Advantages Of Focus Group Interview / Discussion:
(1) There is saving of time and money as 8 to 12 persons are interviewed at one time.
(2) Focused group interview provides detailed and accurate information from a small group easily and quickly.
(3) Each member of the group is given an opportunity to participate in the discussion. This gives different views on one subject to the researcher.
(4) There is stimulation to participants in group interview/discussion. Participants are free to express their view without fear/pressure.
(5) New ideas are generated in the group discussion and the researcher can use them in his report/recommendations.
(6) The information available through focus group interview/ discussion relates to one specific subject and is useful to researcher in his research work undertaken.
(7) Focus groups are now used extensively in MR as they give a direct “feel” of individual consumers.
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