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The special features of focus groups. In qualitative research, focus groups have
some differences from other survey methodologies.
Insight not Rules. Focus group can provide trustworthy naturalistic data that also
lead to important insights about human behaviors by allowing all participants to
say anything they would like in front of the whole group. Meanwhile, researchers
listen not only for the content of discussions but observe something beyond
talking, such as tone and emotions which help them to learn or confirm not just the
facts but the meaning behind the facts.
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