Answer to Question 1
A
Answer to Question 2
A focus group interview is an unstructured, free-flowing interview with a small group of people (i.e., 6-10). Focus groups are led by a trained moderator who follows a flexible format encouraging dialogue among respondents. A moderator begins by providing some opening statement to broadly steer discussion in the intended direction. Ideally, discussion topics emerge at the group's initiative, not the moderator's.
Focus groups offer several advantages: (1) relatively fast, (2) easy to execute, (3) allow respondents to piggyback off each other's ideas, (4) provides multiple perspectives, (5) flexibility to allow more detailed descriptions, and (6) high degree of scrutiny.
Disadvantages include: (1) requires objective, sensitive, and effective moderators, (2) group may not be representative of the entire target market, (3) may not be useful for discussing sensitive topics, and (4) expensive.
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