Misuse: Researchers might think the results of a focus group are conclusive while in reality they can only be used as exploratory data
Misjudge: When interpreting focus groups a subjective bias might lead to wrong conclusions
Moderation: The quality strongly depends on the moderator
Messy: Data is messy and hard to analyze
Misrepresentation: Results are not representative
Comments
Question from Krasnova possibly aims for more than 5Ms:
-behavioral effects resulting from other participants
-Positive self-presentation
-Individual views difficult to identify
-Possible confidentiality breach