$($c$)$ Explain one advantage and one disadvantage for EI of using a focus group. $[4]$

Focus group, a primary research method, involve creating small discussion

groups to gain insight into and information about opinion, attitudes and behaviour

of the respondents.

The possible advantages:

Lena$$s daughter can engage in meaningful discussion with the participants and

ask probing questions regarding their willingness$/$ motivation to open an EI$$s

franchise, their expectations, experience, reservations and so on$.$ Lena should be

more aware of the support that might be needed to ensure that the brand is not

damage. A thorough research using a focus group can reduce the risk of failure.

Asking local entrepreneurs may be a good starting point to get some initial

responses about the level of interests, motivation, expectations, reservations and

so on before a major strategic decision is made.

However:

The use of local entrepreneurs is unlikely to provide the right sample as EI is

interested in local as well as national franchising. Moreover, local entrepreneurs

are more likely to presume their own business ideas rather than using EI$$s$.$ The

sampling$/$targeted group can be seen as inappropriate and might give Lena

inappropriate information.

One may doubt Lena$$s daughter ability to conduct a focus group. She has no

qualification and experience as she travels the world to find exotic flavours. Lack

of knowledge and experience can result in inappropriate$/$ leading questions and

hence inappropriate information for Lena to base her decision upon.

Accept any other relevant$/$ applicable advantage$/$ disadvantage.

N$.$B Allow responses that may attempt to cite COVID as a disadvantage of focus

groups since they rely heavily on the interaction between participants. Can

$$virtual$$ focus groups e$.$g Zoom, be as effective.

Mark as $2+2.$

Award $[1]$ for each relevant advantage$/$disadvantage$-$ explained and $[1]$ for

appropriate application to the organization to a maximum of $[2].$