What is the major drawback of using a focus group for collecting research data on customers' purchase motives?
A) The moderator must be relied on to stimulate a reasonable discussion.
B) Focus groups are poor at ascertaining psychological motives.
C) This research format is invalid.
D) The data may not be reliable because of the small sample size.
E) The cost is excessive compared with quantitative research.

Question

Quizplus · Accepted Answer

Focus groups typically involve a small number of participants, which can limit the reliability and generalizability of the data collected.

What Is the Major Drawback of Using a Focus Group