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3 SURVEY OR FOCUS GROUP?

3.1 SURVEY
Surveys were conducted by the group at a later stage in the research when there was clarity
on what parameters should the questions be framed in order to keep the survey concise.
The surveys were floated via online mode in the form of google forms and thus lacked
intimacy and interaction. However since the stage of the research was no more just
exploratory, rather it was descriptive in nature, the survey administration was very simple
and the process was quick. Moreover there was efficiency in data collection and recording
due to the sophistication of the tools used along with cost-efficiency that was achieved. The
survey also proved to be relevant for collecting quantitative data which was easier to analyse
and interpret.

However, the sampling method used was convenience sampling and thus the data may be
more exposed to the possibility of not being representative of the true population. Adding to
the issues, the risk of misinterpretation of questions which lead to inaccuracy in anwers still
exist with a survey. Furthermore, the inability to gauge non-verbal cues and to direct a
conversation as per the responses also lack here; rigid not flexible.

3.2 FOCUS GROUPS

Focus Groups on the other hand was undertaken by the group at the exploratory stage of
the research wherein the group was not very clear about the exact motives and direction of
the study or of the characteristics and major concerns of its target population. Thus to bring
some ground to the chaos, a 45 minutes’ Focus Group Discussion was conducted that
helped gauge a lot of qualitative data required to give direction to the study. It helped foster
an open and flexible discussion and the face-to-face conversation helped gauge a lot of
verbal and non-verbal cues uncovering a lot that may be left hidden with surveys
observations that would have been missed otherwise.

However, the Focus Group Discussion was also not free from issues. Anchor bias does
prevail along with the pressure of confirming to the group norms wherein contrasting
opinions may not nurture together. While this bias is a consequence of human nature, it is
expected that it will arise in the real world market as well. Focus Group Discussions were
also time-consuming as the time spent on transcriptions the same to help with further
analysis needs to be weighed against the benefit of the same. The analysis also is complex
as qualitative data needs to be codified and converted into quantitative data before any
interpretations can be drawn. Lack of anonymity and privacy of a survey, which might have
prevented members from speaking their mind.
3.3 Which is better? 
Both the data collection method have their own pros and cons however we do see that the
stage at which a research stands heavily determines the choice of the method. If the
research is still at an exploratory stage, the focus group discussion facilitates conversational,
interaction-based feedback which is required to give the research a direction.
Once the direction is set and the research becomes more descriptive and deterministic in
nature, surveys help in collective qualitative data and the researcher benefits from the larger
reach of surveys.