Focus groups are a popular form of qualitative research information because
they're fast flexible, and easily understood.
Focus Groups are often conducted as a preliminary, exploratory inquiry
to help researchers and information seekers plan a survey.
With so few respondents, focus groups may not be an adequate substitute
for field surveys of a substantial sample of respondents.
Focus groups require special expertise and perhaps special facilities,
so they can be costly, especially if several are required.
Most focus groups are conducted at special facilities or centers designed
for that purpose, but they can be held at hotels and meeting room facilities.
Focus groups are guided by an agenda of the key issues and
topics, and it must be fairly flexible, rather than rigid.
Participants should be screened so the group will be demographically similar
but still represent diverse views and opinions.
The roll of the moderator is critical and the task requires a great deal
of skill and experience to perform effectively.
Focus group sessions can be observed directly by sponsor representatives,
and are routinely video recorded for later viewing.
Focus group discussions can be digitally recorded and video-streamed to
information seekers at other locations for real-time or later viewing.
