Chapter 5 introduces several qualitative research methodologies. Please answer the following questions.

1. Discuss the advantages and disadvantages of focus groups
2. Discuss the advantages and disadvantages of individual depth interviews.
3. What is probing? Please give a short example.
4. Case Scenario: As the first stage of a comprehensive physician-satisfaction study, a hospital wants a market researcher to interview about 20% of its 100 physicians. There is known to be quite a bit of animosity between primary care physicians and specialty physicians, as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure. Will you use focus groups approach or individual depth interviews approach for this study? Give reasons for your selection.