The Advantages of Focus Groups

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The advantages of focus groups * The Authority Role Of The Moderator The face-to-face involvement of a qualified moderator can ensure that the conversation is always on track, and encourage participants’ engagement without one individual dominating the meeting. * The Ability Of Group Participants To Interact With Each Other When participate are stimulated to discuss, the group dynamics can generate new thinking about a topic which will result in a much more in-depth discussion. * The Dynamic Nature Of The Methodology Due to the dynamic environment the moderator can modify the topics, which are prepared before the session to make the topic more suitable for the purpose. * The Ability To Involve The Client Personnel In The Research Process In traditional focus groups it is possible for the client personnel to watch the whole discussion behind a one-way mirror. The client personnel can provide their thinking to the moderator, which may help the moderator better handle the direction of discussion, and improve the quality of output. * The Capability To Utilise Non-Verbal Behavior As A Research Input The expression, attitude of individual, the intensity of the conversation etc. can be perceived by the researcher, which can modify the moderator’s decision and also can be counted in the research result. * The Level Of Participant Involvement In The Research Because every participant is under observation by the moderator and everybody know the process has been videotaped, it is easy to make participants fully engage even during non-discussion time. * The Greater Security Associated With Traditional Focus Group Research The possibility to screen each participant, lets the researcher know who have been involved. This ensures that for example your competition is not involved. Top The disadvantages of focus
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