When looking at the results of a series of focus groups, any analyst can find comments which represent his or her perception of the research issue.

Question

Quizplus · Accepted Answer

This is true. Depending on the analyst's perception of the research issue, they may cherry-pick certain comments from the focus group results that support their viewpoint. It is important for analysts to approach the data objectively and consider all perspectives presented in the focus groups.

When Looking at the Results of a Series of Focus