When NOT to use Focus Groups - Limitations

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Focus Groups > Best Practices > When NOT to use Focus Groups - Limitations

When NOT to use Focus Groups - Limitations
Gene
You should not use Focus Groups when quantitative information is needed (when you want to know the percentage of people who will buy a product or vote for some candidate). The small size of focus groups makes any estimates of quantitative proportions unreliable, even if the members of the focus group are representative of the target population. By the same token, focus group research is a poor choice for multivariate research, where one again needs the stability of large random samples to be ably to disaggregate the effects of explanatory variables through statistical techniques. Thirdly, focus group research is a poor choice for predicting future action in settings yet to emerge since focus group discussants will articulate their views in terms of their own present experiences. (...) Read more? Sign up for free

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Focus Groups
Summary
Forum
Averaging the Results of a Focus Group
🔥Focus Group - Advice Needed About the First Question
MaxDiff: Determining what Customers Value Most
Best Practices
When NOT to use Focus Groups - Limitations


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