Question: Focus groups are a great way for an experienced moderator to gain insights from a small number of people in a highly interactive two-way feedback

Focus groups are a great way for an experienced "moderator" to gain insights from a small number of people in a highly interactive two-way feedback session. These are not inexpensive; however, they allow the moderator to delve more deeply into respondent comments to find out their REAL thinking. In addition, many times the moderator does a few personal interviews with peer members of the focus group while he or she is in an area.

What are the pros and cons of each of these types of market research (focus groups and personal interviews)?

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