Best use of focus groups

Focus groups have a purpose (that is, to get feedback). But every time a group meets for the purpose of getting feedback, this does not automatically mean this is a focus group. A focus group has structure and a method for collecting feedback, which we're going to examine in this section.

Organizations need to make a deliberate decision to use a focus group versus other methods for collecting feedback. Here are some other methods to consider when deciding if a focus group is the best approach.

Focus groups versus surveys

Susan Eliot, a qualitative research consultant and author of The Listening Resource (http://www.qualitative-researcher.com/), says that surveys might be your best option when you're looking for frequency in responses or very little depth on a large number of topics.

Focus groups are better options for discussion and complex issues. They allow a facilitator to get detailed information.

Focus groups versus individual interviews

Carey V. Azzara, in an article...