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