Explain one advantage and one disadvantage of using focus groups as a method of Market Research.

One advantage of using Focus groups as a method of market research is that it allows a company to receive immediate feedback and ideas for improvement. Due to this quick feedback it allows a business to immediately address needs that it had previously not identified. However, one disadvantage of a business using focus groups as a method of market research is that some of the participants may be hesitant to express their thoughts and honesty opinions, especially if those thoughts or opinions contradict those of another participant, resulting in an inaccurate representation of the target markets opinions.