What is a key benefit of using focus groups as a qualitative method?

Focus groups are particularly valuable in qualitative research because they enable discussion and interaction among participants. This dynamic setting allows individuals to express their thoughts and feelings while simultaneously responding to the ideas of others, which can lead to a richer, more nuanced understanding of the topic being studied. Participants can build on each other’s responses, providing diverse viewpoints and sparking deeper conversations that may not emerge in one-on-one interviews or surveys.

In contrast, the other options do not accurately capture the strengths of focus groups. The emphasis on narrow insights from a single individual overlooks the collaborative nature of focus groups, while the focus on in-depth study of statistical models misrepresents the qualitative focus of this method. Additionally, ensuring a representative sample pertains more to sampling methods than to the focus group itself, which typically involves a smaller, more homogenous group of participants that may not reflect the larger population.