Focus Groups

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  • Form of qualitative data collection in an interactive group discussion format.
      • Advantages
        • Encourages people to share more - relaxed approach
        • Useful to find out appropriate intervention
        • Get more spontaneous, emotional views
        • The result of focus group is greater than the sum of multiple interviews
      • Disadvantages
        • Hard to transcribe
        • People may not feel comfortable in a large group
        • False consensus
          • People may overestimate that others think/behave in the same way as them
        • Difficult to build trust/rapport


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