- questions such as “What if?” can be asked;
- ideas and interests initially disregarded can be generated;
- relatively inexpensive.
Disadvantages:
- the results are not representative for all the people in a category, in other
words commentaries or opinions are generated that cannot be extended to the
majority; - limited number of questions;
- some people can dominate others, affecting the balance;
- interaction within the group may generate conflicts, domination, idea
contagion; - the arrangement of topics may affect reactions.
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