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10 / 2639 |
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However, a good group facilitator should be able to resolve this potential problem. Second, focus groups can be problematic when dealing with sensitive topics. Under this scenario, participants may be reluctant to share information out of fear of embarrassment. However, through a skilled facilitator, focus group members may be made aware of the fact that they share the same sensitivities...
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However, through a skilled facilitator, focus group members may be made aware of the fact that they share the same sensitivities. Third, focus group output cannot be validated. In other words, it is not subjective to statistical measurements, which provide a method of validation. However, if focus groups are used in a manner that accounts for demographic, geographic and
1Shoot the Focus Group, Marketing, page 1, November 14, 2005
2ibid, page 2
psychographic diversity, and if there is a high degree of consistency in focus group responses, then the process can be regarded as valid...
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