Essentials of Business Research: A Guide to Doing Your Research Project by Jonathan Wilson

Essentials of Business Research: A Guide to Doing Your Research Project by Jonathan Wilson

Author:Jonathan Wilson [Wilson, Jonathan]
Language: eng
Format: azw3
ISBN: 9781446293478
Publisher: SAGE Publications
Published: 2014-01-19T16:00:00+00:00


• Synergy – the group process generates a wider range of information than would accrue from a comparable number of in-depth interviews.

• Snowballing – respondent interaction creates a chain of thoughts and ideas.

• Serendipity – a great idea can drop out of the blue.

• Stimulation – respondents’ views are brought out by the group process.

• Security – respondents’ views are more likely to be candid as there will probably be other similar people there and there is less individual pressure than in an in-depth interview.

• Spontaneity – because no one individual is required to respond to a question, this encourages a spontaneous response when people have a definite point of view.

• Specialization – a trained moderator can interview more respondents in a given session.

• Structure – it is easier for the moderator to reintroduce a topic not adequately covered before than in an in-depth interview.

• Speed – focus groups are quicker than individual interviews.

• Scrutiny – the group can be observed by members of the research team.



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