Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Question

Quizplus · Accepted Answer

Focus groups typically involve a small, non-random sample of individuals. Therefore, it is difficult to generalize the results to the rest of the population. This is a major limitation of relying solely on focus groups for market research. The other options are also important considerations, but not as critical to the overall validity and reliability of the research as the issue of generalizability.

Focus Groups Have Become One of the Major Market Research