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Thank you for sharing your thoughts on this study. I enjoy learning about areas of research with which I am not familiar. I was particularly interested in your comments about the method of using focus groups for data collection. I’ve cited an article you may like below stating the many benefits of using focus groups. Having experience in marketing, I have used and witnessed many focus groups before. While they can be a significantly valuable way to learn more from consumers, I would also say they are somewhat flawed. You mentioned that you felt the “methods of data collection were precise” however, I wonder how precise they are. It has been my experience that often people are there just because of compensation, and easily influenced by popular opinion. According to Herich, it’s always essential to keep participants engaged because there is usually one who is checking their watch or does not speak at all (Herich, D., 2016). “Their inertia can drag down the rest of the panelists, giving you mediocre results at best” (Herich, D., 2016, p.30).

How reliable do you feel focus groups are and are there steps researchers can take to keep groups on track?

 

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