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Flexible not standardized. During the course of a two-hour session, we can see a
natural conversation will be produced because individuals are allowed to laugh,
tell personal stories, revisit earlier questions, disagree with other research, the
moderator only needs to lead the conversation on track by applying his prepared
interview guide. Actually, a well-designed guide encourages group members to
relax, open up, think deeply, and consider alternatives.
Warm not Hot. Focus groups do not produce reliable data on topics that produce
extremely strong feelings. Because conversation in some cultures which are of a
sensitive nature will not be discussed thoroughly.
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