What Are some of the Disadvantages of Using Focus Groups?

A focus group is a form of qualitative research in which a group of people is asked about their attitude towards a product, concept, advertisement, idea, or packaging (Blankenship et al. 1998). Focus groups usually consist of 8 to 10 members and are headed by a moderator to keep track of things and make sure that every member of the group participates in the discussion. In the world of marketing and marketing research, focus groups are one of the most popular techniques used even by the greatest researchers. …