What is the primary purpose of focus groups in data collection?

The primary purpose of focus groups in data collection is indeed to obtain data from a small group of people using interview questions. Focus groups facilitate direct engagement and interaction among participants, allowing for in-depth discussion and insights related to their opinions, attitudes, and perceptions regarding a specific topic or product. This qualitative data collection method enables researchers to probe deeper into participants' thoughts and feelings, which often leads to richer information than what might be captured through quantitative methods.

When using focus groups, the facilitator can encourage dynamic discussions and allow participants to elaborate on their points of view. This can reveal underlying motivations and nuances that might not surface in more structured data collection methods. It is particularly effective for exploring new ideas, testing concepts, or gathering feedback on potential products or services.