Focus groups
A focus group is a form of qualitative research in which a group of people are asked about there perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea or packaging.
Henderson, Naomi R.(2009) Managing moderator stress: ‘take a deep breath. You can do this!’ Marketing research, vol.21 issue 1, P28-P29
Disadvantages
If in the group you use friends are being interviewed then there answer may just be what you want to hear.
In the group one person may dominate given really only one opinion.
You may not here what you want.
There could be to many people talking over each other which could make things unclear.
Strengths
There are a variety of responses directly from your target audience.
The type of research is a lot more in depth making it qualitative rather than quantative
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