Limitation of focus group discussions
1. Focus groups tend to become influenced by one or two dominant people in the session thus making the output very biased
The moderator plays an essential role in handling the situation, but if the moderator is not experienced enough, it is very easy for the whole discussion to be dominated by a few people.
2 Focus groups are not as effective in dealing with sensitive topics
It is-difficult to have the participants share their real feelings towards some sensitive topics publicly: This can in turn influence the output data.
3. Focus group output is not project able
If a great deal of consistency in the results from a series of focus groups have been identified and it is very likely that the results from these sessions probably can represent a larger '.number of people. We can’t expect focus groups to be project able-'in the same way as .quantitative study findings can be Furthermore, traditional focus groups can only be held in a few cities, unlike some internet and. telephone focus groups which, could be organized in various situations without limitation of time and location. This also makes data from focus groups less representative of the total universe.
4. Focus groups are a very artificial environment which can influence the responses that are generated
This is frequently the argument that ethnographers will use when recommending their methodology versus .focus groups. Because researchers using the ethnographic technique will situate themselves in the real environment .Eat is unreachable for focus groups. In focus groups people are collected in a meeting from room thus they might behave differently from how they behave when they are not watched and it will affect the quality of research results.
5. Lack of honesty from participants
One drawback to a focus group is that participants do not always voice their true opinions. Some individuals are shy by nature and do not readily address large groups or strangers.- Participants can also be swayed by the focus group moderator or the presence of company ; executives. This can especially hold true of a moderator who expresses her own opinions or shows bias during.-the session.
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6 Time and monetary casts.
The cost of a focus group are high..This' includes the cost of facility rentals, supplies, hiring a market research firm and paying participants for their time. In addition, assessing the results of the focus group to create a .report or presentation can be a time-consuming task. If analysis is not done correctly, it may lead to costly marketing or production mistakes by a company
7. Participant domination
Focus groups dominated by one or two participants can skew data and may cause, others to hesitate in sharing their insight. While a good moderator will be able to quell dominating personalities and make quieter voices heard, it can still influence the raw data collected and potentially lead to false negatives.
8.Logistical challenges Transportation issues may arise if the focus group location is in a remote area.
If the location is not accessible by public transportation, companies should select either an alternative location or provide transportation for participants. Not placing the focus group in an accessible area may limit the participant pool. In. addition, if a company is looking to launch a' product nationally, it should .consider conducting several focus groups throughout the country to examine regional habits and interests. This endeavor, however, can be quite costly and. time-consuming.
marto answered the question on January 30, 2019 at 07:41
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