however some students may not be able to afford purchasing the device. A focus groups study approach, would allow for in depth qualitative data, analyzing views on possible problems, opinions, feeling and possible outcomes associated with introducing a new hand held computer in a society already overwhelmed by smart devices. Furthermore, as almost everyone already owns a smartphone, a tablet or a laptop, during the focus group study, we would have to understand if people would be willing to replace their current smart devises for this hand held computer, or if they would introduce this item as a complement their existing devices. As the interviewers are more likely to talk openly with each other in a group interview setting, the insights would help in making market decisions for the device to bring in the largest possible