Chapter . Myths About Focus Groups

The following section describes some of the most common myths surrounding focus groups.

Focus Groups Can Be Easy

One of the most common myths about focus groups is that they are easy—that you basically just run a discussion group. In reality, conducting focus groups takes careful planning and special resources.

Compared to other qualitative methods, focus groups may have an advantage. The data collection process is easier because groups typically take less time and resources than sets of individual interviews or observations. Of course, the more experience you have, the easier it will be to plan and conduct focus groups. But if you are just starting out, be prepared to spend time going through the planning phase ...

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