ACCA Performance Management (F5) Certification Practice Exam

What is one of the primary issues with focus group research?

1. Results are qualitative

2. Results may not be representative

3. Participants willingly share all information

4. Cost is minimal for small companies

The correct answer is: Results may not be representative

The primary issue with focus group research is that the results may not be representative of the larger population. Focus groups typically involve a small, specific group of individuals brought together to discuss a particular topic. The insights gained from such a limited group cannot be generalized to a larger demographic because the participants may hold niche perspectives or experiences that do not reflect those of the wider population. Additionally, the dynamics within a focus group can significantly influence the conversation. For instance, dominant personalities may skew the discussion, leading to results that don't accurately represent the views of all potential users or consumers. This lack of representativeness can undermine the validity of the research findings and pose problems for decision-making based on that data. While focus group research provides valuable qualitative insights, the inherent limitations regarding representativeness make it crucial for researchers to consider these factors when interpreting their results and drawing conclusions.