Question

Focus group research is now conducted live and online. Perform an online search of articles related...

Focus group research is now conducted live and online. Perform an online search of articles related to the strengths and or weaknesses of focus group research whether conducted online or live. Which method would you prefer to use if designing a research project in tourism or sports? Why? Why not the other method?

Homework Answers

Answer #1

Focus groups are a key part of qualitative research.

Advantages

  • Diverse opinions
    • People of different demographics and backgrounds sharing thoughts on one subject
    • Chance to observe a large group interaction on one topic
    • Spontaneous in depth information due to visual stimuli and flexibility
    • Works well with special participants and group stimulates other members

Disadvantages

  • Trained Moderator
    • Requires a trained moderator to keep the group focused
    • Moderator required to seek clarity
  • Expensive
    • A trained moderator is difficult to find
    • Cost per individual also increases
    • Time consuming
  • Content
    • Some participants may dominate the discussion
    • Lack of confidentiality - opinions shared may be farfetched
    • Biased responses due to other participants and the moderator
    • Difficult to quantify or analyse the responses
    • Generalizations are difficult due to smaller sample sizes

For a tourism research, I would use a survey because

  • Allows opinions from multiple stakeholders/ markets
  • Allow for sampling within a region
  • Compile the results easily and see the trends
  • Anonymity leads to credible information

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